본문 바로가기
KERD
논문KCI 등재

수입자동차 시장에서 소비자의 양면성이 소비가치와 제품 평가에 미치는 영향

The Effects of Consumers' Ambivalence on Consumption Value and Product Evaluation in the Imported Automobile Market

김선중|간형식|류정혜
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2017.12|상품학연구 (Journal of Product Research)|제35권 제6호|pp. 101-111|DOI 10.36345/kacst.2017.35.6.011

0

조회

0

다운로드

3

인용

0

참고문헌

키워드

ambivalence소비가치consumption value제품 속성제품 평가product evaluationemotional valueproduct attribute양면적 소비감정적 가치기능적 가치functional value
주제분류경영학

초록

소비자의 지적 능력이 성숙해지고, 요구가 세분화되고, 다양한 유형의 소비자가 등장하며 소비자의 주관적 소비가치는 더욱 중요해졌다. 선행 연구에서는 소비가치를 다차원적 구성 개념으로 간주하여 소비행태에서 느끼는 감정을 반영하는 데 초점이 맞추어져 소비가치를 상대적 선호경험으로만 규명하였다. 본 연구는 소비자가 추구하는 소비가치에 따라 제품 속성이 제품 평가에 미치는 영향을 알아보았다. 최근 디젤과 소형 차량 시장으로 확대되고 있는 수입 자동차 시장에서 양면적 소비가치를 추구하는 소비자들의 현재 소비행태를 살펴보았다. 양면적 소비자는 기능적 가치와 감정적 가치를 양방향으로 지각한다는 선행연구를 바탕으로 지각된 소비가치가 제품 속성이 평가에 미치는 영향에 대하여 지각된 기능적 가치와 지각된 감정적 가치로 구분하여 분석하여 양면적 소비자를 심층적으로 연구하였다. 이와 함께 양면적 소비자가 두 개의 소비가치를 추구함으로써 제품 속성이 제품 평가에 미치는 영향에 대하여 단면적 소비자인 기능적, 감정적 소비자와의 차이를 구분하여 보았다.

Abstract

This study is about the effect of mediating consumption value and product attributes on the evaluation, which is recognized by imported automobile consumers. The two types of consumers are divided into perceived functional value and recognized emotional value category. We also provide suggestions by identifying differences between two-sided consumers and one consumer (non-contradictions) in a path that contributes to a two-sided measurement study and product attributes affect product evaluation. Empirical results of this study indicate that functional and functional aspects have a positive impact on functional consumers. The theoretical implications of the study are as follows. First, we divide consumer groups into consumption values and classify commerce consumers as well. Previous research has focused on focusing on the emotions and attitudes of both consumers by determining their ambivalence by grouping them through consumption value or by marketing mixed factors. However, this study classified them into functional, emotional, and contradictory groups, . Second, previous studies attempted to investigate the relationship between product attributes, consumption values or product attributes, purchase valuations, and consumption val- ues and purchase valuations, but this study has implications for product attributes, consumption values and purchasing valuations. In terms of studying the importance of In connection with the practical implications of this study, it can contribute to planning alternatives for future related projects. Consumers of imported cars are more accurately based on their findings. By reviewing the relationship between product attributes, consumer value, and product appraisal, you can identify market trends based on the ambivalence of imported car consumers, helping to create more practical and specific marketing strategies.

참고문헌 (44)

