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사회적 배제와 제품 유형의 상호작용이 수제품 구매의도에 미치는 영향: 독특성 동기의 매개효과를 중심으로

The Effects of Social Exclusion and Product Type Interaction on the Purchase Intention of Handmade Products: Focused on the Mediating Effect of Need for Uniqueness

이병관|임혜빈|노환호
한국소비자학회 (Korean Society Of Consumer Studies)|2021.08|소비자학연구 (Journal of Consumer Studies)|제32권 제4호|pp. 1-22|DOI http://dx.doi.org/10.35736/JCS.32.4.1

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키워드

정체성Identity독특성사회적 배제Social exclusionUniqueness수제품기계 생산 제품Hand-made productMachine-made product
주제분류경제학

초록

사회적 동물인 인간은 다른 사람들과 관계를 맺고 살아가지만, 삶의 여러 영역에서 사회적 관계의 단절인 사회적 배제를 경험한다. 사회적 배제가 소비자 행동에 미치는 영향을 다룬 선행연구에 따르면 사회적 위협인 배제를 경험한 사람들은 자신의 가치를 드러내기 위해 독특성을 추구하는 경향이 높아진다. 이에 본 연구는 사회적 배제를 경험한 소비자가 자신의 가치를 표현하기 위해 기계 생산 제품보다 독특성이 높은 수제품을 더 선호하는지 확인하고자 수행되었다. 이를 위해 사회적 배제와 제품 유형이 소비자의 독특성 추구와 수제품 선호에 미치는 영향을 온라인 실험을 통해 검증하였다. 연구 결과 제품 구매 상황에서 사회적 배제 조건이 사회적 수용 조건보다 독특성을 추구하려는 경향이 높았고 이는 수제품에 대한 선호에 유의한 영향을 미쳤다. 한편, 이와 같은 효과는 자신을 표현할 수 있는 제품(안경 테)에서 유의하였고, 그렇지 않은 제품(안경 렌즈)에서는 유의하지 않았다. 끝으로 본 연구의 시사점과 한계점 및 추후 연구 방향에 관한 논의가 이루어졌다.

Abstract

Humans as social animal live in relationships with others, but experience social exclusion, a disconnection of social relationships in many areas of life. According to prior studies dealing with the impact of social exclusion on consumer behavior, people who have experienced exclusion tend to pursue uniqueness to reveal their values. This study was conducted to confirm that consumers who have experienced social exclusion prefer hand-made products with higher uniqueness to machine-made products in order to express their social value. An online experiment was conducted to verify the impact of social exclusion on consumers' pursuit of uniqueness and preference for hand-made products. Results show that participants in the social exclusion condition tended to seek product uniqueness compared to those in the social inclusion condition, which also had a significant impact on preference for handmade products. This effect was significant in purchasing a glass frame with which people can express themselves but not in purchasing a glass lens with which they cannot express themselves. Discussions were made on the implications and limitations of this study and the direction of future research.

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