서비스 디자인 측면에서 복합서점의 사회적 가치

(Background and Purpose) The innovation of science and technology and the development of the Internet have made mobile transactions and fintech simple payments easier, affecting the survival of traditional bookstores. In addition, as the boundary between work and leisure has collapsed, a new class has been born that freely carries out work and play anytime, anywhere. Therefore, the main purpose of this study is to explore the space of domestic and foreign complex bookstores that respond to online bookstores, starting from the service design point of view that realizes intangible values. (Method) The process of spacial service design is analyzed by considering the theoretical aspects of design thinking. The function of the complex bookstore, a product of the hyper-connected society, is divided into common space, function space, and multipurpose space, and the characteristics of community, convenience, and experientiality are analyzed. In addition, by examining variability, connectivity, relationship, informativeness, sensibility, and experientiality extracted from previous studies, domestic and foreign compound bookstores opened within the last 10 years are investigated. Respondents overcame the problems of the structured questionnaire by conducting a convenience sample survey for experts who had experience visiting compound bookstores and then conducting a group FGI. The survey period was from April 11 to April 22, 2022, using the Naver form. (Results) The service design of the public space had an efficient circulation design and smooth information. In the general space, the consumer's requirements were applied relatively well, and the satisfaction with the sales space, display space, and reading space was high. The special space was different for each complex bookstore and was applied based on sensibility and experientiality. The space with the most balanced spatial service was the resting area in the common space and the reading area in the general space. Spatial service was concentrated on information and experientiality, which was analyzed to be greatly influenced by spatial nuances such as traffic line planning, color temperature of lighting, and material of finishing materials. Compared to the time and space elements, the physical element had a lower sympathy, and more interest was shown in the display that introduces new books or presents tastes rather than the communal nature. (Conclusions) In order to respond to online bookstores with high discount rates and a wide range of products, it is necessary to approach from a space service point of view. This is because space is the most universal form that reflects contemporary values. We foresee that this exploration will influence the development of more lively platforms in the near future.