본문 바로가기
KERD
논문KCI 등재

제품의 추가기능 수에 따른 소비자의 제품가용성 지각: 자기조절초점과 프리어나운싱의 시간적 거리에 따른조절효과를 중심으로

The Effect of Adding New Features in Convergence Products on Consumer's Perceived Product Usability: Moderating Effect of Self-Regulatory Focus and Temporal Distance of Preannouncement

이지은|윤재영
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2014.05|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제15권 제2호|pp. 333-353|DOI 10.21074/kjlcap.2014.15.2.333

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

시간적 거리temporal distanceself-regulatory focus자기조절초점프리어나운싱컨버전스 제품제품가용성product usabilitypreannouncement
주제분류심리과학

초록

본 연구는 컨버전스 제품의 추가기능 수에 따른 소비자의 제품가용성 지각에 영향을 미치는 소비자의 자기조절초점 유형과 프리어나운싱의 시간적 거리 효과를 집단 간 실험설계(between subjects design)를 통하여 검증하였다. 연구 결과, 제품의 추가기능 수가 많을수록 소비자의 제품가용성 지각은 더 높게 나타났으며 예방초점의 소비자보다 향상초점의 소비자들이 컨버전스 제품의 추가기능 수에 따른 제품가용성을 더 높게 지각하는 것으로 나타났다. 또한 프리어나운싱의 시간적 거리에 따른 제품가용성 지각효과는 향상초점의 소비자보다 예방초점의 소비자에게서 유의미하게 나타났다. 즉 예방초점의 소비자는 컨버전스 제품의 추가기능 수가 많은 경우 프리어나운싱의 시간적 거리가 가까운 미래일 때 제품가용성을 더 높게 지각하였다. 본 연구는 컨버전스 제품에 있어 자기조절초점과 프리어나운싱의 시간적 거리간의 상호작용이 소비자의 가용성 지각에 중요한 변수임을 보여 주었다는데 의의가 있다. 또한 본 연구의 결과는 기업에게 타겟 소비자의 조절 초점에 따른 신제품 프리어나운싱의 적절한 시점을 선정하는데 유용한 시사점을 제공해 줄 수 있다.

Abstract

Digital convergent products are omnipresent. Do consumers always evaluate convergent products with lots of new features positively? This study investigates how adding new features in convergent product affect on consumers' perceived product usability. This study also examines moderating effect of self-regulatory focus and new product preannouncement type. This study has a 2 (number of features: low/high) x 2 (regulatory focus: prevention vs. promotion) x 2 (temporal distance of preannouncement: near future vs. distance future) between subject design. The results demonstrated that consumers were more likely to perceive product usability higher when number of new features added was high. The moderating effect of self-regulatory focus was also significant. Compared to the prevention-focused consumers, promotion-focused consumers were more likely to perceive product usability higher when added new features were high. Lastly, it was found that three way effect was significant. When the number of new features added was high and preannouncement is near future, perceived product usability was higher for prevention-focused consumers compared to promotion-focused consumers. The implication of these findings were discussed.

참고문헌 (43)

