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의인화된 쾌락제품에서 갈등과 충동구매의도를 유도하는파트너 역할지각과 장기목적의식 경로

Partner Role Perception Route and Long-Term Goal Awareness Route in Anthropomorphous Hedonic Product-Inducing Conflicts and Impulsive Buying Intention

임아영|최낙환|이충화
한국소비문화학회|2017.03|소비문화연구 (Journal of Consumption Culture)|제20권 제1호|pp. 109-130|DOI 10.17053/jcc.2017.20.1.005

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참고문헌

키워드

long-term goalanthropomorphism충동구매의도impulsive buying intention파트너 역할지각자아통제성장기목적의식접근-회피갈등approach-avoidance conflictspartner role

초록

제품이나 브랜드의 의인화는 소비자의 충동구매에 단기적으로 긍정적인 효과가 있지만, 의인화된 쾌락제품에서 소비자가 의식하는 장기목적은 갈등을 유발하고, 충동구매의도 형성에 부정적인 영향을 줄 수 있다. 본 연구는 의인화된 쾌락제품에서 파트너 역할지각이 사회적 제휴욕망을 자극하여 충동구매의도에 긍정적인 영향을 미치는 과정을 탐색하고, 또 장기목적의식이 자아통제를 자극하여 충동구매의도에 미치는 부정적인 영향을 연구하였다. 초콜릿을 실험자극으로 선택하고 실증연구를 한 결과는 다음과 같다. 첫째, 의인화된 쾌락제품에서 지각된 파트너 의식은 사회적 제휴 욕망에 긍정적인 영향을 주고, 또한 사회적 제휴 욕망은 접근-회피 갈등에 긍정적인 영향을 준다. 둘째, 장기목적의 의식은 자아통제성에 긍정적인 영향을 주고, 자아통제성은 접근-회피갈등에 긍정적인 영향을 준다. 마지막으로, 사회적 제휴 욕망은 충동구매의도에 긍정적인 영향을 주지만, 자아통제성은 충동구매의도에 부정적인 영향을 준다. 그러나 접근-회피 갈등은 충동구매의도에 영향을 주지 않은 것으로 탐색되었다.

Abstract

The present study placed focus on perception of partner roles and awareness of long-term goals at anthropomorphous hedonic products to examine approach-avoidance conflicts and impulsive buying intention, and found the results as followings. First, partner roles could excercise positive influence upon social alliance desire; second, perception of long-term goals could affect self-control positively; third, social alliance desire could exert positive impact upon approach-avoidance conflicts; fourth, self-control could affect approach-avoidance conflicts positively; fifth, social alliance desire would have positive influence upon impulsive buying intention; and sixth, self-control might have negative effect upon the intention. The results could contribute toward progress of anthropomorphism and self-control theory by confirming the effects of consumers' awareness of partner roles with anthropomorphous hedonic products on their social alliance desire, exercising positive effects upon the intention, and by exploring the positive effects of the awareness of long-term goals on self-control which in turn could have negative effect upon the intention.

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