학술논문
뮤지엄 굿즈(Goods)의 소비가치가 구매 의도에 미치는 영향 / The Effect of Consumption Value of Museum Goods on Purchasing Intention
Document Type
Dissertation/ Thesis
Author
Source
Subject
Language
Korean
Abstract
“Someday, all department stores will become museums, and all museums will become department stores.”(Andy Warhol, 2007) 그 언젠가가 도래했다. 단순히 전시만을 위해 존재하는 뮤지엄의 시대는 지났다. 여가 생활을 즐기기 위해 뮤지엄을 찾는 발걸음이 많아지면서, museum merchandise(본 논문에서는 ‘뮤지엄 굿즈’라 칭한다.)를 개발하는 것 또한 뮤지엄의 중요한 역할이 되었다. 이러한 범세계적 세태는 또 하나의 사회적 현상과 맞물린다. 바로 나의 심리적 만족과 자아실현을 위한 경제 활동이 우선시되는 MZ세대의 “굿즈” 소비 열풍이다. 이들은 개인의 행복을 추구하고, 상품 자체보다는 경험을 중시하는 소비를 지향하는 특징을 지닌다. 이는 그들이 단순한 물건 이상의 의미를 지니는 ‘뮤지엄 굿즈’에 열광하는 이유이기도 하다. 이러한 시대의 흐름 가운데, 본 논문은 뮤지엄 굿즈의 어떠한 소비 가치가 구매 의도에 실질적인 영향을 미치는지 알아보는데 그 연구 목적이 있다. 먼저 문헌연구에서 유사의미로 사용되는 ‘머천다이즈’, ‘문화상품’과의 비교분석을 통해 ‘굿즈’를 문화상품·인물·브랜드 등을 토대로 삼아 제작되는 유형(有形)의 2차 창작물로 정리하였다. 그 후 박물관과 미술관을 포함한 넓은 의미인 ‘뮤지엄’의 정의를 살펴보고, 본 연구를 위해 ‘뮤지엄 굿즈’를 ‘판매를 목적으로 생산되는 뮤지엄의 모든 상품’이라고 정의하였다. 또한, 뮤지엄 굿즈가 지니는 소비 가치를 6가지 차원으로 추출하여 그 의미를 살펴보고, 구매 의도에 대한 개념 정리를 선행하였다. 다음으로 뮤지엄 굿즈 유형을 조사하고, 소비 가치가 구매 의도에 미치는 영향에 대한 실증 분석의 기틀을 마련하기 위해 서울 시내의 5개 뮤지엄을 선정, 현장 조사와 2개의 뮤지엄샵 관계자와 간단한 인터뷰를 실행하였다. 또한, 선진 사례와의 비교를 위해 문헌연구를 통한 해외 3개 뮤지엄의 사례 조사도 실행하였다. 유형 조사 결과, 뮤지엄에서 주력하여 만드는 상품의 유형과 그렇지 않은 상품 유형을 파악할 수 있었고, 국내·외 뮤지엄 굿즈의 현황을 비교하여 살펴볼 수 있었다. 매장 분석과 관계자와의 간단한 인터뷰를 통해서 뮤지엄 굿즈의 소비 가치를 유추해볼 수 있었고, 그를 토대로 실증 분석을 위한 설문 문항을 작성하였다. 앞선 문헌연구와 사례 조사를 토대로 본 연구의 가설을 설정한 후, 실증 분석을 위한 설문조사를 진행하였다. 6가지의 소비 가치가 구매 의도에 유의한 영향을 미칠 것이라는 가설을 세우고 진행한 설문의 결과 ‘사회적 가치’와 ‘자아표현가치’를 제외한 4가지의 소비 가치(탐험적·기능적·감정적·상황적 가치)는 모두 유의미한 영향을 미치는 것으로 밝혀졌다. 뮤지엄 굿즈에 대한 관심은 세계적으로 꾸준히 높아지고 있다. 따라서 이 분야의 연구는 더 활발하게 이루어져야 함이 명확하며, 이는 국가경쟁력 차원에서도 주목할 만한 영역이다. 본 연구를 통하여 국가경쟁력을 지닌 더 소중한 자원이 될 ‘뮤지엄 굿즈’와 그 특성에 대해 이해하고 관계자들이 개발에 있어 새로운 아이디어를 얻을 수 있었으면 하는 바람이다. 추후 이 분야의 의미 있는 기초자료로 사용되길 기대하는 바이다.
