미신적 신념과 소비자의 자아성향의 상호작용이 제품태도에 미치는 영향
The Effects of Interaction between Superstitious Beliefs and Consumer Personal Preference on Product Attitudes
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미신적 신념이 소비자의 제품구매에 많은 영향을 미치고 있음에도 이에 대한 연구는 매우 미흡한 실정이다. 이와 관련한 기존 연구에서는 미신적 신념을 연상시키는데 있어 숫자나 색깔 등 제품의 속성만을 중심으로 제한적인 연구가 수행되어 왔다. 그러나 미신적 신념의 경우 제품의 속성뿐만 아니라 시험이나 결혼 등 특정 상황에서 활성화되는 경우가 많기 때문에 본 연구는 미신적 신념이 활성화되는 상황과 이에 적합한 미신연상제품을 도출하여 소비자의 미신적 신념에 관해 연구하였다. 또한 제품 실패 후 귀인은 소비자들의 만족과 불만족 또는 재구매의도 등에 커다란 영향을 미치게 되는데, 제품 유형(미신연상제품 vs 비연상제품)에 따라 제품 실패 후 소비자들의 귀인이 다르게 나타날 것으로 예상하고 실험을 진행하였다. 따라서 본 연구는 2×2×2 집단 간 실험설계를 적용하여 제품유형(미신연상제품 vs 비연상제품)에 따른 불확실성의 수준(고 vs 저)과 자기관 유형(독립적 vs 상호의존적)의 상호작용 효과를 살펴보았다. 또한 미신연상제품과 비연상제품에 따른 제품 실패 후 소비자의 귀인유형에 대하여 검증하였다. 실험 결과, 미신연상제품의 경우 미래에 대한 불확실성을 낮게 지각한 소비자보다 불확실성을 높게 지각한 소비자의 제품태도가 더 호의적으로 나타났다. 비연상제품의 경우 불확실성의 수준에 따른 제품태도는 유의한 차이를 보이지 않았다. 자기관의 경우, 미신연상제품은 상호의존적 자기관을 지닌 소비자가 독립적 자기관을 지닌 소비자에 비해 제품에 대해 더욱 호의적인 태도를 나타냈다. 그러나 비연상제품의 경우 독립적 자기관을 지닌 소비자가 상호의존적 자기관을 지닌 소비자 보다 더 호의적인 제품태도를 보였다. 제품 실패 후 귀인 유형을 검증한 결과, 미신연상제품은 소비자들이 내적 귀인을 하는 것으로 나타났으며, 비연상제품의 경우 외적 귀인을 하는 것으로 나타났다. 선행연구는 제품 속성을 통해 활성화되는 미신적 신념에 초점을 둔 반면, 본 연구는 특정 상황에서 나타나는 미신적 신념이 소비자행동에 미치는 영향에 대해 연구하였다는 점에서 의의가 있다. 또한 미신연상제품의 실패 후 귀인과의 관련성에 대해 연구함으로써 기존 연구의 범위를 확장시킨 것으로 판단된다. 본 연구를 통해 특정 미신연상제품을 생산 또는 판매하는 기업 측면에서 활용 가능한 시사점을 제공할 수 있을 것으로 기대된다.
Abstract
Despite their strong impact on the marketplace, surprisingly little attention has been paid to how superstitious beliefs influence consumer purchase decision. Previous studies have constrained their scope of research on superstitious beliefs primarily to particular product features, such as specific numbers, colors, etc. However, it is considered as common for Koreans to engage in superstitious beliefs in special circumstances, including those of exams, marriage, etc. Therefore, the present study intended to examine consumer superstitious beliefs by presenting products with superstitious associations according to appropriate situational contexts. Moreover, the study explored consumer causal attribution following product failure, which have a significant effect on post purchase behavior, such as dissatisfaction or re-purchase intentions. Using a 2×2×2 between-group experiment design, the study investigated the relationships among the uncertainty by the product type (with superstitious associations vs. without superstitious associations), the interaction effect of the types of self-construal (independent vs dependent), and consumer causal attribution following product failure. The results of the study showed that regarding the products with superstitious associations, consumers who had more salient perception of uncertainty showed more favorable attitude than those with less salient perception of uncertainty, while the two groups did not show statistically different attitude toward products without superstitious associations. As for the self-construal, consumers who had mutually dependent self-construal showed more favorable attitude toward products with superstitious associations than those with independent self-construal, whereas the latter group showed more positive attitude toward products without superstitious associations than the former group. With regard to consumer causal attribution following product failure, consumers attributed the failure to the internal forces for products with superstitious associations while they attributed the failure to external forces for products without superstitious associations. This study places its significance on examining the effects of superstitious beliefs on consumer behavior that were well-suited and applicable in a specific circumstances. In addition, it has contributed to the expansion of the scope of research by examining consumer causal attribution following failure of products with superstitious associations. The results obtained through this study are expected to provide corporate implications for the potential supply and sales of products with superstitious associations.
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