제품 속성의 평가용이성에 따른 선호역전에 관한 연구
The Effect of Attribute Evaluability on Preference Reversals
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초록
본 연구에서는 선호역전 현상에 대한 선행연구를 바탕으로, 분리평가 상황에서 평가 용이성에 따른 선호의 변화가 속성의 특성에 따라 달라질 것이라는 전제를 두고 선호역전에영향을 검증하고자 한다. 분리평가 상황에서 비교 가능한 두 가지 대표 제품인 탐색재와신뢰재를 두 가지 속성(탐색속성, 신뢰속성)으로 구분하고 이러한 제품과 속성의 특성에의해 소비자 선호가 변화를 일으키는지를 알아보았다. 본 연구를 통해 발견한 것들을 요약하면 다음과 같다. 첫째, 피험자에게 준거점을 제시하지 않는 분리평가 상황에서 옵션-기준 관계에 따라 준거점 이상 상황과 준거점 이하상황에서 속성의 범위 변화는 선호에 직접적인 영향을 주는 것을 발견 할 수 있었다. 둘째, 동시에 제시된 두 가지 속성(탐색속성, 신뢰속성)중 어떠한 속성이 선호 변화에영향을 미치는지를 알아보았고, 제품에 대한 친숙도나 지식이 부족한 경우에는 제품의특성(탐색재, 신뢰재)에 관계없이 평가가 용이한 속성의 변화에 따라 선호가 변화됨을알 수 있었으며, 이것은 속성의 비교평가용이성 때문임을 추측할 수 있었다. 마지막으로이번 실험 결과가 갖는 의미를 살펴보고, 이론적 및 실무적 시사점과 한계점 및 향후연구 방향에 대해서 논의하였다.
Abstract
People compare goods in a same category or evaluate attribute that the buyer considers the most important in case of the purchase evaluation. This is the reason why people tend to rationalize the acceptable consumer decision making. But this kind of evaluation can be different according to the familiarity or knowledge of the product which are intrinsic factors and whether there is a reference point or comparison target which is extrinsic factors. This research examines whether each of two different options of comparable overall quality affects preference reversals in separate evaluation. This study examines whether two comparable focal options, search product and credence product, are divided into two attributes, such as search attribute and credence attribute, make customer's preference reversals through willingness to pay. The major findings can be summarized as follows: First, the different ranges of attributes affect preference reversals without present reference point in separate situation, either unattractive options or attractive options according to option reference relation. Second, this research examines which attribute between search and credence presented effects to preference reversals and attribute evaluability changes preference irrespective of product characteristics in case of lack of the product familiarity or knowledge because of the comparable evaluability. Lastly, the theoretical and practical implications are also discussed.
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