상품구색의 크기와 브랜드 명성이 상품구색에 대한 평가와 구매결정에 미치는 영향
The Impact of Assortment Size on Purchase Decisions: The Moderating Role of Brand Name
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초록
소매점은 폭넓은 상품구색으로 다양한 소비자의 니즈를 충족시킬 수 있다는 믿음을 갖고 있다. 하지만 폭넓은 구색 맞춤은 소매점의 재고비용과 운영비용 상승을 초래하고 소비자의 구매를 방해하기도 한다. 반대로 좁은 상품구색은 취급비용을 낮춰주지만 다양성이 떨어져 소비자의 구매결정을 어렵게 만든다. 본 연구는 상품구색의 크기가 구색에 대한 평가와 구매여부에 미치는 영향을 조절하는 브랜드 명성의 효과를 밝히는 데 그 목적이 있었다. 연구결과, 상품구색의 크기가 작을 때는 브랜드 명성이 있을 때보다 없을 때 매력성 평가와 구매비율이 더 높았다. 반면, 상품구색의 크기가 클 때는 브랜드 명성이 없을 때보다 있을 때 매력성 평가와 구매비율이 더 높았다. 이러한 본 연구의 결과를 바탕으로 시사점을 논의하였다.
Abstract
Larger assortments provide many benefits to consumers and are generally preferred. Recent studies, however, have challenged the idea that larger assortments are always preferred. These studies argued that the complexity associated with choosing from a large, if not overwhelming, number of alternatives is demotivating and demonstrated that more choice not always generates higher levels of purchase and can actually reduce satisfaction with choice. How many alternatives should be included in assortments? We show that assortment size positively correlated to the consumers' assortment attractiveness evaluation and purchase decision. Real brand name was considered as moderating factor affecting consumers' assortment attractiveness evaluation and purchase decision. With fewer assortments, consumers are make purchase decision more easily when it does not present a real brand name. But with more assortments, consumers are likely they would react in apposite directly. We conclude with a discussion of the implications of the research findings and directions for future research.
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