본문 바로가기
KERD
논문KCI 등재

언어적 범주화 단서에 따른 디지털 컨버전스 제품의 지각 차이

Effects of Linguistic Category Cue on Differential Perception of New Digital Convergence Products

김완석|유연재
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2010.02|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제11권 제1호|pp. 67-93|DOI 10.21074/kjlcap.2010.11.1.67

0

조회

0

다운로드

21

인용

0

참고문헌

키워드

혁신성categorization범주화innovationcategory전형성typicality지각된 위험컨버전스digital convergenceperceived riskprior knowledge원형 사전지식
주제분류심리과학

초록

본 연구는 새로운 컨버전스 제품에 언어적 형태로 제공하는 범주 단서에 의해 제품 범주, 전형성 인식에서 차이가 존재하는지 검증하기 위하여 새로운 제품범주, 기존제품 범주로 나누어서 검증하였으며, 범주화 언어적 단서에 의한 제품의 혁신성과 지각된 위험 정도의 차이를 사전지식이나 제품 전형성이 조절하는지 2개의 실험을 통해 검증하였다. 분석결과, 제공하는 언어적 단서와 동일한 방향으로 제품의 범주를 인식하고 있었으며, 새로운 제품범주에서는 전형성을 높게 지각하였으나, 기존 제품 범주에서는 낮은 전형성을 보였다. 새로운 제품 범주에서는 사전지식 수준이 높을수록, 기존 제품 범주에서는 사전지식이 낮을수록 혁신성을 높게 지각하고 있었으며, 제품이 제품 범주 내에서 어느 정도 전형성을 가지고 있느냐에 따라서 지각된 위험에서도 차이가 존재하였으며, 새로운 제품 범주일지라도 전형성을 높게 지각하는 경우에는 지각된 위험이 낮아지는 것으로 나타났다.

Abstract

Two experiments were conducted to examine whether consumers' perceptional changes about the category and the typicality of both new and existing products are made when some linguistic categorical cues are presented to a new digital convergence product and to find out if the perceived product innovation and the perceived product risk on the new digital convergence product, introduced by some linguistic categorical cues, are moderated by consumers' prior knowledge or typicality of digital products. The results showed that consumers depend their perceiving the category of the new digital convergence product on the linguistic categorical cues presented and consumers highly feel the product typicality in new product category condition while they perceive low the product typicality in existing product categories condition. Also the perceived product innovation become higher if consumers' prior knowledge on new product categories is high or their prior knowledge on existing product categories is low. and consumers' perceived product risk depends on the typicality level that a product has in the category of products. although new product categories, it is revealed that consumers' perceived product risk become lower when consumers highly realize product typicality.

참고문헌 (56)

