단서유형이 자신 또는 타인을 위한 구매 행동에 미치는 영향: 브랜드 명성과 제품 수명의 조절효과를 중심으로
Impact of Cue Types on Purchase Intention for Self vs. Others: Exploring the Moderating Roles of Brand Reputation and Product Lifespan
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초록
본 연구는 소비 표적(자신을 위한 구매 vs. 타인을 위한 구매)이 단서 유형(희소성 단서 vs. 인기 단서)과 구매 의도의 관계에 미치는 영향이 브랜드 명성과 제품 수명에 따라 어떻게 달라지는지 분석하였다. 이를 위해 두 번의 온라인 실험에서 각 240개의 응답 자료를 수집 및 분석하였다. 실험 1은 단서 유형, 소비 표적, 브랜드 명성 간의 삼원 상호작용 효과가 구매 의도에 미치는 영향을 조사했다. 분석 결과, 브랜드 명성이 높을 때, 자신을 위한 구매 상황에서 희소성 단서가 구매의도에 미치는 긍정적인 영향이 더 강화되었다. 또한, 브랜드 명성이 높을 때, 타인을 위한 구매 상황에서 인기 단서가 구매의도에 미치는 긍정적 영향도 더 강화되었다. 실험 2는 단서 유형, 소비 표적, 제품 수명 간의 삼원 상호작용에 초점을 맞췄다. 수명이 짧은 제품의 경우, 자신을 위한 구매 상황에서 희소성 단서의 긍정적인 영향이 더 강화되었다. 또한 수명이 짧은 제품의 경우, 타인을 위한 구매 상황에서 인기 단서가 구매의도에 미치는 긍정적 영향이 더 강화되었다. 이 연구는 마케팅 분야에서 희소성 및 인기 단서에 관한 기존 연구에 새로운 관점을 제공하며 판매자들에게 유용한 시사점을 제공할 것이다.
Abstract
This study analyzed how the impact of consumption target (purchasing for oneself vs. purchasing for others) on the relationship between cue type (scarcity cue vs. popularity cue) and purchase intention varies according to brand reputation and product lifespan. For this purpose, data from two online experiments were collected and analyzed, with each experiment comprising 240 responses. Experiment 1 investigated the three-way interaction effect among cue type, consumption target, and brand reputation on purchase intention. The results showed that when brand reputation is high, the positive impact of scarcity cues on purchase intention is stronger when purchasing for oneself. Additionally, when brand reputation is high, the positive impact of popularity cues on purchase intention is also stronger when purchasing for someone else. Experiment 2 focused on the three-way interaction among cue type, consumption target, and product lifespan. For products with a short lifespan, the positive impact of scarcity cues was found to be stronger when purchasing for oneself. Additionally, for products with a short lifespan, the positive impact of popularity cues on purchase intentions was found to be stronger when purchasing for someone else. This study offers a new perspective to existing research on scarcity and popularity cues, especially in the field of marketing, and is expected to provide useful insights for sellers.
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