경험적 소비에서 경험특성, 즐거움과 죄책감, 재경험 의도의 관계

다국어 초록 (Multilingual Abstract)

A recent focus of consumer research has been on experiential consumption, activities that are engaged in and pursued essentially for the pleasure they bring. Consequently, a growing number of researchers have started to explore the experiential consumption(Arnould and Price 1993; Celsi, et al. 1993; Goulding 2000). But most of the studies progressed in the separated experience field (ex. leisure, movie, exhibition, game, performance), so there are little researches that help us understand experiential consumption comprehensively. The objective of this paper was to make up for this lack by developing a framework for better insight into the complex experiential consumption. This study emphasize general perspective of experiential consumption and focuses on developing a comprehensive model. Through reviewing previous studies, we suggested playfulness, symbolism, inter-community, usefulness as experience traits. Also, we expect that these traits effect pleasure and guilt, in turn, pleasure and guilt effect reexperience intent. Survey research is employed to test hypotheses involving experience traits, pleasure and guilt, reexperience intent, Previous researches, such as marketing, emotion, leisure, hedonic research, have been referenced to measure constructs. We collected data involving various experience, and used 242 respondents to analyze these data. We analyze the 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=394.77(168 d.f), GFI=.87, NFI=.88, CFI=.91, AGFI=.82, RMR=.073. 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=.97 NFI=.95 CFI=.96, AGFI=.80, RMR=.043), the hypothesized relationships were statistically significant(p<.05), Playfulness had positive effects on both pleasure(.40) and guilt(.13), Symbolism had positive effects on pleasure(.18) and negative effects on guilt(-.13), inter-community had positive effects on pleasure(.15) and negative effects on guilt(-.26), usefulness had positive effects on pleasure(.13) and negative effects on guilt(-.35). And, guilt had a significant negative effect on both pleasure(-.13) and reexperience intent(-.28), while pleasure had a significant positive effect on reexperience(.50). In the final section, we discussed several limitations of our study and suggested directions for future research. We concluded with a discussion of managerial implications, including the potential to advance understanding experiential consumption, implying an enhanced ability to satisfy target consumers of these activities.

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