소비자 선호판단 시, 사전 지식수준에 따른물리적 및 평가적 속성정보 정렬성의 차별적 영향
The Differential Impact of Physical and Evaluative Attribute Information’s Alignabilities on Consumer Preference: The Moderating Effect of Consumer Prior Knowledge
0
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
일련의 정렬가능성 연구들은 물리적 속성정보에 한하여 연구되어왔다. 그러나 본 연구를 통해 속성정보의 정렬가능성 정도에 따른 타겟 브랜드 평가에 미치는 영향은 속성정보를 평가적 정보 형태로 제시하느냐 또는 물리적 형태로 제시하는 하느냐에 따라 타겟 브랜드 평가에 미치는 영향이 달라질 수 있다는 것을 밝혔다. 더 나아가 소비자의 사전지식에 따라 더 크게 영향을 받는 속성정보에 대한 제시유형이 무엇인지를 면밀히 알아볼 수 있을 뿐만 아니라 보다 현실적인 모형을 사용하기 위해 물리적 속성정보와 평가적 속성정보를 혼합하여 같이 소비자에게 제시하는 실험을 설계하였다. 실험 1의 결과를 보면, 물리적 속성정보에 대한 구조적 정렬가능성은 기존의 연구와 마찬가지로 정렬 가능한 속성으로 우월한 경우, 타겟 브랜드에만 있는 속성, 타겟 브랜드와 준거 브랜드 각각 달리 가지고 있는 속성의 순으로 타겟 브랜드 평가가 낮게 나타났다. 반면에 평가적 속성정보로 제시된 정렬가능성은 정렬 가능한 속성으로 우월한 경우가 가장 높은 타겟 브랜드 평가를 이끌어냈고, 타겟 브랜드에만 있는 속성으로 우월하게 표현한 경우와 타겟 브랜드와 준거 브랜드 각각 달리 가지고 있는 속성으로 우월하게 표현하는 경우에는 타겟 브랜드 평가에 차이가 없는 것으로 나타났다. 가설 2를 통해서는 속성정보의 정렬가능성 정도와 평가적 속성정보의 정렬가능성 정도에 따른 타겟 브랜드 평가는 초심자와 전문가에 따라 다르게 나타나는 지를 밝히고자 하였다. 그러나 이렇게 예측한 정렬가능성 정도를 제시하는 정보제시의 유형과 소비자의 사전지식 정도의 상호작용효과는 지지되지 않았다. 실험 2를 통해서는 타겟 브랜드와 준거 브랜드 각각 공통으로 갖고 있는 물리적 속성정보와 이와 상반된 평가적 속성정보를 제시한 경우, 초심자의 경우가 전문가의 경우 보다 타겟 브랜드와 준거 브랜드와의 평가 격차는 차이가 유의하게 적게 나타났다. 타겟 브랜드와 준거 브랜드 각각 달리 갖고 있는 물리적 속성정보와 이와 상반된 평가적 속성정보를 제시한 경우, 전문가의 경우가 초심자의 경우보다 타겟 브랜드와 준거 브랜드와의 평가 격차는 차이가 적게 나타났다. 마지막으로 이 연구의 발견들이 갖는 이론적 및 실무적 시사점을 논의하였다.
Abstract
Previous studies of alignability have usually dealt with product’s physical attribute alignability. But product information has evaluative attribute alignalbillity as well as physical attribute alignalbillity. So, this study showed influence of attribute alignability on a target brand evaluation depended on attribute information’s presentation types (e.g., physical attribute alignalbillity vs. evaluative attribute alignalbillity). Furthermore, this study investigated which attribute information types of presenting alignability were heavily focused by consumer types (expert vs. novice) in detail. For the real world settings, we designed the experiment that mixed physical attribute alignalbillity with evaluative attribute alignalbillity for moderating variable as consumer prior knowledge. Ex. 1 showed that the target brand evaluation depended on alignability of physical attribute information or evaluative attribute information. First, the impact of physical attribute alignability on the target brand evaluation was most effective when it focused on alignable differences, less effective when it centered on missing attribute nonalignable differences, and least effective when it emphasized different attribute nonalignable differences. Also, in the evaluative attribute alignability, the most favorable evaluation of the target brand was formed in alignable differences. And the evaluation of missing attribute nonalignable differences was statistically same with the evaluation of different attribute nonalignable differences. Second, the effects of physical attribute alignability and evaluative attribute alignability on the target brand evaluation were not moderated by the consumer prior knowledge. That is, experts and novices evaluated higher in case of the evaluative attribute alignable difference than in case of the physical attribute alignable difference on the target brand evaluation. And experts and novices evaluated higher in case of the missing attribute nonalignable difference of the evaluative attribute information than in case of the missing attribute nonalignable difference of the physical attribute information on the target brand evaluation. Finally, experts and novices evaluated higher in case of the different attribute nonalignable difference of the evaluative attribute information than in case of the different attribute nonalignable difference of the physical attribute information on the target brand evaluation. Thus, the target brand evaluation was not moderated by the consumer prior knowledge. Ex. 2 was designed to examine evaluation gap between target brand and referent brand for moderating effect of consumer prior knowledge rigidly. First, in the alignable difference, the evaluation the gap in novices between the target brand with higher evaluative attribute information and lower physical attribute information and the referent brand with lower evaluative attribute information and higher physical attribute information) was lower than that inf experts. Second, in the nonalignable difference, the evaluation gap in experts between the target brand with higher evaluative attribute information and lower physical attribute information and the referent brand with lower evaluative attribute information and higher physical attribute information was lower than that in novices.
