물질적 상품유형과 경험적 상품유형이 소비자 광고태도, 행복감 그리고 재 구매의사에 미치는 영향: 시간인식의 관점에서
The effects of material product and experiential product types on advertising attitudes, consumer happiness and repurchase intention: A time perception perspective
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일반적으로 경험적 소비가 물질적 소비에 비해서 소비자의 행복에 더 긍정적인 영향을 미치는 것으로 알려져 있다(Gilovich, Kumar, & Jampol, 2015). 그럼에도 불구하고 많은 소비자들은 그들을 행복하게 하는 경험적 소비보다는 물질적 소비에 많은 지출을 한다. 연구 1에서는 물질적 상품과 경험적 상품에 대한 광고태도가 우리 삶에서 남겨진 시간에 대한 인식의 차이에 의해서 영향을 받는지를 알아보았다. 연구1의 결과에서 피험자의 광고태도는 남겨진 시간과 상품유형의 상호작용효과로 나타남을 보여주었다. 남겨진 시간이 제한적이라고 생각하는 집단이 통제집단에 비해서 경험적 상품에 대한 광고태도가 더 긍정적인 반면 물질적 상품에 대한 광고태도에 있어서는 더 부정적인 태도를 보여주었다. 연구 2에서는 광고태도를 넘어 피험자의 실제구매를 바탕으로 다시 과거의 구매상황으로 돌아간다면 남겨진 시간(1년 vs. 60년)과 상품유형(물질적 상품 vs. 경험적 상품)간에 재 구매의사에서 상호작용 효과가 있는지 알아보았다. 연구2의 결과에서는 예측한대로 남겨진 시간이 1년이라고 상상한 집단은 경험적 상품구매와 물질적 상품구매에 대한 재 구매 의사의 차이가 매우 큰 것으로 나타난 반면 남겨진 시간이 60년이라고 상상한 집단은 경험적 상품구매와 물질적 상품구매에 대한 재 구매 의사의 차이가 상대적으로 적게 나타난 것으로 나타났다. 연구1과 2를 종합해볼 때, 물질적 상품과 경험적 상품과 관련된 광고태도 그리고 재 구매 의사는 소비자에게 남겨진 시간의 인식에 의해서 조절되어 질 수 있음을 보여준다.
Abstract
In general, it is believed that experiential purchase is better than material purchase when it comes to being happy. Nevertheless, many consumers spend more money for purchasing material possessions than experiential goods. Study 1 examines if perception of time left in life affect differently attitudes toward advertisements for material products and experiential products. Results of study 1 reveal that there is interaction effect between the perception of time left in life and type of product category (material product vs. experiential product). Group that is believed to perceive time left in life is short shows better attitudes towards advertisements for experiential products than the participants in the control group. In contrast, attitudes towards material products show the opposite pattern. Study 2 is based on actual purchase behavior of participants during their summer break. Study 2 examines if there is an interaction effect between time left in life (1 year vs. 60 years) and type of purchase (material purchase vs. experiential purchase) when given the choice again. As expected, group members who imagined their time left in life is 1 year showed greater difference between their intention to purchase again for the products they bought during the summer break between experiential purchase and material purchase while group members who imagined their time left in life is 60 years. In sum, advertising attitudes and purchase for material goods and experiential goods could be moderated by the perception of time left in life.
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