전기자동차 브랜드자산과 소비자 개인특성이 프리미엄가격 지불의도에 미치는 영향 : 소비가치의 매개효과와 세대차이의 조절효과 = The Effects of Electric Vehicle Brand Equity and Consumer Traits on Willingness to Pay a Premium

국문 초록 (Abstract)

본 연구는 전기자동차 시장에서 브랜드자산과 소비자 개인특성이 소비 가치를 매개하여 프리미엄가격 지불의도에 미치는 영향 관계 분석과 함 께 브랜드자산과 소비자 개인특성이 프리미엄가격 지불의도에 미치는 영 향에서 세대차이가 조절작용을 하는지를 실증적으로 검증하고자 하였다. 전기자동차는 높은 초기 구매비용과 기술적 특수성을 지닌 고관여 제 품으로서, 소비자가 지각하는 브랜드가치는 구매 결정에 핵심적인 영향 을 미친다. 특히 전기자동차 브랜드가 제공하는 혁신성, 친환경성 및 기 술력에 관계되는 요인들은 프리미엄가격 전략을 가능하게 하는 주요 요 인으로 평가된다. 이에 본 연구는 브랜드자산을 브랜드인지도, 브랜드이미지, 브랜드품질 의 세 가지 요소로 구분하고, 소비가치는 기능적 가치, 감성적 가치, 진 귀적 가치로, 소비자 개인특성에는 혁신성, 다양성 추구성향, 자기실현성 과 정보지향성의 네 가지 차원으로, 세대는 MZ세대와 기성세대로 구분 하였다. 연구모형과 가설을 설정한 후, 수도권의 전기자동차 소비자를 대상으 로 수집한 유효 표본 357부의 설문자료를 바탕으로 SPSS29와 Process Macro3.4를 사용하여 다중회귀분석과 매개효과(부트스트래핑) 및 조절효 과 검증을 포함한 실증적 통계 분석을 실시하였다. 분석 결과, 브랜드자산은 소비가치에, 소비가치는 프리미엄가격 지불의 도에 유의한 정(+)의 영향을 미치는 것으로 확인되었다. 그러나 소비자 개인특성의 영향은 요인별로 상이하게 나타나, 자기실현성과 정보지향성 은 소비가치와 프리미엄가격 지불의도 모두에 유의한 영향을 미쳤으나 혁신성과 다양성 추구성향은 영향 관계가 확인되지 않았다. 그리고 부트스트래핑 기반의 매개효과 검증 결과, 브랜드자산이 소비 가치를 매개하여 프리미엄가격 지불의도에 영향을 미치는 간접효과가 통 계적으로 유의한 것으로 나타났다. 또한 조절효과 분석에서는 세대차이 가 브랜드자산과 프리미엄가격 지불의도 간의 관계를 유의하게 조절하는 것이 확인되었다. 반면, 소비자 개인특성과 프리미엄가격 지불의도 간 영향 관계에 대해서는 소비자 개인특성 중에서 혁신성, 자기실현성과 정 보지향성만 프리미엄가격 지불의도에 유의한 영향관계가 나타났는데, 관 련한 세대차이의 조절효과는 나타나지 않았다. 이러한 연구 결과는 전기자동차 시장에서 프리미엄가격 전략을 수립하 는 데 브랜드자산 구축과 세대별 맞춤형 마케팅 전략이 중요함을 시사한 다. 즉, 브랜드인지도 및 이미지 제고를 통한 신뢰 형성, 감성적 가치 증 진을 위한 경험 제공, 혁신적 소비자층을 겨냥한 디지털 중심의 마케팅 활동, 그리고 세대차이를 고려한 시장 세분화 전략이 요구된다. 또한 고 가격 제품에 대한 소비자 저항을 완화하기 위해서는 소비가치 경험을 강 화하고 혁신성과 자기실현 욕구를 자극하는 메시지를 전달할 필요가 있 다.본 연구는 전기자동차의 프리미엄가격 전략에 있어 브랜드자산, 소비 자 개인특성, 소비가치 및 세대 특성의 통합적 작동 메커니즘을 실증적 으로 규명함으로써, 전기자동자동차를 비롯한 신기술 기반 고관여 제품 군의 시장 확산 전략 수립에 실무적 시사점을 제공한다.

