{"id":13706,"date":"2023-05-31T11:10:35","date_gmt":"2023-05-31T02:40:35","guid":{"rendered":"https:\/\/happyfinder.co.kr\/?p=13706"},"modified":"2023-05-31T11:14:42","modified_gmt":"2023-05-31T02:44:42","slug":"vol-83-%ec%8a%ac%ea%b8%b0%eb%a1%9c%ec%9a%b4-%ec%86%8c%eb%b9%84%ec%83%9d%ed%99%9c2-%eb%b0%b0%eb%8b%ac%ec%9d%98-%ec%b2%9c%ea%b5%ad%ec%97%90%ec%84%9c-%ec%82%b4%ec%95%84%eb%82%a8%ea%b8%b0","status":"publish","type":"post","link":"https:\/\/happyfinder.co.kr\/?p=13706","title":{"rendered":"Vol.83 \uc2ac\uae30\ub85c\uc6b4 \uc18c\ube44\uc0dd\ud65c2: \ubc30\ub2ec\uc758 \ucc9c\uad6d\uc5d0\uc11c \uc0b4\uc544\ub0a8\uae30"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

\uc57d 3\ub144\uac04(2020\ub144 1\uc6d4 30\uc77c-2023\ub144 5\uc6d4 5\uc77c) \uc9c0\uc18d\ub418\uc5c8\ub358 COVID-19 \ud32c\ub370\ubbf9\uc774 \ub0a8\uae34 \uc0b6\uc758 \ud754\uc801 \uc911 \uac00\uc7a5 \uac15\ub825\ud55c \uac83\uc744 \uaf3d\uc73c\ub77c\uba74 \uc0dd\ud65c\uc758 \uc628\ub77c\uc778 \uc804\ud658\uc774\ub2e4. \ub192\uc740 \uac10\uc5fc\ub960\uc744 \ubcf4\uc774\ub294 \ucf54\ub85c\ub098 \ubc14\uc774\ub7ec\uc2a4\ub294 \uad50\uc721, \uadfc\ubb34, \ucde8\ubbf8 \ud65c\ub3d9 \ub4f1 \ub300\ubd80\ubd84\uc758 \uae30\ubcf8 \uc77c\uc0c1 \uc0dd\ud65c\uc744 \uc628\ub77c\uc778\uc73c\ub85c \uc62e\uaca8\ub2e4 \ub193\uc558\ub2e4. \uadf8 \uc911 \ube7c\ub193\uc744 \uc218 \uc5c6\ub294 \uc601\uc5ed\uc740 \ubc14\ub85c \uc1fc\ud551\uc774\ub2e4. \uadf8\uc57c\ub9d0\ub85c \ud55c\uad6d\uc740 \u2018\ubc30\ub2ec\uc758 \ucc9c\uad6d<\/em>\u2019\uc774 \ub418\uc5c8\ub2e4. \uae30\uaecf\ud574\uc57c \uc9dc\uc7a5\uba74\uc744 \ubc30\ub2ec\ud574 \uba39\ub358 \uc2dc\ub300\ub294 \uc9c0\ub0ac\ub2e4. \uc74c\uc2dd\ubd80\ud130 \uc0dd\ud544\ud488, \uc2dd\ub8cc\ud488\uae4c\uc9c0 \uc628\ub77c\uc778 \uc1fc\ud551 \uc601\uc5ed\uc740 \ub9e4\uc6b0 \ub2e4\uc591\ud574 \uc84c\ub2e4. \uc0b6\uc744 \uc601\uc704\ud558\uae30 \uc704\ud574 \uc801\uc9c0 \uc54a\uc740 \ubc30\ub2ec\ube44\ub97c \uac10\uc218\ud558\uace0\ub77c\ub3c4 \uc628\ub77c\uc778 \uc8fc\ubb38\uc744 \uac10\ud589\ud574\uc57c\ub9cc \ud588\ub358 \uc9c0\ub09c \ud32c\ub370\ubbf9 \uacbd\ud5d8\uc740 \uc628\ub77c\uc778 \uc1fc\ud551\uc744 \uc18c\ube44\ud65c\ub3d9\uc758 \uc8fc\ucd95\uc73c\ub85c \uc6b0\ub69d \uc138\uc6cc\ub193\uc558\ub2e4.<\/p>\n\n\n\n

\uc0ac\uc2e4 \uc1fc\ud551\uc758 \uc628\ub77c\uc778\ud654\ub294COVID-19 \uc774\uc804\uc5d0\ub3c4 \uc774\ubbf8 \ubd84\uba85\ud588\ub2e4. \uc778\ud130\ub137 \ubcf4\uae09\uacfc \uc804\uc790 \uae30\uae30\uc758 \ub300\uc911\ud654\uc640 \ud568\uaed8 \u201c\ub2f9\uc77c \ubc30\ub2ec\u201d, \u201c\uc26c\uc6b4 \uad50\ud658 \ud658\ubd88 \uc808\ucc28\u201d\uc640 \uac19\uc740 \uac15\ub825\ud55c \uc11c\ube44\uc2a4\ub294 \uc18c\ube44\uc790\ub4e4\uc774 \uc2e4\ubb3c \uc1fc\ud551(brick-and-mortar shopping)\uc744 \ud76c\uc0dd\ud558\uace0 \uc628\ub77c\uc778 \uc1fc\ud551(online shopping)\uc5d0 \ub9e4\ub8cc\ub418\ub3c4\ub85d \ud588\ub2e4. \ud55c\uc601 \ud68c\uacc4\ubc95\uc778\uc758 Future Consumer Index \uc870\uc0ac\uc5d0 \ub530\ub974\uba74 2022\ub144 46%\uc758 \uc18c\ube44\uc790\uac00 \uc774\uc804\uc5d0 \uc0c1\uc810\uc5d0\uc11c \uad6c\uc785\ud55c \uc81c\ud488\uc744 \uc628\ub77c\uc778\uc73c\ub85c \uc1fc\ud551\ud558\uace0 37%\ub294 \uc628\ub77c\uc778 \uc0c1\ud0dc\ub97c \uc720\uc9c0\ud558\uba74\uc11c \ud6cc\ub96d\ud55c \uace0\uac1d \uacbd\ud5d8\uc744 \uc81c\uacf5\ud558\ub294 \uc0c1\uc810\ub9cc \ubc29\ubb38\ud560 \uac83\uc774\ub77c\uace0 \ubcf4\uace0\ud588\ub2e4. \uc628\ub77c\uc778 \uc1fc\ud551\uc758 \ud65c\uc131\ud654\ub294 \uae30\uc874\uc758 \uc18c\ub9e4\uc5c5\uccb4\ub4e4\uc774 \ub300\uc548\uc801 \ud310\ub9e4 \uacbd\ub85c\ub97c \ucc3e\uc544\uc57c \ud558\ub294 \ud070 \uc219\uc81c\ub97c \uc548\uaca8\ub2e4 \uc8fc\uc5c8\ub2e4.<\/p>\n\n\n\n

