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제품범주가 애매모호한 제품의 범주구성에 따른 고려군과 수용에서 차이: 디지털 컨버전스 제품을 중심으로

The difference of consideration set and product acceptance on ambiguous product category construction: Focused on digital convergence product

유연재
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2012.11|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제13권 제4호|pp. 589-616|DOI 10.21074/kjlcap.2012.13.4.589

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참고문헌

키워드

categorization범주화category범주전형성typicality언어적 범주단서분류학적 범주화목적-유도적 범주화디지털 컨버전스 제품taxonomic categorizationgoal-derived categorizationdigital convergence products
주제분류심리과학

초록

제품범주가 애매모호한 디지털 컨버전스 제품을 이용하여 언어적 범주단서와 범주화 방법에 따라 소비자의 제품범주 지각, 기억(회상), 고려군 그리고 태도와 구매의도에서 차이가 있는지 검증하였다. 소비자들은 새롭고 낯선 제품의 범주를 제공되는 언어적 범주단서와 동일하게 제품범주를 지각하고 또한 기억하는 것으로 나타났다. 언어적 범주단서를 분류학적 범주화 방법으로 제품범주를 명확하게 제공하는 경우에 목적-유도적 범주화 방법으로 사용상황과 사용목적을 제공한 경우에 비해서 기억의 명확성이 상대적으로 더 높았다. 대상제품을 1) 기존범주이면서 분류학적으로 2) 기존범주이면서 목적-유도적으로 3) 신범주이면서 분류학적으로 4) 신범주이면서 목적-유도적으로 학습시켰을 때, 다른 3 조건에 비해 신범주이면서 목적-유도적으로 학습시킨 경우에 기존제품을 구매하는 경우에도 고려군에 포함되는 비율이 높았다. 대상제품을 기존제품범주에 포함시켰을 때 전형적인 제품에 비해 태도와 구매의도가 낮았으나, 목적-유도적으로 범주화 시킨 경우에는 전형성의 효과가 감소하였다.

Abstract

This study examined that whether it is different or not in consumers' perception of product category, memory retrieval, consideration set, attitude and purchase intension on ambiguous categorization digital convergence products, depending on linguistic category cue and categorization method. The results shows that consumers were tend to have a perception of the new product as providing product linguistic category cue. Also it affects on in the way of they are remembering as well. If the consumer provided the linguistic category cue as in taxonomic categorization which is helping product categorization, people remembered much more accurate than in condition of providing goal-derived categorization. And when the target products are divided into different condition as 1) existing and taxonomic categorization, 2) existing and goal-derived categorization, 3) new product and taxonomic categorization, 4) new product and goal-derived categorization, only in condition of new product and goal-derived categorization people tend to take part in consideration set highly even when they are buying existing product. The target product case as existing product category, consumers' attitude and purchase intension is shown low. But in case of goal-derived categorization the effect of typicality is reduced.

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