소비자의 상향적 비교성향과 제품선택행동 간의 관계
The Relationship between Upward Social Comparison Tendency and Consumer Choice Behavior
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초록
본 연구는 소비자의 상향적 사회비교성향과 제품선택행동 간의 관계를 확인하는 것으로, 제품선택행동은 제품추구혜택(실용적 혜택, 쾌락적 혜택, 상징적 혜택), 제품선택유형(상향적 구매의도), 그리고 단기적 구매주기로 구분하였다. 자료는 온라인 조사전문업체를 통해 수집하였고, 최종 274부를 분석에 사용하였다. 분석 결과, 소비자의 상향적 사회비교성향은 실용적, 쾌락적, 상징적 혜택 모두에 긍정적 영향을 미치는 것으로 확인되었다. 또한, 소비자의 상향적 사회비교는 상향적 구매행동을 증가시킬 뿐만 아니라 제품의 구매주기를 단축시킨다는 것을 확인하였다. 이러한 연구의 결과는 사회비교이론을 마케팅 분야에서 확대할 뿐만 아니라 비교성향이 높은 문화권에서 소비자행동 연구의 확장과 마케팅적 차원의 전략적 방안으로 활용하기 위한 유용한 자료가 될 수 있을 것이다.
Abstract
The purpose of this research is to prove the relationship between upward social comparison tendency and consumer choice behavior, and in terms of consumer choice behavior, effects on benefit sought (utility benefit, hedonic benefit, and symbolic benefit), consumer choice (purchase intention of upward product), and short-term purchase cycle are investigated. Data was collected through surveying company via online, and a total of 274 surveys were used for analysis. Results of the analysis demonstrated that the upward social comparison tendency had positive influences on the utility, hedonic, and symbolic benefits. Also, the results proved that upward social comparison tendency not only increases consumer’s purchase behavior of upward product but also decreases the next product cycle. These results would expand the perspective of social comparison theory in marketing and would be useful in studying consumer’s behaviors in the culture of social comparison as well as in strategic planning for marketing.
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