소비자의 참을성 성향이 친환경제품 구매 및 소비 행동에 미치는 영향 연구

임미자(Im, Meeja),주우진(Chu, Wujin) 한국마케팅학회 2019 마케팅연구 Vol.34 No.1

환경문제는 대부분 인간의 행동에서 기인한다. 따라서 인간의 행동 변화를 가져오는 것이 요구되며, 이러한 행동변화에의 영향 요인이 무엇인지에 대한 연구는 매우 중요하다. 친환경 성향(혹은 친환경 태도)는 친환경 행동의 중요한 동기이나 친환경 성향이 친환경 행동의 분산을 모두 설명하지는 못한다. 친환경 행동은 행동의 변화 및 불편함을 요구하기 때문이다. 본 연구는 친환경 성향 이외에 소비자 개인의 참을성 성향이 친환경제품 구매 행동에 영향을 미친다는 점을 조사하였다. 일반제품 소비자 집단(N=164)과 친환경전기차 소비자 집단(N=177), 친환경세제 소비자 집단(N=168)이 분석에 이용되었다. 연구 결과, 소비자의 참을성 성향과 친환경제품 구매의사 및 친환경제품 만족도에는 유의한 정(+)의 상관관계가 있었다. 그리고 소비자의 참을성 성향과 친환경 성향은 정(+)의 상관관계를 가지고 있었으며 참을성 성향은 친환경 성향을 통제하고도 친환경제품 만족도에 유의한 영향을 미쳤다. 또한 친환경제품 만족도에는 친환경 성향과 참을성 성향의 상호작용이 영향을 미치는 것이 확인되었다. 친환경 성향이 높은 그룹에서는 참을성 성향의 고/저에 관계없이 만족도가 높았으나, 친환경 성향이 낮은 그룹에서는 참을성의 고저에 따라 큰 차이를 보였다. 그리고 소비자의 참을성 성향은 친환경제품에서 일반제품보다 더 높게 나타났다. 본 연구는 친환경제품 구매 행동에 대한 개인적 특성 변수의 영향을 새롭게 밝혔다는 점에서 그 공헌이 있다. Environmental problems are mostly caused by human behavior. Therefore, if changes in environmental outcomes are desired, it is necessary to change human behavior. Also, before one can bring about behavioral change, it is imperative to first understand the factors that influence behavior in the first place. Previous research has shown that pro-environmental behavior is affected by two main streams of factors. One of the factors has stressed the importance of values and norms; and the other placed greater importance on economic benefits and convenience. It has also been shown that the gap between environmental concern and actual pro-environmental behavior is caused by a person’s aversion to discomfort. Psychological factors identified in the literature as affecting pro-environmental behavior were openness, cooperative behavior, future-orientation, goal-directedness, interdependent self-construal, self-efficacy, and sense of control. In this study, we propose that patience can be an important factor in explaining purchase intention and usage satisfaction of environmentally-friendly products. Analysis was conducted by collecting survey data from three groups: electric car owners (N=177), environmentallyfriendly detergent users (N=168), and general consumers (N=164). We show that higher level of patience leads to greater purchase intention and usage satisfaction, after controlling for the differences in environmental concern. Further, there is an interaction effect of patience and environmental concern on usage satisfaction: more patience led to greater satisfaction for the low-environmental concern group, while it had no effect on the high-environmental concern group. Also, measured patience was higher in the environmentally-friendly product consumer sample than in the general consumer sample. The theoretical contribution of the study is the discovery of patience as a new psychological variable that affects pro-environmental behavior. Implications for business and policy makers regarding consumer education and communication are discussed.

