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소비자의 복합적 감정경험이 소비자 평가에 미치는 영향에 관한 연구

A Study on the Consumer Evaluation about the Experience of Mixed Emotion

이현정
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2015.10|상품학연구 (Journal of Product Research)|제33권 제5호|pp. 63-73|DOI 10.36345/kacst.2015.33.5.007

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참고문헌

키워드

감정emotionself-serving attribution bias복합적 감정경험추천유형자기고양 귀인 편파experience of mixed emotionrecommendation type
주제분류경영학

초록

본 연구는 소비자가 소비상황에서 경험할 수 있는 복합적인 감정이 소비자의 반응에 어떠한 영향을 미치는 지를 살펴보고자 수행되었다. 즉, 그동안의 연구에서 단일차원으로 논의되어온 소비자의 감정을 복합적인 감정으로 보았다. 본 연구는 예비실험을 포함하여, 세 번의 실험으로 진행되었다. 예비실험에서는 소비자의 감정을 실험물을 통해 긍정·부정·중립의 감정으로 구분하기 위해 진행되었다. 이후, 첫 번째 실험에서는 복합적 감정을 네 가지의 유형으로 제시하고, 각 유형에 따른 소비자의 전반적인 평가를 확인하였다. 그 결과 복합적 감정경험의 유형에 따라 제품태도와 제품평가가 유의한 차이를 보였다. 즉, 소비자들은 지속적으로 증가하는 감정경험을 가장 선호하며 그 다음으로 최종적으로 증가하는 감정경험을 선호하는 것으로 확인되었다. 일반적으로 사람들은 쾌락적인 심리성향을 가지고 있기 때문에 현재의 감정과 이후 들어오는 감정의 수준을 비교하여 지속적으로 향상되는 감정을 선호한다. 이러한 이유 때문에 복합적인 감정경험을 하게 될 때 지속적으로 긍정적인 감정이 증가하는 경험을 가장 선호한다고 할 수 있다. 두 번째 실험에서는 복합적인 감정의 영향이 추천유형에 따라 차이를 보일 것인지를 확인하고자 수행되었다. 즉, 대부분의 사람들은 경험하게 되는 감정의 원인이 자기에게 있는지 또는 타인에게 있는지에 따라 감정으로 인한 결과를 내부귀인 하거나 외부귀인을 하게 된다. 분석결과를 살펴보면, 복합적인 감정과 추천유형에 따른 상호작용 효과가 발견되었다. 긍정적인 감정이 증가하는 감정을 경험한 응답자들의 경우 자기추천일 경우에 보다 우호적인 점포태도와 점포평가를 보이는 것으로 확인되었다. 반면, 긍정적인 감정이 감소하는 감정을 경험한 응답자들의 경우 자기추천일 때 더 우호적인 점포평가를 보였으나, 점포태도에 있어서는 유의한 차이가 발견되지 않았다. 이러한 연구결과는 응답자들이 본인의 추천으로 방문한 레스토랑에 대해서는 타인의 추천으로 인한 경우보다 우호적인 평가를 하고 있다는 것을 보여 준 것이다. 본 연구의 결과는 그동안 감정을 단일차원으로 다루었던 기존연구와는 차별화된 점이라고 할 수 있다. 더불어 감정의 원인까지 함께 고려한 점에 있어 의미 있는 연구라고 할 수 있을 것이다. 실무적으로는 복합적인 감정을 어떻게 소비자들이 제품이나 점포에 대한 태도나 평가에 반영하는지에 대한 유용한 지식을 제공해 줄 수 있을 것이다.

Abstract

This study was studied to examine the effects of mixed emotion on consumers’ evaluation toward the product, and proposed the recommendation type as the moderate variable. In previous research, the consumer emotion which has been discussed as a single dimension were treated the mixed emotion. We conducted in three experiments by this study including the preliminary experiment. The preliminary experiment was progressed in order to identify the mixed emotion of consumers as positive, negative, and neutral. Since, in the first experiment were divided into four types of mixed emotion, and studied an overall assessment of the consumers according to each type. The results was showed significant differences to the attitude and evaluation toward the product by the mixed emotions. This, in turn, is consumers prefer the continuous rising of positive emotions, and then to prefer the final rising of positive emotions. In general, people has been the tendency of hedonic mentality. Therefore, they are comparing the current emotions with the later emotions prefer the emotion is improved continuously. For this reason, most people are when they experienced the mixed emotion most preferred the continuos rising of positive emotions. In the second experiment was examine to measure the effect of mixed emotions by the recommendation types. That is, most people were internal attribution or external attribution as the cause of emotional experience that is attributed to him or other. Looking at the results, the interaction effect has been found the interaction effect of mixed emotion and recommendation type. If respondents was experienced the rising of positive emotions, they expressed more favorable attitude and evaluation toward the product(store) in the self-recommendation. On the other had, if they was experienced the decreasing of positive emotion, they appeared more favorable attitude toward the product(store) in the self-recommendation. But the significant difference was not found in the evaluation toward the product(store). This results of this study has shown that respondents gave a favorable assessment on the self-recommendation by compared with other-recommendation when they visit a restaurant. The study has a difference in the way that dealt with mixed emotion and said the meaningful study in the way that considered with the causes of emotions. In practice, it will be able to provide useful knowledge about how consumers are reflected mixed emotions in the attitudes and evaluation of the product(store).

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