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조절초점이 접촉욕구에 미치는 영향 및 촉감정보의 조절효과

The Effects of Regulatory Focus on Need for Touch and the Moderating Role of Haptic Information

전은미|류아롬|남명우
한국소비자학회 (Korean Society Of Consumer Studies)|2020.02|소비자학연구 (Journal of Consumer Studies)|제31권 제1호|pp. 91-111|DOI http://dx.doi.org/10.35736/JCS.31.1.5

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키워드

조절초점Regulatory FocusInstrumental Motive접촉 욕구 동기촉감 정보목적적정보수단적정보Need For Touch MotivationTouch InformationAutotelic Motive
주제분류경제학

초록

본 연구는 소비자들의 접촉욕구를 유발하는 근원적 동기를 조절초점을 중심으로 고찰하였다. 소비자들의 제품 접 촉에 관한 기존문헌은 주로 접촉이 제품의 선호도와 구매에 미치는 영향을 중심으로 연구하였다. 본 연구에서는 소 비자들의 촉감경험 욕구에 영향을 미치는 요인에 대해 알아보고자 하였다. 촉감에 대한 소비자의 반응은 개인의 특 성에 따라 다르게 나타날 것으로 보고 개인의 특성 중 조절초점이 쾌락적 접촉욕구와 자기목적적 접촉욕구에 미치 는 영향에 대해서 연구하였다. 구체적으로 본 연구에서는 향상초점을 가진 소비자들은 목적적 접촉욕구가 예방초점 을 가진 소비자들에 비해 높을 것이며, 예방초점을 가진 소비자들은 수단적 접촉욕구가 향상초점 소비자들에 비해 높을 것이라고 예상했다. 연구 1에서는 조절초점과 그에 따라 발생하는 접촉 욕구 동기에 대해 살펴보았다. 향상초점을 가진 소비자들은 예방 초점을 가진 소비자들에 비해 목적적 동기에 의해서 접촉욕구가 유발되는 것으로 나타났다. 반면, 예방초점 소 비자들은 향상초점 소비자들에 비해 수단적 접촉욕구의 차이가 없었다. 연구 2에서는 조절초점과 촉감정보가 제품 구매의사에 미치는 영향에 대해 연구했다. 그 결과, 향상초점을 가진 사람들은 쾌락적 촉감정보가 주어진 제품에 대해 예방초점을 가진 사람들보다 긍정적으로 평가했다. 또한 이 효과 는 자기목적적 접촉욕구에 의해 매개되었다. 그러나 연구 1과 마찬가지로 조절초점은 수단적 촉감 정보가 주어진 제품의 선호도에 영향을 미치지 않았다. 결론적으로 본 연구는 조절초점이 접촉욕구 동기와 촉감정보평가에 영향을 미치는 선행요인임을 보여줬다. 향상 초점을 가진 소비자들은 쾌락적 효용을 주는 자기 목적적 접촉동기를 갖는다. 또한, 향상초점으로 인해 증가된 자기 목적적 접촉동기는 쾌락적 제품정보가 제공되었을 때 제품 구매의사가 높아지는 적합 효과(matching effect)를 가 져왔다.

Abstract

Consumers often use haptic information, information attained through touch, to evaluate products. The current research examines the effects of regulatory focus on customers’ needs for touch and subsequent product evaluations. Past research on touch identified two types of need for touch: autotelic and instrumental. The current research concentrates its efforts on how regulatory focus affects activation of different types of need for touch. Specifically, it posits that prevention focus is associated with instrumental need for touch whereas promotion focus is associated with autotelic need for touch. In addition, it hypothesizes that individuals with promotion focus would be more likely to evaluate products that emphasized hedonic attributes. Two studies were conducted to test these hypotheses. Study 1 examined how promotion (vs. prevention) focus increased autotelic (vs. instrumental) need for touch. The results showed that Individuals with promotion focus exhibited higher levels of autotelic need for touch compared to those with prevention focus. On the other hand, there was no difference in instrumental need for touch between promotion focused and prevention focused individuals. Study 2 investigated how regulatory focus influences need for touch as well as product purchase intention. It was hypothesized that product purchase intention would increase if there was a match between activated need for touch and haptic information. The results showed that individuals with promotion focus preferred the product with hedonic touch information compared to those with prevention focus. Furthermore, this effect was mediated by autotelic need for touch. In sum, the results of two studies demonstrated that regulatory focus is an important antecedent of need for touch. Consumers with promotion focus exhibited higher levels of autotelic need for touch compared to those with prevention focus. In addition, this increase in autotelic need for touch heightened purchase intention for the product with hedonic haptic information.

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