\ube44\ub2e8 \uc628\ub77c\uc778 \uc1fc\ud551\uc758 \uc601\ud5a5\uc774 \ud310\ub9e4\uc790\uc5d0\uac8c\ub9cc \uad6d\ud55c \ub418\ub294 \uac83\uc740 \uc544\ub2c8\ub2e4. \uc65c\ub098\ud558\uba74 \uc1fc\ud551 \ubc29\ubc95\uc5d0 \ub530\ub77c \uc1fc\ud551 \uacfc\uc815\uacfc \uc1fc\ud551 \ud6c4 \uad6c\ub9e4\uc790\uac00 \uac16\uac8c\ub418\ub294 \uc2ec\ub9ac\uc801 \uacbd\ud5d8\uc774 \ub9e4\uc6b0 \ub2e4\ub974\uae30 \ub54c\ubb38\uc774\ub2e4. \ub610\ud55c \ub514\uc9c0\ud138 \ubc1c\ub2ec\uacfc \uc628\ub77c\uc778 \uc1fc\ud551\uc758 \ud65c\uc131\ud654\uc5d0 \ub530\ub77c \uc18c\ube44\uc790\uac00 \uc0ac\uc6a9\ud558\ub294 \uc0c1\ud488\uc758 \ud615\ud0dc\ub3c4 \ub2e4\uc591\ud574\uc84c\ub2e4. \ub0b4 \uc190\uc5d0 \uc6c0\ucf1c \uc7a1\uc744 \uc218 \uc788\ub294(tangible) \uc2e4\uc9c8\uc801\uc778 (physical) \ubb3c\uac74 \ubfd0 \uc544\ub2c8\ub77c \ub0b4 \uc190\uc73c\ub85c \ub9cc\uc9c8 \uc218\ub294 \uc5c6\uc9c0\ub9cc(intangible) \uc628\ub77c\uc778 \uc0c1\uc5d0\uc11c\ub9cc \uc0ac\uc6a9 \uac00\ub2a5\ud55c \ub514\uc9c0\ud138 \uc81c\ud488\uc774 \ub9e4\uc6b0 \uc77c\ubc18\ud654 \ub41c \uac83\uc774\ub2e4. \uc774\uc81c \uc6b0\ub9ac\ub294 \ub354\uc774\uc0c1 \uc778\uae30 \uac00\uc218\uc758 \uc0c8 \uc74c\ubc18\uc744 CD\ub098 \uce74\uc138\ud2b8 \ud14c\uc774\ud504 (physical goods)\ub97c \uad6c\ub9e4\ub97c \ud558\uc9c0 \uc54a\uace0 \uc628\ub77c\uc778 \uc0ac\uc774\ud2b8\uc5d0\uc11c \uc74c\uc6d0(digital goods) \uad6c\ub9e4\ub97c \ud1b5\ud574 \ub4e3\ub294\ub2e4. \uc55e\uc11c \uc2ac\uae30\ub85c\uc6b4 \uc18c\ube44\uc0dd\ud65c 1\ubd80\uc5d0\uc11c\ub294 \uacbd\ud5d8\uc801 \uc18c\ube44\uc640 \ubb3c\uc9c8\uc801 \uc18c\ube44\uc5d0 \ub300\ud55c \uc815\uc758\uc640 \ud589\ubcf5\uacfc\uc758 \uad00\uacc4\ub97c \ube44\uad50\ub97c \ud588\ub2e4\uba74, \uc2ac\uae30\ub85c\uc6b4 \uc18c\ube44\uc0dd\ud65c 2\ubd80(\ubd80\uc7ac: \ubc30\ub2ec\uc758 \ucc9c\uad6d\uc5d0\uc11c \uc0b4\uc544\ub0a8\uae30)\uc5d0\uc11c\ub294 \uc628\ub77c\uc778 \uc1fc\ud551\uacfc \ud589\ubcf5\uc758 \uad00\uacc4, \ubb3c\ub9ac\uc801 \uc81c\ud488\uacfc \ub514\uc9c0\ud138 \uc81c\ud488 \uc0ac\uc774\uc758 \uac00\uce58<\/span><\/strong>\uc5d0 \ub300\ud574 \uc774\uc57c\uae30 \ud574\ubcf4\uace0\uc790 \ud55c\ub2e4.<\/p>\n\n\n\n

1. \ub0b4\uac8c \ud589\ubcf5\uc744 \uc804\ud574\uc8fc\ub294 \uc628\ub77c\uc778 \uc1fc\ud551<\/strong><\/h3>\n\n\n\n
\"\"<\/figure>\n\n\n\n