"Someday, all department stores will become museums, and all museums will become department stores."(Andy Warhol, 2007) That someday has arrived, now. The days of the museum for only simply visiting the exhibition are over. As more and more people visit the museum to enjoy their leisure life, developing the museum merchandise (in this paper, it is called "museum goods") has also become an important role for the museum. This global situation is interconnected with one social phenomenon. It is the "goods" consumption craze of the MZ generation, whose economic activities for psychological satisfaction and self-realization are prioritized. They pursue consumption that values experience rather than the product itself and individual happiness. That’s why they are enthusiastic about 'museum goods' that have more than just products. This paper aims to find out which consumption value of museum goods affects the purchasing intention. First, through literature review, the meaning of 'Goods(can understand as the second creation based on cultural products)' was organized through comparison analysis with ‘merchandise’, which is the word used for all products in Korea, and 'Cultural Products', which is the first creation based on culture. Likewise, "museum(which including museums and art museums) goods" are defined as all products produced by the museum for sale in this study. Next, five museums in Seoul were selected for field studies and two brief interviews in order to investigate the types of museum goods and lay the foundation for an empirical analysis of the effect of consumption value on purchasing intention. As a result of the investigation, it was possible to figure out what types of products the museum focuses on, what types of products rarely exist, and construct basic materials to help develop future museum goods. Through store analysis and interviews with officials, the consumption value of the museum goods could be inferred, and a questionnaire for the empirical analysis was prepared based on it. After establishing a hypothesis for this study based on literature studies and case studies, the survey for empirical analysis was conducted. The results of the survey, which hypothesized that six consumption values would have a significant impact on the intention of purchase, showed that all four consumption values (exploratory, functional, emotional, and situational) have a significant effect excluding ‘social' and ‘self-expression’ values. Interest in museum goods is steadily increasing worldwide. Therefore, it is clear that research in this field should be conducted more actively, and this is a remarkable area in terms of national competitiveness. It is hoped that through this study, people can understand the characteristics of “Museum Goods,” which will become more valuable resources with national competitiveness, and the people concerned can get ideas in development. It is expected to be used as meaningful basic data in this field in the future.
"Someday, all department stores will become museums, and all museums will become department stores."(Andy Warhol, 2007) That someday has arrived, now. The days of the museum for only simply visiting the exhibition are over. As more and more people visit the museum to enjoy their leisure life, developing the museum merchandise (in this paper, it is called "museum goods") has also become an important role for the museum. This global situation is interconnected with one social phenomenon. It is the "goods" consumption craze of the MZ generation, whose economic activities for psychological satisfaction and self-realization are prioritized. They pursue consumption that values experience rather than the product itself and individual happiness. That’s why they are enthusiastic about 'museum goods' that have more than just products. This paper aims to find out which consumption value of museum goods affects the purchasing intention. First, through literature review, the meaning of 'Goods(can understand as the second creation based on cultural products)' was organized through comparison analysis with ‘merchandise’, which is the word used for all products in Korea, and 'Cultural Products', which is the first creation based on culture. Likewise, "museum(which including museums and art museums) goods" are defined as all products produced by the museum for sale in this study. Next, five museums in Seoul were selected for field studies and two brief interviews in order to investigate the types of museum goods and lay the foundation for an empirical analysis of the effect of consumption value on purchasing intention. As a result of the investigation, it was possible to figure out what types of products the museum focuses on, what types of products rarely exist, and construct basic materials to help develop future museum goods. Through store analysis and interviews with officials, the consumption value of the museum goods could be inferred, and a questionnaire for the empirical analysis was prepared based on it. After establishing a hypothesis for this study based on literature studies and case studies, the survey for empirical analysis was conducted. The results of the survey, which hypothesized that six consumption values would have a significant impact on the intention of purchase, showed that all four consumption values (exploratory, functional, emotional, and situational) have a significant effect excluding ‘social' and ‘self-expression’ values. Interest in museum goods is steadily increasing worldwide. Therefore, it is clear that research in this field should be conducted more actively, and this is a remarkable area in terms of national competitiveness. It is hoped that through this study, people can understand the characteristics of “Museum Goods,” which will become more valuable resources with national competitiveness, and the people concerned can get ideas in development. It is expected to be used as meaningful basic data in this field in the future.