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소비자의 소비목표 재인식이 제품 사용 후 지각된 인지부조화 감소에 미치는 영향

The Effects of Consumption Goal Reactivation on Consumers’ Post-Purchase Dissonance Reduction

유병희|이현민
한국소비자학회 (Korean Society Of Consumer Studies)|2017.06|소비자학연구 (Journal of Consumer Studies)|제28권 제3호|pp. 195-226|DOI http://dx.doi.org/10.35736/JCS.28.3.8

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참고문헌

키워드

value appraisal인지부조화 감소소비목표 재인식시간적 심적표상가치 재평가지속적 제품사용의향dissonance reductionconsumption goal activationtemporal mental representationcontinued consumption intention
주제분류경제학

초록

혁신적 기능을 가진 기술제품의 출시가 증대함에 따라, 소비자들이 이러한 기술제품에 대한 구매 확신을 갖지 못할 경우 이들은 제품 사용 과정에서 인지부조화를 빈번하게 경험하게 된다. 효과적인 소비자 인지부조화 감소 전략은 소비자의 적극적인 신제품 수용을 유도함으로써 기업의 수요 기반을 안정시킨다. 따라서 본 연구에서는 행동 기반의 인지부조화 모델(Harmon-Jones, 1999, 2000)에 근거하여 행동-유도된 인지변화의 인지부조화 감소전략을 제시하고 그 효과를 검증하였다. 본 연구는 2회의 실험을 통해 소비자의 사전 소비목표와 실제 사용결과가 불일치하여 인지부조화가 발생한 경우, 소비자는 소비목표 재인식과 소비목표에 대한 가치재평가 등의 인지변화를 통해 인지부조화를 줄이고 지속적인 제품사용의향을 높일 수 있음을 실증하였다. 연구 1에서는 실험 1을 통하여 새로 구매한 스마트폰에 대한 인지부조화 상황에서 소비자가 소비목표를 재인식할 경우 지속적인 제품사용의향이 증대됨을 보임으로써 소비목표 재인식이 인지부조화를 감소시킨다는 것을 확인하였다. 이때 소비목표 재인식이 시간적 심적표상 유형에 따라 인지부조화 감소에 차별적인 영향력을 제공하는 것으로 나타났다. 즉, 과거회상적 심적표상에서 재인식된 소비목표보다 미래예측적 심적표상에서 재인식된 소비목표가 지속적인 제품사용의향을 더 크게 증대시키는 것으로 검증되었다. 이 결과는 미래예측적 심적표상을 통해 재인식된 소비목표가 인지부조화 감소에 더 효과적임을 제시한다. 연구 2에서는 연구 1에서 확인된 소비목표 재인식이 시간적 심적표상에 따라 인지부조화에 차별적인 영향력을 제공하는 원인을 파악하고자 하였다. 이를 위하여 실험 2를 통하여 디지털카메라 사용에 대한 소비목표 재인식이 인지부조화 감소에 미치는 영향에 있어 가치재평가의 매개효과를 검증하였다. 실험 2의 결과, 실험 1과 마찬가지로 미래예측적 심적표상으로 재인식된 소비목표의 인지부조화 감소 효과가 검증되었고, 그 효과는 가치재평가에 의해 매개되는 것으로 검증되었다. 따라서 미래예측적 심적표상에서 재인식된 소비목표가 더 높은 가치로 재평가됨에 따라 제품사용의향을 증대시킨 것이 확인되었다. 본 연구는 효과적인 신제품 수용을 위한 소비목표 재인식의 중요성을 확인하였으며, 특히 소비목표 불일치가 발생한 상황에서 소비목표 재인식은 소비목표 수정을 통해 인지부조화를 감소시키고 결과적으로 지속적인 제품사용의향을 증대시킴을 제시한다. 이러한 연구 결과에 근거하여 인지부조화 연구에 대한 이론적 기여점 및 실무적 시사점을 제안하였다.

Abstract

As the release of high-tech products with innovative features increases, consumers who are not certain about their new product purchase decisions are likely to experience cognitive dissonance. Based on an action-based model of dissonance (Harmon-Jones, 1999, 2000), this study shows a way to reduce cognitive dissonance induced by the inconsistency between product consumption outcomes and pre-existing consumption goals. We conducted two experiments to test the effects of consumption goal activation on consumers’ dissonance reduction and continued consumption intention of the chosen product, mediated by value appraisals toward the consumption goals. In study 1, using smartphone consumption experience as a context, we showed that consumption goal activation has positive influences on dissonance reduction, moderated by temporal mental representations. To be specific, the consumption goal activation through the anticipatory mental representation increased consumers’ continued consumption intention of their smartphones, while the retrospective mental representation condition showed no significant impact on it. This result indicates that the consumption goal activation through an anticipatory mental representation is more effective for dissonance reduction than a retrospective mental representation. Study 2 was conducted to find out the underlying mechanism between consumption goal activation and temporal mental representation. Consistent with the result of study 1, the consumption goal activation through an anticipatory mental representation is more effective for dissonance reduction toward the digital camera. Furthermore, we found that the interaction was significantly mediated by respondents' value appraisals of the activated consumption goals. This finding indicates that consumption goals activated by the anticipatory mental representation are evaluated as of higher values, which in turn increase continued consumption intention of the chosen product. These two studies provide consistent evidences that consumers can reduce their post- purchase dissonance by activating anticipatory consumption goals and value appraisal process of the goals. Theoretical and practical implications of this research are discussed.

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