\uc628\ub77c\uc778 \uc1fc\ud551\uacfc \uc18c\ube44\uc790\uc758 \uc2ec\ub9ac(\uc608: \ud589\ubcf5, \uc0b6\uc758 \ub9cc\uc871, \uacfc\uc2dc\uc801 \uc0ac\uace0\ubc29\uc2dd) \uc0ac\uc774\uc758 \uad00\uacc4\ub97c \ud0d0\uad6c\ud55c \uc5f0\uad6c\ub4e4\uc740 \uc628\ub77c\uc778 \uc1fc\ud551\uacfc \uae0d\uc815\uc801\uc778 \ud589\ubcf5 \uacbd\ud5d8\uc744 \uac15\uc870\ud55c\ub2e4 (Guillen-Royo 2019; Yu, Zhang, & Liu 2018; Sabatini 2011). \ud55c \uc608\ub85c Sabatini(2011)\uac00 \uc2e4\uc2dc\ud55c \uc628\ub77c\uc778 \uc1fc\ud551\uacfc \ud589\ubcf5\uc5d0 \ub300\ud55c \uccab\ubc88\uc9f8 \uc2e4\uc99d\uc801 \uc5f0\uad6c\uc5d0\uc11c\ub294 \uc774\ud0c8\ub9ac\uc544\uc5d0\uc11c 4,130\uba85\uc744 \ub300\uc0c1\uc73c\ub85c \uc628\ub77c\uc778 \uc1fc\ud551\uacfc \uc18c\ube44\uc790\uc758 \ud589\ubcf5\uc774 \uac15\ub825\ud558\uace0 \uae0d\uc815\uc801\uc73c\ub85c \uc5f0\uad00\ub418\uc5b4 \uc788\uc74c\uc744 \ubc1c\uacac\ud588\ub2e4. \uc774 \uacb0\uacfc\ub294 \uc5c4\uaca9\ud55c \ubd84\uc11d \uc808\ucc28\ub97c \uc801\uc6a9\ud588\uc744 \ub54c\ub3c4 \ub3d9\uc77c \ud588\ub2e4. Duan\uacfc Dholakia(2017)\ub294 \uc628\ub77c\uc778 \uc1fc\ud551\uc774 \uc18c\ube44\uc790\uc758 \ud589\ubcf5\uc5d0 \uae0d\uc815\uc801\uc778 \uc601\ud5a5\uc744 \ubbf8\uce58\ub294 \ub9e4\ucee4\ub2c8\uc998\uc73c\ub85c \uc18c\uc15c \ubbf8\ub514\uc5b4(SNS, \ube14\ub85c\uadf8 \ub4f1)\uc5d0 \uad6c\ub9e4 \uacbd\ud5d8\uc744 \uac8c\uc2dc\ud560 \uacbd\uc6b0 \ud589\ubcf5\uc774 \ub354 \ub192\uc544\uc9c0\uae30 \ub54c\ubb38\uc774\ub77c\uace0 \ub367\ubd99\uc600\ub2e4. \ub610\ud55c \u00a0Guillen-Royo(2019)\uc740 \uc9c0\uc18d\uac00\ub2a5\ud55c \uc18c\ube44\uc640 \uc6f0\ube59 \uc0ac\uc774\uc758 \uad00\uacc4\uc5d0\uc11c \uc628\ub77c\uc778 \uc1fc\ud551\uc774 \uc5b4\ub5a4 \uc5ed\ud560\uc744 \ud558\ub294\uc9c0 \uc0b4\ud3b4\ubd24\ub2e4.<\/strong> \uc5f0\uad6c \uacb0\uacfc \uc628\ub77c\uc778 \uc1fc\ud551\uc740 \uc9c0\uc18d \uac00\ub2a5\ud55c \uc18c\ube44\uc640 \uc6f0\ube59 \uc0ac\uc774\uc758 \uae0d\uc815\uc801\uc778 \uad00\uacc4\ub97c \uac15\ud654 \ud558\ub294 \uac83\uc73c\ub85c \ub098\ud0c0\ub0ac\uc73c\uba70, \uc5ec\uae30\uc5d0\ub294 \uc628\ub77c\uc778 \uc1fc\ud551\uc774 \ub179\uc0c9 \uc81c\ud488\uc5d0 \ub300\ud55c \uc811\uadfc\uc744 \uc99d\uac00\uc2dc\ud0a4\uace0, \uc18c\ube44 \ud65c\ub3d9\uc5d0 \ud544\uc694\ud55c \ube44\uc6a9(\uc608: \uc774\ub3d9 \uc2dc\uac04)\uc774 \uc801\ub2e4\ub294 \uc810\uc774 \uc791\uc6a9\ud588\ub2e4\uace0 \ucd94\uce21\ud588\ub2e4. <\/p>\n\n\n\n

