PPL에 대한 수용자의 태도가 PPL된 제품 태도 및 구매의도에 미치는 영향

채세라,한웅희,김건하 한국유통과학회 2015 유통과학연구 Vol.13 No.1

Purpose – This study aims to examine the effect of audience attitude toward product placement, or PPL, on product attitude and purchase intention. PPL has increasingly been prevailing in TV dramas since the revision of the Broadcasting Act in January 2010, and it is quite widespread in today's society. Therefore, this study intends to investigate how the audience would take a particular attitude toward PPL in TV dramas and how their attitude would affect their product attitude and purchase intention. Research design, data, and methodology – The sample for the current study was drawn from college students in Seoul in December 2013, as the main targets of the products and brands that were advertised by PPL are young people. The questionnaire for this study comprised nine parts, such as the knowledge of PPL, experience of PPL, TV drama watching time, impulsive buying propensity, celebrity imitating buying propensity, attitude toward PPL, attitude toward product, purchase intention, and demographic characteristics. The questionnaire items were measured by 5-point Likert scales. Whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed and how the PPL attitude would affect purchase intention through product attitude was analyzed as well. To analyze the relationship between variables, structural equation modeling analysis was performed with Amos 18.0. Results – The major findings of the study were as follows. First, whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed, and it is found that out of the demographic characteristics, only gender and knowledge of PPL exerted an influence on PPL attitude. In addition, celebrity-imitating buying propensity had an impact on PPL attitude. Second, whether PPL attitude would affect purchase intention through product attitude was analyzed by structural equation modeling. Consequently, it is found that PPL attitude impacted purchase intention through product attitude. Conclusions – The findings of the study had the following implications. First, in theoretical aspects, previous studies have proven only that attitude toward PPL influenced attitude toward product and purchase intention separately; however, the current study has investigated the mediated role of attitudes toward PPL. Second, regarding the practical aspects, as PPL attitude exercised an effect on purchase intention as well as product attitude, PPL should be utilized in a manner to stimulate the audience to take a positive attitude to it. Finally, gender, PPL knowledge, and celebrity-imitating buying orientation were identified as influential factors for PPL attitude. Specifically, female consumers showed a lower attitude toward PPL than males, and the consumers who have no knowledge showed a lower attitude toward PPL. The consumers who have celebrity imitating buying propensity expressed a higher attitude toward PPL. These factors should consequently be taken into account when PPL is planned and conducted. The current study has limitations such as the sample object, non- experimental method, and media biases. Therefore, future research should be conducted to address these limitations.

중국 위조품소비자의 제품태도가 구매의도에 미치는 효과

김주원 ( Kim Juwon ),백서윤 ( Paik Seoyun ),문철주 ( Mun Cheolju ) 현대중국학회 2016 現代中國硏究 Vol.18 No.2

본 연구는 중국 위조품소비자들이 갖는 개인차원의 요인들이 위조품에 대한 태도와 명품에 대한 태도에 미치는 영향을 파악하고 이들 두 가지 제품태도가 위조품 구매의도와 어떠한 관계를 형성하는지를 검증하는 논문이다. 본 연구에서는 위조품소비자 개인차원의 사회심리학적 요인을 크게 가치의식, 위기의식, 타인의식의 세 가지로 구분하고 이들 세 가지 요인이 각각 위조품태도와 명품태도에 어떻게 영향을 미치는가를 살펴보았다. 특히 본 논문은 위조품 구매의도에 위조품에 대한 태도와 명품에 대한 태도가 함께 영향을 미칠 수 있다는 점에 주목하여, 위조품에 대한 태도와 구매의도의 관계는 명품에 대한 태도에 의해 매개될 수 있다는 가설을 수립하였다. 북경과 상해를 중심으로 위조품을 구매한 경험이 있는 소비자 총 184명을 대상으로 설문조사를 실시하였으며, 경로분석을 통해 다음과 같은 결과를 확인하였다. 먼저 가치의식과 위험의식은 위조품태도 형성에 각각 긍정적인 영향과 부정적인 영향을 미친 반면 명품태도 형성에는 유의한 영향을 미치지 못하는 것으로 나타났다. 다만 타인의식의 경우 위조품태도는 물론 명품태도에도 긍정적인 영향을 미치는 것으로 나타났다. 한편 긍정적인 위조품태도를 형성하는 소비자들은 또한 긍정적인 명품태도를 형성하는 것으로 나타났으며 위조품태도와 구매의도는 긍정적인 직접효과가 나타나는 것으로 분석되었다. 그러나 명품태도는 위조품에 대한 구매의도에 유의한 영향을 미치지 못하는 것으로 나타나, 위조품태도와 구매의도 관계를 매개하지는 못하는 것으로 분석되었다. The purpose of this paper is to examine the individual factors that influence Chinese counterfeit consumers` attitudes towards counterfeit product and luxury product, and to analyse the relations of these two product attitudes and purchase intention. After classifying the individual sociopsychological factors as value consciousness, risk consciousness, and self consciousness, this research investigates how such factors influence consumers` attitudes towards counterfeit product and legitimate luxury product. Additionally, this paper focuses on studying the impacts of these two types of product attitudes on the intention of purchasing counterfeit product, especially exploring the mediating role of product attitude towards legitimate luxury brands. A total of 184 questionnaires were collected from respondents who had bought counterfeit luxury product in Beijing and Shanghai. The research results from path analysis can be summarized as follows: First, consumers with higher value consciousness had more positive attitude towards counterfeit product but those with higher risk consciousness had more negative attitude towards counterfeit one. Second, consumers with higher self consciousness had positive attitude towards both counterfeit product and legitimate luxury product. Third, consumers with more positive attitude towards counterfeit product also were positive towards legitimate luxury product. Fourth, the intention of purchasing counterfeit product was directly influenced by positive attitude towards counterfeit product. However, since not having statistically significant effect on purchase intention, product attitude towards legitimate luxury product did not mediate the effect of counterfeit product attitude on purchase intention.

