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추천 맥락에서 제품 관여도와 품질 정보가 자유 침해 지각에 미치는 영향

Effects of Product Involvement and Quality Information on Perceived Threat to Freedom in the Product Recommendation Context

이재은|이규동
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2021.02|상품학연구 (Journal of Product Research)|제39권 제1호|pp. 59-65|DOI 10.36345/kacst.2021.39.1.008

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키워드

제품 관여도product involvement심리적 반발psychological reactance제품 추천product recommendation자유 위협threat to freedom
주제분류경영학

초록

기업들은 온라인과 오프라인을 통해서 다양한 형태의 고객 정보를 입수하고 분석하여, 고객들에게 제품을 추천한다. 기업이 제품을 추천하는 과정에서 소비자들은 자신들의 선택 자유가 위협받고 있다고 지각할 수 있다. 그 결과 제품 추천 행위에 부정적인 반응을 일으킬 수 있음에도 불구하고 관련된 연구가 부족하다. 이에 본 연구는 기업의 제품 추천 맥락에서 제품 관여도와 품질 정보가 소비자의 자유 침해 지각에 미치는 영향을 실증했다. 총 513명의 대학생 피험자들은 1단계에서 성격과 관련된 설문지를 작성하였으며, 1주일 뒤 실시된 2단계에서 추천 제품이 포함된 대안들 중에서 제품을 선택하는 절차를 거쳤다. 실험은 2(제품 관여도: 노트북, 알카라인 배터리) × 3(품질 정보: 고품질, 중품질, 저품질) 디자인으로 설계되었다. 이원분산분석 결과 제품 관여도는 자유 위협 지각에 유의한 영향을 주지 못했으나, 품질 정보는 유의한 영향을 주었다. 또한 제품 관여도와 품질 정보의 상호작용 효과는 유의하지 않았다. 연구 결과는 제품 추천 시 소비자와 기업의 상호작용 방식에 시사점을 제시한다.

Abstract

Recently, companies collect and utilize various customer information via online and offline channels. By using customer information, companies recommend products to individuals. According to psychological reactance theory, customers who perceive that free choice is threatened may have negative attitude toward recommended products. This paper investigates the effects of product involvement and quality information on perceived threat to freedom in the recommendation context. A 2(product involvement: a laptop computer and an alkaline battery) × 3(quality information: high quality/low quality/decoy) experiment was conducted. College students(N=513) participated in the choice experiment. The results of two-way ANOVA reveal that quality information has a significant effect on perceived threat to freedom. However, the effect of product involvement on choice is not significant. Implications are discussed in the product recommendation context.

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