자기선물(Self-gift)의 탐색적 연구

An Explorative Study on Self-Gift in Korea

본 연구는 서구에서 이루어진 자기선물(self-gift)에 관한 선행연구를 토대로 우리나라의 자기선물(self-gift)현황을 파악한 후 물질주의와 자기선물(self-gift)의 관계를 분석하였다. 우리나라의 자기선물(self-gift) 현황에서는 첫째, 여유돈이 생기거나 그냥 자신을 위해 자기선물(self-gift)을 가장 많이 하며, 그 다음은 기념, 축하, 위로의 상황으로 나타났다. 또 결과가 좋고 그 결과가 내적 통제상황에서 발생했을 때 자기선물(self-gift) 의도가 더 큰 것으로 나타났다. 둘째, 자기선물(self-gift) 상황에 따라 선호되는 선물종류의 차이가 있고, 셋째, 자기선물(self-gift)후에 호의적 감정을 경험하는 경향이 있었다. 넷째, 인구통계특성중 성별에 따라 자기선물(self-gift) 구매빈도와 구매후 감정의 차이가 있는 것으로 나타났다. 물질주의와 자기선물(self-gift)의 관계 분석에서는 첫째, 물질주의를 구성하는 네 요인의 자기선물(selfgift) 구매빈도 설명력이 높지 않은 것으로 나타났고, 이중 물질쾌락요인만이 통계적으로 유의하였다. 둘째, 자기선물(self-gift)후의 감정에 대해서도 역시 물질주의 네 요인의 설명력이 높지 않았고, 물질쾌락요인만이 통계적으로 유의한 것으로 나타났다. 본 연구는 우리나라에서 자기선물(self-gift)현상의 존재를 확인했다는 점에서 의의가 있으며, 실무적으로 유통업체들이 고객들을 대상으로 한 자기선물(self-gift) 상황의 인식이나 제안을 통해 자기선물(self-gift)을 동기유발시키고, 자기선물(self-gift) 상황별 적절한 촉진전략과 고객들의 자기선물(self-gift) 상황에 조언해 줄 수 있도록 종업원들의 교육훈련을 통해 더 나은 재무적 성과를 거둘 수 있다는 것을 의미한다. 하지만 본 연구에서 물질주의의 자기선물(self-gift)빈도에 대한 설명력이 낮게 나타나 자기선물(self-gift)과 관련된 다른 변수들에 대한 추가적인 연구가 필요하다고 생각된다.

In this paper, self-gift trend in Korea was studied based on the researches in western countries, then, the relation between materialism and self-gift was analysed. Firstly, it was found that most of the self-gift were being made when people have extra money to spend or just wanted to be nice to themselves, and celebration, congratulation and consolation were found to be the following reason for the self-gift in Korea. Also, intension to self-gift was found strong in a situation when the result of ones' work was good and the result was made under internally controllable circumstances. Secondly, the kind of gift was found to be different depending on the situation of the selfgift. Thirdly, it was found that people experienced good mood after self-gift. Lastly, the mood after selfgift and purchase frequency for self-gift were found to be different depending on the sexuality among demographic characteristics of people. The analysis on the relation between materialism and self-gift showed the followings. Firslty, the four factors of materialism were not as influential in the purchase frequency for self-gift as expected while 'pleasure from material' was the only statistically significant factor. Secondly, the four factors of materialism were not as influential in the mood after the self-gift as expected. The 'pleasure from material' was the only statistically meaningful factor to the mood after the self-gift. The significance of this study is that it revealed the established existence of self-gift among Korean consumers, which means in practice, retailers could expect better financial result by triggering the customers' intention to self-gift through the understanding of the self-gift situation or the recommendation of self-gift to customers, by training employees enabling them to give self-gifting advise to customers, and by taking tailor-made promotion strategies for different sef-gifting situations. Further research to find factors other than the materialism affecting self-gift is needed since the relation between materialism and self-gift was not found to be significant enough in this study.