해외 직구 상황에서 제품 용량 표시의 다수성 효과와 단위효과가 소비자들의 제품 크기 지각에 미치는 영향에 대한 사회적 거리와 단위친숙성의 조절효과에 관한 연구
Research on Moderating Effects of Social Distance and Unit Familiarity on the Numerosity Effect and Unitosity Effect on the Customers’ Product Size Perception in the Cross Border E-Commerce
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초록
해외직구를 비롯한 인터넷 구매 환경에서 소비자들은 실제적인 제품을 보지 못하고 제품의 사진과 제품 정보에 의존하여 의사결정을 내리게 된다. 제품의 사진은 제품의 형태만을 보여줄 뿐이므로 소비자들은 정확한 크기에 대한 정보는 제품 속성을 나타내는 텍스트에 의존하게 된다. 이러한 크기나 양을 표시할 때, 같은 양이나 크기를 나타내는 데에도 여러 가지 단위와 그에 따른 다른 숫자가 사용될 수 있다. 예를 들어 해외 직구 상황에서 30ml의 향수가 1 fl. oz.로 표시되어 있는 사이트를 발견할 수도 있다. 이러한 상황에서 소비자들은 같은 크기의 제품이라 하더라도 표시한다고 하더라도 사용된 단위에 따라 크기를 다르게 인식할 수 있다. 즉 큰 숫자로 표현된 사물을 크게 지각하는 다수성 효과가 나타나는 경우도 있고 그 반대로 큰 단위가 사용되면 크게 지각하는 단위효과가 나타날 수도 있다. 이 논문은 이러한 다수성 효과와 단위효과에 영향을 미치는 요소로 심리적 거리 중의 하나인 사회적 거리와 단위의 친숙성을 제시하고 이들의 조절효과를 살펴 보았다. 이를 위하여 두 가지 실험이 사용되었다. 우선 실험 1에서는 사회적 거리가 가까울 경우는 다수성 효과가 나타나는 경향이 있고 사회적 거리가 멀 경우에는 단위 효과가 나타나는 경향이 있다는 것을 알 수 있었다. 그리고 실험 2에서는 단위친숙성이 낮은 경우에는 다수성 효과가 강해지고 단위친숙성이 높은 경우에는 그 다수성 효과가 약해짐을 알 수 있었으며 또 실험 1에서 나타난 사회적 거리의 조절효과는 단위 친숙성이 낮을 경우에는 나타나지 않음을 알 수 있었다.
Abstract
One of the disadvantage in the online shopping is that customers cannot see nor touch actual products. If the customers want to evaluate the products they have to depend on pictures of the product or text description of the product. Pictures of product can show the general appearance or design of the product, but they cannot give precise information about the actual size of the product. Thus, customers usually use text description about the size of the products to judge the actual size of the product. In fact, the same amount or size can be expressed by using a different combination of a numeric value and a unit especially in the cross border online shopping. For example, 30 ml perfume also can be described as 1 fl. oz. In this circumstances customer might perceive the size of the same product in different measurement units differently. For example, consumer might perceive the product using a smaller unit (e.g. ml) to be bigger than the same size product but in a larger unit (e.g. fl. oz.) (numerosity effect) or consumer might perceive the product using bigger units to be bigger than the same size product but in smaller units (e.g. 30ml) (unitosity effect). This research investigated moderating effects of social distance and unit familiarity on the numerosity effect or unitosity effect based on two experiments. Experiment 1 shows that we can expect the numerosity effect when the social distant is close, while unitosity effect is more prevailing when the social distance is far. Experiment 2 shows that when the unit familiarity is low the unitosity effect became weaker. Experiment 2 also shows that when the unit familiarity is low we cannot expect the moderating effect of social distance that is tested in the experiment.
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