소비자의 윤리적 상품에 대한 태도 및 구매의도의 관련요인 분석

허은정 ( Eun Jeong Huh ) 한국소비자학회 2011 소비자학연구 Vol.22 No.2

최근 우리나라에서도 윤리적 상품에 대한 소비자들의 관심이 높아지고 있으며 윤리적 상품을 구매하는 소비자들이 점차 증가하고 있다. 본 연구는 ‘수정된 계획행동이론’에 근거하여 소비자들의 윤리적 상품에 대한 태도 및 구매의도에 영향을 미치는 변수들을 규명하고 이들 변수들과 구매의도간의 인과관계를 분석하는 것을 기본목적으로 한다. 이를 위해 만 18세 이상의 성인소비자들을 대상으로 온라인과 오프라인을 통해 자료를 수집하였고 최종 888부가 분석에 사용되었다. 주요한 연구결과는 다음과 같다. 첫째, 조사대상자들 중에서 65.3%는 윤리적 상품을 구매한 경험이 있는 소비자였으며, 제일 많은 비율이 구매한 윤리적 상품은 친환경농산물, 공정무역 커피, 초콜릿, 의류 및 패션제품의 순으로 나타났다. 조사대상자들의 윤리적 상품에 대한 태도는 7점 기준으로 볼 때 4.85로 윤리적 상품에 대해 약간 긍정적인 태도를 가지고 있었고, 구매의도 역시 7점 기준으로 볼 때 평균이 5.04점으로 윤리적 상품을 구매할 의사가 다소 있는 것으로 나타났다. 둘째, 인구사회학적 변수에 따른 윤리적 상품에 대한 태도와 구매의도의 차이를 살펴본 결과, 윤리적 상품에 대한 태도는 교육수준, 월평균 가계소득, 직업에 따라 유의한 차이를 보였고 윤리적 상품에 대한 구매의도는 교육수준, 종교, 월평균 가계소득에 따라 유의한 차이를 나타내었다. 특별히 교육수준이 높은 집단(대졸이상)과 월평균 가계소득이 높은 집단(500만원 이상)은 그렇지 않은 집단에 비해 윤리적 상품에 대한 태도가 긍정적일뿐만 아니라 구매의도 또한 높은 것으로 나타났다. 셋째, 윤리적 상품에 대한 태도에 유의한 영향을 미치는 변수는 보편적 가치, 윤리적 의무, 이타주의, 지각된 소비자 효율성, 인구사회학적 변수 중에는 여성, 교육수준이 고졸보다 높은 집단, 월평균 가계소득이 높은 집단으로 분석되었다. 윤리적 상품에 대한 구매의도의 경우 이타주의와 태도만이 정적 영향을 미치는 것으로 나타났다. 넷째, 태도변수를 매개변수로 하여 윤리적 상품의 구매의도에 대한 경로분석 결과, 이타주의와 태도는 윤리적 상품의 구매의도에 대해 직접적인 인과효과를 가지고 있었고, 보편성가치, 지각된 소비자 효율성, 윤리적 의무, 성별(여성), 전문대졸, 대학재학/대졸이상, 가계소득(최상 집단)은 태도변수를 매개로 한 간접적인 인과효과를 가지는 것으로 나타났다. 윤리적 상품의 구매의도에 가장 큰 영향을 주는 변수는 태도로 나타났다. Recently many consumers have been concerned about ethical products and the real purchasing power on the ethical products have been increased in Korea. The purposes of this study are to investigate major factors to influence the consumer`s attitude and purchase intention on the ethical products and to analyze the casual relationship among independent variables, attitude, and purchase intention. For the theoretical model of ethical consumer decision-making, this study is based on the ``modified theory of planned behavior`` by Shaw & Shui(2002a; 2002b; 2003). The independent variables in this study included three consumer values related to ethical consumption(universalism, benevolence, and self-direction), ethical obligation, self-identity, perceived consumer effectiveness, human relation, altruism, and the socio-demographic variables. For this study, the ethical products include eco-friendly products which are no harm both to nature and human body and various fair-trade products which are designed to contribute to economical self-sufficiency of poor workers in the Third World. The data were collected from both on-line and off-line survey in March, 2010 and 888 samples were used to the final analyses. The major results are follows. First, 65.3% of the sample had purchased at least one or more the ethical products. The high purchase percentage among the ethical products was the order of eco-friendly agricultural products, fair-trade coffee, fair-trade chocolate, and fair-trade clothing & fashion products. The average score about consumer`s attitude on the ethical products was 4.85 point at 7 point criteria, and it means that the respondents have some positive attitude on the ethical products. The average score about consumer`s purchase intention on the ethical products was 5.04 point at 7 point criteria, meaning the respondents have some purchase intention on the ethical products. Second, the results of impacts of the socio-demographic variables on consumer`s attitude on the ethical products indicated that there were significant differences among the educational level, the average monthly household income, and the occupation. For the consumer`s purchase intention on the ethical products, there were significant differences among the educational level, the religion, and the average monthly household income. Especially, the groups with the college graduate and over and the highest household income had not only positive attitude on the ethical products, but also high purchase intention on the ethical products. Third, the results of the regression analysis indicated that the value of universalism, ethical obligation, perceived consumer effectiveness, and altruism positively influenced on the consumer`s attitude on the ethical products. Among the socio-demographic variables, women in terms of sex, the groups both college and college graduate and over in terms of the educational level, and the group with 4,000 thousand won and over in terms of the average monthly household income positively influenced on the consumer`s attitude. Among significant factors influencing on the consumer`s attitude, the value of universalism had the greatest influence and the next are ethical obligation, the education level with college and college graduate and over, the household income with 4,000 thousand won and over. For the purchase intention on the ethical product, only altruism and attitude were significant factors, and the attitude was greater influence than the altruism. Finally, the results of path analysis indicated that the attitude and altruism had direct effects on the purchase intention of the ethical products, while the value of universalism, ethical obligation, perceived consumer effectiveness, women in terms of sex, college graduate and over in terms of educational level, and the group with 4,000 thousand won in terms of average monthly household income had indirect effects on purchase intention. This result implies that in order to increase the purchase of ethical products, it is important for consumers to have positive attitude toward the ethical products. The results of this study has some implications of consumer`s purchase behavior on the ethical products for the experts at consumer studies and marketing. For example, the consumer educators help some groups(for instance, men and the consumer with the high school graduate) to have positive attitude toward the ethical products. For the marketing managers, the results of this study may help to create a sales strategy about, the ethical products, implying that some groups(women, the consumers with college graduate and over, and the group with 4,000 thousand won and over at monthly household income) had positive attitude and higher probability to purchase the ethical products. This study included the ethical obligation, self-identity, and attitude as the major independent variables based on the ``modified theory of planned behavior``, but the results indicated that the self-identity didn`t have significant effect on both the consumer`s attitude and the purchase intention. The further studies are needed to elaborate the measure of the self-identity and to help the understanding of consumer`s ethical consumption behavior with the quantitative data.

