정량적 지표가 쾌락적 소비를 정당화할 수 있는가?: 환경 가치를 나타내는 속성의 지표화 효과
Do Specifications Justify Hedonic Consumption?: The Specification Effect of an Environmental Value-Related Attribute
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초록
지표화 효과(Specification Effect)는 상품의 속성을 정량적으로 나타내는 지표(specification)가 소비자의 선택에 미치는 긍정적인 영향을 의미한다(Hsee et al., 2009). 소비자들은 대용치일 뿐인 지표에 의존하고, 본인들의 실제 경험보다 지표에 훨씬 큰 가중치를 두어 제품을 선택한다. 이는 소비자들이 제품을 선택할 때 자신의 선택을 정당화할 수 있는 근거를 찾으려고 하기 때문이다. 이때 정량적 지표는 자신의 선택을 정당화하기 좋은 근거가 될 수 있다. 본 연구는 선행연구에서 나타난 지표화 효과를 확장하였다. 첫째, 환경에 관한 가치가 정량적 지표로 표시되었을 때 지표화 효과가 나타나는지 알아보았다. 둘째, 환경가치를 나타내는 속성의 지표화 효과가 나타난다면, 그 효과가 소비 목표에 따라서 다르게 나타나는지 알아보았다. 실험 결과, 쾌락적 소비 목표 상황에서는 환경 가치 지표가 없을 때보다 있을 때, 친환경 제품에 대한 선호가 유의미하게 증가하였다. 하지만 실용적 소비 목표 상황에서는 환경 가치 지표의 유무에 따른 친환경 제품에 대한 선호 차이가 사라졌다. 본 연구는 지표화 효과가 환경 가치를 나타내는 속성에 대해서도 나타나고, 이 효과가 실용적 소비 목표가 아닌 쾌락적 소비 목표 상황에서만 나타났다는 것을 검증했다는 데에 의의가 있다. 또한 환경 가치 지표의 효과적인 적용을 위한 마케팅적 시사점을 제공한다.
Abstract
The specification effect refers to the positive response to the specification, which represents the quantitative properties of a product (Hsee et al., 2009). Consumers seek specifications when they choose products, since they try to find a cue to justify their choice. In the current study, we examine how the specification presenting the environment-related attribute influences the preference for an eco-friendly product. In addition, we expect whether an individual's consumption goal can moderate this specification effect. As predicted, in the hedonic consumption goal condition, participants preferred the eco-friendly product over the less eco-friendly product when the environmental value specification was present (vs. absent). However, the specification effect of the environment-related value disappeared in the utilitarian goal condition. This paper extends the previous research by examining the effect of the environmental value specification. Furthermore, we found the boundary condition of this specification effect. The findings of the present research provide significant marketing implications for the effective usage and application of environmental value specifications.
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