본문 바로가기
KERD
논문KCI 등재

디지털 컨버전스 제품의 범주화 방법에 따른 제품평가 및 고려 상표군의 차이

The Difference of Product Judgement and Consideration Set on Digital Convergence Product depending on Categorization Methods

김완석|유연재
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2010.11|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제11권 제4호|pp. 711-735|DOI 10.21074/kjlcap.2010.11.4.711

1

조회

0

다운로드

7

인용

0

참고문헌

키워드

categorization범주화category컨버전스digital convergence분류학적 범주화목적-유도적 범주화goal-derived categorization범주화 방법Taxonomic categorization
주제분류심리과학

초록

본 연구에서는 분류학적 범주화 방법과 목적-유도적 범주화 방법에 따라서 디지털 컨버전스 제품의 제품평가와 고려 상표군 형성 및 제품 태도에 차이가 있는지 검증하기 위해 2개의 실험을 진행하였다. 실험 1에서는 전자사전과 PMP를 이용하여 연구를 진행한 결과 목적-유도적 범주화 조건에서 다른 범주에 속한 제품들의 유사성을 높게 지각하고, 고려 상표군에 더 많이 포함하고, 전형성과 목적부합성을 높게 평가하며, 구매태도가 긍정적인 것으로 나타났다. 실험2에서는 가상적인 PMP제품을 이용하여 연구를 진행한 결과, 목적-유도적 범주화 조건에서 제품의 전형성과 목적부합성을 더 높게 평가하였다. 제품 태도는 목적-유도적 범주화 조건에서 높고, 소비자의 사전지식과 관여도 수준에 따라 조절되었다. 구매의도에서는 범주화 방법의 차이가 나타나지 않았고, 목적-유도적 범주화에서 사전지식이 높은 경우에만 구매의도가 높은 것으로 나타났다.

Abstract

Two experiments were conducted to examine whether digital convergence product's Judgement and Consideration set vary with marketers' inducement within which the way of categorization is changed from taxonomic to goal-derived ones. In study 1, it is found that, under goal-derived conditions, although they belong to different categories, products are more likely to; 1)be regarded as similar, 2)be included in Consideration set, 3)be estimated highly in terms of typicality and goal-suitability, and 4)get purchase intention, than ones under the other conditions. In study 2, Consumers have a high opinion on the typicality and goal-suitability of the PMP under goal-derived conditions. Attitude is moderated by consumers' prior knowledge and involvement. Product attitude is highly shown under goal-derived conditions, on the other hand, purchase intention does not alter under both conditions of goal-derived and taxonomic categorization. Only in the case where consumers have much prior knowledge under goal derived conditions, their purchase intention is shown in high.

참고문헌 (51)

