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온라인 쇼핑에서 인터페이스, 메시지 소구 유형, 접촉욕구가 제품 선호에 미치는 영향

The effect of interfaces, message appeal type, and need for touch on product preferences in online shopping

임명서|윤서원|양윤
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2023.05|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제24권 제2호|pp. 89-112|DOI 10.21074/kjlcap.2023.24.2.89

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인터페이스online shoppinginterface온라인 쇼핑need for touch메시지 소구유형product preference접촉욕구제품선호message appeal type
주제분류심리과학

초록

본 연구는 인터페이스(터치/마우스), 메시지소구유형(감정/이성), 접촉욕구(저/고)에 따라 제품선호가 어떻게 달라지는지를 삼원분산분석을 통해 살펴보았다. 실험결과, 제품범주에 따라 인터페이스, 메시지소구유형, 접촉욕구가 제품선호에 미치는 영향이 달랐다. 쾌락재의 경우, 인터페이스, 메시지소구유형의 이원상호작용이 유의하였다. 구체적으로 터치인터페이스에서 감정메시지보다 이성메시지가 제품선호를 높였다. 아울러 인터페이스, 메시지소구유형, 접촉욕구의 삼원상호작용이 유의하였다. 접촉욕구가 높은 사람의 경우 터치인터페이스에서는 이성메시지가, 마우스와 같은 비터치인터페이스를 사용하였을 때는 감정메시지와 함께 제품이 제시되었을 때 제품선호가 가장 높았다. 하지만 접촉욕구가 낮은 사람은 인터페이스별 적합한 메시지소구유형이 확인되지 않았다. 실용재의 경우, 인터페이스, 메시지소구유형의 이원상호작용만 유의하였다. 터치인터페이스에서 실용재를 살펴볼 때는 메시지유형간 제품선호의 차이가 확인되지 않았다. 하지만 마우스 조건에서는 이성메시지가 감정메시지보다 제품선호를 높였다.

Abstract

The experiment results reveal that the effects of interfaces, message type and NFT on product preferences are different according to product nature. For the hedonic product, there was 3-way interaction. In specific, when consumers in high NFT used the touch interface, the rational appeals for hedonic product increased product preferences. In contrast, the emotional appeals were more appropriate than rational appeals in the mouse condition. It means that the touch interface evoked low-level construals, resulting in more favorable attitude on product with rational appeals. By contrast, the mouse led to low-level construals, with resulting higher product preferences with emotional appeals than rational appeals. For the utilitarian product, in mouse condition, rational appeals for utilitarian product generated more positive product preferences than emotional appeals. The congruency effects between rational appeal and the mouse generated the increased preferences toward the utilitarian product. Unlike the hedonic product, however, we couldn’t find out the moderating effects of NFT.

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