P2P(개인간) 차량공유 서비스 잠재 소비자 특성 및 이용의사 영향 요인에 관한 탐색적 연구

선우상기(Danny Sunwoo),임미자(Im, Meeja) 한국소비문화학회 2021 소비문화연구 Vol.24 No.3

본 연구는 P2P(Peer to Peer) 차량공유 글로벌 시장 트렌드 및 현황과 P2P 차량공유가 기존 B2C(Business to Consumer) 차량공유 대비 가지는 강점을 비교 제시하였다. P2P 차량공유에 대한 최근의 국내 소비자들의 인식과 태도, P2P 차량공유 국내 도입 시의 이용의사, 그리고 P2P 차량공유 이용의사에 영향을 미치는 요인들을 분석하였다. 이용의사에 대한 영향 요인은 소비자의 인구통계적 특성 외에 심리적 특성, 기존 공유서비스 이용 경험 여부 및 만족도 측면으로 나누어 새롭게 조명하였으며, 이들 요인들 간 영향력의 크기를 비교, 제시하였다. 나아가 P2P 차량공유에 대한 호감/비호감의 이유를 분석하여 관리적 시사점을 도출하였다. 본 연구 결과는 기존의 공유서비스 관련 선행 연구의 폭을 확장하였을 뿐 아니라 관련 정책 입안자들에게는 국내 P2P 시장을 준비하는 데 도움을 줄 것이다. This study focuses on analyzing the Korean consumer perception and attitude on P2P (Peer-to-Peer) car sharing. It particularly looks at the impact of the experience in existing sharing services, including their satisfaction level, on P2P car sharing, and reasons for preferring and not preferring the service. The result shows that Korean consumers have a slightly higher level of preference for P2P car sharing, and a moderate level of intention to use the service. Also, the intention level of using the service is higher as a renter than as a lender. This study discovered reasons for liking and disliking the P2P car-sharing service. The renters, who intend to exploit the service to use the cars, like the service from the perspective of experience and economic benefits. But they also show a high rate of concerns regarding trust in the service. The lenders, who register their cars to lend out, like the service because they can make profits out of the time that they don t use the car, or through the cars that they no longer use. But they also express some concerns in terms of psychological insecurity that they would have to lend their cars to strangers and also expect it would be difficult to deal with the accidents. Experience with existing sharing services increased familiarity with the concept of sharing services, which led to a higher preference level for P2P car-sharing services. However, the experience itself does not have a significant impact on the intention level of actually use the service, but only when they were satisfied with their experiences. Many studies show mixed conclusions on the P2P car-sharing market and its level of maturity, and the difference in intention to use the service based on demographic and national characteristics. This study found that the recent Korean consumers have no significant demographic difference in their willingness to use the service. However, the group with higher eco-friendly and innovative characteristics showed a higher intention level to use the service than the group without. And also comparative analysis of the extent of impact by factor showed that the degree of impact of past sharing-service satisfaction and consumers innovative tendency was greater than that of other factors. The theoretical contribution of this study is that it has expanded the scope of prior research by analyzing the recent perception of P2P vehicle sharing by domestic consumers. The P2P vehicle sharing model is still unfamiliar to South Korean consumers. Before the introduction of the country, the culture of sharing personal resources in Korea should also be considered, and sufficient publicity is needed to be taken naturally by consumers. After the coronavirus, people s need and perception of ‘green’ is increasingly emphasized. Car sharing is an indispensable topic of the eco-friendly movement. Automotive and mobility-related companies need to fully understand the characteristics of the market and the consumers before introducing a new type of business. In addition, the contribution of this study is that it presented consumers concerns about P2P vehicle sharing and anticipated obstacles, which will be a guide to the development of future strategic directions for the relevant business.

시나리오기법 및 선택실험법 기반 한국 전기차 시장 수요예측 연구

주우진(Wujin Chu),임미자(Meeja Im) 한국경영과학회 2018 한국경영과학회지 Vol.43 No.4

This study presents a scenario-based, long-term forecasting model of electric vehicle (EV) sales. A simulated choice experiment using the multinomial hybrid choice model was estimated, where consumer utility was dependent on vehicle type, total cost of ownership (TCO), and personal variables. Results show that lower TCO, lower range-anxiety, and greater environmental concern lead to greater choice probability for EVs. Using the parameters of the TCO variable and the intercept, an initial probability of choosing an EV over an internal combustion engine car was derived. To this initial estimate, macro factors were incorporated, including charging infrastructure, oil prices, battery technology, and government incentives. Charging infrastructure was modeled as the convenience factor; battery technology and government incentives were modeled as affecting vehicle costs; and oil prices as affecting the operating cost. Based on long-term changes in the macro factors, three scenarios were selected: the reference scenario, the low-battery cost scenario, and the high oil price scenario. The forecasting model shows that long-term changes in oil prices are much more important than long-term changes in battery cost in terms of determining the adoption of electric vehicles. This is because fuel cost, over time, has a bigger impact on TCO, whereas the importance of battery prices on TCO decreases. Results also indicate that convenience is the main inhibitor of EV adoption, implying that the government’s policy should transition from providing cash-back incentives to building better charging infrastructure.