  1. 김영호, "조절초점에 따른 IT 제품에서 새로운 기능의 추가가 제품 평가에 미치는 영향", 한국심리학회지: 소비자·광고, 12(1), pp.127~147 (2011), 한국소비자·광고심리학회
  2. 나준희, "브랜드 확장에 있어서 시간적 거리를 이용한 프리어나운싱의 효과", 마케팅연구, 22(3), pp.1~17 (2007), 한국마케팅학회
  3. 이병관, "신제품 수용에 미치는 소비자의 혁신성과 조절초점의 효과연구", 광고학연구, 20(1), pp.121~137 (2009), 한국광고학회
  4. Aaker, Jennifer L., "‘I’Seek Pleasure and ‘We’ Avoid Pains : The Role of Self-Regulatory Goals in Information Processing and Persuasion", Journal of Consumer Research, 28(1), pp.33~49 (2001)
  5. Becker-Olsen, Karen L., "The Impact of Perceived Corporate Social Responsibility on Consumer Behavior", Journal of Business Research, 59(1), pp.46~53 (2006)
  6. Brown, Christina L., "Why Is the Trivial Important? A Reason-Based Account for the Effects of Trivial Attributes on Choice", Journal of Consumer Research, 26(4), pp.372~385 (2000)
  7. Calantone, Roger J., "Strategic Foretelling: Communication-Based Antecedents of a Firm’s Propensity to Preannounce", Journal of Marketing, 64(1), pp.17~30 (2000)
  8. Carpenter, Gregory S., "Meaningful Brands from Meaningless Differentiation : The Dependence on Irrelevant Attributes", Journal of Marketing Research, 31(3), pp.339~350 (1994)
  9. Carver, Charle S., "Advances in Social Cognition", Advances in Social Cognition, 12, pp.1~106 (1999), Erlbaum
  10. Castaňo, Raquel, "Managing Consumer Uncertainty in the Adoption of New Products: Temporal Distance and Mental Simulation", Journal of Marketing Research, 45(3), pp.320~336 (2008)
  11. Chin, John P., "Development of an Instrument Measuring User Satisfaction of the Human-Computer Interface", Human Factors in Computer Systems, CHI'88 Conference Proceedings, pp.213~228 (1988), Association for Computing Machinery
  12. Computerworld, "Announce, 9(July), 14", ~ (1994)
  13. Crowe, Ellen, "Regulatory Focus and Strategic Inclinations:Promotion and Prevention in Decision Making", Organizational Behavior and Human Decision Processes, 69(2), pp.117~132 (1997)
  14. Eliashberg, Jehoshua, "New Product Preannouncing Behavior:A Market Signaling Study", Journal of Marketing Research, 25(3), pp.282~292 (1988)
  15. Forster, Jens, "Approach and Avoidance Strength as a Function of Regulatory Focus : Revisiting the ‘Goal Looms Larger’ effect", Journal of Personality and Social Psychology, 75(5), pp.1115~1131 (1998)
  16. Goldenberg, Jacob, "Finding Your Innovation Sweet Spot", Harvard Business Review, 81, pp.120~129 (2003)
  17. Goldsmith, Ronald E., "Using the Domain Specific Innovativeness Scale to identify innovative Internet consumers", Internet Research, 11(2), pp.149~158 (2001)
  18. Han, Sung H., "Evaluation of Product Usability : Development and Validation of Usability Dimensions and Design Elements Based on Empirical Models", International Journal of Industrial Ergonomics, 26, pp.477~488 (2000)
  19. Herzenstein, Michal, "Adoption of New and Really New Products : The Effects of Self-Regulation Systems and Risk Salience", Journal of Marketing Research, 44(2), pp.251~260 (2007)
  20. Higgins, E. Tory, "Beyond Pleasure and Pain", American Psychologist, 52(12), pp.1280~1300 (1997)
  21. Higgins, E. Tory, "Self-Regulation Influences in Risky Choice", paper presented at the annual conference of the Association for Consumer Research (2003)
  22. Huffman, Cynthia, "The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires", pp.9~35 (2000), Routledge
  23. Needs, Self-Regulation, and Risk Preference, "Kluger, Avraham M.", Jerusalem School of Business Administration, Hebrew University, ~ (2000)
  24. Kohli Chiranjeev, "Signaling New Product Introductions: A Framework Explaining the Timing of Preannouncements", Journal of Business Research, 46(1), pp.45~56 (1999)
  25. Lee, Angela Y., "Bringing the Frame into Focus : The Influence of Regulatory Fit on Processing Fluency and Persuasion", Journal of Personality and Social Psychology, 86(2), pp.205~218 (2004)
  26. Lee, Angela Y., "Value from Regulatory Construal Fit : The Persuasive Impact of Fit between Consumer Goals and Message Concreteness", Journal of Consumer Research, 36(5), pp.735~747 (2010)
  27. Liberman, Nira, "Promotion and Prevention Choices Between Stability and Change", Journal of Personality and Social Psychology, 77(6), pp.1135~1145 (1999)
  28. Lilly, Bryan, "Toward a Model of New Product Preannouncement Timing", Journal of Product Innovation Management, 14(1), pp.4~20 (1997)
  29. McLaughlin, Janice, "Developing Usability and Utility: A Comparative Study of the Users of New IT", Technology Analysis and Strategic Management, 12(3), pp.413~423 (2000)
  30. Mick, David G., "Paradoxes of Technology : Consumer Cognizances, Emotions, and Coping Strategies", Journal of Consumer Research, 25(2), pp.123~143 (1998)
  31. Mukherjee, Ashesh, "The Effect of Novel Attributes on Product Evaluation", Journal of Consumer Research, 28(3), pp.462~472 (2001)
  32. Nielsen, Jacob, "Measuring Usability: Preference vs. Performance", Communications of the ACM, 37(4) (1994)
  33. Olson, Jerry C., "Advertising and Consumer Psychology", pp.77~90 (1983), Lexington Books
  34. Porter. Michael E., "Competitive Strategy" (1980), The Free Press
  35. Ram, Sundaresan, "Consumer Resistance to Innovations : The Marketing Problem and Its Solutions", Journal of Consumer Marketing, 6(2), pp.5~14 (1989)
  36. Shackel, Brian, "Visual Display Terminals", pp.45~87 (1984), Prentice-Hall
  37. Srinivasan, V., "Integrated Product Design for Marketability and Manufacturing", Journal of Marketing Research, 34(1), pp.154~163 (1997)
  38. Swaminathan, Vanitha, "My Brand or Our Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations", Journal of Consumer Research, 34(2), pp.248~259 (2007)
  39. Thompson, Debora V., "Feature Fatigue:When Product Capabilities Become Too Much of a Good Thing", Journal of Marketing Research, 42(4), pp.431~442 (2005)
  40. Trope, Yaacov, "Temporal Construal", Psychological Review, 110(3), pp.403~421 (2003)
  41. Werth, Lioba, "The Effects of Regulatory Focus on Braking Speed", Journal of Applied Social Psychology, 37(12), pp.2764~2787 (2007)
  42. Wright, Peter, "Time Horizon Effects on Product Evaluation Strategies", Journal of Marketing Research, 14(4), pp.429~443 (1977)
  43. Ziamou, Lilia, "The Influence of Temporal Distance on Consumer Preferences for Technology-Based Innovations", Journal of Product Innovation Management, 22(4), pp.336~346 (2005)

이 간행물의 다른 논문 (5건)

다이어트 목표수준이 목표달성가능성에 미치는 영향: 목표시점과 실행의도의 조절효과를 중심으로김상훈, 박종철, 김영심, 정형식pp. 221-240경쟁적 상황과 협력적 상황(Competitive-Cooperative Context)이 비 유사 확장제품 평가에 미치는 영향: 자기해석의 역할김영조pp. 241-253소비자의 충동구매 선행변수로서 점포이미지와 가격할인의 비교연구김영미, 이형주pp. 255-277리워드 어플리케이션 이용동기와 혜택 및 손실요인이 추천의도에 미치는 영향유승엽, 김진희pp. 279-306마음챙김 소비 척도 개발과 타당화김완석, 유연재pp. 307-331
원문 보기