참고문헌 (29)
- 김수영, "제품속성의 정렬 가능성과 확실성이 제품 선호도에 미치는 영향", 감성과학, 11(2), pp.153~171 (2008), 한국감성과학회
- 하영원, "속성의 정렬 가능성이 비교 광고 효과에 미치는 영향 - 정보제시 형태의 구조성과 지각된 품질격차의 조절적 역할을 중심으로", 마케팅연구, 21(1), pp.97~117 (2006), 한국마케팅학회
- Alba, Jpseph W., "Dimensions of Consumer Expertise", Journal of Consumer Research, 13(4), pp.411~454 (1987)
- Bettman, James R., "Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Process; A Protocol Analysis", Journal of Consumer Research, 7(3), pp.234~248 (1980)
- Brucks, Merrie, "The Effects of Product Class Knowledge on Information Search Behavior", Journal of Consumer Research, 12(1), pp.1~16 (1985)
- Gentner, Dedre, "Structural Alignment in Comparison: No Difference without Similarity", Psychological Science, 5, pp.152~158 (1994)
- Gentner, Dedre, "Structure Mapping in Analogy and Similarity", American Psychologist, 52(1), pp.45~56 (1997)
- Johnson, Walter, "Representation-saving Effects of Prior Knowledge in Memory for Simple Technical prose", Memory and Cognition, 11, pp.456~466 (1983)
- Johnson, Eric J., "Product Familiarity and Learning New Information", Journal of Consumer Research, 11(1), pp.542~550 (1984)
- Expertise and Security Analysts, "Johnson, Eric J.", Carnegie Mellon University, ~ (1984)
- Kahneman, Daniel, "Judgment under Uncertainty: Heuristics and Biases" (1982), Cambridge University Press
- Maheswaren, Durairaj, "The Effect of Knowledge, Motivation and Message on Ad Processing and Product Judgment", Journal of Consumer Research, 17(1), pp.66~73 (1990)
- Markman, Art, "Splitting the Difference: a Structural Alignment View of Similarity", Journal of Memory and Language, 32, pp.517~535 (1993)
- Markman, Art, "Structural Alignment during Similarity Comparisons", Cognitive Psychology, 25, pp.431~467 (1993)
- Markman, Art, "Similarity and Alignment in Choice", Organizational Behavior and Human Decision Processes, 63(2), pp.117~130 (1995)
- Sujan, Mita, "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments", Journal of Consumer Research, 12(1), pp.31~46 (1985)
- Miyake, Naomi, "To Ask a Question, One Musk Know Enough to Know What is Not Known", Journal of Verbal Learning and Verbal Behavior, 18(1), pp.357~364 (1979)
- Moorman, Christine, "The Functionality of Knowledge Illusions", Association for Consumer Research Conference, Columbus, Ohio (1999)
- Oskamp, Stuart, "Overconfidence in Case-Study Judgments", Journal of Consulting Psychology, 29(3), pp.261~265 (1965)
- Punj, Girish N., "A Model of Consumer Information Search Behavior for New Automobiles", Journal of Consumer Research, 9(4), pp.366~380 (1983)
- Sanbonmatsu, David M., "The Role of Attribute Knowledge and Overall Evaluation in Comparative Judgment", Organizational Behavior and Human Decision Processes, 48(1), pp.131~146 (1991)
- Shankar, Venkatesh, "Late Mover Advantage: How Innovation Late Entrants Outsell Pioneers", Journal of Marketing Research, 35, pp.54~70 (1998)
- Shanteau, James, "Competence in Experts: The Role of Task Characteristics", Organizational Behavior and Human Decision Processes, 53(2), pp.252~266 (1992)
- Slovic, Paul, "Dimensional Commensurability and Cue Utilization in Comparative Judgment", Organizational Behavior and Human Performance, 11, pp.172~194 (1974)
- Tversky, Amos, "Features of Similarity", Psychological Review, 84, pp.327~352 (1977)
- Walker, Beth, "Exploring the Structural Characteristics of Consumer Knowledge", Advances in Consumer Research, 14, pp.17~21 (1987)
- Wood, Stacy. L., "Prior Knowledge and Complacency in New Product Learning", Journal of Consumer Research, 29(3), pp.416~426 (2002)
- Zhang, Shi, "Comparative Advertising: Effects of Structural Alignability on Target Brand Evaluations", Journal of Consumer Psychology, 12(4), pp.303~311 (2002)
- Zhang, Shi, "Overcoming the early Entrant Advantage: the Role of Alignable and Nonalignable Difference", Journal of Marketing Research, 35, pp.413~426 (1998)