전기차 구매의사 영향요인에 대한 문헌 리뷰 및 실증분석: 소비자 심리적 특성 변인의 영향을 중심으로

주우진 ( Chu Wujin ),임미자 ( Im Meeja ),송미령 ( Song Mee Ryoung ) 한국소비자학회 2017 소비자학연구 Vol.28 No.6

전기차 소비 확산을 위해서는 전기차 구매에 영향을 미치는 요인은 무엇인지, 소비자들이 전기차를 어떻게 지각하고 있는 지에 대한 이해가 필요하다. 본 연구는 먼저 전기차 구매의사 영향요인에 대한 기존 문헌을 리뷰한 후에 한국 소비자들 565명을 대상으로 실증분석을 하였다. 전기차 구매에 영향을 미치는 요인, 특히 소비자의 심리적 특성의 영향 요인인 개인의 차에 대한 인식, 친환경성향, 혁신성향, 주행거리불안, 전기차에 대한 주관적 지식 수준이 구매의도에 미치는 영향을 리뷰하고 분석하였다. 실증 연구결과, 한국의 소비자들은 연령이 높을수록, 교육수준이 높을수록, 소득수준이 높을수록 전기차 구매의사가 높았으며, 성별은 유의한 차이가 없었다. 심리적 특성에서는 친환경성향이 높을수록, 혁신성향이 높을수록, 전기차에 대한 주관적으로 느끼는 지식수준이 높을수록, 전기차 구매의사가 높았다. 또한 친환경성향과 혁신성향은 높은 상관관계를 가지는 것으로 나타났다. 주행거리불안이 높을 수록 전기차 구매의사는 낮았지만, 주행거리불안이 현재 사용차량의 일일사용시간 및 연간사용량과는 무관하다는 결과를 놓고 볼 때 주행거리불안이 객관적 실체보다는 정서적 예측 오류일 수 있음을 시사한다. 본 연구는 한국 시장에서 전기차 구매의사에 영향을 미치는 심리적 특성 변수들의 영향을 분석하였다는 점에서 그 이론적 공헌이 있다. In order to increase consumption of electric cars, it is necessary to understand what factors affect the purchase of electric cars and how consumers perceive electric cars. This study first reviewed existing literature on the influence factors of electric vehicle purchase intention, and then conducted an empirical analysis of 565 Korean consumers. The effect of perception of a car’s functions, environmental concern, consumer innovativeness, range anxiety, and knowledge level on purchase intention was studied. Results of the empirical study show that age, income and education level have a positive influence on purchase intention of electric cars, while gender did not show any effect. With respect to psychological characteristics, the study reveals that environmental concern, consumer innovativeness, and knowledge on electric cars have a positive influence on the purchase intention of electric cars. Also, it was found that consumers’ environmental concern and innovativeness have high correlation. Finally, it is shown that predicted range anxiety is deemed higher when compared to the actual usage behavior, suggesting a failure of affect forecasting. This study has contributed to the theoretical contribution in analyzing the influence of psychological characteristics that affect the intention to purchase electric cars in the Korean market.

공유경제 서비스 만족도에 대한 서비스 속성 및 심리 특성의 영향 연구: 차량공유, 숙박공유, 유아용품 공유서비스를 중심으로

임주애 ( Lim Jooae ),주우진 ( Chu Wujin ),임미자 ( Im Meeja ) 한국소비자학회 2020 소비자학연구 Vol.31 No.5

