제품 구매 시 거래 효용과 획득 효용 추구에 극대화 성향이 미치는 영향
Impacts of Maximization Tendencies on Pursuing Acquisition-Transaction Utilities of Product Purchases
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본 연구는 제품 구매 상황에서 최고의 제품을 구매하고자 하는 강한 욕구를 가진 극대화자가 제품의 효용을 평가하고 구매에 반영하는 양상을 살펴보고자 실시되었다. 구체적으로 본 연구에서는 제품 구매 시 얻어지는 획득 효용과 거래 효용을 나누어 극대화 성향이 강한 소비자일수록 두 효용 모두를 충족시키는 제품을 선호할 것이라고 예상하였다. 제품을 구매함으로써 얻을 수 있는 획득 효용과 거래 효용의 수준을 조절한 다중 효용 조건과 단일 효용조건에 141 명의 성인 남녀 참가자를 무선 할당하였다. 참가자들은 가상의 온라인 구매상황에서 제시된 제품들의 정보를 바탕으로 설문에 응답하였다. 수집된 데이터는 SPSS 프로그램를 활용한 Boostrapping 기반의 PROCESS Macro를 통해 분석하였다. 분석 결과, 낮은 획득 효용과 높은 거래 효용을 가진 제품에 비해 높은 획득 효용과 높은 거래 효용을 동시에 충족시키는 제품을 선호하는 정도는 극대화 성향이 높아질수록 강해질 것이라는 가설이 지지되었다. 본 연구 결과의 이론적, 실무적 시사점 과 추후 연구에 대해서도 논의하였다.
Abstract
This study examined the role of maximizing tendencies on product evaluations in terms of types of product utilities. Focusing on two different types of utilities, an acquisition utility and a transaction utility, this study hypothesized that people with strong maximizing tendencies would prefer a product which endorsed both types of utilities over a product which provides only a transaction utility. Total of 141 participants were randomly assigned to one of two conditions, a multi-utility condition or a single-utility condition. They answered an online questionnaire including online purchasing scenarios, the maximization scale and the value consciousness scale. The results supported the hypothesis that maximizing tendencies moderated the relationship between multi utilities of products and attractiveness of products (purchase intentions). Implications and possible future research were discuseed as well.
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