경험재의 지속적 선택에 영향을 주는 요인에 관한 연구 = 경험요인과 비 경험요인을 중심으로

국문 초록 (Abstract)

영화, 게임, 공연, 스포츠, 음악, 여가 등 다양한 경험재들이 그 상업성을 인정받으며, 이론적 실무적 관심을 받고 있다. 특히, 다른 일반 서비스나 제품에서 지속적 구매나 방문이 중요하듯이, 경험재에서도 지속적 선택이 미래성과에서 중요하기 때문에 이와 관련한 연구들이 진행되어 왔다. 그러나 이들 연구들은 개별 경험재 분야(예를 들어, 게임, 영화, 여가 등)에서만 제한적으로 이뤄졌을 뿐, 개별 경험재 연구의 바탕이 되는 경험재 분야에서 지속적 선택을 설명하려는 연구는 거의 이뤄지지 않았다. 경험재는 제약된 돈이나 시간의 범위에서 즐거움을 충족시키는 것이 가능하다면 그 해당 경험군을 넘어선 다른 많은 경험군들이 경쟁범위가 될 수 있기 때문에, 경쟁력 향상과 관련해서도 전체 경험재를 범위로 연구를 진행하는 것이 필요할 수 있다. 따라서 본 연구는 개별 경험재가 아닌 다양한 경험들을 포괄하는 경험재를 대상으로 하여 지속적 선택에 영향을 주는 요인들을 제안하고자 하였다. 경험재의 지속적 선택을 설명하는 종속변수로서 동일 경험의 재선택 의도가 아닌, 해당경험 다음에 이어지는 순차경험에 대한 선택의도로 하였는데, 이는 경험재 분야에서 실질적으로 어떤 경험과 동일한 경험을 다시 하거나 하고자 하는 경우는 드물다는 현실을 반영한 것이다. 그리고 지속적 선택에 영향을 주는 요인으로는 경험요인과 비 경험요인을 제안하였는데, 경험요인은 경험효용(감정적 효용, 신체/정신적 효용, 상징적 효용, 사회적 효용)과 비용(금전적 비용, 시간적 비용, 에너지 비용, 사회/심리적 비용)이 (현 경험에 대한)지각된 가치와 (순차경험에 대한)기대에 주는 영향과 이들이 다시 (순차경험에 대한)선택의도에 주는 영향을 포함하고 있다. 그리고 상황적/개인적 부분과 관련된 비 경험요인으로서 대안 매력도와 다양성추구성향을 포함하였으며 이들이 (순차경험에 대한)선택의도에 주는 영향을 제안하였다. 여기에서 제안한 관계들을 검증한 결과, 일부를 제외하고는 본 연구에서 가정한 관계들을 지지하고 있으며, 연구 마지막에는 이러한 결과에 대한 연구의 시사점과 한계점이 논의되었다.

다국어 초록 (Multilingual Abstract)

Most people are spending their time for experiential products such as leisure, movie, game, perfor-mance, and encounter the moment of choosing one among these experiential products. Consequently, a growing number of researchers have started to explain the choice of the experiential products. However, most of the studies progressed in the separated experience field (ex. leisure, movie, ex-hibition, game, performance), so there are little research that help us understand the choice of experiential products comprehensively. The objective of this paper was to make up for this lack by developing a framework for better insight into the choice of experiential product. This study emphasizes general perspective of ex-periential consumption and focuses on developing a comprehensive choice model. This study attempts to explain the continuous choice in the setting of experiential consumption. To suggest the continuous choice model of experiential products, we established the outline of model, based on the previous researches of general service/goods, and then adjusted the specific constructs which are included in the model, based on the attributes of experiential consumption. The continuous choice model which we present in this study incorporates two effects including the experience-related factors and the experience-unrelated factors. The former factors consist of experiential benefits(emotional, physical/psychological, symbolic, social benefit) and costs(monetary, time, energy, social/psychological cost), perceived value, and expectation. The latter factors consist of alternative attractiveness and variety-seeking tendency as situational/personal effects. Through reviewing previous studies, we suggested emotional, physical/psychological, symbolic, social benefit as experiential benefits, and monetary, time, energy, social/psychological cost as experiential costs. Also, we expect that these benefits and costs effect (the present experience)perceived value and (the next experience)expectation, in turn, (the present experience)perceived value and (the next experience)expectation effect (the next experience)choice intention. In addition, we expect that the experience-unrelated factors effect (the next experience)choice intention. Survey research is employed to test hypotheses involving experience benefits and costs, perceived value, expectation, alternative attractiveness, variety seeking, choice intention. Previous researches, such as marketing, leisure, hedonic research, have been referenced to measure constructs. We collected data involving various experiences, and used 231 respondents to analyze these data using LISREL structural modeling. All internal consistency measures are greater than .70, which is above the level set by Nunnally (1978) of .70, so the scales demonstrate internal reliability. In the measurement model, the fit indices for the model are as follows: x2=425.54(224 d.f), GFI=.87, NFI=.85, NNFI=.91, CFI=.92, AGFI=.83, RMR=.061; x2=156.68(80 d.f), GFI=.92, NFI=.92, NNFI=.95, CFI=.96, AGFI=.88, RMR=.048. Given the size of the sample, it is not surprising that the x2 statistic is significant. Therefore, the fit indices indicate satisfactory model fit. The proposed model was a good fit with the data(GFI=.96 NFI=.95 CFI=.96, AGFI=.80, RMR=.034), the hypothesized relationships were statistically significant(p<.05). Emotional benefit had positive effects on both perceived value( .091) and expectation(.40), and then physical/psychological benefit also had positive effects on both perceived value(.64) and expectation(.16). On the other hand, symbolic benefit had a positive effect on only perceived value(.30), social benefit had a positive effect on only expectation(.19). Monetary cost and social/psychological cost had negative effects on perceived value(-.13,-.11), on the other hand, energy cost didn`t have a significant effect and time cost even had a positive effect on perceived value(.16), unlikely the prediction of this study.

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