소비트렌드의 범주화가 소비자의 태도 및 구매의도에 미치는 영향
The Categorization Effect of Consumption Trends on Consumer’s Attitude and Purchase Intentions
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참고문헌
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초록
본 연구의 목적은 최근 유행하는 웰빙 트렌드의 범주화가 소비자의 태도 및 구매의도에 미치는 영향을 탐색적으로 연구하는 것이다. 이를 위해 스키마이론에 근거하여 웰빙제품을 기존제품과 완전히 다른 것으로 보는 신하위범주화 포지셔닝과 기존제품에 웰빙속성을 추가하는 차이성 포지셔닝이란 두 범주화가 소비자 반응(태도와 구매의도)에 미치는 영향을 6가지 가설로 검증하였다. 실험으로 검증한 결과 3가지 가설이 지지되었으며 요약하면 다음과 같다. 첫째, 신하위범주화 포지셔닝이 차이성 포지셔닝에 비해 태도에 미치는 영향은 크지만 구매의도에 미치는 영향은 차이가 없었다. 따라서 신하위범주화 포지셔닝이 효과적이라고 할 수 있다. 둘째, 웰빙관여도와 범주화는 웰빙제품 구매의도에서 상호작용효과가 있는 것으로 나타나 관여도가 얼리 어답터의 조건이 됨을 시사한다. 특히 저관여인 경우 차이성 포지셔닝이 신하위범주화 포지셔닝에 비해 구매의도에 미치는 영향이 큰 것으로 나타나 수명주기에 따라 포지셔닝전략이 달라질 필요가 있음을 확인할 수 있다. 끝으로, 기존브랜드에 미치는 영향은 범주화별로 차이가 없어 자사브랜드 간의 비교방향성효과는 확인할 수 없었다.
Abstract
The purpose of this paper is to study how to utilize the emerging trend, well being. The proposed categorization strategies based on schema theory are new/subtyping positioning and differentiated positioning based on schema plus tag. The effect of these two categorization on consumer's response, attitude and purchase intention, will be analyzed in this study. 3 among 6 hypotheses tested by laboratory experiment are supported and the results as follows. First, the new/subtyping positioning affects consumer's attitude more than the schema plus tagged positioning, however, any one does not have effect on purchase intention. Thus we can say that new/subtyping positioning is more effective strategy for utilizing the emerging trend, well being. Second, although both well-being involvement and categorization have an influence on attitude, there is no interaction effect between two constructs. However, the interaction effect between two constructs exist on purchase intention. This fact say that consumer involvement is a indicator of early adopter. Finally, there is no different effect between two categorization strategies influence on the family brand. This say there is no direction-of-comparison effect and attitude transfer between a new well-being brand and the family brand.
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