다국어 초록 (Multilingual Abstract)

This study aimed to empirically examine the relationship in which brand equity and consumer personal characteristics influence the intention to pay a premium price through consumption value in the electric vehicle market, and to verify whether generational differences play a moderating role in the effects of brand equity and consumer personal characteristics on the intention to pay a premium price. Electric vehicles are high-involvement products with high initial purchase costs and technological specificity, and the brand value perceived by consumers has a crucial influence on their purchase decisions. In particular, factors related to the innovation, eco-friendliness, and technological capability provided by electric vehicle brands are evaluated as major elements that enable premium-price strategies. Accordingly, this study classified brand equity into three elements —brand awareness, brand image, and perceived brand quality; consumption value into functional value, emotional value, and epistemic (novelty-seeking) value; and consumer personal characteristics into four dimensions—innovativeness, variety-seeking tendency, self-actualization, and information orientation. Generations were categorized into the MZ generation and the older generation. After establishing the research model and hypotheses, empirical statistical analyses—including multiple regression analysis, mediation effect testing (bootstrapping), and moderation effect analysis—were conducted using SPSS 29 and PROCESS Macro 3.4 based on 357 valid survey responses collected from electric vehicle consumers in the metropolitan area. As a result of the analysis, it was confirmed that brand equity had a significant positive effect on consumption value, and consumption value had a significant positive effect on the intention to pay a premium price. However, the influence of consumer personal characteristics appeared differently by factor, in that self-actualization and information orientation had significant effects on both consumption value and the intention to pay a premium price, whereas innovativeness and variety-seeking tendency did not show significant relationships. In addition, according to the mediation effect test based on bootstrapping, the indirect effect in which brand equity influences the intention to pay a premium price through consumption value was found to be statistically significant. Furthermore, in the moderation effect analysis, it was confirmed that generational differences significantly moderated the relationship between brand equity and the intention to pay a premium price. In contrast, regarding the relationship between consumer personal characteristics and the intention to pay a premium price, only innovativeness, self-actualization, and information orientation among the consumer personal characteristics showed significant effects on the intention to pay a premium price, and no moderating effect of generational differences was found in this relationship. These research findings suggest that building brand equity and developing generation-specific marketing strategies are important for establishing premium pricing strategies in the electric vehicle market. That is, it is necessary to build trust by enhancing brand awareness and brand image, provide experiences that enhance emotional value, conduct digital-centered marketing activities targeting innovative consumer groups, and implement market segmentation strategies that take generational differences into account. In addition, to reduce consumer resistance toward high-priced products, it is necessary to strengthen consumption-value experiences and deliver messages that stimulate consumers’ desire for innovativeness and self-actualization. This study provides practical implications for establishing market expansion strategies for electric vehicles and other high-involvement, technology-based product categories by empirically identifying the integrated mechanism through which brand equity, consumer personal characteristics, consumption value, and generational characteristics operate within premium pricing strategies for electric vehicles.

목차 (Table of Contents)

• I. 서론 ····················································································································1
• 1. 연구배경 및 필요성 ····················································································1
• 2. 연구의 목적 ··································································································4
• 3. 연구의 내용 및 범위 ··················································································5
• II. 이론적 배경 ····································································································7
• 1. 전기자동차 시장 ··························································································7
• 1) 전기자동차 시장의 현황 ········································································7
• 2) 전기자동차 시장의 특성 ········································································9
• 3) 전기자동차 시장의 중요성 ··································································11
• 2. 브랜드자산 ··································································································12
• 1) 개념 ··········································································································12
• 2) 구성요인 ··································································································16
• 3) 브랜드자산에 관한 선행연구 ······························································19
• 3. 소비자 개인특성 ························································································21
• 1) 개념 ··········································································································21
• 2) 구성요인 ··································································································24
• 3) 소비자 개인특성에 관한 선행연구 ····················································36
• 4. 소비가치 ······································································································41
• 1) 개념 ··········································································································41
• 2) 구성요인 ··································································································45
• 3) 소비가치에 관한 선행연구 ··································································50
• 5. 프리미엄가격 지불의도 ············································································54
• 1) 개념 ··········································································································54
• 2) 특징 ··········································································································59
• 3) 프리미엄가격 지불의도에 관한 선행연구 ········································63
• 6. 세대차이 ······································································································66
• 1) 세대 개념 ································································································66
• 2) 세대 구분 및 특징 ················································································68
• 3) 세대에 관한 선행연구 ··········································································74
• Ⅲ. 연구설계 및 방법 ·····················································································77
• 1. 연구모형 및 가설설정 ··············································································77
• 1) 연구모형 ··································································································77
• 2) 가설설정 ··································································································78
• 2. 변수의 조작적 정의 및 설문 구성 ························································87
• 1) 변수의 조작적 정의와 측정 ································································87
• 2) 설문지의 구성 ························································································90
• 3. 조사설계 및 분석방법 ················································································93
• 1) 조사설계 ··································································································93
• 2) 분석방법 ··································································································93
• Ⅳ. 연구결과 ······································································································95
• 1. 표본의 일반적 특성 ··················································································95
• 2. 측정도구의 신뢰도 및 타당도 검증 ······················································97
• 3. 일반적 특성에 따른 차이 ······································································101
• 4. 기술통계 및 상관분석 ············································································106
• 5. 연구 가설의 검증 ····················································································109
• Ⅴ. 결론 ·············································································································129
• 1. 연구 요약 ··································································································129
• 2. 시사점 및 제언 ························································································131
• 참고문헌 ··········································································································133
• 부록[설문지] ···································································································151
• Abstract ···········································································································157