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소비자의 사회계층 이동성 인식이 자기표현동기와 상징적 제품 선호에 미치는 효과에 관한 연구

No Point in Expressing Myself to the World: The Effects of Low Socio-economic Mobility Perceptions on Lowering Consumers’ Self-expression Motivation and Preferences toward Symbolic Products

이경미|한혜주
한국소비자학회 (Korean Society Of Consumer Studies)|2017.06|소비자학연구 (Journal of Consumer Studies)|제28권 제3호|pp. 1-20|DOI http://dx.doi.org/10.35736/JCS.28.3.1

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impression management상징적 소비실용적 소비자기표현동기product evaluationsymbolic consumption사회경제적 계층이동성계층이동인식Socio-economic mobility perceptionpractical consumptionself-expressive motives
주제분류경제학

초록

본 연구는 최근 전 세계적으로 사회 담론의 주제로 자리 잡은 사회경제적 계층이동성이 정체되었다는 인식이 소비자들의 자아표현동기와 제품선호에 미치는 영향에 대해 알아보았다. 첫번째 실증연구에서는 동일한 제품인 노트북을 상징적 혹은 실용적 혜택을 중심으로 프레이밍하여 참가자들에게 제시하였다. 소비자들이 자신이 속한 사회에서 상위 계층으로의 진입이 제한되어 있다고 인식할수록, 상징적 혜택이 강조된 제품에 대한 선호가 실용적 혜택이 강조된 제품보다 낮아지는 것을 발견하였다. 두번째 실증연구에서는 매개분석을 통해 소비자들이 사회경제적 계층이동성이 정체되어 있다고 인식할수록 자기표현동기가 낮아지고, 그것이 상징적 혜택이 강조된 제품에 대한 선호도 감소로 이어진다는 것을 발견하였다. 이상의 결과는 현재 소비자들이 속해 있는 사회경제적 계층 등을 함께 고려했을 때에도 일관되게 유지되었다. 본 연구는 학문적, 실무적으로 점차 주목받고 있는 소비자의 계층이동인식이라는 요인이 소비의사결정에 기저가 되는 자기표현동기에 미치는 영향을 탐구하여 현재 활발히 논의되는 개인의 계층이동인식의 여러 심리적 파생 영향의 이해에 공헌한다.

Abstract

This research examines how the perceptions of socio-economic mobility that consumers hold influence their self-expression motivation and attitudes toward symbolic versus utilitarian products. We found that consumers who believe that they live in a low-mobility society lowered their preference toward symbolic products compared to utilitarian products. However, those who believe that they live in high-mobility society did not differ in their attitudes toward symbolic versus utilitarian products. Further, we found that this effect on lowered preference toward symbolic products was driven by reduced self-expression motives, which are triggered by low socio-economic mobility perceptions. By providing initial empirical results demonstrating how consumers’ socio-economic mobility perceptions influence their attitudes toward different types of products, this research contributes to understanding the recently emerging literature on the ramifications of social mobility perceptions. In addition, this research can shed light on understanding the global consumption phenomenon of a simple life or lowering materialistic desires. Furthermore, the findings extend the extant marketing research which has traditionally focused on individuals demonstrating how consumers’ socio-economic mobility perceptions influence consumption behaviors.

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