文化藝術商品 購買者의 라이프스타일과 體驗마케팅에 관한 硏究

Abstract

There are lack of researches on the culture and arts products and their consumers. Therefore, this study presents the suggestions with the marketing point of view for developing culture and arts products by looking into the characteristics of culture and arts buyer's behavior which has not been studied boardly in the sector of Business Administration, and the experience of culture and arts products in accordance with the buyers' life style. The detailed objectives are as follows : First of all, I examined the previous studies regarding the life style, products of culture and arts and the characteristics of buyers' behavior, and by analyzing the relationship of each concept, I intended for suggesting a theoretical model. Secondly, I examined whether there are the differences of culture and arts products experience among their buyers according to their life style and purchase style. Lastly, by introducing the concept of experience linked to the culture and arts products, I suggest the practical suggestions for improving the quality of culture and arts products by analyzing the effect of the products experience on the buyer's satisfaction and further purchase behavior. The contents of this study is as follows : In chapter 1, there are the background, objective, range and the method of the study. In chapters 2, I collected the concept as the theoretical background by carrying out examination about the life style, products of culture and arts, experience and the evaluation after the experience, and then tried to find out the relationship among the concepts. In chapter 3, I set up the research model based on the theoretical examination in chapter 2 and explained the hypothesis and the contents of survey design. In chapter 4, I mentioned the survey's technical analysis, reliability of measures, validity and research model verification, hypothesis summary and interpretation, acceptance of hypothesis. In chapter 5, I summarized the overall contents as the study's conclusion. I presented the theoretical and practical suggestions according to the analysis result and I also mentioned the limitation of this research and further research direction. I conducted both literature research and verifying research to achieve the objectives of this study. Firstly, as a literature research, I carried out the theoretical examination on the life style, culture and arts products and their experience. Secondly, as a verifying research, I carried out a survey to the Jeju people on the consuming of culture and arts products. To this end, I undertook a survey from 30th of March to 25th of April, 2009. I distributed 350 questionnaires and 347 of them were collected. Total of 335 questionnaires were used on the final analysis except 12 questionnaires due to their low reliability and insufficient respond. Lastly, the collected questionnaires were analyzed scientifically using SPSS12.0 and AMOS 4.0, and were used fundamental data for suggesting an alternative. These are the results of analysis. First, regarding the result of factor analysis of life style, culture and arts type, extrovert type, planning type, active type and cost-effective type are turned out to be the factors. After conducting group analysis according to the types, they were divided into four sectors as social positive type(n=74), culture and arts, planning type(n=73), extrovert and active type(n=165), social passive type(n=23). Second, concerning the evaluation of culture and arts activity experience, bonds, immersion, entertainment and educational function were drawn as the factors. Third, regarding whether there are meaningful differences in the culture and arts experience according to the each life style group, there were significant differences in the factors like bonds, immersion, entertainment and educational function. These factors ranked the highest level in the social passive type group. Fourth, according to the motive of culture and arts activity, the buyers' type can be divided as accidental buyers(n=182), superficial buyers(n=32), impulsive buyers(n=57), intentive buyers(n=59). In line with each buyers group, there were meaningful differences in the factors of bonds, immersion, entertainment and educational function as the result of ANOVA concerning the experience of culture and arts activity. And the experience of intentive buyers is turned out to be the highest. Fifth, regarding the effect of culture and arts experience to culture and arts activity satisfaction, bonds, immersion and entertainment have the meaningful positive(+) effect to the satisfaction level. Sixth, concerning the effect of culture and arts experience to the overall satisfaction, bonds, immersion, entertainment have the meaningful positive(+) effect. Seventh, with regard to the effect of culture and arts experience to the further behavior, bonds, immersion, entertainment and educational function have all the significant positive(+) effect. Eighth, as the result of regression analysis for grasping the effect of culture and arts activity satisfaction to the overall satisfaction, there was a meaningful positive(+) effect. Ninth, as the result of regression analysis to find out the meaningful effect of culture and arts activity experience satisfaction to further behavior, there was a meaningful positive(+) effect. Tenth, as the result of conducting regression analysis for the effect of overall satisfaction to further behavior, there was a meaningful positive(+) effect. Lastly, I confirmed the structure model's validity by grasping the relationship among culture and arts products experience, experience satisfaction, overall satisfaction, further behavior through structure equation model, and I also identified educational function has a meaningful positive effect to overall satisfaction contrary to the regression analysis. Examined the marketing suggestions regarding culture and arts products based on the results of this study, first, producers and companies of culture and arts products should try to make programs to expand the function of customer experience. They should boost not only the contents but also the bonds among participants, and improve the quality of culture and arts products to lead participants not only to be interested but also immersed. Second, it is significantly important for the buyers to repurchase or recommend to others after their experience even though the experience of culture and arts product's educational function cannot be affected meaningful effect to the participants. The limitations of this study are as follows : First, the range of culture and arts products is significantly wide, however, I defined the range as one concept and analyzed various consumers of culture and arts products as one subject. Second, on account of regional limitation, I conducted the survey only to Jeju Self-governing Province residents. To generalize this survey, a research with respondents of various social classes and regions need to be conducted. Third, I analyzed internal consistency and internal validity to form the contents of survey on culture and arts experience, however, if the further researches concerning the experience will be carried out continuously, there can be more appropriate questionnaires about culture and arts experience. Despite of all these limitations, this study has its significance that it accesses culture and arts and their experience which have hardly been researched in the field of Business Administration with marketing's point of view. If further researches will be carried out constantly, momentous data will be provided to successful management of Korea's culture and arts development.