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심적 시뮬레이션이 점진적 신제품 평가에 미치는 영향: 소비자 인지적 사고특성(종결욕구, 확신성, 해석수준)의 조절효과를 중심으로

Effects of Mental Simulation on Incremental New Product Evaluation: The Moderating Roles of Consumer Cognitive Thinking Characteristics(Need for Closure, Confidence, Construal Level)

정강옥|박효현
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2015.04|상품학연구 (Journal of Product Research)|제33권 제2호|pp. 69-81|DOI 10.36345/kacst.2015.33.2.008

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confidencemental simulation확신성해석수준construal levelneed for closure심적 시뮬레이션종결욕구소비자 인지적 사고특성점진적 신제품consumer cognitive thinking characteristicsincremental new product
주제분류경영학

초록

본 논문에서는 점진적 신제품 평가 반응을 향상시키기 위한 방안으로 심적 시뮬레이션의 영향에 대해서 살펴보고자 하였다. 구체적으로는 결과 시뮬레이션이 과정 시뮬레이션보다 점진적 신제품의 평가에 더 긍정적인 영향을 미칠 것으로 가설화하였다. 그리고 심적 시뮬레이션이 점진적 신제품의 평가에 미치는 영향관계에 있어 소비자 인지적 사고특성으로 종결욕구, 확신성, 해석수준이 조절효과를 나타낼 것으로 가설화하였다. 본 논문은 점진적 신제품에 대한 4가지 유형의 심적 시뮬레이션 광고안을 제작하여 피험자들에게 무작위로 할당하여 노출시키고 응답하게 하였다. 371명의 자료가 최종 분석에 사용되었다. 분석 결과, 심적 시뮬레이션으로 결과 시뮬레이션이 과정 시뮬레이션보다 점진적 신제품 평가에 더 긍정적인 영향을 미치는 것으로 나타났다. 그리고 종결욕구, 확신성, 해석수준이 이에 상호작용효과를 보인다는 것을 확인하였다. 본 논문은 점진적 신제품 평가에 있어 심적 시뮬레이션 유형(결과 시뮬레이션 vs. 과정 시뮬레이션)의 다른 영향력을 제시⋅분석하였다는 것과 이들 간의 관계에서 소비자 인지적 사고특성 변수(종결욕구, 확신성, 해석수준)가 조절효과를 나타낸다는 것을 실증했다는 것에 시사점이 있다. 한계점으로는 저관여재, 감성재와 급진적 신제품을 다루지 않았다는 점과 대학생 표본을 사용했다는 것이 있다.

Abstract

This paper focused on the impact of mental simulation which variable is used to enhance the evaluation of incremental new product. It was hypothesized that outcome simulation than process simulation would improve the evaluation of incremental new product more positive. And it also examined the moderating effects of consumer cognitive thinking characteristic variables such as need for closure, confidence, and construal level between the mental simulation and the evaluation of incremental new product. We adopted a scenario-based quasi-experiment to compare 4 types of advertisement in terms of mental simulation. After exposed to one of 4 scenarios, participants were asked to answer questions to measure their mental simulation and the evaluation of incremental new product. Out of 400 participants, 371 valid questionnaires were collected and then analyzed. Outcome simulation has more positive effect on the evaluation of incremental new product than process simulation. And closure, confidence, and construal level as consumer cognitive thinking characteristic variables showed the moderating effects between the mental simulation and the evaluation of incremental new product. This study is meaningful in utilizing the effects of different mental simulation types on the evaluation of incremental new product. And the moderating effects of consumer cognitive thinking characteristic variables could make use of increasing the response of consumer evaluation towards incremental new product.

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