  1. 강경영, "스마트 의류의 지각된 위험과 제품혁신성 평가에 관한 연구", 한국의류산업학회지, 10(5), pp.618~624 (2008), 한국의류산업학회
  2. 김해룡, "컨버전스 제품에 대한 소비자 평가", 한국마케팅저널, 7(1), pp.1~20 (2005), 한국마케팅학회
  3. 양병화, "다변량 자료분석의 이해와 활용" (1998), 학지사
  4. 정승렬, "전자상거래에서의 지각된 위험의 분류 및 측정도구 개발에 관한 연구", 정보시스템연구, 15(1), pp.215~238 (2006), 한국정보시스템학회
  5. 최인혁, "디자인 전형성이 제품 디자인 평가에 미치는 효과", 소비자학연구, 12(3), pp.147~169 (2001)
  6. 하영원, "제품군에 대한 지식수준과 정보모드가 선호판단상의 비교방향효과에 미치는 영향", 서강경영논총, 11(2), pp.403~426 (2000)
  7. 하영원, "혁신적 컨버전스 제품의 범주화에 있어 비분석적 제품정보 제시의 역할", 마케팅연구, 21(3), pp.81~99 (2006), 한국마케팅학회
  8. Alba, J. W., "Dimension of expertise", Journal of Consumer Research, 13, pp.411~454 (1987)
  9. Andrews, J., "In search of marketing imagination: factors affecting the creativity of marketing programs for mature products", Journal of Marketing Research, 33, pp.17~37 (1996)
  10. Bauer, R. A., "Consumer Behavior as Risk Taking. in: Dynamic Marketing for a Changing World" (1960), American Marketing Association
  11. Brucks, M., "The effects of product class knowledge on information search behavior", Journal of Consumer Research, 12(1), pp.1~16 (1985)
  12. Covell, A., "Digital Convergence" (2002), Aegis Publishing Group
  13. Fazendeiro, T., "Effects of conceptual fluency on affective judgments and psychophysiological responses. Manuscript in preparation", ~ (2003)
  14. Fiske, S. T., "A continuum of impression formation, from category-based to individuating processes: Influences of information and motivation on attention and interpretation", Advances in experimental social psychology, 통권 : 23, pp.1~74 (1990), Academic Press
  15. Gordon, P. C., "Implicit learning and generalization of the mere exposure effect", Journal of Personality and Social Psychology, 45, pp.492~500 (1983)
  16. How Does Prior Knowledge Influence Consumer Learning? A Study of Analogy and Categorization Effects, "Gregan-Paxton, J.", Department of Business Administration, University of Delaware, ~ (1999)
  17. Gregan-Paxton, J., "Consumer learning by analogy: A model of internal knowledge transfer", Journal of Consumer Research, 24(3), pp.266~284 (1997)
  18. Heath, C., "Mental Budgeting and Consumer Choice", Journal of Consumer Research, 23, pp.40~52 (1996)
  19. Homa, D., "On the nature of categories", The psychology of learning and motivation: Advances in research and theory, 통권 : 18, pp.49~94 (1984), Academic Press
  20. Johnson, W., "Representation -saving effects of prior knowledge in memory for simple technical prose", Memory and Cognition, 11, pp.456~466 (1983)
  21. Kleinschmidt, E., "The impact of product innovativeness on performance", Journal of Product Innovation Management, 8, pp.240~251 (1991)
  22. Kotler, P., "Principles of Marketing. 6th edition" (1994), Prentice Hall
  23. Loken, B., "Alternative approaches to understanding the determinants of typicality", Journal of Consumer Research, 17, pp.111~126 (1990)
  24. Loken, Barbara, "Alternative Approaches to Understanding the Determinants of Typicality", Journal of Consumer Research, 17(2), pp.111~126 (1990)
  25. Toward a Procedural Theory of Judgment, Wisconsin Human Processing Program, "Lopes, L.", Department of Psychology, University of Wisconsin, ~, pp.Working Paper 17 (1982)
  26. Markman, E. M., "How Children Constrain the Possible Meanings of Words. in: Concepts and Conceptual Development: Ecological and Intellectual Factors in Categorization", pp.255~287 (1987), Cambridge University Press
  27. Markman, E. M., "Categorization and Naming in Children: Problems of Induction" (1989), MIT Press
  28. Marks, L. J., "Toward a cognitive structure conceptualization of product familiarity", Advances in Consumer Research, 통권 : 8, pp.145~150 (1981), Association for Consumer Research
  29. Medin, D. L., "Context theory of classification learning", Psychological Review, 85, pp.207~238 (1978)
  30. Medin, D. L., "Concepts and concept formation", Annual Review of Psychology, 35, pp.113~138 (1984)