제품관여 수준에 따라 전형성과 현저성이 상표태도에 미치는 영향에 관한 연구

이성철 한국상업교육학회 2012 상업교육연구 Vol.26 No.4

본 연구에서는 Muncy(1990)의 제품관여에 대한 설명에서 전형성은 저관여 제품의 상표태도에 영향을 미치고, 현저성은 고관여 제품의 상표태도에 영향을 미친다는 주장을 조사연구를 통하여 확인하고자 하였다. 본 연구에서는 예비조사를 통하여 저관여 제품으로 ‘라면’을 선정하고 고관여 제품으로 ‘핸드폰’을 선정하였다. 또한 저관여 제품에서 전형성이 높은 상표로는 ‘김치라면’과 ‘진라면’이 선정되었고 전형성이 낮은 상표로는 ‘수타면’과 ‘스낵면’이 선정되었다. 또한 현저성이 높은 상표로는 ‘진라면’과 ‘수타면’이 선정되었고 현저성이 낮은 상표로는 ‘김치라면’과 ‘스낵면’이 선정되었다. 고관여 제품의 경우에는 전형성이 높은 상표로는 ‘모토로라’와 ‘삼성애니콜’이 선정되었으며, 전형성이 낮은 상표로는 ‘노키아’와 ‘SK스카이’가 선정되었다. 또한 현저성이 높은 상표로는 ‘삼성애니콜’과 ‘SK스카이’가 선정되었으며, 현저성이 낮은 상표로는 ‘노키아’와 ‘모토로라’가 선정되었다. 본 연구결과는 다음과 같다. 첫째, 전형성이 높아짐에 따라 상표태도가 더 높아지는 것으로 나타났으나, 고관여 제품보다 저관여 제품의 상표태도가 더 많이 상승하는 것으로 나타났다. 둘째, 현저성이 높아짐에 따라 상표태도가 더 높아지는 것으로 나타났으나 저관여 제품보다는 고관여 제품의 상표태도가 더 높아지는 것으로 나타났다. 셋째, 전형성이 낮은 경우에 고관여 제품보다는 저관여 제품의 상표태도가 높았으나, 현저성이 높아짐에 따라 저관여 제품보다 고관여 제품의 상표태도가 더 높아지는 것으로 나타났으며, 저관여제품보다 고관여 제품의 상표태도가 더 많이 급상승하는 것으로 나타났다. 넷째, 현저성이 낮은 경우에는 저관여 제품의 상표태도가 더 높았지만 전형성이 높아짐에 따라 저관여 제품과 고관여 제품의 상표태도가 모두 완만하게 증가하였다. 현저성이 높은 경우에는 고관여 제품의 상표태도가 높았으며, 전형성이 증가함에 따라 고관여 제품보다 저관여 제품의 상표태도가 더 급상승하는 것으로 나타났다. 본 연구에서는 전형성은 저관여 제품의 상표태도에 더 많은 영향을 미치고 현저성이 고관여 제품의 상표태도에 더 많은 영향을 미치지만, 전현성과 현저성은 모두 저관여 제품과 고관여 제품의 상표태도에 정적인 영향을 미치는 것으로 나타났으며, 전형성과 현저성이 모두 높은 경우에는 저관여 제품과 고관여 제품의 상표태도가 거의 같아진다는 사실을 발견하였다. This research was to investigate the impacts of brand typicality and brand salience on brand attitude according to degree of product involvement. Existing study didn't investigate effects of typicality, salience and product involvement on brand attitude. This research was interested in influencing typicality and salience on product involvement in brand attitude. Results are as follows; First, there were presented two way interaction effects of product involvement and typicality on brand attitude. Typicality positively influenced brand attitude of low and high involvement products, but influenced more low involvement product then high involvement product on brand attitude. Second, there were presented two way interaction effect of product involvement and salience on brand attitude. Salience positively influenced brand attitude of low and high involvement products, but influenced more high involvement product then low involvement product on brand attitude. Third, there were presented three way interaction effect of product involvement, typicality and salience on brand attitude. Typicality and salience positively influenced on low and high involvement product in brand attitude. However, typicality influenced more low involvement product then high involvement product, but salience influenced more high involvement product then low involvement product in brand attitude. This research found almost equal brand attitudes of low involvement product and high involvement product in high typicality and high salience situations.

스포츠 이벤트 공식스폰서 광고 효과 분석

이종호(Lee Jong-Ho),최종필(Choi Jong-Pill) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.1