\uc628\ub77c\uc778 \uc1fc\ud551\uacfc \ud589\ubcf5\uc758 \uad00\uacc4\ub294 \uc5ec\ub7ec \uc694\uc778\uc5d0 \ub530\ub77c \ub2e4\ub97c \uc218 \uc788\ub294\ub370 Zheng\uacfc Ma (2021)\uc5f0\uad6c\ub294 \u201c\uc9c0\uc5ed\u201d\uc5d0 \ub530\ub978 \uc774 \uad00\uacc4\uc758 \ucc28\uc774\ub97c \ub2e4\ub8e8\uc5c8\ub2e4. \uc774\ub4e4\uc740 \ub300\ubd80\ubd84\uc758 \uc5f0\uad6c \uacb0\uacfc\uac00 \ub3c4\uc2dc\uc5d0 \uac70\uc8fc\ud558\ub294 \uc0ac\ub78c\ub4e4\uc744 \ub300\uc0c1\uc73c\ub85c \ud558\uc600\uae30 \ub54c\ubb38\uc5d0, \uc774 \uacb0\uacfc\ub97c \uacbd\uc81c\uc801 \uc0c1\ud669\uacfc \uad50\uc721 \uc218\uc900, \uc778\ud130\ub137 \uc0ac\uc6a9 \uac00\ub2a5 \uc5ec\ubd80\uc5d0 \uc788\uc5b4 \ub3c4\uc2dc \uac70\uc8fc\uc790\ub4e4\uacfc \ud070\u00a0 \ucc28\uc774\ub97c \ubcf4\uc774\ub294 \uc9c0\ubc29 \uc0ac\ub78c\ub4e4\uc5d0\uac8c \uc77c\ubc18\ud654 \ud558\ub294\ub370 \ud55c\uacc4\uac00 \uc788\uc74c\uc744 \uc9c0\uc801\ud558\uc600\ub2e4. \uae09\uc18d\ud55c \uc804\uc790\uae30\uae30 \ubcf4\uae09\uacfc \uc778\ud130\ub137 \ubc1c\ub2ec\uc740 \ub3c4\uc2dc \uc9c0\uc5ed \uc0ac\ub78c\ub4e4\uc774 \uc81c\ud55c\uc801\uc73c\ub85c \ub204\ub9ac\ub358 \uc628\ub77c\uc778 \uc1fc\ud551\uc758 \uc7a5\uc810(\uc815\ubcf4 \uacf5\uc720, \uc1fc\ud551\uc758 \ud6a8\uc728 \uc99d\uc9c4, \ud310\ub9e4\uc790\uc640 \uc18c\ube44\uc790\uc758 \ub300\ud654 \ucd09\uc9c4, \uc1fc\ud551 \uacbd\ud5d8 \uacf5\uc720)\uc744 \uc9c0\ubc29 \uc0ac\ub78c\ub4e4\ub3c4 \uacbd\ud5d8\ud560 \uc218 \uc788\ub294 \uae30\ud68c\ub97c \uc81c\uacf5\ud558\uae30 \ub54c\ubb38\uc5d0 \uc9c0\ubc29\uc5d0\uc11c\ub3c4 \uc628\ub77c\uc778 \uc1fc\ud551\uc774 \ud589\ubcf5\uc5d0 \uae0d\uc815\uc801\uc778 \uc601\ud5a5\uc744 \ubbf8\uce60 \uac83\uc774\ub77c\uace0 \uac00\uc815\ud574 \ubcfc \uc218 \uc788\ub2e4. \u00a0\ud558\uc9c0\ub9cc \ub610 \ub2e4\ub978 \ud55c\ud3b8\uc73c\ub85c\ub294 \uc9c0\ubc29 \uc0ac\ub78c\ub4e4\uc774 \uc628\ub77c\uc778 \uc1fc\ud551\uc744 \ud1b5\ud55c \uad6c\ub9e4 \uacfc\uc815\uc5d0\uc11c \ucc98\uc74c\uc73c\ub85c \uacaa\uac8c \ub418\ub294 \uc5b4\ub824\uc6c0\uacfc \uc88c\uc808\uacfc \uad6c\ub9e4 \ucda9\ub3d9, \uacfc\uc2dc\uc801 \uc18c\ube44\uc640 \uac19\uc740 \ubd80\uc815\uc801 \uacbd\ud5d8\ud558\uac8c \ub418\uc5b4, \uc628\ub77c\uc778 \uc1fc\ud551\uc740 \ud589\ubcf5\uc5d0 \ubd80\uc815\uc801 \uc601\ud5a5\uc744 \ubbf8\uce60 \uc218\ub3c4 \uc788\ub2e4. \uc544\ub798 \uadf8\ub9bc\uc740 \uc704 \uc124\uba85\uacfc \uac19\uc740 \ub450\uac1c\uc758 \uacbd\ub85c\ub97c \ud45c\uc2dd\ud654 \ud55c \uc790\ub8cc\uc774\ub2e4.<\/p>\n\n\n\n

