외제차 소비 경험의 이해와 소비의 사회·문화적 의미에 관한 질적 연구: 소비자의 내러티브 사례분석을 중심으로

초록

This qualitative research has two main research questions. The first is to understand consumer experience and sociocultural meaning of imported cars in South Korea, based on the consumers’ narratives. The second is to seek the main inductive themes of consumption experience from consumers’ consumption stories. The study found that sociocultural meaning of imported cars has changed while representing the Korean societal context. The study also derives in three inductive themes: ① from external to internal-oriented consumption ② from material possession to experiential consumption, ③ seeking consumption value fitted with life themes. This article concludes with insights for strategic advertising planning.

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