계획적 진부화가 신상품 평가에 미치는 조절 효과에 관한 연구:스마트폰 상품을 중심으로
Control Effect of Consumer Attitude toward Planned Obsolescence on Product Evaluation : Focused on Smart-phone Product
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초록
기업이 일상적으로 시행하고 있는 계획적 진부화의 영향으로 상품의 평균적인 수명이 계속 감소하고 있으며, 한때 내구재였던 많은 상품들이 일회성 상품과 마찬가지로 단명하고 있는 실정이다. 그러나 대부분의 소비자들은 더 오래 쓸 수 있는 상품을 선호하며, 계획적 진부화가 완전히 혁신적인 신상품의 등장을 저해하는 원인이 되는 경우도 있기 때문에 이들에게 진부화는 일반적으로 부정적인 의미로 인식된다. 이처럼 계획적 진부화는 소비자의 태도와 구매 의도 등에 상당한 영향을 미치게 됨에도 불구하고 현재 계획적 진부화와 관련된 기존의 연구들은 상대적으로 취약한 실정이다. 이에 본 연구는 계획적 진부화에 대한 기존의 연구를 확장하고자 한다. 본 연구를 통하여 계획적 진부화가 신상품의 평가와 구매 의도 과정에 어떤 영향을 미치는지 확인해보고자 한다. 이를 위하여 상품 특성과 신상품에 대한 평가, 그리고 구매 의도간의 관계에 있어서 계획적 진부화가 미치는 역할을 검증하기 위한 모델을 제시하였으며, 특히 계획적 진부화의 조절적 변수로서의 역할을 검증하고자 한다. 연구 결과에 따르면, 모델의 적합도는 전반적으로 수용할 만 하였으며, 각 구성변수 간 인과관계를 검증하기 위한 구조모델을 분석하였다. 결과에 따르면 대부분의 가설은 유의하게 입증되었으나, 계획적 진부화에 대한 태도의 조절적 효과는 예상과 달리 유의하지 않은 것으로 나타났다.
Abstract
There is a downward trend in the average life span of consumer durables and many products which were once durable goods have become disposable items due to planned obsolescence done by companies.. In general, the term obsolescence has negative connotations to most consumers because consumers prefer products to last longer and planned obsolescence also can prevent innovative product to be available in the market. Therefore planned obsolescence can affect consumers' attitude and purchase behavior even though the literature on planned obsolescence is relatively new and weak. The main purpose of this research is to extend prior research on planned obsolescence. In this research, we designed a model to examine the role of consumer attitude toward planned obsolescence between product characteristics, product evaluation and purchase intention. Especially we examine whether planned obsolescence is likely to perform as a control variable. In analysis, major fits are satisfactory. Therefore, further analysis of relationship between the constructs was conducted. Most hypotheses are supported but the role of planned obsolescence in new product evaluation is not significant.
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