Science of Emotion and Sensibility (감성과학)

Korean Society for Emotion and Sensibility (한국감성과학회)
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Concept Mapping Analysis on the Meaning of Coffee-Drinking Behavior

커피음용행동의 의미와 목적에 대한 개념도 분석

  • Oh, Bo-Young (Department of Industrial & Organizational Psychology, Kwangwoon University) ;
  • Lee, Sang-Hee (Department of Industrial & Organizational Psychology, Kwangwoon University)
  • 오보영 (광운대학교 인문사회과학대학 산업심리학과) ;
  • 이상희 (광운대학교 인문사회과학대학 산업심리학과)
  • Received : 2016.04.19
  • Accepted : 2016.06.30
  • Published : 2016.12.31
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Abstract

It has been suggested that few studies were completed on psychological aspect of coffee drinking behavior though coffee researches have been mainly focused on marketing or business purposes. In this study, fifteen university students were participated to a group interview for concept mapping analysis asking about their meaning and purpose of coffee drinking behavior. Sixty nine statements were extracted from the interview, and categorized into seven clusters using multi dimensional scaling analysis and hierarchical cluster analysis. Seven clusters were Personal method of getting the desired physical effect, As a method of social activities, Method to get psychological consolation, Drink for spending time and using space, Habitual drink and use of caffeine's effect, Enjoying coffee's various characteristic and attraction, and Enjoying coffee's various characteristic and attraction. Two factors were identified based on these clusters such as internal-external motivation to drink coffee and emotional-physical effect of coffee. Participants ranked their priority of those clusters; the cluster of "Drink for spending time and using space" was first ranked. Limitations and suggestions for future research were also discussed.

본 연구는 커피를 마시는 대학생들이 커피음용 행동의 의미에 대해 어떻게 지각하고 있는지를 알아보기 위해 수행되었다. 이를 위해 대학생 15명을 연구 참가자로 선정하여 커피음용 행동의 의미에 대한 아이디어를 산출하고, 그 내용을 바탕으로 69개의 진술문을 도출해냈다. 이후 다차원 척도 분석과 위계적 군집분석을 사용하여 개념도분석을 실시하여 참가자들의 개념적 구조를 확인하였다. 그 결과 대학생들이 지각하는 커피 음용 행동의 의미에 대한 구성 요인으로 7개의 군집이 도출되었다. 각 군집은 '개인이 원하는 신체적 효과를 얻기 위한 방법', '사교 활동의 수단', '심리적 위안을 얻기 위한 방법', '공간 활용 및 사적인 시간을 보내기 위한 음용', '습관적 음용 및 카페인의 효과 이용', '커피만의 다양한 특성과 매력을 즐김', '커피의 도시적이고 고급스러운 이미지 선호'로 나타났다. 또한 각 군집을 분류하는 두 가지 차원을 알아본 결과, 커피 내적고려-커피 외적고려 차원과 정서적 요인-물리적 요인의 두 차원을 확인할 수 있었다. 한편 군집별 중요도를 살펴본 결과, 대학생이 커피음용의 행동의 의미로 가장 중요하게 생각하는 요인은 '공간 활용 및 사적인 시간을 보내기 위한 음용'으로 나타났다. 마지막으로 연구의 의의 및 후속연구를 위한 제한점을 제시하였다.

Keywords

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