| 요약2 |
This study was conducted to define the concept of consumer needs in multiplex movie theaters as the space of consumption and analyze their need factors. This study took the following steps: first, it organized the theories of consumer needs found in other fields of studies and classified the types of needs. Second, the need factors that relate to the use of multiplex movie theaters were elicited. Last, user needs for space marketing were classified and the spaces were analyzed. In result of this study, several findings were noticed: first, users have seven needs in multiplex movie theaters and these needs were classified into emotional needs and functional needs. Also, 23 checklist items were derived from these seven need factors. Second, multiplex movie theater users' needs were analyzed based on these checklist items. Third, it was identified that multiplex movie theaters, modern spaces of consumption, are expected to satisfy both functional and emotional needs of users and customers want them to satisfy both of these needs. |