제품맞춤화 유형과 소비자혜택
The Types of Product Customization and Consumer Benefits
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본 연구의 목적은 제품맞춤화의 유형을 소비자의 관점에서 분류하고 그에 따른 소비자혜택을 살펴봄으로써 소비자의 취향이나 요구사항이 충족될 수 있는 제품맞춤화의 기초 지침을 마련하는 데 있다. 본 연구의 결과를 요약하면 첫째, 맞춤화 희망제품에 따라 맞춤화 유형을 다르게 선택하는 것으로 나타났다. 전자제품의 경우는 선택적 제품완성형, 패션관련제품은 협력적 제품완성형, 가구제품은 선택적 제품완성형, 주택 및 인테리어는 협력적 제품완성형, 자동차 및 이동수단은 선택적 제품완성형 등 해당 제품에 따라 서로 다른 맞춤화 유형을 선택하는 것으로 나타났다. 둘째, 소비자의 맞춤화에 대한 지불의사는 높은 편이며, 협력적 제품완성형에 가장 높은 지불의사를 가지는 것으로 나타났다. 이는 맞춤화 결과로 얻는 제품을 일반제품보다 더 가치 있게 여기고 구매가능성 또한 높을 수 있음을 시사한다. 셋째, 제품관련변인이 맞춤화로부터 얻는 혜택에 영향을 주는 것으로 나타났다. 제품군, 제품관여도, 선호인지, 선호표현 등의 제품관련변인은 혜택에 영향을 미치는 것으로 나타났으며, 특히 선호표현과 제품관여도의 경우 세 가지 제품맞춤화혜택에 모두 유의하게 정의 영향을 미치는 것으로 나타났다. 이것은 자신이 무엇을 좋아하는지 명확하게 표현할수록, 제품에 대한 관여도가 높을수록 맞춤화로부터 얻는 혜택이 증가할 수 있음을 시사한다.
Abstract
This research aimed to classify the types of product customization based on consumer perspectives and to examine consumer choice for customization types according to the consumer characteristics, the product variables and the benefits of product customization. This research attempted to establish a basic guideline of product customization based on consumer participant and to raise the standard that consumers can select desired products and customization types depending on their own taste, preference, and requirement. The types of product customization were classified into three categories based on the level of consumers’ participation: Exterior customization, Selective customization, Collaborative customization. Exterior customization is a type that consumers can choose the color or shape. Selective customization is a type that consumers can select the accessories, features and functions. Collaborative customization is a type that consumers communicate with companies about what consumers require prior to the production process. The results and conclusions of this study are as follows. First, consumers can choose different customized products depending on the types of customization. 313 respondents in their 20’s to 40’s were asked to choose customized products and types of customization they want. As a result, consumers who choose the electronics want selective customization, consumers who choose fashion-related products want collaborative customization, consumers who choose furniture want selective customization, consumers who choose housing and interior want collaborative customization, and consumers who choose automotive and transportation want selective customization. In addition, appropriate product categories were selected differently depending on the types of product customization. As for exterior customization, it appeared electronic accessories and household appliances, automobile and transportation in order. As for Selective customization, it appeared automotive and transportation, housing and interiors, furniture product in order. As for Collaborative customization, it appeared homes and interiors, furniture, cosmetics in order. Second, the willingness to pay for customized products was high. Respondents were asked to estimate their willingness to pay for the customized products and types of customization according to their own tastes and preferences. It showed all high rates related to the three types of customization compared to the standard products. Collaborative customization scored highest among the three types of customization. This suggests that consumers consider the customized products more valuable and more likely to purchase than the standard ones. Third, product-related variables are the determinants that affect the benefits of product customization. Products-related variables including product category, product involvement, preference insight, and preference expression have significant effects on the benefits of product customization. Especially, product involvement and preference expression significantly affect to the benefits of product customization positively. This result infers that customized products can give benefits to consumers who express clearly when they prefer among varied products and involved that product deeply.
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