웰빙소비가치와 웰빙소비자의 유형화에 관한 연구 (Wellbeing Consumption Value and the Typology of Well-being Consumers)

서지정보

· 발행기관 : 한국소비자정책교육학회
· 수록지 정보 : 소비자정책교육연구 / 7권 / 2호 / 103 ~ 124페이지
· 저자명 : 김병숙, 김민정

초록

웰빙트렌드는 이미 주류트렌드로서 자신과 가족의 건강 뿐 아니라 환경과 지속가능성을 고려하는 로하스소비로 진화하고 있다. 로하스소비에 대한 의식은 확산되고 있으나, 실제 소비는 더디게 증가하고 있기 때문에 환경을 고려한 소비를 포함하여 웰빙트렌드라 보고, 이와 관련된 소비가치를 알아보았다. 그리고 웰빙과 관련된 소비가치와 웰빙태도, 웰빙행동의 정도에 따라 웰빙소비자 유형을 분류하고, 각 유형 집단의 특성을 파악하고자 하였다. 이러한 연구목적을 달성하기 위하여 설문지 조사방법으로 다음과 같은 결과를 도출하였다.
웰빙관련 소비가치의 하위요인을 웰빙가치, 소비지향가치로 파악하고, 웰빙태도, 웰빙행동 요인들에 의한 소비자집단을 유형화하기 위해 군집분석을 실시한 결과 네 유형으로 분류되었다. 이를 알뜰건강형, 잠재웰빙형, 냉소웰빙형, 웰빙리드형 집단으로 명명하고 그 특성과 사회인구학적 특성을 비교하였다. 알뜰건강형은 소비지향가치보다 웰빙가치를 중요하게 생각하며 40대 이상의 주부들이 많았고 웰빙상품구매보다 식생활, 운동, 정신건강 등의 웰빙행동이 많았다. 잠재웰빙집단은 웰빙소비가치도 높고, 웰빙태도도 호의적이지만 실제 웰빙행동은 경제적, 시간적 이유로 소극적인 집단이다. 웰빙리드형은 웰빙행동에 가장 적극적인 집단으로 웰빙정보탐색에도 적극적이었다. 냉소웰빙형은 웰빙에 무관심하며, 웰빙가치보다 소비지향가치에 더 냉소적이었다. 이들 중 잠재웰빙형이 가장 많았고, 알뜰건강형, 웰빙리드형, 냉소웰빙형 순으로 나타나 웰빙트렌드가 현재보다 앞으로 더 확산될 수 있을 것으로 기대된다.

영어초록

The purposes of this study are to find the sub-factors of well-being related values, well-being attitudes and well-being oriented behaviors, to find the typology of well-being oriented consumers via well-being related values, well-being attitudes and well-being oriented behaviors and to find the characteristics of each type of wellbeing related consumers.
For these purposes, this study adopts Survey Research. 790 questionnaires collected from adults in Daegu are used for analysis.
Outputs of this study as follows.
First, six sub-factors of well-being related values are extracted through exploratory factor analysis. The six factors are emotional and symbolic value, distinction value, family value, individualism value, functional value, environment-friendly value.
Second, there are statistically significant differences in mean score of information access, information interests, well-being goods/service satisfaction, and socio-economic variables except average monthly income among four groups. The characteristics of the four groups are summarized as follows.
Frugal healthy life oriented well-being group is mainly composed of housewives in their forties, who think well-being value is more important than consumption oriented value, and prefer well-being oriented behaviors like well-being dietary life, mental health orientation and physical excercise to the purchase well-being goods/services.
Potential well-being group is mainly composed of unmarried students in their twenties. Even though they think both consumption oriented value and well-being value are important, they are passive in well-being oriented behavior. Perhaps financial and time conditions might cause their passivity in well-being oriented behavior. If such conditions permit, they may change their well-being behavior.
Cynical well-being group is mainly composed of men in their twenties uninterested in well-being value and consumption oriented value, who are passive in well-being oriented behavior. They do not prefer commercialized well-being attitude and conspicuous well-being attitude.
Leading well-being group is mainly composed of women in their twenties, who are most actively well-being-oriented. They think themselves higher than middle class. They put weights on both consumption oriented value and well-being value, and are favorable to well-being attitude. They score high in terms of the access of well-being information and the interest in well-being. They are satisfied with purchasing well-being products/services.
The groups of typology shows great difference in the characteristics of consumption. These indicate that the differences among the groups in terms of consumption culture might cause social conflict and, eventually, do harm to the well-being of the society.
So, this study proposes that various programs in well-being education should be necessary in order to boost the authentic perception of well-being, environment-friendly well-being oriented behavior, and various well-being oriented behaviors in any socio-economic situation; industrial companies producing well-being goods develops as good well-being goods/services as possible for consumer's need and satisfaction; and government and local community create various conditions for well-being oriented behavior.

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