본 연구는 광고유형(월드컵 공식스폰서 광고, 일반광고)과 제품유형(고관여 제품, 저관여 제품)에 따른 광고 효과를 분석하는데 목적이 있었다. 즉 광고유형과 제품유형에 따른 광고 메시지 수용자의 광고태도, 제품태도, 기업이미지 태도, 그리고 구매의도 차이를 분석하고, 광고태도, 제품태도, 기업이미지 태도가 향후 광고 수용자의 제품 구매의도에 미치는 영향을 분석하기 위하여 유층표집 및 임의표집을 통하여 대학생 905명(월드컵 공식 스폰서광고, 457명; 일반광고, 448명)을 대상으로 설문조사를 실시하였다. 설문지는 윤각(1997), 서희정(2002), 임명옥(1998) 그리고 강신도(1999) 등이 사용한 설문지를 기초로 본 연구의 목적에 부합하도록 수정ㆍ보완하여 신뢰도를 검증한 후 본 연구의 최종 설문지로 사용하였다(기업이미지 태도 α=.9117: 광고태도 α=.9108: 제품태도 α=.8328: 구매의도 α=.8552). 자료분석을 위하여 사용한 통계기법은 빈도분석, 신뢰도검증, 이원번량분석(twa-way ANOVA), 그리고 중다회귀분석(multiple regression analysis) 등이다. 이상과 같은 연구방법 및 절차를 통하여 다음과 같은 결론을 얻었다. 첫째, 스포츠 이벤트 공식스폰서십을 통한 광고가 일반광고보다 광고 효과가 높은 것으로 나타났다. 즉 광고 메시지 수용자들은 스포츠 스폰서십을 통한 광고의 광고태도, 제품태도, 기업이미지 태도, 제품 구매 의도에서 일반광고보다 긍정적으로 평가(인식)하는 것으로 나타났다. 둘째, 저관여 제품의 광고 효과가 고관여 제품의 광고 효과보다 높은 것으로 나타났다. 즉 광고 메시지 수용자들은 저관여 제품 광고의 광고태도, 제품태도, 기업이미지 태도, 제품 구매의도에서 고관여 제품의 광고보다 긍정적으로 평가하는 것으로 나타났다. 셋째, 광고유형과 제품유형 간에는 상호작용 효과가 나타나지 않았으며, 스포츠 이벤트 스폰서십을 통한 저관여 제품 광고 효과가 가장 높은 것으로 나타났다. 즉 광고 메시지 수용자들은 스포츠 스폰서십을 통한 저관여 제품에 대한 광고의 광고태도, 제품태도, 기업이미지 태도, 제품 구매의도를 긍정적으로 평가하고 있는 것으로 나타났다. 넷째, 스포츠 이벤트 공식스폰서 광고에 따른 광고 수용자들이 평가하는 광고태도, 제품태도, 기업이미지 태도는 향후 광고 수용자들의 제품 구매의도에 영향을 미치는 것으로 나타났으며, 일반광고의 경우 제품태도, 기업이미지 태도는 제품 구매의도에 유의하게 영향을 미치는 것으로 나타났다. 이상을 종합해보면 스포츠 이벤트 스폰서십를 통한 저관여 제품의 광고 효과가 가장 높은 것으로 나타났으며, 광고 수용자들이 평가하는 광고태도, 제품태도, 기업이미지 태도는 향후 광고 메시지 수용자들의 제품 구매의도에 영향을 미치는 것으로 나타났다. 따라서 치열한 시장 경쟁구도와 다양한 커뮤니케이션 도구의 홍수 속에서 기업의 생존전략과 소비자들에게 광고 수용성을 높일 수 있는 기업 커뮤니케이션 수단으로서의 스포츠 이벤트를 통한 광고 및 홍보의 전략이 강구되어져야 할 것으로 사료되어진다. The purpose of this study was to examine the advertisement effects of sport events sponsorship for advertisement attitude, product attitude, attitude toward cooperate image, and intention to purchase. To accomplish the purpose of this study, 905 university students from five stratified randomly selected universities were surveyed by means of the revised questionnaires. The content validity and reliability of both the questionnaires were determined by conducting a pilot study. The reliability coefficient for the questionnaire was found to be α=.8328-.9117. The questionnaire utilized a seven-point Likert-type scale was employed for ascertaining the degree of importance that each respondent attached to each item. The following statistical methods were applied by employing the SPSS 10.0V. for the statistical analysis: frequency analysis, multiple regression, and two-way ANOVA. The results of the study were as follows: First, the advertisement attitude, product attitude, corporate image, and purchasing intention were significantly different with respect to types of advertisement. Respondents had better positive estimation about advertisement attitude, product attitude, corporate image, and purchasing intention in case of sports sponsorship advertisement than general advertisement. Second, the advertisement attitude, product attitude, corporate image, and purchasing intention were significantly different with respect to types of product involvement, advertisement, Respondents had better positive estimation about advertisement attitude, product attitude, corporate image, and purchasing intention in case of low involvement product than high involvement product. Third, there were no interaction effects between the types of advisement and product involvement, but the sports sponsorship advisement of low involvement product was more effective than sports sponsorship advisement of high involvement product, general advisement of low involvement and high involvement product such as advertisement attitude, product attitude, corporate image, and purchasing intention. Finally, the degree of estimation of advertisement attitude, product attitude, and corporate image of sports sponsorship advertisement significantly influenced the purchasing intention of customers. And the degree of estimation of product attitude, and corporate image of sports sponsorship advertisement significantly influenced the purchasing intention of customers.

종합슈퍼마켓 PB상품의 선택속성이 소비감정, 브랜드태도 및 브랜드 충성도에 미치는 영향

전태유,최상범,박노현 한국유통과학회 2014 유통과학연구 Vol.12 No.11

Purpose – PB (Private Brand) refers to the product for which the distribution company plans the production independently, consigns the production to the manufacturer, or attaches the self-developed trademark and sells it. To reinforce competitiveness in such a market environment, diverse products development, systematic management activities, and marketing efforts to analyze and understand the consumers' behavior regarding PB products are emphasized. Therefore, this study aims to investigate the relationships among PB product attributes, consumption emotion, brand attitude, and brand loyalty in general supermarkets. First, PB product attributes were defined using the five categories of perceived price, store image, familiarity, perceived service, and perceived quality, based on preceding studies. This study examined the influence of PB product attributes on consumption. Further, this study examined the relation among consumption emotion, brand attitude, and brand loyalty. This study provides more detailed and concentrated strategic implications. Research design, data, and methodology – In this study, the research model was designed to examine the relation among PB product attributes, consumption emotion, brand attitude, and brand loyalty. For the data collection method, the questionnaire survey comprised multiple items for each component and the direct interview method was employed. To collect data, the questionnaire survey was conducted for customers who personally visited the general supermarket after verifying the PB product purchase experience. The questionnaire survey was performed for one month, May 2014. A total of 300 questionnaires were distributed and 240 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0. Results – First, PB product attributes had a significantly positive effect on consumption emotion. The PB product attributes perceived by the customer at the point of service contact are important to form the positive consumption emotion. Second, consumption emotion had a significantly positive effect on brand attitude. Third, the consumption emotion had a significantly positive effect on brand loyalty. Such consumption emotion is an important factor in causing the positive evaluation on the brand attitude perceived by the customer. Fourth, brand attitude had a significantly positive effect on brand loyalty. The consumption emotion was positively represented to invoke the relational continuance behavior. The relational continuance behavior accompanies the repetition of purchase, word of mouth, and recommendation activities, and influences trust regarding the brand, for which the customer maintains the transaction continuously. Conclusions – The PB product attributes perceived by the customer at the point of service contact are important factors to form the positive consumption emotion. Based on this result, the discount store service provider would prepare the measures that can make the customer recognize the positive value, and make more detailed efforts. Consumption emotion is an important factor to cause the positive evaluation on the brand attitude perceived by the customer. Based on this result, the general supermarket must make efforts to provide fun or convenience in the purchase process for consumers.

