소비자 감정의 유형(Valence)이 구매의사결정에 미치는 영향에 관한 연구- 감정의 환기수준과 지식수준의 조절효과를 중심으로 - = The Effect of Valence of Affect on Purchase Decision Making- Moderating Role of Arousal and Knowledge -

국문 초록 (Abstract)

소비자 감정과 행동에 관한 연구들은 단일차원의 감정을 중심으로 소비자의 정보처리과정에 미치는 영향관계를 다루는 연구들이 대부분을 이루고 있다. 하지만 우리가 경험하는 소비자 감정의 풍부하고 복잡함을 고려할 때 단일차원의 감정구조로 소비자행동과의 관계를 분석하는 것에는 한계가 있다고 할 수 있다. 본 연구는 소비자 감정을 두 가지 차원인 감정의 유형(valence: 긍정감정 vs.부정감정)차원과 환기(arousal)차원으로 나누고, 두 가지 차원으로 구성된 소비자 감정이 소비자 행동에 미치는 영향을 분석하였다. 특히 선행연구들에서 미미하게 다루고 있는 감정의 유형(valence)차원과 환기(arousal)차원간의 상호작용 효과 및 감정의 유형과 지식수준의 상호작용 효과가 구매의도와 제품선택의 어려움 등 소비자의 구매의사결정에 어떤 영향을 미치는지 살펴보고자 하였다.
연구결과 첫째, 소비자 감정의 유형(긍정감정 vs.부정감정)에 따라 제품대안을 선택하는 어려움 정도와 구매의도에 유의한 차이가 나타남을 확인하였다. 특히 긍정감정 그룹은 부정감정 그룹보다 대안 선택 과정의 어려움은 낮게, 구매 의도는 높게 나타났다. 둘째, 감정의 환기수준이 수행하는 조절적 역할은 감정의 유형과 구매의도와의 관계에서만 나타났고, 감정의 유형과 제품선택 어려움 정도와의 관계에서는 나타나지 않았다. 특히 감정의 환기수준이 높은 경우 감정의 유형에 따른 구매의도에 차이가 크게 나타났다. 셋째, 소비자 지식수준의 조절적 역할은 소비자 감정의 유형과 구매의도, 감정 유형과 제품 선택의 어려움 정도의 두 가지 경우에 모두 유의하게 나타났다. 특히 구매의도의 경우는 지식수준이 높을 때, 제품 선택의 어려움 정도는 지식수준이 낮을 때 감정의 유형에 따른 차이가 크게 나타났다.

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