친환경 제품 속성의 편익유형과 광고소구가 구매의도에 미치는 영향
The Effect of Benefit Association and Advertising Appeal of Environment-Friendly Products on Purchase Intention
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연구목적: 오늘날 생태 파괴와 같은 많은 문제점이 야기됨에 따라 자연환경과 인간의 공존을 위한 노력이 필요하다는 의식이 전 세계적으로 확산되고 있다. 이에 따라 친환경 마케팅에 대한 중요성이 부각되고 있는데, 이에 본 연구는 친환경 소비에 대한 관점에서 출발하여 친환경 광고의 특성을 밝히고 소비자의 구매 의사에 미치는 영향을 고찰해 보고자 한다. 논문구성/논리: 본 연구는 2×2 집단 간 실험설계로 구상하여 시나리오 기법으로 실험했다. 총 480명의 20애서 50대의 중국표본을 중심으로 연구를 진행했다. 연구독립변수가 매개된 신뢰와 지각된 가치가 미치는 영향을 소비자의 가격 민감도와 소비자 혁신성에 따른 조절효과를 포함하여 분석한다. 이에 따라 단순회귀분석 SPSS Process Model 4번, 1번을 활용하여 가설을 검증한다. 결과: 실험 결과에 따르면 친환경 제품 속성이 자기 편익을 강조했을 때 구체적 광고 소구가 매개된 신뢰와 지각된 가치를 통해 고객의 구매 의도를 더 높이는 것으로 나타났다, 친환경 제품 속성이 타인 편익을 증진한 경우에는 추상적 광고 소구가 매개된 신뢰와 지각된 가치를 통해 고객의 구매 의도가 더 높아진다는 해당 가설들이 채택됐다. 다음으로 가격 민감도가 자기 편익을 강조한 실험 중 구체적 광고 소구가 신뢰와 지각된 가치에 미치는 영향이 약화된 것으로 증명됐다. 마지막으로 자기 편익과 구체적 광고를 강조한 경우에 소비자 혁신성이 신뢰와 지각된 가치에 미치는 조절 효과가 통계적으로 유의미했다. 그리고 타인 편익을 강조한 경우에 소비자 혁신성은 구체적 광고와 지각된 가치 간의 조절 효과는 통계적으로 유의미하지만, 소비자 혁신성은 광고 소구 유형과 신뢰 간에 조절 효과는 통계적으로 유의미하지 않았다. 독창성/가치: 본 연구는 대부분 마케팅 측면에서 연구되어 온 친환경 제품 속성의 편익 유형과 광고 소구 유형 요인이 고객의 구매 의사에 미치는 영향을 연구했다는 점에서 학술적인 의미를 제공할 수 있으며 시사점을 도출한 것 또한 의의가 있다. 더불어 친환경 제품에 대한 마케팅을 계획하는데 실무적 시사점을 제공하며, 친환경 제품의 시장 개발 및 확장에 대한 근거를 제공할 수 있다는 점에서 의의를 가진다.
Abstract
Purpose: In light of the importance of environment-friendly marketing, with ecological damage, the awareness the coexistence of humans and the natural environment are significantly realized. This study begins with the idea of environment-friendly consumption, which further uncovers the characteristics of environment-friendly commercials, and the effect on consumers' purchase intentions. Composition/Logic: This study uses 2x2 groups experimental design with a numnber of scenarios, A valid 480 sample population in China, ages from 20s to 50s were investigated. The effect of study variables on the dependent variable is investigated, variables were composed of a 7-point Likert scale. Accordingly, hypotheses are verified using simple regression analysis, SPSS Process Model No. 4, 1. Findings: According to study findings, when the environment-friendly product attribute emphasizes the self-benefit, the customer's purchase intention was higher through the trust and perceived value is mediated by concrete appeal. However, when the environment-friendly product attribute emphasizes other’s benefit, the customer's purchase intention was higher through the trust and perceived value is mediated by abstract appeal. It was proved that the effect of concrete appeal on trust and perceived value was weakened when the price sensitivity emphasizes self-benefit. Finally, when self-benefit and concrete appeal were emphasized, the moderating effect of consumer innovativeness on trust and perceived value was statistically significant. In the case of emphasizing the other’s benefit, the moderating effect of consumer innovativeness on perceived value was statistically significant for consumer innovativeness, However, the moderating effect of consumer innovativeness, on advertising appeal type and trust was not statistically significant. Originality/Value: This study can provide academic significance and draw implications of the effect of environment-friendly products on customers' purchase intentions. It has practical implications for building environment-friendly product marketing and can serve as a foundation for market development and expansion of environment-friendly products.
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