극대화성향이 구색의 크기에 대한 소비자 반응에 미치는 효과 연구
A Study on the Effect of Maximizing Tendency on Consumer Responses to Product Assortment
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초록
본 연구는 소비자의 극대화성향이 구색의 크기에 대한 선호와 만족에 미치는 영향을 확인하기 위해 수행되었다. 구체적으로, 연구 1에서는 두 개의 제품구색(작은 제품구색 vs. 큰 제품구색)이 주어진 비교 상황에서 극대화성향이 구색에 대한 선택과 만족에 미치는 영향을 확인하였으며, 연구 2에서는 극대화성향이 큰 제품구색을 갖춘 방문 매장에서의 제품 구매여부와 주어진 제품구색에 대한 만족에 미치는 영향을 검증하였다. 분석결과, 연구 1에서 극대화성향이 높은 참가자는 작은 제품구색보다 큰 제품구색을 더 많이 선택하였으며, 큰 제품구색에 더 만족하였다. 연구 2에서는 큰 제품구색을 갖춘 매장 방문시 극대화성향이 높을수록 주어진 제품구색에서 제품구매 의도가 높았으며, 제품구색에 더 만족하였다. 본 연구의 시사점 및 한계점과 추후 연구를 중심으로 논의가 이루어졌다.
Abstract
This study was performed to examine how consumer's maximizing tendency affects preference toward and satisfaction on product assortment. Specifically, in Study 1, the effect of participants' maximizing tendency on choice and satisfaction between large and small product assortments was explored, while, in Study 2, the effect of maximizing tendency on product purchase and satisfaction in a given large product assortment was investigated. Results of Studies 1 and 2 indicate that maximizers 1) preferred large product assortment to small product assortment, 2) were more likely to purchase products in large product assortment than in small product assortment, and 3) were more satisfied with large product assortment than small product assortment. Implications and limitations of this study and further research are discussed.
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