The Effect of Distributor Private Brand Product Type on Consumer Attitude

Eun-Hee Kim,Eun-Hee Kim,Moon-Jung Kim 한국유통과학회 2011 Asian Journal of Business Environment (AJBE) Vol.1 No.1

This study is conducted to verify existing differences in consumer attitude according to distributor type and PB product type. Pre-test was conducted for this study in order to select the distributor and to classify the product type, FGI was conducted with 10 graduate students of K university in Kyong-gi. This study survey housewives, office workers, and university students excluding the participants in the pre-test. In the final analysis, research hypothesis is verified through the data of 280 answers in Korea. This research is conducted with a factor design of 3 types of distributors –department store, discount store, convenience store-and 2 types of product –utilitarian product, hedonic product. To verify the hypotheses, ANOVA is carried out. Reliability test of each measurement variables, Cronbach α coefficient is used. For each analysis, SPSS Windows 15.0 statistical program is used. The findings suggest that First, according to the size and characteristics, distributors are classified into department stores, discount stores, and convenience stores and it is verified whether if there are differences in consumers' attitude (product attitude, brand attitude and purchase intention) by the effect of different distributors. Results showed that product attitude is statistically significant. Second, product type is classified by two categories according to whether the product seeks for practicality or emotional pleasure - Utilitarian product and Hedonic product. In this context, the result after verifying whether if there is difference in the attitudes -product attitude, brand attitude, and purchase intention - in accordance with the product types is shown that utilitarian products makes bigger difference compared to hedonic products. Third, it is confirmed that there is interaction effect between product attitude and purchase intention according to the distributer type and product type. However, we find that in terms of brand attitude, there is no interaction effect. The implications of this research is as the following. First, we propose the need of PB product development and marketing strategy, which considers the product types in accordance with the scale and features of each distributor. Second, PB products should break away from the simplicity of standardized products and consider the different features of distributors. Distributors will be in need of a strategy to build a compelling brand that can differentiate itself from other distributors. This will contribute to the improvement in reliability and formation of product value.

