소비자의 망설임 강도 변화 추세에 관한 연구
A Study of the Trend of Change in Consumers’Hesitation Intensity
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초록
소비자 구매 망설임은 대표적인 소비자 행동 특성중 하나로 여겨진다. 보편적인 일상 소비에서 발생하는 구매 망설임 현상에 관한 연구는 미비하여, 이 부분에 대한 집중적인 연구가 필요한 실정이다. 이연구의 목적은 소비자가 일상적인 상품의 구매를 망설이는 강도의 변화를 연구하는 것이다. 이를 위해첫째, 다양한 제품에 대한 소비자 망설임의 강도 차이를 파악하였으며, 두 번째로 동일한 제품에 대한소비자의 단계별 망설임 강도의 변화를 확인하였다. 이 연구 방법은 ‘고기능-저기능‘과 ‘저감정몰입- 고감정몰입’의 기준을 사용하여 시중에 판매되고 있는 제품들 대상으로 각각 2개씩 총 8개의 대표 제품을 선발하였다. 4번의 각기 다른 일정한 시간차이를 두어 제품에 대한 구매 동기와 구매 장벽에 대한 평가를 실시하였다. 이렇게 얻어진 실험 결과를 바탕으로 ‘그리핀 공식 (2017 수정판)’을 사용하여소비자의 망설임 강도 값을 계산하고 1일, 7일, 14일, 21일의 망설임 강도의 변화과정을 탐색했다. 이연구 결과는 다음과 같다. 첫째, 기본 연구는 소비자의 망설임 관점에서 소비자가 제품별, 시간대별 망설임 강도의 차이를 탐색했다. 둘째, 실험에서 소비자가 제품을 처음 접할 때의 망설임은 제품의 기능이 향상할수록 그리고 감정의 정도가 더해질수록 강해지는 것을 발견했다. 제품의 기능과 감정적 몰입정도가 증가할수록 소비자들은 망설임 수치가 높아진다. 세 번째, 소비자의 망설임이 변화 추이를 확인 하였으며 그 변화 과정은 ‘저기능-저몰입’, ‘고기능-저몰입’, ‘저기능-고몰입’ 그리고 ‘고기능-고몰입’ 순으로 망설임 시간이 길어졌다. 소비자가 망설이는 동안 구매를 결정하는 데 걸리는 시간은 기능 및 감정의 몰입에 따라 소비자의 의사 결정 시간도 점점 늘어난다. 본 연구는 실증적인 연구를 통하여 소비자의 구매 망설임 현상의 법칙을 검증하는데 의미가 있다.
Abstract
Consumer purchase hesitation is considered one of the prominent characteristics of consumer behavior. Research on the phenomenon of purchase hesitation in routine daily consumption is lacking, highlighting the need for focused investigation in this area. The objective of this study is to examine the variations in the intensity of consumer hesitation in purchasing everyday goods. To achieve the purpose, firstly, the differences in the intensity of consumer hesitation towards various products were identified. Secondly, the sequential changes in consumer hesitation intensity towards the same product were examined. Eight representative products were selected from the market, each comprising two items, based on the criteria of ‘high functionality’-’low functionality’ and ‘low emotional involvement’-’high emotional involvement’. Evaluations of purchase motives and barriers were conducted at four different time intervals for the selected products. Utilizing the Griffin Formula (2017 revised edition), the calculated values of consumer hesitation intensity were explored, and the changing processes of hesitation intensity at 1, 7, 14, and 21 days were investigated. The findings of this study are as follows. Firstly, the primary investigation explored the differences in consumer hesitation intensity towards products and across different time periods from the perspective of consumer hesitation. Secondly, the experiment revealed that consumer hesitation at initial product encounters strengthens as product functionality improves and emotional involvement intensifies. As product functionality and emotional involvement increase, consumers exhibit higher levels of hesitation. Thirdly, the study observed the trend of changes in consumer hesitation, with hesitation time increasing in the order of ‘low functionality-low involvement’, ‘high functionality-low involvement’, ‘low functionality-high involvement’, and ‘high functionality-high involvement’. The time taken by consumers to make purchase decisions during hesitation increases gradually with the level of functional and emotional involvement. This research holds significance in validating the laws of consumer purchase hesitation through empirical investigation.
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