제품 패키지의 유닛 이미지가 제품 양 추정에 미치는 효과
The Effects of Product-Package Unit Image on Product-quantity Estimation
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초록
본 연구는 제품 패키지 특성 중 제품 유닛 개수가 제품 양 추론에 미치는 효과를 고찰하였으며, 나아가 이들 관계에서 소비자 인지욕구 수준(<실험 1>)과 섭식절제 수준(<실험 2>)의 조절효과를 고찰하였다. 기존 연구들의 경우 대부분 제품 양 추론에 영향을 미치는 요소로 제품 패키지 특성을 제시하였으나(예; 제품의 한 입 크기, 패키지 매력도, 패키지 투명성 등), 본 연구는 패키지 특성과 소비자 특성 간의 상호작용효과에 초점을 두었다. 구체적인 분석결과는 다음과 같다. 첫 번째 실험결과에 의하면, 기존 연구와 동일하게 제품 유닛의 개수가 많게(vs. 적게) 제시되는 경우 쿠키의 총 수량을 더 많다고 인식하였다. 그리고 본 연구에서 예측한 바대로 제품의 유닛 수와 소비자 인지욕구(NFC) 수준 간의 이원 상호작용효과가 유의하게 나타났다. 구체적으로 인지욕구 수준이 낮은 소비자의 경우 제품 유닛의 수가 적은 경우보다 많은 경우 제품의 총 수량을 더 많게 추정하였으나, 인지욕구 수준이 높은 소비자의 경우 제품 유닛의 수에 따른 총 수량의 추정 차이는 거의 없는 것으로 나타났다. 두 번째 실험결과에 의하면, <실험 1>과 동일하게 제품 유닛 수의 주효과가 통계적으로 유의하게 나타났다. 즉 제품 유닛의 개수가 많게 제시되는 경우가 적게 제시되는 경우에 비해 쿠키의 총 수량을 더 많게 인식시키는 것으로 나타났다. 하지만, <가설 2>에서 예측한 제품 유닛의 수와 섭식절제 수준간의 이원 상호작용효과는 유의하지 않은 것으로 나타났다.
Abstract
Many consumers are going on diets and buying diet foods in different sizes and package images that may help them increase their self-control and manages their consumption. So, this research examined the effect of the need for cognition(NFC) and the levels of dietary restraint on product-quantity estimation focusing on the context of the product unit image. Different from previous studies, we focused on the interaction effect considering both consumer's traits and package traits. We conducted two experiment to support our predictions. First, along with the existing research, consumers are more aware of the amount of the product when the number of product units is presented a lot(vs. less). According to the results of two-way interactions, in case of high NFC consumers, there was no difference of product-quantity estimation regardless of the number of package unit image. But, low NFC consumers rated the products-quantity estimation high when the package included many units(vs. less). However, there was no interaction effect between product unit and level of dietary restraint on product-quantity estimation. Theoretically, we developed a step further in research in product unit and its related studies.
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