스마트기기 구매과정에서 의사결정모델링에 관한 연구 : 감정요소의 상호작용을 중심으로
A Study of Buying Decision Process on Smart Networking Devices : Focusing on Interaction of Emotional Factors
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초록
본 연구는 고관여 혹은 고기여도 제품군에 속하는 모바일/스마트 기기 구매시 우선 고려되는 인간의 감정적 요소들에 대한 관점을 우선시 하여 주 소비자층의 의사 결정과정에 대한 검증을 하고자 하였다. 연구결과 정보로서의 감정은 긍정적인 감정반응에 영향을 주며, 그 긍정성을 바탕으로 제품/서비스 평가에 정보로서의 감정이 유의미하게 작용함과 아울러, 제품/서비스에 대한 흥미를 유발하는데 기여한다는 기존의 연구결과들을 본 연구에서도 확인하였다. 그러나 기존의 연구들과는 달리 감정은 흥미를 유발하지만 그 흥미가 가치판단을 주도하지 않으며, 더구나 직접적인 욕구의 형성을 돕지도 않는다는 차별적인 결과도 확인할 수 있었다. 결과적으로 모바일/스마트 기기에 한정한 연구이지만 정보로서의 감정이 특정한 루트를 통해서만 작용하고 있음을 확인할 수 있었다. 이와 같이 충동구매를 이끄는 감정정보의 기능에 대한 제한적인 태도의 확인은 브랜드 이미지와 충성도를 높이기 위한 기존의 광고표현전략의 개념과는 다른 새로운 광고표현전략의 필요성을 시사한다. 아울러 감성적 요소와 제품 정보 간에 어떤 것들이 보다 더 직접적인 반응을 일으키는 지에 대한 구체적인 비교 및 재확인을 제언하였다.
Abstract
This study is to discover the functions of customer emotion in highly involved and information intense buying decision process. This study used smart networking devices (ex. smart phones), which falls into expensive commodity category in its acquisition and use. Known through many other previous studies, information tends to trigger emotional responses. However, this study, assumed emotion also as information, tried to find emotion-triggered consumer responses in buying the products. The results lighted the finding that emotion as information helped to form positive interests on products as well as positive emotion on products. Unlike the previous studies on positive connection between interests and product/service value evaluation, interests triggered by emotion in this study did not show any connection between them. The phenomenon stretched to the relationship between interests and consumer needs. Although the study was only about smart device buyers’ emotional responses, it became obvious that emotion as information majorly works through a limited path when consumers form their buying intention. Based on the findings, ideas of promotion and communication activities that are designed to work around emotion-triggered-buying (a.k.a. impulsive buying) may need to have a better and closer examination to further clarify the cause and effect relationship. The part may need further studies.
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