  1. 구명진, "소비가치 측정을 위한 척도개발 연구", 소비자학연구, 26(6), pp.235~266 (2015), 한국소비자학회
  2. 권미화, "청소년 소비자의 소비가치와 관련 요인", 대한가정학회지, 36(8), pp.141~158 (1998)
  3. 박은희, "패션제품 소비자의 양면성 연구", 박사, 의류학, pp.2009
  4. 박종원, "IMF 시대 소비자 행동의 특성에 대한 실증 연구-감성", 이동, 동일화, 경영논총, pp.1998, 42[DOI]
  5. 윤성준, "자동차 소유만족과 전환의향의 관계에 대한 실증적 연구", 소비자학연구, 9(3), pp.1~20 (1998)
  6. 鄭琦鎬, "우리나라 小型乘用車 購買者의 製品 選擇에 關한 實證的硏究 : Excel, Lemans, Pride乘用車 購買集團을 중심으로", 석사, 경영학, pp.1992
  7. 황민우, "소비양면성에 대한 관여도 유형의 조절 역할에 관한 연구", 광고연구, (67), pp.161~184 (2005), 한국방송광고공사
  8. Babin, B. J., "Work and", or Fun: Measuring Hedonic and Utilitarian Shopping Value, 1994, pp.20(4), 644~656
  9. Belk, R. W., "Situational Mediation and Consumer Behavior : a Reply", Journal of Consumer Research, 3(3), pp.175~177 (1976)
  10. Chao, P., "Partitioning Country of Origin Effects : Consumer Evaluations of a Hybrid Product", Journal of International Business Studies, 24(2), pp.291~306 (1994)
  11. Chon, K. -S., "Self-image", Destination Image Congruity, 1992, pp.19(2), 360~363
  12. Cronin Jr. J. J., "Measuring Service Quality; A reexamination and extension", Journal of Marketing, 56(3), pp.55~68 (1992)
  13. Davis, F., "Fashion, Culture, and Identity" (1994), University of Chicago Press
  14. Dhar, R., "Consumer Choice Between Hedonic and Utilitarian Goods", Journal of Marketing Research, 37(1), pp.60~71 (2000)
  15. Dickson, M. A., "Personal Values, Beliefs, Knowledge, and Attitudes Relating to Intentions to Purchase Apparel from Socially Responsible Businesses", Clothing and Textiles Research Journal, 18(1), pp.19~30 (2000)
  16. Farley, J. U., "Impact of Different Comparison Sets On Evaluation of a New Subcompact Car Brand", Journal of Consumer Research, 5(2), pp.138~142 (1978)
  17. Fromkin, H. L., "Social exchange", pp.57~75 (1980), Springer US
  18. Gartner, W. B., "Words Lead to Deeds : Towards an Organizational Emergence Vocabulary", Journal of Business Venturing, 8(3), pp.231~239 (1993)
  19. Hoch, S. J., "Consumer Learning : Advertising and the Ambiguity of Product Experience", Journal of Consumer Research, 13(2), pp.221~233 (1986)
  20. Holbrook, M. B., "The Experiential Aspects of Consumption : Consumer Fantasies, Feelings, and Fun", Journal of Consumer Research, 9(2), pp.132~140 (1982)
  21. Hausman, A., "A Multi-method Investigation of Consumer Motivations in Impulse Buying Behavior", Journal of Consumer Marketing, 17(5), pp.403~426 (2000)
  22. Howard, J. A. S., "The Theory of Buyer Behavior. No. 658.834 H6", ~ (1969)
  23. Kahle, L. R., "Alternative Measurement Approaches to Consumer Values: the List of Values (LOV) and Values and Life Style (VALS)", Journal of Consumer Research, 13(3), pp.405~409 (1986)
  24. Kernberg, O. F., "Object Relations Theory and Clinical Psychoanalysis" (1995), Jason Aronson
  25. Lowrey, T. M., "Construction of a Meaningful Wedding: Differences in the Priorities of Brides and Grooms", Gender Issues and Consumer Behavior, pp.164~183 (1994)
  26. Marshall, A., "Principles of Economics: An Introductory Volume" (1961), Macmillan
  27. Mischel, A. A., "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitudes", Journal of Marketing Research, 18, pp.318~332 (1981)
  28. Olsen, G. D., "When Profit Equals price : Consumer Confusion about Donation Amounts in Cause-related Marketing", Journal of Public Policy & Marketing, 22(2), pp.170~180 (2003)
  29. Otnes, C., "Toward an Understanding of Consumer Ambivalence", Journal of Consumer Research, 24(1), pp.80~93 (1997)
  30. Park, C. W, "Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation", Journal of Marketing Research, 23(2), pp.11~24 (1986)
  31. Park, C. W., "A Theory of Involvement in Consumer : Behavior : Problems and Issues", Research in Consumer Behavior, 1, pp.201~231 (1985)
  32. Pihlström, M., "Comparing the Perceived Value of Information and Entertainment Mobile Services", Psychology & Marketing, 25(8), pp.732~755 (2008)
  33. Rokeach,M, "The Nature of Human Values" (1973), Free Press
  34. Rook, D. W., "The Ritual Dimension of Consumer Behavior", Journal of Consumer Research, 12(3), pp.251~264 (1985)
  35. Russell, J. A., "Evidence for a Three-factor Theory of Emotions", Journal of Research in Personality, 11(3), pp.273~294 (1977)
  36. Sheth, J. N., "Why We Buy What We Buy: A Theory of Consumption Values", Journal of Business Research, 22(2), pp.159~170 (1991)
  37. Snoj, B., "The Relationships Among Perceived Quality, Perceived Risk and Perceived Product Value", Journal of Product & Brand Management, 13(3), pp.156~167 (2004)
  38. Solomon, R. C., "The Passions: Emotions and the Meaning of Life" (1976), Hackett Publishing
  39. Thornton, J. R., "Ambivalent or Indifferent? Examining the Validity of an Objective Measure of Partisan Ambivalence", Political Psychology, 32(5), pp.863~884 (2011)
  40. Vinson, D. E., "The Role of Personal Values in Marketing and Consumer Behavior", Journal of Marketing, 41(2), pp.44~50 (1977)
  41. Warner, W. L, "The Social Life of a Modern Community" (1941), Yale University Press
  42. Wattanasuwan, K., "The Self and Symbolic Consumption", Journal of American Academy of Business, 6(1), pp.179~184 (2005)
  43. Woodruff, R. B., "Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction" (1996), Wiley
  44. Zeithaml, V., "Consumer Perceptions of Price, Quality, and Value: a Means-end Model and Synthesis of Evidence", Journal of Marketing, 52(3), pp.2~22 (1988)

이 간행물의 다른 논문 (16건)

소비자 라이프스타일에 따른 CSR활동의 진정성 인식과 효과: 이타주의 성향을 중심으로전민아, 안대천, 왕진pp. 1-10위기의 강도를 고려한 효과적인 위기대응전략이창환, 나준희pp. 11-16플레이밍 의도에 영향을 미치는 요인: 자기 통제감과 정보탐색 동기를 중심으로주경희, 김지윤pp. 17-26탐색적 요인분석에서 요인의 수 결정하기: SPSS R-MENU를 중심으로조은성, 하용수pp. 27-40기부 감정의 메커니즘에 관한 연구: 수혜자의 효과성 기대를 중심으로홍성준, 박종철pp. 41-46
원문 보기