심미적 디자인의 감각포만이 지각된 가치와 제품전환의도에 미치는 영향
The Effects of Sensory Satiation on Perceived Value and Switch Intention
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기업이 전략적으로 구축한 심미적 디자인은 경쟁사가 모방할 수 없는 차별화된 경쟁우위를 창출하기 때문에 많은 기업들로부터 관심을 받아 오고 있다. 무차별적으로 노출되는 마케팅 자극들 사이에서 심미적 디자인은 소비자에게 자사 제품의 인지도를 빠르게 구축할 수 있다는 점에서 긍정적인 평가를 받아오고 있다. 하지만 전주언, 이은미 (2019)는 심미적 디자인과 관련된 기존 연구들을 고찰하는 과정에서 심미적 디자인의 반복적인 노출로 인해 유발될 수 있는 감각포만이 발견될 수 있음에도 불구하고 이에 대한 논의가 부족했다고 지적한 바 있다. 그들은 심미적 디자인 제품의 반복 사용으로 인해 초기에 경험했던 감각적 즐거움에 익숙해지고 피로감을 느낌으로써 싫증이 발생하는 과정을 감각포만으로 개념화했다. 그리고 감각포만을 설명하는 구성개념으로 익숙함, 감각피로 그리고 싫증을 발견했으며. 이를 측정할 수 있는 측정항목을 개발했다. 하지만 해당 연구를 고찰하면 개발된 측정항목의 타당성 측면에서 한계가 발견된다. 이에 본 연구는 심미적 디자인으로부터 유발되는 감각포만을 측정할 수 있는 척도의 타당성을 검증하고자 했다. 구체적으로 살펴보면 다음과 같다. 첫째, 감각포만의 구성개념들이 감각포만을 충분히 반영하는지의 여부를 판단하기 위해 개념 타당성을 검증했다. 둘째, 감각포만을 경험한 소비자들의 행동을 예측하는 예측 타당성을 검증했다. 이상의 연구결과에 근거해 심미적 디자인으로부터 유발된 감각포만을 경험한 소비자들은 해당 제품의 지각된 가치를 낮게 평가해 결국 다른 제품으로 전환하려는 의도가 형성될 수 있음을 밝힐 수 있었다. 따라서 심미적 디자인을 강조하는 기업은 소비자들의 감각포만을 늦추기 위해 제품 노출을 통제하고 감각포만을 망각시킬 수 있는 커뮤니케이션 전략 구축의 필요성을 실무 관점에서 제안할 수 있다.
Abstract
Sensory satiation is a important issue in current marketing environment. Sensory satiation refers to the drop in the sensory pleasure are evoked by repeated aesthetic design. Jeon and Lee (2019) distinguished several sensory satiation dimensions and constructed a sensory satiation scale that includes three dimensions. This research show that the scale is reliable, valid, and distinct from other constructs. The empirical results can be summarized as follows. First, this research found that sensory satiation construct includes three dimensions: satiation, sensory fatigue, and accustomedness. Second, sensory satiation including satiation, sensory fatigue, and accustomedness influences perceived value negatively. Finally, this research demonstrates sensory satiation affects product switch intention directly and indirectly through perceived value. The findings of this research contribute to develop differences between sensory satiation and aesthetic experience and to provide practical implications on marketing management.
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