공유경제 서비스에 기반한 소비자의 협력소비 경험 = Consumers` Experiences of Collaborative Consumption Based on Sharing Economy` Service

다국어 초록 (Multilingual Abstract)

This research is to understand the nature and meaning of the consumers` experiences of collaborative through the platform of the sharing economy service. Through a methodology of phenomenological qualitative research, individual in-depth interviews were made with eleven consumers who utilize online sharing service of kids clothing and reside in Seoul and Gyeonggi-do. From analyzing the interviews, nine categories and twenty themes were extracted. The categories of experiences of collaborative consumption can be summarized as ‘service l am looking for’, ‘utility of rational consumption’, ‘looking and waiting for treasures’, ‘high trust toward the company’, ‘in between understanding and complaint’, ‘efficient use of resources’, ‘affection by interacting on online platform’, ‘wise parent as well as savvy consumer’, and ‘from ownership to access’. The nature of these experiences of collaborative consumption can be defined as “satisfaction that meets both rationality of economic purchase and ethics of resource recycling, combined with social relationship and personal enjoyment”. Participants demonstrated the needs for collaborative consumption of kids clothing in their everyday lives. First and foremost, they were satisfied with the financial benefits and expected good items to come out. Also, they made their transactions with the high trust toward the sharing company, this showed the trend that participants expressed their agreements with the company``s value. While using the service, they expressed some complaints, desires, and disappointments toward the company, but they were willing to ultimately be able to understand the company`s position. In addition to purchasing the clothing, they sold the clothing which didn``t fit their kids any longer. So they exhibited collaborative consumption as desirable from the environmental perspective. They built a social relationship by interacting with other people via the online community, and also demonstrated a positive awareness of their self-identity as collaborative consumer. Participants experienced various collaborative consumption, prioritized value-based consumption, found meaning in experiential consumption, and valued access rather than ownership. Collaborative consumption of kids clothing created an opportunity to raise awareness of sharing economy. Therefore, online-based collaborative consumption provided some alternative and implicit meaning to a consumer culture of over-possession as an evolving consumption pattern. Finally, through the findings in this study, the implications in the aspects of corporation, government, and consumer were established.

참고문헌 (Reference)

1 여정성, "협력적 소비에 대한 소비자 참여와 확대 방안" 한국소비자정책교육학회 12 (12): 95-118, 2016

2 김기연, "협력적 소비, 공유경제 서비스 모델에 관한 소비자 선호 유형 연구 : 마케팅 커뮤니케이션 관점에서" 한국주관성연구학회 (27) : 23-40, 2013

3 신경림, "현상학적 연구의 이론과 실제" 12 (12): 49-68, 2003

4 김분한, "현상학적 연구방법의 비교고찰: Giorgi, Colaizzi, Van Kaam방법을 중심으로" 29 (29): 1208-1220, 1999

5 이남인, "현상학과 질적연구-응용현상학의 한 지평" 한길사 2014

6 Lifkin, J., "한계비용제로사회: 사물인터넷과 공유경제의 부상" 민음사 2014

7 Creswell, J .W., "질적연구방법론-다섯가지 전통" 학지사 2005

8 신경림, "질적연구방법론" 이화여자대학교출판부 2004

9 Kvale, "인터뷰-내면을 보는 눈" 하나의 의학사 1998

10 Botsman R., "위제너레이션" 모멘텀 2011

11 Lifkin, J., "소유의 종말" 민음사 2001

12 김상훈, "빅스몰-인터넷과 공유경제가 만들어낸 백만 개의 작은 성공" 자음과 모음 2012

13 박봉원, "무소유, 공유경제 그리고 강원도" 강원발전연구원 2013

14 Gansky, L., "메시-빌려주는 사업의 시대가 온다" 21세기북스 2011

15 황기연, "교통부문에서 공유경제의 실험 - 카셰어링을 중심으로 -" 한국교통연구원 21 (21): 35-49, 2014

16 라준영, "공유경제와 사회적 기업: 우주(WOOZOO) 사례" 한국서비스경영학회 15 (15): 107-124, 2014

17 한국정보화진흥원, "공유경제시대, 고용률 70% 달성을 위한 새로운 일자리 창출 모델" 2013

18 양지윤, "공유경제 활성화를 통한 청년 일자리 창출방안: 청년 창업을 중심으로" 한국고용 정보원 50-65, 2014

19 김현철, "공유경제 제주도입의 정책적 시사점" 제주발전연구원 2014

20 Belk, R., "You Are What You Can Access: Sharing and Collaborative Consumption Online" 67 (67): 1595-1600, 2014

21 Belk, R., "Why Not Share Rather Than Own?" 611 (611): 126-140, 2007

22 Lamberton, C., "When is Ours Better than Mine? A Framework for Understanding and Altering Participation in Commercial Sharing Systems" 76 (76): 109-125, 2012

23 Akbar, P., "When Do Materialistic Consumers Join Commercial Sharing Systems" 69 : 2016

24 Bucher, E., "What's Mine is Yours(for a mominal fee) -Exploring the Spectrum of Utilitarian to Altruistic Motives for Internet-Mediated Sharing" 62 : 316-326, 2016

25 Barnes, S. J., "Understanding Current and Future Issues in Collaborative Consumption: A Four-Stage Delphi Study" 104 : 200-211, 2016