본 연구는 차량, 숙박, 유아용품 공유를 포함한 다양한 공유서비스의 실제 이용자들을 대상으로 하여 이들 공유서비스들 간의 소비자 특성과 서비스속성 지각에서의 차이점 및 공통점이 무엇인가를 분석하였다. 나아가 공유서비스 만족도에 영향을 미치는 요인을 서비스 속성 및 소비자특성으로 나누어 실증분석을 하였다. 또한 각 공유서비스 유형별로 만족도 영향요인이 무엇인가를 새롭게 조명하였다. 본 연구의 공헌은 첫째, 국내 공유서비스 시장에서 실제이용자들을 대상으로 참여의사가 아닌 이용만족도 영향 요인을 분석하였다는 점이다. 둘째, 다양한 공유서비스를 망라한 공유서비스 만족도 영향 요인을 제시하였다는 점이다. 이를 통해 한 종류의 공유경제 서비스 이용자를 대상으로 한 결과를 전체 공유경제 서비스 이용자로 확장하여 해석하는 오류를 방지하였다. 셋째, 공유서비스 유형별로 만족도 영향 요인을 비교 제시하였다는 점이다. 이러한 연구는 아직까지 이루어지지 않았다는 점에서 그 의의가 크다. 넷째, 서비스 속성과 소비자의 심리적 특성 변수를 모두 포함하여 만족도 영향 요인을 새롭게 제시했다는 점이다. 본 연구 결과는 공유서비스 관련 업계의 마케팅 담당자들이나 예비 창업자들이 소비자의 특성과 만족도 영향 요인을 파악하는 데 도움을 줄 것이다. This research examined the role of consumer psychological characteristics and service attributes in affecting usage satisfaction with car sharing, room sharing and children’s goods sharing. This research first compared the consumer psychological characteristics and service attributes across three types of shared services (i.e., car sharing, room sharing, and children’s goods sharing). Then, the study examined the effect of the two groups of factors (i.e., consumer psychological characteristics and service attributes) on usage satisfaction, with data collected from surveys of actual users of the shared services. In addition, the study examined how the three services differ in terms of the factors that affect usage satisfaction. Towards this end, experience attributes of the three types of services were studied, which were economy, convenience and social value. This is in contrast to prior studies which focused on the search attributes of the shared services. Regarding psychological variables, community orientation, patience, innovative tendency, status-seeking tendency, altruistic tendency and environmental concern were included in the study. Data was collected from users of shared services in Korea. The sample target were actual users of shared services, aged between 20 and 50 years of age. Quota sampling by gender and age was employed and a total of 578 respondents were collected. The survey was conducted through an online survey through a marketing research company called Embrain. Potential respondents were first asked whether they had experienced the three shared services (car sharing, room sharing and children’s goods sharing), and only those who answered positive were allowed to participate. Of the 578 people in the sample, 181 people experienced all three services, 216 people experienced two services, and 181 people experienced only one service. Results showed that psychological characteristics of consumers were similar among the three shared-service user groups, except for status-seeking tendency: users of car sharing showed the highest status-seeking tendency, while users of children’s goods sharing showed the lowest status-seeking tendency. Regarding factors affecting usage satisfaction, it was shown (in the pooled data) that economy, convenience and social value all lead to greater satisfaction. However, in separate analysis by type of shared service, there were differences. For car sharing, social value, convenience and age affected usage satisfaction; for room sharing, economy, environmental concern and age affected usage satisfaction; and for children’s goods sharing, economy, patience and age affected usage satisfaction. Summing up, economy was the most important variable affecting usage satisfaction. Age was also an important factor with different effects: younger age led to greater satisfaction for car and room sharing, but older age led to greater satisfaction for children’s goods sharing. The contribution of the study can be summarized as follows. First, actual users were studied, allowing the examination of experience attributes. Second, it was shown that factors affecting satisfaction differed by the type of service, which alludes to the dangers of generalizing a single-industry study to all shared services. Third, the factors influencing satisfaction for each type of shared service were compared and contrasted. Fourth, both service attributes and consumer psychological characteristics were studied as determinants of usage satisfaction. Also, the study presented new psychological variables, such as patience, that were hitherto ignored in the literature. The results of this study should have implications for marketers and prospective entrepreneurs in the sharing economy in gaining a better understanding of factors leading to usage satisfaction.

한국 전기차 시장의 소비자 특성 분석

송미령(Mee Ryoung Song),주우진(Wujin Chu),임미자(Meeja Im) 한국경영학회 2018 經營學硏究 Vol.47 No.2