지역사회 사회경제적 특성과 소비자의 지각된 가치에 대한 스타벅스 효과 연구 = A Study on the Starbucks Effect concerning Community Socio-economic Characteristics, Perceived Value of Consumers

국문 초록 (Abstract)

본 연구는 지역사회의 사회경제적 특성과 소비자의 지각된 가치에 대한 스타벅스 효과에 대한 인식 정도를 파악하는 연구이며, 부동산 가격형성, 유동인구 군집화, 공중위생보건 상태개선, 범죄위험에 관한 인식과 같은 지역사회의 사회경제적 특성과 경제적 가치, 쾌락적 가치, 사회적 가치, 이타적 가치와 같은소비자의 지각된 가치를 중심으로 분석을 진행하였다. 본 연구는 스타벅스 효과에 대한 사회적 인식을 조사하기 위하여 수집된 4306개의 온라인 기사 본문 내용 분석에 빈도분석, 워드 클라우드 분석, 토픽모델링을 이용하였으며, 10명의 참여자를 대상으로 한 심층 면접을 통해 스타벅스가 입점해 있는 지역사회 구성원 및 스타벅스를 이용하는 소비자의 내면 인식을 세밀하게 분석하고자 하였다.
텍스트 마이닝을 통한 빈도분석 시 지역사회 사회경제적 특성 중 부동산 가격형성, 공중위생보건 상태개선, 유동인구 군집화, 범죄위험에 관한 인식 모두 스타벅스 효과에 대한 사회적 인식이 유효하다고 볼 수 있다. 스타벅스 효과에 대한 지각된 가치 면에서도 경제적 가치, 쾌락적 가치, 이타적 가치, 사회적 가치에 대해 인식 정도의 차이는 있으나 유의미한 연관성이 있는 것으로 확인 되었다. 토픽모델링의 경우 총 7개의 토픽으로 분류하였으며 스타벅스 운영방침, 스타벅스 이용의 합리성, 스타벅스 이용의 즐거움, 스타벅스의 사회공헌, 스타벅스 이용과 소비자 이미지, 스트벅스 이용의 주요목적, 스타벅스와 지역사회 부동산 및 유동인구 들이 주요 토픽으로 도출되었다. 다만, 토픽 모델링 분석결과 다른 연구문제들에 대한 인식정도 확인은 가능하였으나 지역사회의 범죄위험에 관한 인식은 결과로 도출되지 않았다. 그러나 빈도분석이나 심층면접 결과에서 인식정도를 확인할 수 있었기에 유의미한 연관성이 있다고 볼 수 있다. 심층 면접 결과로는, 지역사회 사회경제적 특성 중 공중위생보건 상태개선, 범죄위험에 관한 인식에 대한 스타벅스 효과는 유효하였으나, 부동산 가격형성 및 유동인구 군집화에 대한 스타벅스 효과는 명확하지 않았다. 스타벅스를 이용하는 소비자들은 지각된 가치에 대해 다양한 인식을 가지고 있었으며, 인식 정도의 차이는 있지만 경제적 가치, 쾌락적 가치, 이타적 가치들에 대하여 스타벅스 효과가 유효하였고, 다른 가치들에 대비하여 사회적 가치의 인식 정도의 범위가 넓음을 확인하였다.
본 연구는 스타벅스에 대한 소비자 인식을 새로운 시각에서 분석하였으며, 이러한 인식은 기업의 경영 및 마케팅 전략에 중요한 시사점을 제공할 것으로 기대한다. 그러나 연구 대상과 방법의 한계로 인해, 보다 다양한 관점과 방법을 통한 후속 연구가 진행될 필요성이 있으며, 이 연구는 스타벅스 효과에 대한 연구의 기초를 마련하였다는 점에서 의의가 있다.

목차 (Table of Contents)

• 국문초록·················································································································ⅰ
• Abstract················································································································ ⅲ
• 목차·······················································································································ⅵ
• 표 목차··················································································································ⅹⅰ
• 그림 목차···············································································································ⅹⅱ
• 1. 서론········································································································ 1
• 2. 이론적 배경····························································································· 4
• 2.1 스타벅스 ·······································································································4
• 2.1.1 제3의 공간으로서의 스타벅스····································································· 4
• 2.1.2 스타벅스 효과···························································································5
• 2.2 사회경제적 특성······························································································7
• 2.2.1 부동산 가격형성························································································8
• 2.2.2 유동인구 군집화························································································9
• 2.2.3 공중위생보건 상태개선············································································· 11
• 2.2.4 범죄위험에 관한 인식·············································································· 12
• 2.3 지각된 가치··································································································13
• 3. 연구 설계·······························································································17
• 3.1 연구 모형·····································································································17
• 3.2 연구 문제·····································································································19
• 3.2.1 지역사회 사회경제적 특성········································································ 19
• 3.2.2 소비자의 지각된 가치·············································································· 20
• 3.2.3 변수의 조작적 정의················································································· 22
• 3.3 표본선정 및 조사방법···················································································· 24
• 3.3.1 텍스트 마이닝·························································································24
• 3.3.2 토픽모델링····························································································· 25
• 3.3.3 심층 면접·······························································································26
• 4. 분석 결과·······························································································31
• 4.1 텍스트 마이닝·······························································································31
• 4.2 심층 면접 ··································································································· 46
• 4.2.1 지역사회 사회경제적 특성에 대한 스타벅스 효과 인식정도··························· 46
• 4.2.2 소비자의 지각된 가치에 대한 스타벅스 효과 인식정도································· 50
• 5. 결론 및 시사점······················································································· 55
• 참고문헌················································································································60