\"\"
\ucd9c\ucc98: (Zheng & Ma, 2021)<\/figcaption><\/figure><\/div>\n\n\n\n

\uc9c0\ubc29\uc5d0 \uac70\uc8fc\ud558\ub294 813\uba85\uc758 \uc911\uad6d\uc778\uc744 \ub300\uc0c1\uc73c\ub85c \ubd84\uc11d\ud55c \uacb0\uacfc, \ub3c4\uc2dc\uc9c0\uc5ed\uacfc \ub9c8\ucc2c\uac00\uc9c0\ub85c \uc9c0\ubc29\uc5d0\uc11c\ub3c4 \uc628\ub77c\uc778 \uc1fc\ud551\uc740 \ud589\ubcf5\uacfc \uc0b6\uc758 \ub9cc\uc871\ub3c4\ub97c \uc720\uc758\ubbf8\ud558\uac8c \uc99d\uac00\uc2dc\ucf30\ub2e4. \ub610\ud55c \ubcf8 \uc5f0\uad6c\uc5d0\uc11c\ub294 \uc9c0\uc5ed \uc0ac\ub78c\ub4e4\uc758 \ud2b9\uc131\uc5d0 \ub530\ub77c\uc11c\ub3c4 \uc628\ub77c\uc778 \uc1fc\ud551\uc758 \ube48\ub3c4\uac00 \ub2e4\ub974\ub2e4\ub294 \uac83\uc744 \ubc1d\ud614\ub2e4. \uc989, \ub098\uc774\uac00 \uc801\uc744\uc218\ub85d, \uad50\uc721\uc218\uc900\uc774 \ub192\uc744 \uc218\ub85d, \uc790\ub3d9\ucc28\ub97c \uc18c\uc720\ud558\uace0, \uc628\ub77c\uc778 \ubc30\uae09\uc774 \uc798 \ub41c \uc9c0\uc5ed\uc5d0 \uac70\uc8fc\ud560 \ub54c, \uc9c0\uc778\uc774 \uc628\ub77c\uc778 \uc1fc\ud551\uc744 \ud558\ub294 \uacbd\uc6b0 \uc628\ub77c\uc778 \uc1fc\ud551\uc744 \ub354 \ub9ce\uc774 \uc774\uc6a9\ud588\ub2e4. \ubfd0\ub9cc \uc544\ub2c8\ub77c 1\uc778\ub2f9 \uc628\ub77c\uc778 \uc1fc\ud551\uc5d0 \uc9c0\ucd9c\ub418\ub294 \uae08\uc561\uc774 \ud074 \uc218\ub85d \ud589\ubcf5\uacfc \uc0b6\uc758 \ub9cc\uc871\ub3c4\uac00 \ub192\uc544\uc84c\uc73c\uba70, \ub450\uac1c\uc758 \uc8fc\uad00\uc801 \ud589\ubcf5 \uc9c0\ud45c \uc911 \uc77c\uc2dc\uc801(momentary) \ud589\ubcf5\uc5d0 \ubbf8\uce58\ub294 \uc601\ud5a5\uc774 \uc0c1\ub300\uc801\uc73c\ub85c \ub354 \ucef8\ub2e4. <\/p>\n\n\n\n

\ucd5c\uadfc \uc628\ub77c\uc778 \uc1fc\ud551\uacfc \uc9c1\uc811 \ubc29\ubb38 \uc1fc\ud551\uc73c\ub85c \uc774\ubd84\ud654 \ud560 \uc218 \uc5c6\ub294 \uc1fc\ud551\uc758 \ud615\ud0dc\ub3c4 \uc790\uc8fc \ubc1c\uacac\ud558\uac8c \ub41c\ub2e4. \ubc14\ub85c \u201chybrid\ud615 \ud604\uc7a5-\uc628\ub77c\uc778 \uc1fc\ud551\u201d\uc774\ub2e4. \uc628\ub77c\uc778 \uc1fc\ud551\uc774 \uac00\uc9c4 \uc5ec\ub7ec \ub2e8\uc810\uc744 \ubcf4\uc644\ud558\uae30 \uc704\ud574 \uad6c\ub9e4\ud558\uace0\uc790 \ud558\ub294 \uc81c\ud488\uc744 \ud604\uc7a5\uc5d0\uc11c \ud14c\uc2a4\ud2b8\ud574 \ubcf8 \ub4a4 \uac00\uaca9 \ube44\uad50\uac00 \uc0c1\ub300\uc801\uc73c\ub85c \uc6a9\uc774\ud55c \uc628\ub77c\uc778\uc5d0\uc11c \uac00\uc7a5 \ub0ae\uc740 \uac00\uaca9\uc758 \uc81c\ud488\uc744 \ucc3e\uc544 \uad6c\ub9e4\ub97c \ud558\ub294 \uac83\uc774\ub2e4. \uc774\ub7f0 \ud615\ud0dc\uc758 \uc1fc\ud551\uc740 \ucd08\uae30 \ud22c\uc790 \uad6c\ub9e4 \uc2dc\uac04\uc774 \uac01\uac01\uc758 \uc1fc\ud551 \ud615\ud0dc\ubcf4\ub2e4 \ub354 \ub9ce\uc774 \ub4e4 \uc218 \uc788\ub2e4\ub294 \ub2e8\uc810\uc744 \uc9c0\ub2c8\uc9c0\ub9cc, \uc1fc\ud551 \uacbd\ud5d8\uacfc \uc81c\ud488 \ub9cc\uc871\ub3c4\uac00 \ub192\uc544 \uc18c\ube44\uc790\uc758 \uc804\ubc18\uc801\uc778 \ud589\ubcf5\uac10\uc5d0 \uae0d\uc815\uc801\uc778 \uc601\ud5a5\uc744 \ubbf8\uce60 \uc218 \uc788\ub2e4. \ub2e4\uc591\ud55c \uc1fc\ud551 \ubc29\ubc95\uc5d0 \ub530\ub978 \ud589\ubcf5 \uacbd\ud5d8\uc758 \ucc28\uc774\ub294 \ucd94\ud6c4 \uc5f0\uad6c\uc5d0\uc11c\ub3c4 \uacc4\uc18d \ub418\uc5b4\uc57c \ud560 \uac83\uc774\ub2e4.<\/p>\n\n\n\n

2. \uc190\uc5d0 \ub4e4\ub9b0 \ub0b4 \ubb3c\uac74 vs. \ud654\uba74 \uc18d \ub0b4 \ubb3c\uac74<\/strong><\/h3>\n\n\n\n
\"\"<\/figure>\n\n\n\n

