소비자의 조절모드와 희소성 메시지가 패션제품평가에 미치는 영향
The effect of consumers' self-regulatory modes and scarcity messages on fashion product evaluations
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
This study looked into the scarcity effect based on the consumers' self-regulatory modes and determined the effect that such a regulatory mode and that quantity-scarcity messages would have on evaluations of fashion products. To that end, the study used a 2 (regulatory mode: assessment mode/locomotion mode)×2 (message type: quantity-scarcity message/non-scarcity message) between-subjects factorial design in which buying impulsiveness was presented as a mediator variable that showed differences in product evaluations depending on the message type and on the presence of a self-regulatory mode. The results of this study showed that locomotion-oriented consumers evaluated products more positively compared to assessment-oriented consumers when the quantity-scarcity message was presented. When a non-scarcity message was presented, no significant difference was observed in product evaluations based on the consumers' self-regulatory modes. In addition, buying impulsiveness in consumers served a mediator role in the evaluations of fashion products. The results of this study imply that a clear understanding of consumers is a prerequisite for maximizing the scarcity effect and that companies need to differentiate in terms of the way they use scarcity messages based on consumers' self-regulatory modes.
Abstract
This study looked into the scarcity effect based on the consumers' self-regulatory modes and determined the effect that such a regulatory mode and that quantity-scarcity messages would have on evaluations of fashion products. To that end, the study used a 2 (regulatory mode: assessment mode/locomotion mode)×2 (message type: quantity-scarcity message/non-scarcity message) between-subjects factorial design in which buying impulsiveness was presented as a mediator variable that showed differences in product evaluations depending on the message type and on the presence of a self-regulatory mode. The results of this study showed that locomotion-oriented consumers evaluated products more positively compared to assessment-oriented consumers when the quantity-scarcity message was presented. When a non-scarcity message was presented, no significant difference was observed in product evaluations based on the consumers' self-regulatory modes. In addition, buying impulsiveness in consumers served a mediator role in the evaluations of fashion products. The results of this study imply that a clear understanding of consumers is a prerequisite for maximizing the scarcity effect and that companies need to differentiate in terms of the way they use scarcity messages based on consumers' self-regulatory modes.
참고문헌 (44)
- Avnet, T., "Locomotion, assessment, and regulatory fit : Value transfer from"how"to"what"", Journal of Experimental Social Psychology, 39, pp.525~530 (2003)
- Bae, Y. K., "The effect of scarcity message on consumer's purchase intention in the internet shopping mall", The Korean Journal of Advertising, 15(5), pp.503~521 (2004)
- Baek, M. Y., "A study on the licensing effect in purchase situation of fashion product: The moderating effect of self-regulatory mode and goal type", master, pp.2012
- 백소라, "소비자의 조절방식이 시간한정 프로모션에 미치는 영향", 한국심리학회지: 소비자·광고, 14(3), pp.471~487 (2013), 한국소비자·광고심리학회
- Barone, M. J., "Mood and brand extension judgment : Asymmetric effects for desirable versus undesirable brands", Journal of Consumer Psychology, 12(4), pp.283~290 (2002)
- Bozzolo, A. M., "Unavailability effects on message processing : A theoretical analysis and an empirical test", Basic and Applied Social Psychology, 13(1), pp.93~101 (1992)
- Brannon, L. A., "Scarcity claims elicit extreme responding to persuasive message : Role of cognitive elaboration", Personality and Social Psychology Bulletin, 27(3), pp.365~375 (2001)
- Brock, T. C., "Liberalization of commodity theory", Basic and Applied Social Psychology, 13(1), pp.135~144 (1992)
- Brock, T. C., "Implications of commodity theory for value change" (1968), Academic Press
- 최은영, "희소성 메시지의 광고 효과 - 한정판과 시간압박을 중심으로", 광고연구, 89(89), pp.177~204 (2011), 한국광고홍보학회
- Cialdini, R. B., "Influence: science and practice" (2001), Pearson Education Company
- Ditto, P. H., "From rarity to evaluative extremity: Effects of prevalence information on evaluations of positive and negative characteristics", Journal of Personality and Social Psychology, 57, pp.16~26 (1989)
