자동차의 외형과 성격특성: 계층적 성격모델 접근
The Types of Vehicles and its Traits Predictors: A Hierarchical Model Approach
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본 연구는 컨버터블, 스포츠카, 경제형 소형차, SUV 등 자동차 외형에 대한 소비자의 태도에 영향을 미치는 성격특성 변수들을 동기와 성격에 관한 계층적 성격모델(3M모델)을 적용하여 분석하였다. 본 연구모델의 연구결과 컨버터블과 스포츠카에 대하여 호의적인 태도를 가진 소비자들의 성격특성은 매우 유사한 것으로 나타났다. 컨버터블과 스포츠카를 좋아하는 소비자들은 일을 처리하는데 신중하며, 새로운 해답을 찾기 좋아하고 상상력이 풍부하며 고유한 아이디어를 표현하기 좋아한다. 또한 사교적이고, 물질적 욕구가 높고, 자극과 흥분을 추구하려는 욕구가 강하다. 이들은 자동차에 대하여 관심이 많아 지속적으로 정보를 찾지만, 인지적 시도를 하거나 즐기기는 좋아하지 않는 것으로 나타났다. 다른 점은 물질적 욕구와 독특성 욕구가 스포츠카에 대한 태도보다 컨버터블에 대한 태도에 더욱 직접적이고 유의한 영향력을 미친다는 점이다. SUV에 대하여 호의적인 태도를 가진 소비자들은 자동차에 관심이 많고 경쟁 욕구가 강하고 남성적이고 사교적인 것으로 나타났다. 그러나 경제형 소형차에 대한 소비자의 태도에는 이러한 성격특성변수들이 큰 영향을 미치지 않는 것으로 나타났다. 본 연구는 자동차 외형에 대한 태도에 영향을 주는 기본적인 성격특성요인들에 대하여 깊이 이해할 수 있게 해주며, 마케터들에게 성격특성에 근거한 마케팅 관리적 시사점을 제공하고 있다.
Abstract
This study analyzed the personality trait antecedents of the attitude toward the several types of vehicles applying the 3M model of motivation and personality. The result revealed the trait antecedents of convertible and sports car were very similar. Consumers who have favorable attitude toward convertible or sports car are conscientious, imaginative and they are like to find novel solution and express original ideas. They are agreeable, they have high material need and desire for stimulation and excitement. They also have enduring involvement in automobile. However, the different points are that the material needs and needs for uniqueness have more powerful effects in convertible than sports car. Consumers who have favorable attitude toward SUV have enduring involvement in automobile, they are competitive, masculine, and agreeable. However, personality trait antecedents were not much significant in predicting the attitude of small fuel efficient car. This hierarchical approach of personality variables help marketers to understand more basic trait antecedents of attitude toward the types of vehicles and give some managerial implications to the marketers.
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