모바일 광고에서 브랜드 명성, 제품정보 및 할인율의 역할

윤성욱,조현정 한국소비자·광고심리학회 2015 한국심리학회지 소비자·광고 Vol.16 No.2

With the recent increase in smartphone usage, more information on the business or product tends to be distributed through mobile advertisements, in addition to the existing 4 media (TV, radio, magazines, newspapers). Therefore, this study is to find out the effects of brand reputation and product information in mobile advertisements on consumer attitude, and the regulation effect of discount rate when information on discounts is supplied by mobile. Therefore, in order to verify the effects of brand reputation (high/low) and product information (exists/does not exist) on the brand attitude and product attitude, and furthermore verify regulation effect of discount rate (high/low), 2x2x2 experimental design was used to empirically analyze them. As a result, higher brand reputation affected positively on consumers’ brand attitude and product attitude, and the existence of product information had a favorable effect on product attitude. Also, in terms of the effects of brand reputation on brand attitude and product attitude, the regulation effect of discount rate was significant, but it was not significant on the effects of product information on brand attitude and product attitude. Companies with higher brand reputation should attract new customers through mobile promotional activities and provide 1:1 personalized information for existing customers to enhance their brand reputation and customer loyalty. Rather than releasing mobile advertisements without product information, it is more effective to include specific product information. Also, higher discount rate and frequent advertisements for sale may bring an adverse effect for companies with lower brand reputation, so these should be refrained. 최근 스마트폰의 사용이 확산됨에 따라 기업 정보나 제품 정보를 4대 매체(TV, 라디오, 잡지, 신문)뿐 아니라 모바일 광고를 통해 제공하는 경향이 늘고 있다. 따라서 본 연구에서는 모바일 광고 상황에서 브랜드명성과 제품정보가 소비자의 태도에 미치는 영향에 대해 알아보고, 모바일을 통한 가격할인정보 제공시 할인율이 어떠한 조절효과를 하는지 살펴보고자 한다. 이를 위해 브랜드 명성(높음/낮음)과 제품정보(유/무)가 브랜드 태도와 제품태도에 미치는 영향을 검증하고, 나아가 할인율(높음/낮음)의 조절 역할을 검증하기 위해 2×2×2 실험설계를 사용해 실증적으로 분석하였다. 실증분석 결과, 브랜드 명성이 높을수록 소비자의 브랜드 태도와 제품태도에 긍정적인 영향을 미치는 것으로 조사되었으며, 제품정보가 있을 때 제품태도에만 호의적인 영향을 미치는 것으로 나타났다. 또한 브랜드 명성이 브랜드 태도와 제품태도에 미치는 영향에는 할인율의 조절효과는 모두 유의한 것으로 나타났으나, 제품정보가 브랜드 태도와 제품태도에 미치는 영향에는 할인율의 조절효과가 유의하지 않는 것으로 조사되었다. 브랜드 명성이 높은 기업은 프로모션 모바일 광고 활동을 통해 신규 고객을 창출하고, 고정고객을 위해 1:1 맞춤형 정보를 제공함으로써 브랜드 인지도 및 고객 충성도를 높여 나가야 한다. 모바일 광고시 제품정보 없이 보내는 것보다 구체적인 제품정보와 함께 보내는 것이 효과적이다. 뿐만 아니라 브랜드 명성이 낮은 기업은 높은 할인과 잦은 세일의 광고는 오히려 역효과를 초래할 수 있으므로 자제해야 할 것이다.

레트로 디자인(retro-design)이 하이테크 제품에 대한 태도 및 구매 의도에 미치는 효과: 인지된 새로움의 매개효과를 중심으로

이지은 ( Lee Jee Eun ),김승은 ( Kim Seung-eun Sonia ),이유석 ( Lee Youseok ) 한국소비자학회 2017 소비자학연구 Vol.28 No.5

본 연구에서는 과거 제품에 사용되었던 디자인을 차용하는 레트로 디자인이 하이테크 제품에 사용되는 것이 하이테크 제품에 대한 소비자의 태도, 그리고 구매 의도에 어떠한 영향을 미치는지를 살펴보았다. 레트로 디자인은 정의상 과거와 관련이 깊은 반면 하이테크 제품은 최신 기술을 바탕으로 만들어졌기에 레트로 디자인과 하이테크 제품의 결합은 다소 역설적이다. 따라서, 하이테크 제품에 일반적으로 많이 쓰이는 현대적 디자인을 사용할 때와 레트로 디자인을 사용할 때 소비자들이 제품에 대해서 가지는 태도나 구매 의도가 달라질 수 있다. 본 연구에서는 특히, 이러한 차이를 인지된 새로움의 매개효과에 집중하여 규명하고자 하였다. 이를 위해 총 두 개의 실험을 실시하였다. 실험 1은 제품 디자인(현대적 디자인 vs. 레트로 디자인)이 하이테크 제품에 대한 소비자의 태도 및 구매 의도에 미치는 효과를 검증하기 위해 진행되었다. 분석 결과, 레트로 디자인일 때 현대적 디자인일 때보다 소비자들의 제품에 대한 태도가 긍정적이었으며 구매 의도가 높았다. 