럭셔리 제품에 대한 태도기능유형이 복제품 구입결정에 미치는 영향
Effects of Attitude Functions Regarding Luxury Products on Purchase Decisions about Counterfeits
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초록
본 연구는 두 개의 실험을 통해 태도기능유형에 따라 럭셔리 제품의 복제품에 대한 소비자들의 반응이 어떻게 다를 수 있는가를 탐구하였다. 구체적으로 태도의 사회적 기능을 나타내는 두 가지 유형 중에 어떤 유형의 태도 기능을 가질 때, 소비자들은 럭셔리 제품의 복제품에 대해 호의적으로 반응하는지 살펴보았다. 또한 ,이러한 의사결정 과정이 인지적 정보처리에 의한 것인가 또는 정서적 반응의 차이에 기인하는 것인가를 밝히고자 하였다. 실험 1에서는 대학생 소비자들이 럭셔리 제품에 대해 사회적응기능의 태도를 가진 경우, 가치표현기능의 태도를 가진 경우에 비해 럭셔리 제품의 복제품을 구입하려는 의도가 더 높다는 것을 밝힘으로서 기존의 연구결과를 동양 문화권에서 재현하였다. 동시에 그러한 차이는 의사결정자의 인지적 부하 여부에 상관없이 나타난다는 것을 보여주었다. 실험 2에서는 복제품 사용에 내재된 사회적 위험을 느끼게 되는 경우에는 실험 1에서 나타난 태도기능유형에 따른 차이가 역전될 수 있다는 것을 보여주었다. 즉, 대학생들보다 사회적 위험을 더 크게 느끼게 되는 일반 소비자 집단의 경우에는 가치표현기능의 태도를 가질 때, 사회적응기능의 태도를 가질 때보다 럭셔리 제품의 복제품을 구입하려는 의도가 더 높다는 것을 밝혔으며, 그 효과가 사회적 위험에 의해 매게 된다는 것을 보여주었다. 끝으로 이러한 효과는 실험 1에서와 같이 태도기능유형 간 복제품 구입을 정당화하는 인지적 프로세스의 차이보다는 복제품 구입과 관련해 느끼게 되는 정서상에서의 차이에 기인할 가능성이 높은 것으로 나타났다.
Abstract
Two experiments investigated the effect of attitude functions regarding luxury products on consumers’ purchase decisions about counterfeits. Study 1, in which university students were participants, showed that participants exhibited a greater purchase intention for a counterfeit when they were primed by the social adjustive function of attitudes toward luxury products vs. the value expressive function, thereby providing a replication of the finding of prior research over the Asian culture. Further, the effect was evident regardless of whether participants’ cognitive process during the purchase decision was distracted or not. Study 2 tested the role of attitude functions among non-student adults who, compared to university students, might experience more negative emotions emanating from the possible detection of the counterfeit purchase. Results demonstrate that the effect obtained from study 1 was completely reversed. These and other results suggest that the effect of attitude functions on counterfeit purchase is more likely to be attributable to the difference in affective responses between the two groups rather than the difference in their cognitive processes for justifying the counterfeit purchase.
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