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제품에 대한 접촉경험이 듀얼 범주의 활성화에 영향을 미치는가?: 소비자의 감각전문성과 제품전문성의 조절적 역할

Does Touch Experience of Product Impact on the Activation of Dual Categorization?: The Moderating Role of Consumer’s Sensory Expertise and Product Expertise

성정연
한국소비자학회 (Korean Society Of Consumer Studies)|2016.06|소비자학연구 (Journal of Consumer Studies)|제27권 제3호|pp. 241-261

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참고문헌

키워드

product category접촉경험제품범주감각전문성제품전문성감각범주듀얼범주화touch experiencesensory expertiseproduct expertisesensory categorydual categorization
주제분류경제학

초록

본 연구는 소비자의 접촉경험에 따른 감각반응(sensory feedback)이 소비자의 인지(cognitive) 및 감정(affective)반응을 유발시키는 심리적 과정을 증명하는데 목적이 있다. 특히 정보처리의 범주화(categorization) 관점에서 듀얼 범주화 과정(dual-categorization process)을 제안하려 한다. 즉, 소비자는 제품접촉에 대한 감각반응에 따라 관련된 제품범주(product category)뿐 아니라 감각범주(sensory category)가 활성화되며, 이러한 범주의 활성화는 감각전문성(sensory expertise)의 조절적 역할에 의해 영향을 받는 다는 것을 주장하려 한다. 본 연구에서는 감각범주의 활성화에 초점을 두고, 그 활성화 과정에서 감각전문성의 조절효과에 대한 주장과 가설을 제시하고 실험을 통해 가설을 검증하였다. 또한 감각전문성 외에 실제 제품에 대한 소비자의 지식 정도인 제품전문성을 통해 듀얼 범주의 활성화를 재확인하였다. 가설을 검증하기 위해 사전조사를 통해 자극물을 선정하고, 본 조사에서는 각각 100명의 성인과 학생을 대상으로 실험 및 ANOVA 분석을 실행하였다. 본 연구결과는 마케팅 분야에서 주로 다루지 않았던 감각경험 중, 촉각에 중점을 두었다는 점에 차이를 두고 있다. 더 나아가 감각경험에 관한 연구 및 소비자의 평가와 판단에 미치는 접촉경험에 따른 감각반응의 연구발전에 공헌할 것으로 기대된다.

Abstract

The purpose of this study is to investigate the psychological processes that cause sensory feedback to consumers' cognitive and affective responses through the sensory experience of consumers. In particular, a consumer has activated categorization between sensory and product categories according to associated categories as touch product. It proposes dual-categorization process in the present study. In other words, it is focused on activation of the sensory category and the activation of sensory categories. H1a and H1b suggest the moderating role of sensory expertise in the activation of sensory and product categories in the direction of a positive relationship between the level of sensory expertise and the activation of sensory category and a negative relationship between the level of sensory expertise and the activation of product category. Also, for testing activation of sensory category, H2a and H2b are to verify again through level of product expertise which is another variable. For testing hypotheses, experiments were conducted among 100 adults and 100 students using two way ANOVA. The activation of sensory category was greater for the student consumers, who were presumed to be sensory experts, than the adult subjects. The activation of product category was greater in the adult subjects, who were presumed to be sensory novices, than the student consumers. Thus, H1a and H1b were supported. Also, the activation of sensory category was greater when the level of product expertise was lower, while the activation of product category was greater when product expertise was greater. Especially, for the adult subjects, the activation of product category was greater when the level of product expertise was greater. Finally H2a and H2b were supported to verify the activation of sensory category again. The result of this study is expected to have theoretical and practical implications and it discussed the limitation and future research directions in the current research.

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