개념적 유창성과 인지부하가 친환경 제품 구매의도에 미치는 효과
The Effects of conceptual fluency and cognitive load on intention to purchase eco-friendly products
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초록
친환경 제품은 그린슈머를 앞세운 ‘가치 소비’ 트렌드에 힘입어, 소비 시장에서의 영향력을 점차 확대해 가고 있다. 이에 기업들은 친환경 제품을 개발할 뿐만 아니라 광고/마케팅에서도 친환경 요소를 녹여내고 있다. 광고와 제품 포장에 사용되는 자연 이미지와 같은 친환경적 단서는 제품의 친환경성을 쉽게 연상시키고, 이는 기업 성과에 긍정적인 영향을 미친다. 연구 1에서는 제품 디자인의 개념적 유창성에 따른 친환경 제품 구매의도를 검증하고자 하였다. 연구 결과, 로고 디자인을 보고 친환경성을 쉽게 연상할 수 있는 조건(즉, 높은 개념적 유창성)이 연상이 어려운 조건(즉, 낮은 개념적 유창성)보다 구매의도가 더 높았다. 연구 2에서는 연구 1에서 밝혀진 개념적 유창성의 정서적, 인지적 메커니즘을 심층적으로 살펴보고자 하였다. 먼저 개념적 유창성에 따른 정서적 반응을 살펴본 결과, 개념적 유창성의 정적 효과는 정보처리 효능감을 매개하여 발생함을 확인했다. 또한 인지부하와 개념적 유창성이 구매의도에 미치는 영향을 살펴봄으로써, 개념적 유창성이 높은 인지부하 상황에서도 긍정적인 효과를 가지는지 살펴보았다. 연구 결과, 인지부하와 개념적 유창성의 상호작용 효과가 나타났다. 구체적으로, 개념적 유창성이 낮은 조건에서는 인지부하가 높아짐에 따라 구매의도가 대폭 하락하였고, 개념적 유창성이 높은 조건에서는 인지부하가 높아짐에 따라 구매의도가 소폭 상승함을 확인하였다. 본 연구는 개념적 유창성이 정서적, 인지적 측면 모두에서 효과적임을 시사한다. 또한 제품 디자인에서도 개념적 유창성이 중요한 역할을 하며, 다양한 인지부하 상황에서의 부정적인 영향을 완화하는 데 폭넓게 활용될 수 있다는 점에서 실무적 시사점을 제공한다.
Abstract
Eco-friendly products are increasingly gaining influence in the consumer market, driven by the “value consumption” trend led by green consumers. In response, companies are not only developing eco-friendly products, but also incorporating eco-friendly elements into their advertising and marketing. Green cues, such as nature imagery used in advertising and product packaging, are easily associated with the environmental friendliness of products, which has a positive impact on corporate performance. In Study 1, we examined the effect of conceptual fluency in product design on intention to purchase eco-friendly products. The results showed that those who could easily associate greenness with the logo design (i.e., high conceptual fluency) had higher purchase intentions than those who could not (i.e., low conceptual fluency). In Study 2, we sought to further explore the emotional and cognitive mechanisms of conceptual fluency identified in Study 1. We first examined the affective responses to conceptual fluency and found that the static effect of conceptual fluency is mediated by information processing efficacy. We also examined the effects of cognitive load and conceptual fluency on purchase intention, to see if conceptual fluency has a positive effect even in high cognitive load situations. The results showed an interaction effect between cognitive load and conceptual fluency. Specifically, in the low conceptual fluency condition, purchase intention decreased significantly as cognitive load increased, and in the high conceptual fluency condition, purchase intention increased slightly as cognitive load increased. This study suggests that conceptual fluency is effective on both an emotional and cognitive level. It also has practical implications for product design, as conceptual fluency plays an important role in product design and can be widely utilized to mitigate the negative effects of various cognitive load situations.
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