\uc804\uc790\uae30\uae30\uc640 \uc628\ub77c\uc778 \uc0ac\uc6a9\uc758 \ub300\uc911\ud654\uc5d0 \ud798\uc785\uc5b4 \u201c\uc628\ub77c\uc778 \uc1fc\ud551\u201d\uc774\ub77c\ub294 \uc0c8\ub85c\uc6b4 \uc18c\ube44 \ud615\ud0dc\uac00 \uc0dd\uaca8\ub0ac\ub2e4\uba74, \uc0c8\ub85c\uc6b4 \uc18c\ube44 \uacb0\uacfc\ubb3c\ub85c \u201c\ub514\uc9c0\ud138 \uc81c\ud488\u201d\uc774 \ud0c4\uc0dd\ud588\ub2e4. \uc9c0\ud558\ucca0\uc5d0 \ucc45\uc744 \ub4e4\uace0 \uc77d\ub294 \uc0ac\ub78c\uc740 \uc904\uace0 \ud14c\ube14\ub81b \uc18d \ub0b4 e-\ucc45\uc7a5(book shelf)\uc5d0\uc11c \uc774\ub7f0 \uc800\ub7f0 \ucc45\uc744 \uace8\ub77c \uc77d\ub294 \uc0ac\ub78c\ub4e4\uc774 \ub298\uc5b4\ub0ac\ub2e4. \uc885\uc774\uc5d0 \uae00\uc744 \uc368\uc11c \uc6b0\ud3b8 \ubc30\ub2ec\ud558\ub358 \uc190\ud3b8\uc9c0\ub294 \uc804\uc790 \uae30\uae30\uc758 \ubb38\uc790\ub85c \ub300\uccb4\uac00 \ub418\uc5c8\uace0, \uc774\uc81c\ub294 \ub098\uc758 \ub9c8\uc74c\uc744 \ub300\ubcc0\ud574\uc8fc\ub294 \uc774\ubaa8\ud2f0\ucf58\uc744 \uad6c\ub9e4\ud558\uae30\uc5d0 \uc774\ub974\ub800\ub2e4. \ub2e4\uc591\ud55c \uc0c1\ud669 \uc18d\uc5d0\uc11c \ub0b4 \uac10\uc815\uc744 \ub354 \uc798 \ub098\ud0c0\ub0b4\uae30 \uc704\ud574 \uc774\ubaa8\ud2f0\ucf58 \ud568\uc5d0\ub294 \uc810\uc810 \ub354 \ub9ce\uc740 \uc81c\ud488\uc774 \ucd94\uac00\ub41c\ub2e4. \uc774\ucc98\ub7fc \uc2e4\uc81c \ubb3c\uac74\uc744 \ub9cc\uc9c8 \uc218 \uc5c6\uc9c0\ub9cc \uc804\uc790 \uae30\uae30\ub97c \ud1b5\ud574\uc11c\ub9cc \uc0ac\uc6a9\ud560 \uc218 \uc788\ub294 \uc81c\ud488\uc744 \ub514\uc9c0\ud138 \uc81c\ud488(Digital goods) \uc774\ub77c\uace0 \ubd80\ub978\ub2e4. \ub514\uc9c0\ud138 \uc81c\ud488 \uc608\uc5d0\ub294 e-book, \uc74c\uc6d0, \uc774\ubaa8\ud2f0\ucf58, \uac8c\uc784 \ub4f1\uc774 \ud574\ub2f9\ub41c\ub2e4.<\/p>\n\n\n\n

\ub0b4 \uc190\uc758 \uc6c0\ucf1c\uc9c4 \ubb3c\uac74\uacfc \ud654\uba74 \uc18d \ubb3c\uac74, \uc0ac\ub78c\ub4e4\uc774 \uc774 \ub450 \uc885\ub958\uc758 \ubb3c\uac74\uc5d0 \ubd80\uc5ec\ud558\ub294 \uac00\uce58\uc5d0\ub294 \uc5b4\ub5a4 \ucc28\uc774\uac00 \uc788\uc744\uae4c? \ubb34\ub98e\uc704\uc758 \ub0b4 \ucc45, \uc2a4\ud06c\ub9b0 \ub108\uba38\uc758 \ub0b4 \ucc45 \uc911 \ub354 \ud070 \ub9cc\uc871\uac10\uc744 \uac00\uc838\ub2e4 \uc900 \uc81c\ud488\uc740 \ubb34\uc5c7\uc77c\uae4c?<\/strong><\/p>\n\n\n\n

