디자인을 통한 기프트 서비스 가치 향상에 관한 연구

Many scholars have studied gift in sociology, economics, and anthropology. Despite the fact that gift includes frequent consumption with various products, there is a lack of research that has been studied from a design perspective. This study examined gift market and existing gift services and sought the possibility of gift service based on design. An empirical research, a survey was conducted as a preliminary study to establish gift consumer clusters. Factor analysis was performed to classify respondents into four gift giving groups(professional givers, enjoyable givers, constrained givers, non–giver). In-depth interviews were carried out to understand the purchasing characteristics and needs of the classified groups. The results of survey and interviews showed that there are needs for social gift giving service. Gift giving between personal relationships were not acted as a stress factor for most clusters. Therefore, strategic direction for gift service should be concentrated more on formal relationship. New gift service model based on design was proposed as a solution to detect unmet consumer needs. A gift service model designed from this study is expected to provide a new role for designers in gift industry.