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당혹성 제품의 구매지연에 영향을 미치는 요인들: 소비자의 자기통제와 사용 주체 및 메시지 프레이밍의 조절효과를 중심으로

The Factors that Affect Purchase Deferral in Context of Purchasing Embarrassing Product: Focusing of Effect of Consumer’s Self-Control and Moderating Role of Product Usage Subject and Message Framing

이지현|김한구
한국소비문화학회|2022.12|소비문화연구 (Journal of Consumption Culture)|제25권 제4호|pp. 191-210|DOI 10.17053/jcc.2022.25.4.010

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자기통제Self-Control구매지연메시지 프레이밍Message Framing당혹성 제품사용 주체Embarrassing ProductSubject of Product UsagePurchase Deferral

초록

소비자들은 다양한 사건으로 인해 당혹감을 경험할 뿐만 아니라 특정 제품을 구매하면서 항상 당혹스러운 감정을 느낄 수 있다. 이때 소비자들은 구매를 망설이거나 미룰 수 있으며 구매 경험에 대해 부정적인 태도를 형성할 수 있으므로, 마케팅 관리자들은 소비자들의 부정적 감정을 관리하고 구매를 촉진할 필요가 있다. 이에 본 연구는 당혹감을 유발하는 특정 제품, 즉 당혹성 제품의 구매지연을 심층적으로 이해하기 위해 소비자의 개인적 성향인 자기통제와 당혹성 제품의 사용 주체 간의 상호작용이 구매지연의도에 미치는 영향을 살펴보고, 자기통제와 당혹성 제품 구매의 이득/손실을 전달하는 메시지의 프레이밍 효과를 검증하였다. 분석 결과, 당혹성 제품의 사용 주체가 자신일 경우, 자기통제성향이 약한 소비자가 자기통제성향이 강한 소비자보다 구매지연의도가 높았으나 당혹성 제품의 사용 주체가 타인일 경우, 자기통제성향에 따른 구매지연의도 간 유의한 차이를 보이지 않았다. 또한 소비자의 자기통제와 메시지 프레이밍의 상호작용효과를 검증한 결과, 이득 프레이밍에 노출될 경우, 자기통제성향이 약한 소비자가 자기통제성향이 강한 소비자보다 구매지연의도가 높았으나 부정적인 최종 상태를 강조하는 손실 프레이밍에 노출될 경우, 자기통제성향이 약한 소비자와 강한 소비자의 구매지연의도 간 유의한 차이가 나타나지 않았다. 본 연구는 당혹성 제품 구매에 대한 이해를 넓히기 위해 오프라인 매장에서 소비자들의 개인적 특성 및 상황적, 환경적 요인들을 종합적으로 검토하였다. 연구의 결과를 바탕으로 당혹성 제품의 구매지연을 감소시킬 수 있는 전략을 고안하고 당혹성 제품을 판매하는 기업에게 실무적 지침을 제공할 수 있다.

Abstract

Consumers not only experience embarrassment due to various events, but can always feel embarrassed when they purchase particular products. When consumers purchase these types of products, they may hesitate decisions or have a negative attitude toward the entire purchase experience. Thus, to identify consumer’s purchase deferral in context of purchasing embarrassing products, this study synthetically investigated the effects of self-control as a personal tendency and subject of product usage, and the interaction effect of self-control and gain/loss message framing on the purchase deferral. The results showed that when consumers purchase an embarrassing product for themselves, purchase deferral is higher for consumers with weak self-control than those who with strong self-control. However, when consumes purchase an embarrassing product for friend, there is no significant difference in purchase deferral between consumers with strong and weak level of self-control. In addition, in gain frame, purchase deferral is higher for consumers with weak self-control than those who with strong self-control, there is no significant difference in purchase deferral. To broaden understanding of purchasing an embarrassing product, this study comprehensively examined the personal, situational and environment factors that consumers encounter in an offline store. The results of this research can provide useful practical guidance for companies that sell embarrassing products.

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