\uc591\uc801 \uc5f0\uad6c\uc640 \uc9c8\uc801 \uad00\ucc30 \uc5f0\uad6c\ub97c \ubc14\ud0d5\uc73c\ub85c \ud559\uc790\ub4e4\uc740 \uc0ac\ub78c\ub4e4\uc774 \ubb3c\ub9ac\uc801 \uc0c1\ud488\ubcf4\ub2e4 \ub3d9\ub4f1\ud55c \ub514\uc9c0\ud138 \uc0c1\ud488\uc5d0 \ub354 \u201c\ub0ae\uc740\u201d \uac00\uce58\ub97c \ubd80\uc5ec\ud55c\ub2e4\uace0 \uc8fc\uc7a5\ud55c\ub2e4(Atasoy & Morewedge, 2018). \uc774\ub97c \uc124\uba85\ud558\ub294 \uc5ec\ub7ec \uc8fc\uc7a5 \uc911 \ud558\ub098\ub294 \ubb3c\ub9ac\uc801 \uc7ac\ud654\uac00 \uc81c\uacf5\ud558\ub294 \uc2ec\ub9ac\uc801 \uc18c\uc720\uad8c(psychological ownership)\uc774 \ud06c\uae30 \ub54c\ubb38\uc5d0 \uc0ac\ub78c\ub4e4\uc774 \ub514\uc9c0\ud138 \uc7ac\ud654\uc5d0 \uc0c1\ub300\uc801\uc73c\ub85c \uc801\uc740 \uac00\uce58\ub97c \ubd80\uc5ec\ud55c\ub2e4\ub294 \uac83\uc774\ub2e4. \ubb3c\ub9ac\uc801 \uc7ac\ud654\ub97c \ub9cc\uc9c0\uace0, \uc870\uc791\ud558\uace0, \uc774\ub3d9\ud558\ub294 \ud589\ub3d9\uc740 \ubb3c\ub9ac\uc801 \uc7ac\ud654\ub85c\ubd80\ud130 \uc2ec\ub9ac\uc801 \uc18c\uc720\uad8c\uc744 \ud68d\ub4dd\ud558\ub294 \uac83\uc744 \uc720\ub9ac\ud558\uac8c \ub9cc\ub4e0\ub2e4(Furby 1980, Peck & Shu 2009). \ub610\ud55c \uc0ac\ub78c\ub4e4\uc740 \ub514\uc9c0\ud138 \ud615\uc2dd\uc758 \ubb3c\uac74\uc744 \ubd88\uc548\uc815\ud558\uace0, \uc77c\uc2dc\uc801\uc774\uba70, \ube60\ub974\ub2e4\uace0 \uc778\uc2dd\ud558\ub294 \ubc18\uba74, \ubb3c\ub9ac\uc801 \ubb3c\uac74\uc740 \ubcf4\ub2e4 \uc601\uad6c\uc801\uc774\uace0 \uc548\uc815\uc801\uc73c\ub85c \uc778\uc2dd\ud55c\ub2e4\uace0 \ud55c\ub2e4(Petrelli & Whittaker 2010). \ub610\ud55c \ubb3c\ub9ac\uc801\uc778 \uc0c1\ud488\uc740 \uacfc\uac70\ub97c \uc0c1\uae30\uc2dc\ud0a4\ub294 \uc5ed\ud560\uc744 \ud560 \ubfd0 \uc544\ub2c8\ub77c, \ub098\uc640 \ubb3c\ub9ac\uc801 \uc7ac\ud654 \uc0ac\uc774\uc758 \uac10\uc815\uc801 \uc5f0\uacb0\uc744 \ud1b5\ud55c \uc560\ucc29 \ud655\ub9bd\uc774 \ub354 \uc6a9\uc774\ud558\ub2e4 (Belk 2013; Siddiqui and Turley 2006). \ubc18\ub300\ub85c \ub514\uc9c0\ud138 \uc0c1\ud488\uc740 \ub098\uc640 \ub35c \uce5c\ubc00\ud558\uace0 \uac1c\uc778\uc758 \uae30\uc5b5\uc744 \uc798 \ud45c\ud604\ud574 \ub0bc \uc218 \uc5c6\ub2e4. \ud5e4\uc5b4\uc9c4 \ub0a8\uc790\uce5c\uad6c\uac00 \uc120\ubb3c\ud55c \uc778\ud615\uc774\ub098 \ubaa9\uac78\uc774\ub97c \uac00\ucc28\uc5c6\uc774 \ubc84\ub9ac\ub294 \uc774\uc720\ub3c4 \uadf8\uac00 \ub0a8\uae34 \uadf8 \uc5b4\ub5a4 \ub514\uc9c0\ud138 \ud615\uc2dd\uc758 \uc120\ubb3c\ubcf4\ub2e4 \ubb3c\ub9ac\uc801 \uc120\ubb3c\uacfc \ub0b4\uac00 (\ud639\uc740 \uadf8\uac00) \uc2ec\ub9ac\uc801\uc73c\ub85c \ub354 \uac15\ud558\uac8c \uc5f0\uacb0\ub418\uc5b4 \uc788\uae30 \ub54c\ubb38\uc77c \uac83\uc774\ub2e4. \ub9c8\uc9c0\ub9c9\uc73c\ub85c \uc74c\uc545 \uc218\uc9d1\uac00\ub4e4\uc744 \uc778\ud130\ubdf0\ud55c \uc5f0\uad6c\uc5d0\uc11c \ubb3c\ub9ac\uc801 \ub179\uc74c \ud615\uc2dd\uc758 LP \ud639\uc740 CD\ub294 \ub514\uc9c0\ud138 \ub179\uc74c \ud615\uc2dd\uacfc \ube44\uad50\ud588\uc744 \ub54c \ub098\uc758 \uc815\uccb4\uc131\uc744 \ub354 \uc798 \ud45c\ud604\ud574\uc904 \ubfd0 \uc544\ub2c8\ub77c, \uc720\uc0b0\uc73c\ub85c\uc11c\uc758 \uc7a0\uc7ac\ub825\uc744 \uc9c0\ub2c8\uace0 \uc788\uc5b4 \ub354 \ub192\uc740 \uac00\uce58\ub97c \ubd80\uc5ec\ud55c\ub2e4\ub294 \uac83\uc744 \ubc1c\uacac\ud558\uc600\ub2e4(Giles, Pietrzykowski, & Clark, 2007). <\/p>\n\n\n\n

\ud558\uc9c0\ub9cc \ubb3c\uc9c8\uc801 \uc7ac\ud654\uc5d0 \ub300\ud55c \uc120\ud638\ub97c \ubc18\ubc15\ud558\ub294 \uba87\uba87\uc758 \uc5f0\uad6c\ub294 \uc2e4\uc81c \uc81c\ud488\uc5d0 \ub300\ud55c \uc560\ucc29\uc744 \ud615\uc131\ud558\ub294 \ubc29\uc2dd\uacfc \uc720\uc0ac\ud55c \ubc29\uc2dd\uc73c\ub85c \ub514\uc9c0\ud138 \uc81c\ud488\uc5d0 \ub300\ud55c \uc560\ucc29\uc744 \ud615\uc131\ud558\uae30\ub3c4 \ud55c\ub2e4\uace0 \uc8fc\uc7a5\ud558\uae30\ub3c4 \ud55c\ub2e4(Lhdonvirta 2012). \ubfd0\ub9cc \uc544\ub2c8\ub77c \ub514\uc9c0\ud138 \uc0c1\ud488\uc774 \uac00\uc9c4 \uc720\ub3d9\uc801 \ud615\ud0dc(Bardhi et al. 2012)\uac00 \ud2b9\uc815 \uc18c\ube44\uc790\ub4e4\uc5d0\uac8c\ub294 \ub354 \ud070 \uc758\ubbf8\uc640 \uc0c8\ub85c\uc6b4 \uac00\uce58\ub97c \uac00\uc838\ub2e4 \uc904 \uc218 \uc788\ub2e4\ub85c\uace0 \uc774\uc57c\uae30 \ud55c\ub2e4.<\/p>\n\n\n\n

