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기존 제품에 대한 일반화된 만족이 혁신적 신제품의 구매의도에 미치는 영향: 스마트폰 구매를 중심으로

The Impact of Generalized Satisfaction on Purchase Intention for Innovative New Products; Focused on Smart Phone

심진보|송윤헌
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2012.10|상품학연구 (Journal of Product Research)|제30권 제5호|pp. 147-159|DOI 10.36345/kacst.2012.30.5.013

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참고문헌

키워드

지각된 가치perceived value구매의도지각된 품질purchase intentionperceived quality이용경험일반화된 만족지각된 금전적·비금전적 희생generalized satisfactionexperience to useperceived monetary·non-monetary sacrifice
주제분류경영학

초록

본 연구는 아직 스마트폰을 사용하지 않는 피처폰 사용자들을 대상으로 하여 지각된 스마트폰의 품질, 스마트폰 구매와 관련한 지각된 금전적·비금전적 희생, 그리고 피쳐폰 이용경험을 외생변수로; 지각된 스마트폰의 가치, 피쳐폰 제조업자에 대한 일반화된 만족을 내생변수로 하여; 이들이 피쳐폰 제조업자의 혁신적 신제품에 대한 구매의도에 미치는 영향을 파악하고자 하였다. 연구결과, ① 일반화된 만족이 기존 거래기업의 혁신적 신제품에 대한 구매의도 형성에 긍정적으로 작용한다는 점, ② 기존 제품에 대한 이용경험이 일반화된 만족의 선행요인이라는 점, ③ 혁신적 신제품의 지각된 품질이 지각된 가치뿐만 아니라 일반화된 만족에도 영향을 미친다는 점, ④ 신제품의 지각된 가치가 직접적으로 구매의도를 자극하기도 하지만, 일반화된 만족에 영향을 미침으로써 간접적으로 구매의도를 자극할 수도 있다는 점, ⑤ 신제품 구매·이용을 위한 지각된 금전적 희생이 지각된 가치 및 구매의도에 부정적으로 작용하는 반면, 지각된 비금전적 희생은 지각된 가치와 구매의도를 높일 수 있다는 점을 확인하였다. 이러한 연구결과는 기업의 혁신적 신제품이 성공하기 위한 조건으로서 신제품 자체의 품질과 가치도 중요하지만, 기존 제품들에 대한 긍정적 이용경험의 누적으로 형성되는 일반화된 만족 역시 간과할 수 없다는 시사점을 제공한다.

Abstract

This study aims to figure out factors affecting purchase intention for innovative new products with the subjects of feature phone users who have not yet used the smart phone. Perceived smart phone quality, perceived monetary·non-monetary sacrifice to buy a smart phone, and experience to use a feature phone were set as exogenous variables while perceived smart phone value and generalized satisfaction with the feature phone manufacturer were chosen as endogenous variables. In this study, generalized satisfaction was defined as ‘a consumer’s generalized evaluation and appraisal before purchasing a certain company’s new product with previous learning through experience to use the product or service and reinforcement of the company. ’And this paper gained the following findings: ① Generalized satisfaction works positively in forming purchase intention for the innovative new product of the company with any previous dealings; ② Previous experience to use any product is the prerequisite factor for generalized satisfaction; ③ The perceived quality of the innovative new product affects not only perceived value but generalized satisfaction as well; ④ The new product’s perceived value not only stimulates purchase intention directly but can affect generalized satisfaction and indirectly stimulate purchase intention as well; ⑤ Although perceived monetary sacrifice to buy or use a new product affects perceived value and purchase intention negatively, perceived non-monetary sacrifice can enhance perceived value and purchase intention. This study’s findings imply that the quality and value of a new product itself are important as conditions for a company’s innovative new product to succeed, but generalized satisfaction that has been formed accumulatively based on the positive experience of use its products before is also very crucial.

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