코로나 시대의 라이프스타일 연구를 적용한 공기청정기 구독 서비스 모델 제안 : M세대를 중심으로

As Millennial Generation born between in 1980 and in 2000 has participated in economic activities, those who are called Generation M have emerged as a major issue. According to their needs to prefer the value of sharing to owning, the form of subscription services also has emerged and products that merge subscription services have launched in various industrial fields. In particular, the COVID-19 and the fine dust problem caused by environmental pollution drew attention on air-related home appliances, thus, a subscription service model that combines air purifiers with subscription services favored by Generation M was developed. However, research on the development of subscription services reflecting the characteristics of the times and the needs of Generation M, the actual main consumers, is slow. Therefore, the purpose of this study was to develop an air purifier subscription service model using lifestyle research of Generation M in the COVID-19 era. This study was conducted through field research, video ethnography, contextual interview, and in-depth interview methods. After that, the analysis was conducted using Customer Journey Map, and Affinity Diagram through the user experience in Generation M's lifestyle, air purifier, and subscription service. As a result, this study derived keywords and needs on Generation M's lifestyle in the COVID-19 era. In addition, based on the results, this research suggested service design opportunity areas and a service model design proposal that applied lifestyle research of Generation M.