26 Walsh, B., "Today's Smart Choice: Don't Own. Share"

27 Bardhi, F., "Thrill of Hunt: Thrift Shopping for Pleasure" 30 (30): 375-376, 2003

28 Bardhi, F., "Thrift Shopping: Combining Utilitarian Thrift and Hedonic Treat Benefits" 4 (4): 223-233, 2005

29 Juho Hamari, "The sharing economy: Why people participate in collaborative consumption" Wiley-Blackwell 67 (67): 2047-2059, 2016

30 Eliasson, J., "The Unexpected ‘‘Yes’’: Explanatory Factors behind the Positive Attitudes to Congestion Charges in Stockholm" 18 (18): 636-647, 2011

31 PwC, "The Sharing Economy-Comsumer Intelligence Series"

32 The Economist, "The Sharing Economy-All Eyes on the Sharing Economy"

33 Sacks, D., "The Sharing Economy"

34 Piscicelli, L., "The Role of Values in Collaborative Consumption: Insights from a Product-Service System for Lending and Borrowing in the UK" 97 (97): 21-29, 2015

35 Howell, R. T., "The Preference for Experiences over Possessions: Measurement and Construct Validation of the Experiential Buying Tendency Scale" 7 (7): 57-71, 2012

36 Jenkins, R., "The Messy Social Lives of Objects: Inter-Personal Borrowing and the Ambiguity of Possession and Ownership" 13 (13): 131-139, 2014

37 Williams, C. C., "The Meaning of Alternative Consumption Practices" 20 (20): 311-319, 2003

38 Owyang, J., "The Collaborative Economy: Products, Services and Market Relationships have Changed as Sharing Startups Impact Business Models. To Avoid Disruption, Companies must Adopt the Collaborative Economy Value Change" Altimeter 2013

39 Moeller, S., "The Burdens of Ownership: Reasons for Preferring Renting" 20 (20): 176-191, 2010

40 Mano, H., "Smart Shopping: The Origin and Consequences of Price Savings" 24 (24): 504-510, 1997

41 Buczynski, B., "Sharing is Good-How to Save Money, Time and Resources through Collaborative Consumption" New Society Publishers 2013

42 Ozanne, L. K., "Sharing as a Form of a Consumption? An Examination of Toy Library Users" 9 (9): 485-498, 2010

43 Belk, R., "Sharing Versus Pseudo-Sharing in Web 2.0" 18 (18): 7-23, 2014

44 Belk, R., "Sharing" 36 (36): 715-734, 2010

45 Wittel, A., "Qualities of Sharing and Their Transformation in the Digital Age" 15 (15): 3-8, 2011

46 Urban, G. L., "Lead User Analysis for the Development of New Industrial Products" 34 (34): 569-582, 1988

47 Tussyadiah, I., "Information & Communication Technologies in Tourism 2015" Springer International Publishing 2015

48 한국방송통신전파진흥원, "IT와 신소비문화의 만남, ‘공유경제(sharing Economy)’" 33-45, 2013

49 권애라, "IT비즈니스 발전에 따른 공유경제 성장전망 및 시사점" KDB산업은행 73-87, 2013

50 John Harvey, "Giving and sharing in the computer-mediated economy" Wiley-Blackwell 15 : 2014

51 Huang, C-Y., "File Sharing as a Form of Music Consumption" 9 (9): 37-55, 2005

52 Arsel, Z., "Exploring the Social Dynamics of Online Bartering" 37 : 65-68, 2010

53 Hellwig, K., "Exploring Different Types of Sharing: A Proposed Segmentation of the Market for “Sharing” Businesses" 32 (32): 891-906, 2015

54 Edbring, E. G., "Exploring Consumer Attitudes to Alternative Models of Consumption: Motivations and Barriers" 123 : 5-15, 2016

55 Lehrer, E., "Embracing the Peer-Production Economy" 21 (21): 51-63, 2014

56 Santoso A. S., "Customer Loyalty in Collaborative Consumption Model: Empirical Study of CRM for Product-Service System-Based e-Commerce in Indonesia" 72 : 543-551, 2015

57 Firat, A. F., "Consumption Patterns and Macromarketing a Radical Perspective" 11 (11): 291-298, 1977

58 Benkler, Y., "Common-Based Peer Production and Virtue" 14 (14): 394-419, 2006

59 Leismann, K., "Collaborative Consumption: towards a Resource-Saving Consumption Culture" 2 (2): 184-203, 2013

60 Möhlmann, N., "Collaborative Consumption: Determinants of Satisfaction and the Likelihood of Using a Sharing Economy Option Again" 14 (14): 193-207, 2015

61 Lamberton, C., "Collaborative Consumption: A Goal-Based Framework" 10 : 55-59, 2016

62 Nov, O., "Analysis of Participation in an Online Photo-Sharing Community: A Multidimensional Perspective" 61 (61): 555-566, 2010

63 Albinson, P. A., "Alternative Marketplace in the 21st Century: Building Community Through Sharing Events" 11 (11): 303-315, 2012

64 Geron, T., "Airbnb and the Unstoppable Rise of the Share Economy"

65 Bardhi, F., "Access-Based Consumption: The Case of Car Sharing" 39 (39): 881-898, 2012

66 Park, H., "A role-driven Component-Oriented Methodology for Developing Collaborative Commerce Systems" 46 (46): 819-837, 2004