감성적 소비가치에 관한 연구 : 소비자혁신성과 신제품 수용도 및 감성적 소비가치 요소의 관계를 중심으로 = Study on the Emotional Consumption Value - Focused on the Relationship among Consumer Innovativeness, New Product Adoption and Emotional Consumption Value's Components

국문 초록 (Abstract)

과거 20~30년 동안 소비자행동 연구에 있어서 이성적 소비행위에 관심이 높았던 반면, 감성적 소비행위에 대해서 는 논의 자체가 미비하였다. 이러한 경향은 신제품 수용 및 소비자 혁신성에 관한 연구에 있어서도 마찬가지였다. 그러나 많은 경우에 있어 소비자의 의사결정행위는 이성적 판단을 통한 효용극대화보다는 감성에 근거한 정서적 만족감을 추구하고 있음을 볼 수 있다. 더욱이 최근에는 제품정보의 범람과 기술의 발달 및 제품품질의 동질화로 제품 간 차이가 무의미해짐에 따라 감성이 직접적인 의사결정 요인으로 제품선택에 영향력을 발휘하고 있다. 따라서 본 연구에서는 소비자 혁신성과 신제품 수용도 사이에서 감성적 소비가치의 매개적 역할과 감성적 소비가치 요소 간의 통합적 관련성을 밝혀 의사결정요인으로서의 감성의 중요성을 규명하고자 하였다. 이러한 내용을 파악하기 위해 소비자 혁신성과 감성적 소비가치의 관계, 감성적 소비가치 요소 간의 관계, 감성적 소비가치와 신제품 수용도의 관계에 대한 가설을 설정하여 검증하였다. 가설검증 결과, 소비자 혁신성이 감성적 소비가치에 영향을 미치고, 감성적 소비가치가 신제품 수용도에 영향을 미치는 것으로 나타나 감성적 소비가치의 매개적 역할이 확인되었다. 또한 감성적 소비가치 요소 간에도 부분적인 영향력이 존재하는 것으로 파악되었는데, 심미적 소비가치가 높을 수록 상징적 소비가치와 쾌락적 소비가치가 높은 것으로 나타났다. 반면, 상징적 소비가치는 쾌락적 소비가치에 유의한 영향을 미치지 못하는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

During past 2 or 3 decades, there has been more interest in a ration than in emotion in a theory of consumption behavior. This academic trend is similar to that in the study of new product adoption and consumer innovativeness. However in many cases, consumers, while shopping, pursuit affective satisfaction based on emotion rather than on utility maximization through rational judgement. As the recent overflow of product information, technology development, and homogeneity of product quality obscure the uniqueness of a product, emotion directly affects the product choice process as the purchase decision-making factor. Therefore, the purpose of this study is to verify the mediating role of emotional consumption value between consumer innovativeness and new product adoption, and to confirm integrated casuality among consumption value’s components-aestheticism, symbolism, and hedonism. To achieve these goals, 9 hypotheses are made on the relation between consumer innovativeness and emotional consumption value, on that between emotional consumption value and new product adoption, and on that among emotional consumption value’s components. As a result of proving 9 hypotheses, all hypotheses except one are supported. Mediating role of emotional consumption value between consumer innovativeness and new product adoption is proved by the consumer innovativeness, which affects the emotional consumption value, which affects the new product adoption. And, the partial casuality among the component of emotional consumption value is proved to exist, because the aesthetic consumption value had a strong positive relation with symbolic and with hedonic consumption value while the symbolic consumption value did not have a significant influence on hedonic consumption value.

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