속성정보가 유발하는 긍정적 감정이 제품평가에 미치는 영향에 대한 기분의 조절역할
The Moderating Roles of the Mood on the Effects of the Positive Affect Induced by Attributional Information on Product Evaluation
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참고문헌
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초록
이 연구는 평가대상과 관련이 있는 감정과 관련이 없는 기분의 상호작용효과를 탐색하는데 목적을 두고 있다. 소비자의 기분이 제품의 평가에 미치는 영향을 직접영향과 간접영향으로 나누어 고찰하고, 제품의 속성유형을 이론적으로 검토하여, 쾌락속성과 수행속성, 그리고 신뢰속성요인으로 구분하였다. 속성유형별 어필에 따른 감정유발에 대한 기분의 효과와 유발된 감정의 제품평가효과에 대한 기분의 역할을 탐색하였다. 스파·아쿠아를 실험대상으로 선정하여, 스파·아쿠아의 속성들 을 쾌락속성과 수행속성, 그리고 신뢰속성요인으로 구분하고, 각 제품속성에 의한 어필에 의해 유발되는 감정에 대한 기분의 효과와 유발된 감정이 제품평가에 미치는 영향에 대한 기분의 조절효과를 분석하였다. 연구결과, 제품의 속성유형별 어필에 따라 서로 다른 감정이 유발되고, 이렇게 유발된 감정이 제품평가에 미치는 영향이 기분에 따라 달라짐을 발견하였다. 즉 기분이 좋은 경우 제품의 쾌락속성 어필이 기쁨 감정을 더 크게 느끼게 하며, 기분이 나쁜 경우 제품의 수행속성에 의한 어필이 기쁨 감정을, 제품의 신뢰속성에 의한 어필이 안도감 감정을 더 크게 느끼게 하였다. 또한 기분이 좋은 경우 쾌락속성과 관련되어 유발된 기쁨 감정이 제품평가에 더욱 큰 영향을 미치는 것으로 나타났으 며, 기분이 나쁜 경우 수행속성과 관련되어 유발된 기쁨 감정이 그리고 신뢰속성과 관련되어 유발 된 안도감 감정이 제품평가에 더욱 큰 영향을 미치는 것으로 나타났다.
Abstract
The effect of mood on affect induced by appeal of each type of product attributes and the moderating effect of mood on the relationship between the induced affect and product evaluation were explored. The attributes of Spa·Aqua (the experiment object) are divided into three kinds of attributes - hedonic, performance and reliability. The results are as followed. Different emotions between appeals of each attribute type were induced, and the roles of the type of attributes on inducing emotion were moderated by mood and the effects of these affects on product evaluation varied according to mood. That is, in case of good mood, the appeal using hedonic attribute makes consumers feel cheerful more than the appeal using performance attributes. In addition, in case of bad mood, the appeal using performance attribute makes consumers feel cheerful more and the appeal using reliability attribute makes consumers feel quiescent more. When consumers are in good mood, cheerfulness related to hedonic attribute has more effect on product evaluation than quiescence, and in bad mood, cheerfulness related to performance attribute and quiescence related to reliability attribute are more influential on product evaluation.
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