3. \uc2ac\uae30\ub85c\uc6b4 \uc18c\ube44\uc0dd\ud65c, \uc5b4\ub5bb\uac8c \ubb34\uc5c7\uc744 \uad6c\ub9e4\ud560 \uac83\uc778\uac00?<\/strong><\/h3>\n\n\n\n

\uc18c\ube44\uc758 \ubc29\ubc95(\uc628\ub77c\uc778 \uc1fc\ud551 vs \uc624\ud504\ub77c\uc778 \uc1fc\ud551)\uacfc \uc7ac\ud654(\uc2e4\ubb3c vs \ub514\uc9c0\ud138)\uc758 \ud615\ud0dc\uac00 \uc810\ucc28 \ub2e4\uc591\ud574 \uc9c0\uace0 \uc788\ub2e4. \uacb0\uc81c \ubc29\ubc95\ub3c4 \ud604\uae08(cash)\uacfc \uce74\ub4dc, e-money\ub85c \uc120\ud0dd\uc758 \ud3ed\uc774 \ub113\uc5b4\uc84c\ub2e4. \uad6c\ub9e4 \ud658\uacbd, \ubc30\uacbd, \uc18c\ube44 \ubaa9\uc801 \ub4f1\uc5d0 \ub530\ub77c \uc801\uc808\ud55c \ubc29\ubc95\uacfc \ubb3c\uac74\uc744 \uc120\ud0dd\ud560 \uc218 \uc788\ub294 \uc9c0\ud61c\uac00 \ud544\uc694\ud558\ub2e4. \uae30\uc5b5\ud574\uc57c \ud560 \uac83\uc740 \uc774 \ubaa8\ub4e0 \uc18c\ube44\uc758 \uacfc\uc815\uc774 \ub098\uc758 \ud589\ubcf5\uacfc \uc5f0\uacb0 \ub418\uc5b4 \uc788\ub2e4\ub294 \uc810\uc774\ub2e4. \uc18c\ube44 \uacfc\uc815\uc5d0 \uc788\uc5b4 \ubcf4\ub2e4 \uc720\uc5f0\ud55c \ud0dc\ub3c4\ub97c \uac16\ub294 \uac83\uc774\uc57c \ub9d0\ub85c \uc2ac\uae30\ub85c\uc6b4 \uc18c\ube44\uc0dd\ud65c, \ud589\ubcf5\ud55c \uc18c\ube44\uc0dd\ud65c\ub85c \uc774\uc5b4\uc9c0\ub294 \ub370 \uc911\uc694\ud55c \uc5ed\ud560\uc744 \ud558\uac8c \ub420 \uac83\uc774\ub2e4.<\/span><\/strong><\/p>\n\n\n\n

\uae00: \uae40\uc8fc\ud604 \ubc15\uc0ac(\uc11c\uc6b8\ub300\ud559\uad50 \uc758\ud559\uc5f0\uad6c\uc6d0 \uc5f0\uad6c\uc870\uad50\uc218)<\/p>\n\n\n\n

<\/p>\n\n\n\n

\ucc38\uace0\ubb38\ud5cc<\/strong>
Atasoy, O., & Morewedge, C. K. (2018). Digital goods are valued less than physical goods.\u00a0Journal of consumer research<\/em>,\u00a044<\/em>(6), 1343-1357.
Duan, J., & Dholakia, R. R. (2017). Posting purchases on social media increases happiness: The mediating roles of purchases\u2019 impact on self and interpersonal relationships.\u00a0Journal of Consumer Marketing<\/em>.
Furby, L. (1980). The origins and early development of possessive behavior.\u00a0Political psychology<\/em>, 30-42.
Giles, D. C., Pietrzykowski, S., & Clark, K. E. (2007). The psychological meaning of personal record collections and the impact of changing technological forms.\u00a0Journal of Economic Psychology<\/em>,\u00a028<\/em>(4), 429-443.
Guillen-Royo, M. (2019). Sustainable consumption and wellbeing: Does on-line shopping matter?.Journal of Cleaner Production<\/em>,\u00a0229<\/em>, 1112-1124.
Zheng, H., & Ma, W. (2021). Click it and buy happiness: does online shopping improve subjective well-being of rural residents in China?.\u00a0Applied Economics<\/em>,\u00a053<\/em>(36), 4192-4206.
Lehdonvirta, V. (2013). A history of the digitalization of consumer culture: From Amazon through Pirate Bay to FarmVille. In\u00a0Molesworth & Denegri-Knott (Eds.), Digital virtual consumption<\/em>\u00a0(pp. 11-28). Oxford, UK: Routledge.
Peck, J., & Shu, S. B. (2009). The effect of mere touch on perceived ownership.\u00a0Journal of consumer Research<\/em>,\u00a036<\/em>(3), 434-447.
Petrelli, D., & Whittaker, S. (2010). Family memories in the home: contrasting physical and digital mementos.\u00a0Personal and Ubiquitous Computing<\/em>,\u00a014<\/em>, 153-169. Sabatini, F. (2011).\u00a0Can a click buy a little happiness? The impact of business-to-consumer e-commerce on subjective well-being<\/em>\u00a0(No. 12\/2011). EERI Research Paper Series.<\/p>\n","protected":false},"excerpt":{"rendered":"

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