또한, 본 효과는 제품의 인지된 새로움에 의해 완전 매개되었다. 실험 2에서는 레트로 디자인의 효과가 소비자의 노스탤지어 성향에 따라 어떻게 조절되는지 확인하였다. 분석 결과, 소비자의 노스탤지어 성향이 약할 때, 소비자의 노스탤지어 성향이 강할 때보다 제품 디자인이 제품 태도 및 구매 의도에 미치는 영향이 강했다. 즉, 노스탤지어 성향이 약한 소비자들이 레트로 디자인일 때 제품에 대해 더욱 긍정적인 태도를 가지며 더욱 높은 구매 의도를 가졌다. 이 조절효과 역시 실험 1과 마찬가지로 제품의 인지된 새로움에 의해 완전 매개되었다. 결과적으로, 본 연구에서는 하이테크 제품의 경우, 현대적 디자인일 때에 비해 레트로 디자인일 때 소비자의 제품에 대한 태도가 긍정적이며 구매 의도가 높다는 것을 확인할 수 있었다. 나아가, 이러한 효과는 제품의 인지된 새로움에 의해 매개된다는 것을 알 수 있었다. 즉, 하이테크 제품에 레트로 디자인이 사용되었을 때 제품이 더욱 새롭게 인지되어 제품에 대한 태도와 구매 의도가 보다 긍정적으로 나타났다. 또한, 노스탤지어 성향에 따라 레트로 디자인의 효과의 크기가 달라진다는 것 역시 검증되었다. 본 연구의 결과들은 제품 디자인으로서 레트로 디자인이 소비자들의 제품 인식에 미치는 영향을 이해하는 데에 기여할 수 있으며, 하이테크 제품의 판매에 있어 제품의 레트로 디자인이 미치는 영향을 확인하는 데에 실무적인 시사점을 제시해 준다. In this study we have examined how the usage of a retro-design, or the application of an old-fashioned design to products used today, on high-technology products affects consumer attitude and consumer purchase behavior towards the product. The combination of a retro- design, which is more associated with the past, and a high-technology product, which is more associated with the present or future, seems to be quite paradoxical. Thus, what kind of attitude consumers have and their intention for purchase towards the product can vary whether the high-technology product has a commonly used modern design or a retro-design. Particularly in this study, we aim to investigate the variation of product attitude and purchase intention by focusing on the mediating effect of perceived newness of the product. For this purpose, we have conducted two separate experiments. Experiment 1 was conducted in order to provide evidence that product design(modern design vs. retro-design) affects the product attitude and purchase intention of consumers towards a high-technology product. Results showed that consumers expressed more positive attitudes and higher purchase intentions when the high-technology product had a retro-design compared to a modern design. Moreover, the effect was completely mediated by the perceived newness of the product. In experiment 2, we examined how the effect of retro-design was moderated by the nostalgia proneness of the consumer. Results stated that the effect of retro-design on consumer product attitude and purchase intention was stronger when consumers had a weaker nostalgia proneness compared to a stronger nostalgia proneness. Specifically, consumers with a weaker nostalgia proneness had a more positive attitude and stronger purchase intention towards a high-technology product when it has a retro-design. This moderation was completely mediated by the perceived newness of the product, as in experiment 1. In conclusion, the study shows that, in the case of high-technology products, consumer product attitude is more positive and purchase intention is higher when the product is a retro- design. When a high-technology product has a retro-design, it is perceived as newer, which thereby affects the product attitude and purchase intention of consumers. This study contributes to the understanding of how a retro-design affects consumer perception, and has managerial implications in identifying the effect of retro product design on high-technology product purchase behavior.