- Fisher, R. J., "In the mood to buy : Differences in the mood states experienced by compulsive buyers and other consumers", Psychology & Marketing, 13(8), pp.803~819 (1996)
- Folger, R., "On wanting what we do not have", Basic and Applied Social Psychology, 13, pp.123~133 (1992)
- Friestad, M., "The persuasion knowledge model : How people cope with persuation attempts", Journal of Consumer Research, 21(1), pp.1~31 (1994)
- Fromkin, H. L., "Affective and valuational consequences of self-perceived uniqueness deprivation", doctor, pp.1968
- Fromkin, H. L., "A commodity theory analysis of consumer preferences for scarce products", Proceeding of 79th Annual Convention of the America Psychological Association, 6, pp.521~654 (1971)
- Gierl, H., "Scarcity effects on sales volume in retail. The International Review of Retail", Distribution and Consumer Research, 18(1), pp.45~61 (2008)
- Hansen, R. A., "An empirical investigation of attribute importance in retail store selection", Journal of Retailing, 53(4), pp.59~72 (1997)
- 황선진, "인터넷 공동구매시 충동구매성향과 가격, 희소성 메시지가 의류제품에 대한 호의도와 구매의도에 미치는 영향", 한국의류학회지, 33(10), pp.1519~1529 (2009), 한국의류학회
- 전성률, "희소성 메시지의 유형이 소비자의 구매의도에 미치는 효과에 관한 연구", 마케팅연구, 19(2), pp.71~90 (2004), 한국마케팅학회
- Jung, J. M., "Cross-national differences in proneness to scarcity effect: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure", Psychology and Marketing, 21(9), pp.739~759 (2004)
- 김인혜, "소비가치와 경험적 제품평가가 희소성 메시지 효과에 미치는 영향", 복식문화연구, 19(6), pp.1133~1149 (2011), 복식문화학회
- Kruglanski, A. W., "To "do the right thing" or to "just do it":Locomotion and assessment as distinct self-regulatory imperatives", Journal of Personality and Social Psychology, 79, pp.793~815 (2000)
- 이준환, "희소성 메시지와 조절초점을 활용한 레스토랑 판촉전략에 관한 연구", 호텔경영학연구, 19(6), pp.77~97 (2010), 한국호텔외식관광경영학회
- 이명천, "소비자 지식체계와 희소성 메시지가 브랜드 제휴 광고 효과에 미치는 영향", 광고연구, 94(94), pp.39~69 (2012), 한국광고홍보학회
- Lyi, D. R., "Operationalization and normative effect of buying impulsiveness: A comparison between Korea and the United States", Korea Advertising Society, 8(1), pp.31~84 (1997)
- Lynn, M., "Scarcity's enhancement of desirability : The role of naive economic theories", Basic and Applied Social Psychology, 13(1), pp.67~78 (1992)
- Mannetti, L., "Priming the ant or the grasshopper in people's mind : How regulatory mode affects inter-temporal choices", European Journal of Social Psychology, 39, pp.1120~1125 (2009)
- Orehek, E., "Prioritizing association strength versus value : The influence of self-regulatory modes on means evaluation in single goal and multigoal contexts", Journal of Personality and Social Psychology, 102(1), pp.22~31 (2012)
- Park, E. J., "The effects of situation factors and consumption values on the impulse buying behaviors in apparel store", Journal of the Korean Society of Clothing and Textiles, 24(6), pp.873~883 (2000)
- Pierro, A., "On the psychology of time in action : Regulatory mode orientations and procrastination", Journal of Personality and Social Psychology, 101(6), pp.1317~1331 (2011)
- Pierro, A., "Regulatory mode effects on counterfactual thinking and regret", Journal of Experimental Psychology, 44, pp.321~329 (2008)
- Rook, D. W., "Normative influences on impulsive buying behavior", Journal of Consumer Research, 22, pp.305~313 (1995)
- Snyder, C. R., "Product scarcity by need for uniqueness interaction : A consumer catch-22 carousel?", Basic and Applied Social Psychology, 13, pp.9~24 (1992)
- 손해경, "구매상황변수, 구매충동, 충동구매, 충성도 간의 구조적 관계분석", 관광연구, 27(1), pp.153~173 (2012), 대한관광경영학회[DOI]
- Stern, H., "The significance of impulse buying today", Journal of Marketing, 26(4), pp.59~62 (1962)
- Sung, H. S., "Impulse buying behavioral model: The role of self-regulation mode, subjective wellbeing, social influence, and self-esteem", Proceeding of Autumn Annual Conference of Korea Distribution Association, 2010(11), pp.193~205 (2010)
- 성형석, "고객의 자기조절성향이 서비스 실패에 따른부정적 감정과 고객반응에 미치는 영향 -귀인과정에 따른 조정적 역할을 중심으로-", 아시아마케팅저널, 12(2), pp.83~110 (2010), 한국마케팅학회
- Verhallen, T. M. M., "Scarcity and preference : An experiment on unavailability and product evaluation", Journal of Economic Psychology, 15, pp.315~331 (1994)
- Verplanken, B., "Individual differences in impulse buying tendency : feeling and no thinking", European Journal of Personality, 15, pp.71~83 (2001)
- Wright, R. A., "Desire for outcomes that are more and less difficult to attain : Analysis in terms of energization theory", Basic and Applied Social Psychology, 13, pp.25~45 (1992)
- Yeo, J. S., "Scarcity effects in marketing", doctor, pp.2005
- 여준상, "혁신적 신제품에 대한 소비자반응에 있어 심적 시뮬레이션 영향 연구", 마케팅연구, 25(1), pp.25~47 (2010), 한국마케팅학회