선택대안 과부하: 다양성에 대한 소비자인식과 구매 후 감정적 반응을 중심으로
Choice Overload: Concentrated on Choosers’ Diversity Perceptions and Emotional Responses
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초록
본 연구는 상품 다양성의 증대에서 비롯되는 소비자 선택문제에 대한 관심에서 출발하였다. 특히, 유사한 상품이 과도하게 시장에 진입하면서 소비자들이 겪게 되는 선택대안의 과부하 현상에 초점을 두고, 이를 규명해 보고자 하였다. 이를 위해 대안의 수를 달리한 가상의 구매상황을 설정하고, 그룹별 차이를 분석함으로써 다음과 같은 몇 가지 결과를 도출하였다. 첫째, 선택대안 과부하 인지 수준은 제시되는 대안의 수에 따라서 유의한 차이가 있었으며, 과부하 인지의 가장 큰 원인은 유사상품의 과잉으로 인한 의사결정의 어려움 때문인 것으로 나타났다. 둘째, 구매 후의 감정적 반응을 측정한 결과 긍정․부정의 감정을 묻는 10개 문항 모두에서 유의한 수준의 차이가 있었다. 동시에 선택대안 과부하 인지와 긍정적 감정과는 부(負)의 상관관계가 부정적 감정과는 정(正)의 상관관계가 있음이 드러났다. 셋째, 소비자들의 제품 다양성 인식은 유사함(similarity)과 다양함(diversity)의 두 가지 요인으로 축약되었는데, 선택대안 과부하 인지에는 유사함에 기인한 요인이 더 크게 작용하는 것으로 나타났다. 마지막으로 선택대안 과부하 인지에 영향을 미치는 요인을 살펴본 결과 다양성인식이 높을수록, 시간가치를 높이 평가할수록 대안 과부하 인지는 높아지는 것으로 나타났다. 본 연구는 특정 제품에 한정해서 연구를 수행했다는 한계는 있으나, 이상의 연구 결과를 토대로 선택대안 과부하란 “소비자가 유사한 제품의 과다로 인해서 겪게 되는 ‘짜증’과 ‘걱정’의 감정을 동반한 의사결정의 어려움”이라는 개념을 이끌어낼 수 있었다는 점에서 그 의의가 있다고 하겠다.
Abstract
This paper, aims to investigate the problem of consumer choice, which is derived from an increase in the diversity of product. In particular, this study focused on consumers’ diversity perceptions and emotional experiences after purchasing that occurs when too many similar products have entered the market. In this paper, we analyze the differences for each group by setting a virtual purchase situation ’air freshener’ by the number of alternatives(8 vs 32), and we draw several conclusions. First, in the level of choice overload perception, there was a significant difference with the groups by the number of alternatives. The results showed consumers have experienced more choice overload perceptions due to an excess of similar products. Second, there was a significant difference in the ten survey questions regarding the positive and negative measurements of an emotional response after the purchase. In addition that, there was a negative correlation between positive emotions and choice overload perceptions. The other hand, there was a positive correlation between negative emotions and choice overload perceptions. Third, the recognition of variety, was summarized by diversity and similarity factors. Factor for similarity more affected on choice overload perceptions. Also more than 60% of the respondents, felt a greater diversity in the recognition of variety of specific product such as milk, ramen and detergent. Finally, we found the value of time and the recognition of variety have the positive correlation with the perceptions of choice overload.In this study, it can be a limitation the study was conducted with one specific product ‘a air freshener’. However, this study contribute to understanding consumers in two aspects. First of all, it is possible to provide the concept of “consumers’ choice overload”. It can be defined “difficulty of decision-making accompanied by ‘worry’ and ‘frustration’ by an excess of similar products”. Moreover, this study is meaningful it was revealed the correlations between consumers’ emotional responses and choice overload perceptions through almost 600 study-participants an online survey.
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- "롯데마트"[URL]
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- "티프라이스"[URL]
- "홈플러스"[URL]