보증인의 패션 스타일이 소비자 판단에 미치는 영향: 구조화 욕구와 기업 유형의 조절 효과
Fashion Tells Us Everything: The Effects of Product Endorsers’ Fashion on Consumer Judgment
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보증인의 패션 스타일은 소비자의 판단에 어떠한 영향을 미치는가? 이전 연구는 개인이 사회적 규범을 따르지 않는 패션 스타일의 의상을 착용할 때 더욱 능력이 있고 지위가 높은 것으로 판단될 수 있다는 레드 스니커즈 효과를 제안한 바 있다(Bellezza, Gino, & Keinan, 2014). 본 연구는 개인의 패션 스타일이 사회적 지위, 능력, 또는 전반적인 라이프스타일을 보여줄 수 있다는 기존 문헌을 확장하여, 개인의 패션 스타일이 해당 개인에 대한 평가에 미치는 영향이 관찰자의 구조화 욕구에 따라 달라질 수 있다고 제안한다. 구체적으로 본 연구는 보증인의 패션 스타일이 소비자의 태도에 미치는 영향이 소비자의 구조화 욕구에 따라 달라질 것이라고 예측한다. 실험 1은 패션 스타일에 따라 보증인에 대한 소비자의 태도가 달라질 수 있으며, 이러한 효과를 소비자의 기질적인 특성인 구조화 욕구가 조절한다는 것을 보여주었다. 즉 구조화 욕구가 낮은 소비자에 비해 구조화 욕구가 높은 소비자는 보증인이 사회적 통념에 순응하는 패션 스타일을 드러낼 때 보증인에 대해 더욱 긍정적인 태도를 형성했다. 반면 구조화 욕구가 낮은 소비자의 경우 보증인의 패션 스타일은 해당 보증인에 대한 소비자의 태도에 유의미한 영향을 미치지 않았다. 실험 2는 보증인의 패션 스타일이 소비자의 태도에 미치는 영향이 기업의 유형에 따라 달라질 수 있음을 입증했다. 정형화된 기업 문화가 보편적이고, 정장이 공식적인 드레스 코드로 인정받는 기업의 경우 기업 문화가 수평적이고, 구성원의 개성이 존중되는 기업보다 순응적인 패션 스타일의 보증인은 더욱 긍정적으로 평가되었다. 또한 실험 2는 보증인의 패션 스타일이 소비자의 태도에 미치는 영향을 보증인과 기업 사이의 적합도가 매개한다는 것을 증명했다. 본 연구는 이를 통해 이론적 공헌도와 실무적 시사점을 도출한다.
Abstract
How will fashion style of a product endorser influence on consumers’ attitudes toward the endorser? Prior research suggested the red sneakers effect that a person might be perceived as having higher competence and status when he/she wear clothes which do not comply with social norms (Bellezza, Gino, & Keinan 2014). Based on this, we examine the role of consumers' need for structure in moderating the effects of an endorser's fashion style on consumer evaluations. We hypothesize that the congruence between the endorser's fashion style and the product significantly influences consumer attitudes. Across two experimental studies, we demonstrate that consumers with a high need for structure respond more positively to endorsers with conforming fashion styles, particularly when aligned with the type of enterprise. Additionally, the perceived fit between the endorser’s style and the brand mediates this effect. These findings contribute to the understanding of consumer behavior and offer practical insights for aligning endorser image with brand identity.
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