소비자의 개성, 자동차튜닝에 대한 태도, 자동차튜닝정보탐색이 자동차튜닝추구행동에 미치는 영향

Abstract

This study investigated about consumers’ awareness and tuning seeking behavior, and also found the differences between individuality, tuning attitude, information search, and tuning seeking behavior by socio-demographic feature using Structural Equation analysis and it also tested moderating effects through tuning recognition level. The results are as below. First, as a result of car tuning activity of consumers, 30% of consumers have experience of muffler tuning, 15% of consumers have experience of air cleaner tuning, 14% of consumers have experience of steering wheel tuning. Dressed up tuning related to decorating car, wheel tuning was the most and tire tuning, spoiler tuning followed. The reason of car tuning were improvement of efficiency, aesthetic, safety enhancement, convenience order. Obstructive factors of tuning appeared illegality, problem of safety after tuning the car, safety of component, cost order. Second, consumer attitude to tuning found positively by man, unmarried, experienced hand living in foreign country, have experience of driving imported car, capital-area dweller, highschool graduated, age of 20s, consumer earn high income. In the other hand, man, unmarried, experienced hand living in foreign country, capital-area dweller, age of 20s, consumer earn high income like 10,000,000won, low educated consumer were active on tuning car. Third, by Structural Equation Modeling, uniqueness, pursuit of danger excitement, and social consumer had positive attitude towards tuning. Consumer’s uniqueness, pursuit of danger excitement, social brought positive influence to tuning information search, but pursuit of FUN brought negative influence. Consumer who has uniqueness or pursuit of danger excitement did not practice tuning actively, and social consumer practice tuning actively. Consumers having positive attitude for tuning high improvement needs on improvement of a system, and high activity on tuning information search makes high practice on tuning the car. Forth, to test the moderating effects on consumer’s tuning recognition level, positive effect of consumer tuning attitude and tuning information to consumer uniqueness and socialness were high on consumer who has tuning recognition. In the other hand, the positive effect of pursuit of danger excitement to tuning seeking behavior showed more on high tuning recognition level group. The positive effect of attitude towards tuning and tuning information search to tuning seeking behavior showed higher on high tuning recognition level group.