  31. Moreau, C. P., "“What is it?” Categorization flexibility and consumers’' response to really new products", Journal of Consumer Research, 27(4), pp.489~498 (2001)
  32. Moreau. C. P., "Entrenched knowledge structures and consumer responses to new products", Journal of Marketing Research, 38(1), pp.14~29 (2001)
  33. Mukherjee, A., "The Effect of Novel Attributes on Product Evaluation", Journal of Consumer Research, 28(3), pp.462~472 (2001)
  34. Murphy, G. L., "The big book of concepts" (2002), MIT Press
  35. Murphy, G. L., "Predictions from uncertain categorizations", Cognitive Psychology, 27, pp.148~193 (1994)
  36. Nedungadi, P., "The Prototypicality of Brands: Relationships with Brand Awareness, Preference and Usage", Advances in Consumer Research, 통권 : 12, pp.498~503 (1985), Association for Consumer Research
  37. Peracchio. I. A., "The Moderating Role of Prior Knowledge in Schema Based Product Evaluation", Journal of Consumer Research, 23, pp.177~192 (1996)
  38. Ram, S., "Consumer Resistance to Innovations: the Marketing Problem and Its Solution", Journal of Consumer Marketing, 6(2), pp.5~14 (1989)
  39. Robertson, T. S., "The Process of Innovation and the Diffusion of Innovation", Journal of Marketing, 31, pp.14~19 (1967)
  40. Rogers, E. M., "Diffusion of Innovations:4th Edition" (1995), Free Press
  41. Rosch, E., "Family Resemblances: Studies in the Internal Structure of Categories", Cognitive Psychology, 7(4), pp.573~605 (1975)
  42. Rosch, E. H., "Natural categories", Cognitive Psychology, 4, pp.328~350 (1973)
  43. Rosch, E. H., "Basic objects in natural categories", Cognitive Psychology, 8, pp.382~439 (1976)
  44. Sheth, J. N., "Psychology of Innovation Resistance: The Less Developed Concept", Research in Marketing, 4, pp.273~282 (1981)
  45. Sethi, R., "Cross-functional Product Development Teams, Creativity, and the Innovativeness of New Consumer Products", Journal of Marketing Research, 38(1), pp.73~85 (2001)
  46. Smith, E. E., "Categories and concepts" (1981), Harvard University Press
  47. Sujan, M., "Consumer Knowledge: Effect of Evaluation Strategies Mediating Consumer Judgments", Journal of Consumer Research, 12(2), pp.3~22 (1985)
  48. Venkatesh, R., "A Probabilistic Approach to Pricing a Bundle of Products or Services", Journal of Marketing Research, 30(4), pp.494~508 (1993)
  49. Veryzer R. W., "The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs", Journal of Consumer Research, 24, pp.374~394 (1998)
  50. Veryzer, R. W. Jr., "Discontinuous Innovation and the New Product Development Process", Journal of Product Innovation Management, 15, pp.304~321 (1998)
  51. Waldmann, M. R., "Causal models and the acquisition of category structure", Journal of Experimental Psychology: General, 124, pp.181~206 (1995)
  52. Wind, Y., "Convergence Marketing", Journal of Interactive Marketing, 16(2), pp.64~79 (2002)
  53. Yamauchi, T., "Inference using categories", Journal of Experimental Psychology: Learning, Memory and Cognition, 26(3), pp.776~795 (2000)
  54. Yamauchi, T., "Learning categories composed of varying instances: The effect of classification, inference and structural alignment", Memory & Cognition, 28(1), pp.64~78 (2000)
  55. Yoffi, D. B., "Introduction CHESS and Competing in the Age of Digital Convegence", pp.1~35 (1997), Competing in the Age of Digital Convergence Harvard Business School Press
  56. Zikmund, W. G., "A multi-variate analysis of perceived risk, self confidence and information sources", Advances in Consumer Research, 4th Annual Convention of the Association for Consumer Research, pp.406~416 (1973)

이 간행물의 다른 논문 (7건)

유명인의 광고 중복 출연이 광고효과에 미치는 영향에 관한 연구서덕영, 한상필pp. 1-17유통업자브랜드에 대한 선험적 태도와 제품관여도에 따른 소비자의 제조업자브랜드 반응: 수직적 공동광고의 경우탁진희, 송정미pp. 19-38이동통신서비스의 이용자 판별을 위한 서비스품질, 관계품질, 기술수용성 요인에 관한 연구양병화pp. 39-65중간광고 도입에 따른 주요 쟁점에 대한 마케팅 관점에서의 재평가유창조pp. 95-115시간적 거리감(Temporal Distance)이 비교 광고 제품에 대한 태도와 구매의도에 미치는 효과 연구이병관, 안은미pp. 117-135
원문 보기