  1. 고달영, "임시범주 광고유형이 제품선호도와 구매의향에 미치는 영향", 석사, pp.2006
  2. 김문용, "혁신제품에 대한 소비자 반응에 영향을 미치는 선행변수에 관한 연구 : 소비자의 전문성, 혁신의 연속성, 광고메시지 유형을 중심으로", 석사, pp.2003
  3. Alba, J., "Dimensions of consumer expertise", Journal of Consumer Research, 13, pp.411~454 (1987)
  4. Barsalou, L. W., "Deriving Categories to Achieve Goals", The Psychology of Learning and Motivation: Advance in Research and Theory, 27, pp.1~64 (1991)
  5. Barsalou, L. W., "Context-independent and context-dependent information in concepts", Memory & Cognition, 10, pp.82~93 (1982)
  6. Barsalou, L. W., "Ad hoc Categories", Memory & Cognition, 1(3), pp.211~227 (1983)
  7. Barsalou, L. W., "Ideals, Central Tendency & Frequency of Instantiation as Determinants of Graded Structure in Categories", Journal of Experimental Psychology: Learning, Memory & Cognition, 11, pp.629~654 (1985)
  8. Barsalou, L. W., "Concepts: Fixed definitions or dynamic context dependent representations?", Cahiers de Psychologie Cognitive, 6(2), pp.87~202 (1986)
  9. Belk, R., "Situational variables and consumer behavior", Journal of Consumer Research, 2, pp.157~164 (1975)
  10. Bettman, J., "Effects of framing on evaluations of comparable and noncomparable alternatives by expert and novice consumers", Journal of Consumer Research, 14, pp.141~154 (1987)
  11. Bettman, J. R., "An Information Processing Theory of Consumer Choice" (1979), Addison-Wesley
  12. Campbell, B. M., "The Existence of Evoked Set and Determinants of Its Magnitude in Brand Choice Behavior", 박사, pp.1969
  13. Carpenter, G., "Consumer Preference Formation and Pioneering Advantage", Journal of Marketing Research, 26, pp.285~298 (1989)
  14. Cohen, J. B., "The Role of Affect in Categorization: Toward a Reconsideration of the Concept of Attitude", Advances in Consumer Research, 9, pp.94~100 (1982)
  15. Dickson, P. R., "Person-situation: Segmentation's Missing Link", Journal of Marketing, 46, pp.55~81 (1982)
  16. Engel, J. F., "Consumer Behavior, 4th edition" (1982), The Dryden Press
  17. Felcher, E. M., "The role of taxonomic and goal-derived product categorization in, within, and across category judgments", Psychology and Marketing, 18(8), pp.865~887 (2001)
  18. Heath, C., "Mental Budgeting and Consumer Decisions", Journal of Consumer Research, 23, pp.40~52 (1996)
  19. Homa, D., "On the Nature of Categories", The Psychology of Learning and Motivation, 18, pp.49~94 (1984)
  20. Howard, J. A., "The Theory of Buyer Behavior" (1969), John Wiley
  21. Hutchinson, J. W., "Expertise and the structure of free recall", Advances in Consumer Research, 통권 : 10, pp.585~589 (1983)
  22. Johnson, E., "Product Familiarity and Learning New Information", Journal of Consumer Research, 11, pp.542~550 (1984)
  23. Lockheed, G. R., "Know, then decide. in: Cognitive processes in choice and decision behavior", pp.143~154 (1982), Erlbaum
  24. Loken, B., "Alternative Approaches to Understanding the Determinants of Typicality", Journal of Consumer Research, 17, pp.111~126 (1990)
  25. Loken, B., "Measures of Attribute Structure Underlying Product Typicality", Advances Consumer Research, 14, pp.22~26 (1987)
  26. Medin, D. L., "Context theory of classification learning", Psychological Review, 85, pp.207~238 (1978)
  27. Medin, D. L., "Strategies and classification learning", Journal of Experimental Psychology: Human Learning and Memory, 7, pp.241~253 (1981)
  28. Medin, D. L., "Concepts and concept formation", Annual Review of Psychology, 35, pp.113~138 (1984)
  29. Meyers-Levy, J., "Schema congruity as a basis for product evaluation", Journal of Consumer Research, 16, pp.39~54 (1989)
  30. Narayana, C. L., "Consumer Behavior and Product Performance: An Alternative Conceptualization", Journal of Marketing, 39, pp.1~6 (1975)
  31. Nedungadi, P., "The Prototypicality of Brands: Relationships with Brand Awareness, Preference and Usage", Advances in Consumer Research, pp.498~503 (1985)
  32. Osgood, C., "The measurement of meaning" (1957), University of Illinois Press
  33. Park, C. W., "Familiarity and Its Impact on Consumer Decision Biases and Heuristics", Journal of Consumer Research, 8, pp.223~230 (1981)
  34. Park, C. W., "Product-level choice: A top-down or bottom-up process?", Journal of Consumer Research, 16, pp.289~299 (1989)
  35. Ratneshwar, S., "Goal-derived categories and the antecedents of Facross-category consideration", Journal of Consumer Research, 23, pp.240~250 (1996)
  36. Roberts, J. H., "Development and testing of a model of consideration set composition", Journal of Marketing Research, 28, pp.429~440 (1991)
  37. Rogers, E. M., "Diffusion of Innovation. 3rd ed" (1983), The Free Press
  38. Rosch, E., "Structural Behavior of Typicality Effects", Journal of Experimental Psychology: Human Perception and Performance, 2, pp.491~502 (1976)
  39. Rosch, E., "Family Resemblance: Studies in the International Structure of Categories", Cognitive Psychology, 7, pp.573~605 (1975)
  40. Rosch, E., "Basic objects in natural categories", Cognitive Psychology, 7, pp.573~605 (1976)
  41. Shocker, A. D., "Consideration set influences on consumer decision-making and choice: models and suggestions", Marketing Letters, 2(3), pp.181~197 (1991)
  42. Shocker, A. D., "Product complements and substitutes in the real world: The relevance of other products", Journal of Marketing, 68(1), pp.28~40 (2004)
  43. Smith, E. E., "Categories and concepts" (1981), Harvard University Press
  44. Srivastava, R. K., "A Consumer-Oriented Approach for Determining Market Structures", Journal of Marketing, 48, pp.32~45 (1984)
  45. Sujan, M., "Product categorization and inference making: Some implications for comparative advertising", Journal of Consumer Research, 14, pp.372~378 (1987)
  46. Troye, S. V., "Evoked Set Formation as a Categorization Process", Advances in Consumer Research, 통권 : 11, pp.180~186 (1984)
  47. Tversky, A., "Features of Similarity", Psychological Review, 84, pp.327~352 (1977)
  48. Veryzer, R. W., "The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs", Journal of Consumer Research, 24(4), pp.374~394 (1998)
  49. Wänke, M., "Lobster, Wine, and Cigarettes: Ad Hoc Categorizations and the Emergence of Context Effects", Marketing Bulletin, 10, pp.52~56 (1999)
  50. Zaichkowsky, J. L., "Measuring the Involvement Construct", Advances in Consumer Research, 통권 : 12, pp.341~352 (1985)
  51. Zanten, R., "Social and situational influences on cross-category consideration", Proceedings of the Australia and New Zealand Marketing Academy Conference, 통권 : 30 (2009)

