소비자의 고려제품특성군 형성에 관한 규범적 모델
A Normative Model of Consumer Formation for Product Attribute Consideration Sets
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초록
지금까지 소비자의 브랜드 선택에 관한 연구는 많이 행해져왔지만 소비자의 제품특성 선택에 관한 연구는 미미한 수준을 유지해왔다. 본 연구는 일반적으로 잘 알려진 고려제품군(brand consideration set)과 마찬가지로, 소비자들이 인지적 부담을 최소화하기 위해 브랜드 평가, 선택을 위한 고려제품특성군(product attribute consideration set)을 형성한다고 보고, 마케팅, 소비자 행동 분야에서 국내외 최초로 고려제품특성군(product attribute consideration set) 개념을 제시하였다. 소비자들이 어떻게 이를 형성하는가에 관해 규범적 모델(normative model)을 개발, 제시하였으며, 개발된 모델을 통해 제품효용과 제품특성 고려행위의 관련성을 찾기 위해 소비자 제품특성 고려 행위와 관련된 몇 가지 의미 있는 예측들을 도출, 제시하였다. 이와 더불어 본 연구는 마지막으로 도출된 예측들의 마케팅 관리적 시사점을 구체적으로 제시하였다. 본 연구는 마케팅, 소비자 행동 분야에서 고려제품특성군이라는 새로운 분야의 출발점을 제시하였으며, 향후 고려제품특성군의 특성을 보다 깊이 이해하기 위해 관련된 많은 연구가 수행될 필요가 있다고 본다.
Abstract
Although we have observed a plethora of consumer brand choice studies, little attention has been devoted to the consumer attribute selection that serves as a major body of consumer brand choice. This study first argued that consumers, like brand consideration sets, form “product attribute consideration sets” to save their cognitive resources. Then we developed a normative model that explains how utility maximizing consumers consider relevant product attributes for their purchase (form a product attribute consideration set). Based on the model, we derived predictions that link brand utilities to consumers attribute consideration behavior. Finally, this study suggested marketing implications of the derived predictions regarding consumer attribute consideration. The major contribution of this study is twofold. First. this study is the first attempt for conceptualizing “product attribute consideration sets.” Second, this study firstly develops and presents a model for consumer attribute consideration in the marketing and consumer behavior fields. The model explains consumer attribute consideration behavior in terms of brand utilities. This study has opened a new field of research in marketing and consumer behavior, say, “product attribute consideration sets.” Much more future research on this area is required for better understanding of the nature of product attribute consideration sets.
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