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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 47, No. 2, pp.349-377
ISSN: 1226-1874 (Print)
Print publication date 30 Apr 2018
Received 02 Jan 2018 Accepted 07 Feb 2018
DOI: https://doi.org/10.17287/kmr.2018.47.2.349

신제품 수용과 소비자 자기조절전략에 관한 연구: 심적대조 대. 미래탐닉

손용석* ; 유건우** ; 박세훈***
*(주저자) 경희대학교 경영대학 마케팅 전공 교수 ysohn@khu.ac.kr
**(교신저자) 경희대학교 경영학과 시간강사 yukw@khu.ac.kr
***(공저자) 서강대학교 경영학부 마케팅 전공 교수 sehoon@sogang.ac.kr
The Adoption of New Products and Consumer Self-Regulatory Strategies: Mental Contrasting vs. Indulging
Yong Seok Sohn* ; Kun Woo Yoo** ; Sehoon Park***
*Professor of Marketing, KH School of Management, Kyung Hee University, First Author
**Lecturer, KH School of Management, Kyung Hee University, Corresponding Author
***Professor of Marketing, Sogang Business School, Sogang University, Co-author

초록

신제품에 대해 소비자가 매력적으로 평가하더라도 어떤 자기조절전략을 사용하느냐에 따라 신제품에 대한 기대가 구매행동에 미치는 영향은 달라질 수 있다. 본 연구는 메시지를 통해 심적대조(mental contrasting)와 미래탐닉(indulging)의 자기조절전략이 예열되었을 때, 제품에 대한 기대가 구매의도에 어떤 영향을 미치는지 살펴보았다. 더 나아가 제품에 대한 기대와 구매의도 사이에 불확실성, 내적동기, 외적동기, 활력 등의 매개효과를 살펴보았다.

연구결과, 심적대조형 메시지를 제공하였을 때 미래탐닉형 메시지를 제공할 때보다 신제품에 대한 기대가 구매의도에 미치는 영향은 더 큰 것으로 나타났다. 또한, 심적대조형 메시지를 제공하였을 때 제품에 대한 기대가 높을수록 불확실성 지각을 감소시켜 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 반면에 미래탐닉형 메시지를 제공하였을 때에는 불확실성이 제품에 대한 기대와 구매의도 사이를 매개하지 않는 것으로 나타났다. 더 나아가 심적대조형 메시지를 제공하였을 때 제품에 대한 기대가 높을수록 활력(energization)이 증가하여 구매의도에 긍정적인 영향을 미치는 것으로 나타난 반면에 미래탐닉형 메시지를 제공하였을 때에는 활력의 매개효과가 나타나지 않았다. 마지막으로 제품에 대한 기대가 외적동기와 내적동기, 활력을 순차적으로 거쳐서 구매의도에 영향을 미치는 순차적 매개효과는 심적대조형 메시지를 제공한 경우에만 통계적으로 유의한 것으로 나타났다. 본 연구결과를 토대로 소비자의 신제품 구매에 대한 학문적, 실무적 시사점을 제공하였다.

Abstract

Even if consumers appreciate new products, the impact of expectations about new products on purchasing behavior may vary depending on what self-regulatory strategy they use. The study looked at the effect of expectations on the product when the mental contrasting and indulging was primed in the message. Furthermore, we looked at the mediation effects, such as uncertainty, internal motivation, external motivation, and energization, between expectation about the product and purchase intention.

The results show that when the message of mental contrasting is provided, the impact of expectations about the product on purchase will be greater than when the message of indulging is provided. It also appears that when a mental contrasting message is provided, the higher the expectation of the product, the lower the uncertainty perception, which has a positive effect on the purchase intention. On the other hand, when providing a indulging message, the uncertainty does not mediate the relationship between expectation about the product and purchase intention. Furthermore, when providing mental contrasting messages, it was found that the higher the expectation about the product, the more energization the better it is, which positively affects the purchase intention. When providing indulging messages, on the other hand, there was no mediation effect for energization. Finally, the sequential mediation effects of expectation about a product on the purchase intention, going through external motivators, internal motivators, and energization, were of statistical significance only when providing mental contrasting messages. Based on the results of this study, academic and practical implications were provided.

Keywords:

new product adoption, free fantasy theory, mental contrasting, indulging, uncertainty, intrinsic motivation, extrinsic motivation, energization

키워드:

신제품, 공상 실현 이론, 심적대조, 미래탐닉, 불확실성, 내적동기, 외적동기, 활력

Acknowledgments

이 논문은 2016년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2016S1A5A2A01025936).This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2016S1A5A2A01025936)

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• 저자 손용석은 현재 경희대학교 경영대학 마케팅 전공 교수로 재직 중이다. 한국외국어대학교 경제학과를 졸업하였으며, New York 대학교에서 경영학석사 및 박사를 취득하였다. 주요연구분야는 혁신, 브랜딩 및 소비자 행동 등이다.

• 저자 유건우는 현재 경희대학교 경영학과 시간강사로 재직 중이다. 경희대학교 법과대학을 졸업하였으며, 경희대학교에서 경영학 석사와 박사를 취득하였다. 주요 연구분야는 소비자행동, 실험디자인 및 방법론 개발 등이다.

• 저자 박세훈은 현재 서강대학교 경영학부 마케팅 전공 교수로 재직 중이다. 서울대학교 경영대학을 졸업하였으며, 한국과학기술원에서 경영과학 석사, 미국 노스웨스턴대학교에서 마케팅 박사학위를 취득하였다. 주요연구분야는 마케팅 모델, 소비자 행동 등이다.