디지털융합 시대의 소비자 행동과 매체 활용에 관한 탐색적 연구

An Exploratory Study on Consumer Behaviors and Media Use in Age of Digital Convergence：Qualitative Approach by Focus Group Interview for Future Consumers

In the age of digital convergence, it is expected that quality of life of human beings can be improved by converged devices and services. Researches concerning change of buying patterns and consumer behaviors in these contexts have to be progressed actively. To investigate future trend of consumer behaviors, we used focus group interview for qualitative approach in the first step and then conducted questionnaire survey for experts in order to get validity and feasibility of research results. As result of research we suggested eight propositions by FGI for 20s target consumers. Additionally, on the basis of qualitative research, by questionnaire survey for 22 experts two perspectives of positive and negative views In future trends were proposed. Results can give lots of implications and research motivations to academia, practices and workers in public policies who have interests in change of consumer behaviors, thinking styles, and life style under digital convergent environment.