친환경농산물 선택기준이 구매의도에 미치는 영향 : 소비자 태도와 신뢰의매개, 조절효과를 중심으로

김미송,김동환,이기황,윤명길 한국유통과학회 2013 유통과학연구 Vol.11 No.12

Purpose- This study investigated the effects of consumers'selection criteria for environment-friendly agricultural products on purchase intention and the effects of consumers' attitudes and the reliability of environment-friendly agricultural products on purchase intention by using the theory of planned behavior. Subjective norms of variables of behavioral intention, attitudes toward behavior and control of the behavior were used to create selection criteria, consumers' attitudes and reliability of environment-friendly agricultural products. The study investigated the effects of consumers' selection criteria, attitudes, and reliability of environment-friendly agricultural products on purchase intention constructing models and hypotheses of mediation and moderation between selection criteria for agricultural products and purchase intention by consumers' attitudes and reliability. Research design, data, and methodology- The findings were as follows: first, consumers' selection criteria for environment-friendly agricultural products had a significantly affirmative influence upon purchase intention. Health was the most important factor of selection criteria convenience was more important than quality and familiarity was next. Consumers' attitudes and trust had a significant influence on purchase intention. Second, testing showed that consumers' attitude and trust partially mediated selection criteria: sub-factors and purchase intention were important in selection criteria. Third, testing showed that consumers' attitude and trust had a significant moderation effect between selection criteria and purchase intention. In the test of the moderation effect between sub-factors of selection criteria and purchase intention, consumers' attitude had a significantly positive influence upon health, convenience, and familiarity, and had no significant influence upon quality and purchase intention. Consumers' trust had no significant influence upon health, convenience, and quality. Results- The study provided several theoretical implications:first, an empirical analysis was undertaken with selection criteria for environmental-friendly agricultural products, consumers' attitude, and trust to investigate subjective norms, attitude toward behavior and control of behavior based on the theory of planned behavior. Second, this study investigated both the mediation effect and moderation effect of consumers' subjective norms on attitudes toward behavior, the mediating effects of perceived behavior control and changes of behavioral intention depending upon size and direction of the variables. This study also provided several practical implications. Conclusions- First, consumption of environment-friendly agricultural products did not increase despite rapid increase of production therefore, promotion of consumption and distribution was needed considering the supply and demand of the products. Second, definite standards for selection criteria were suggested to build up consumers' attitude and trust. Consumers' attitude could be improved by factors including the brand of environment-friendly agricultural products, consistent quality, solving physiological problems caused by adverse effects of environmental problems, supplementary approaches, treatment of adverse effects by eating food, and the development and supply of products in accordance with changes of lifestyle. Finally, consumers' demand for sub-factors of selection criteria could be much higher than health, convenience, and quality of the products. Therefore, a process was needed that could continuously check consumers' needs for the products. Limitations were described at the end of the study.