관련 논문AI추천

제품범주가 애매모호한 제품의 범주구성에 따른 고려군과 수용에서 차이: 디지털 컨버전스 제품을 중심으로유연재한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2012 · 제13권 제4호언어적 범주화 단서에 따른 디지털 컨버전스 제품의 지각 차이김완석, 유연재한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2010 · 제11권 제1호컨버전스 제품에 대한 소비자 평가김해룡, 이문규, 홍신명한국마케팅학회 · 아시아마케팅저널2005 · 제7권 제1호해석 전략과 소비자 목표가 융합제품에 대한 소비자 반응에 미치는 영향김문용, 박세훈, 정민형한국마케팅학회 · 아시아마케팅저널2012 · 제13권 제4호소비자 만족/불만족 경험이 향후 정보처리에 미치는 영향남수현, 전선규한국소비자학회 · 소비자학연구2002 · 제13권 제2호과거 유사제품에 대한 소비자 인지가 컨버전스 제품 평가에 미치는 영향: 제품 용도 지각의 조절효과를 중심으로전성희, 차문경한국소비문화학회 · 소비문화연구2021 · 제24권 제4호

이 간행물의 다른 논문 (10건)

할인제시 방식이 가용성과 가치지각에 미치는 영향김정애, 김재휘pp. 599-618소비자 공감에 대한 이론적 연구남승규pp. 619-636자기해석과 제품혁신성에 따른 구매의도 및 구매만족: 탐색재와 경험재를 대상으로박은아, 김주희pp. 637-659계획된 행동이론에 예기정서를 적용한 인터넷 구매행동: 성차를 중심으로박희량pp. 661-686혁신성이 IPTV 수용의도에 미치는 영향에서 기존 미디어 이용행동 및 미디어 가치관의 매개효과우석봉, 손영화pp. 687-709
원문 보기