제품 자율성에 따른 제품의 공간적 지시 방향이 상품 평가에 미치는 영향
The Effect of Spatial Direction of Products on Product Evaluation depending on Product Autonomy
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초록
본 연구는 제품의 좌/우 지시 방향에 따른 상품 평가가 제품 자율성 유형에 따라 달라짐을 검증하고, 이에 배경하는 심리적 기제를 규명한다. 총 두 개의 실험을 진행하였으며, 실험 결과는 다음과 같다. 제품의 좌/우 지시 방향에 따른 상품 평가는 제품 자율성 유형에 따라 달라지는데, 좌향의 제품인 경우, 우향일 때에 비해 저 자율성 제품을 보다 선호하였다(가설2). 이의 결과에 배경이 되는 심리적 기제는 두 가지로 설명된다. 첫째, 제품의 좌/우 지시 방향에 따라 소비자가 인지하는 시간적 초점이 달라진다. 즉, 좌향(우향)의 제품인 경우, 과거(미래)의 시간적 초점에 집중하였다(가설1a). 둘째, 제품의 좌/우 지시 방향에 따라 소비자의 통제 욕구가 달라진다(가설1b). 즉, 좌향(우향)의 제품인 경우, 실험 참가자는 더 높은(낮은) 통제 욕구를 보였다. 본 연구는 제품 자율성 유형에 따른 제품의 좌/우 지시 방향이 상품 평가에 미치는 영향을 규명하고, 나아가 이에 수반되는 심리적 기제를 심층 분석하였다는 점에 이론적 기여점을 가지며, 제품 특성에 따른 디스플레이 전략, 심리적 기제에 기반한 시각적 디스플레이에서의 커뮤니케이션 전략을 수립하는 데 중요한 틀을 제공하였다는 점에 실무적 시사점을 제공한다.
Abstract
This study has verified that the effect of product evaluation on the right/left direction of a product is determined by the product autonomy and has subsequently identified the psychological mechanism. Our study conducts two experiments, and the results were summarized as follows. The product evaluation depends on the product autonomy, and in the case of left direction of a product, it had a higher rating than right direction of a product. These results are explained by two different types of psychological mechanisms. First, the temporal focus of consumers depends on the left and right direction of the product. In other words, for products facing left(right), the temporal focus was in the past(future). Second, the direction of the product affects consumers' desire for control. In other words, in the case of left(right) direction of product, the subjects showed a higher (low) desire for control. This study gives practical meaning to the fact that the left and right direction of the product according to the product autonomy have identified the effect on product evaluation, and in-depth analysis of the accompanying psychological mechanism has provided an important framework. It is intended to establish communication strategies for visual displays based on product characteristics and psychological mechanisms.
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