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허현구(Hyun Koo Heo),김영조(Yeung Jo Kim) 한국마케팅학회 2012 마케팅연구 Vol.27 No.1
미신적 신념(superstitious belief)이 소비자 행동에 많은 영향을 미친다. 하지만 그럼에도 불구하고 미신적 신념과 관련하여 특히 마케팅 분야에서 실증적 연구는 아직 미흡한 실정이다. 이에 본 연구에서는 미신적 신념이 제품태도에 어떤 영향을 미치는지 살펴보았다. 실험1에서는 미신적 브랜드 제품의 태도와 일반 브랜드 제품에 대한 태도의 비교를 통해 미신적 브랜드가 제품태도에 어떤 영향을 미치는지 살펴보았다. 그 결과, 일반 브랜드 제품에 대한 태도보다 미신적 브랜드 제품에 대해 더 호의적이었다. 실험2는 실험1을 확장하여 유사 확장제품과 비 유사 확장제품 평가에 있어 미신적 브랜드가 어떤 영향을 미치는지 살펴보았다. 그 결과, 유사 확장제품 평가에 있어서 미신적 브랜드 제품에 대한 태도와 일반 브랜드 제품에 대한 태도의 차이는 발생하지 않았다. 하지만 비 유사 확장제품 평가에 있어서 일반 브랜드 제품에 대한 태도보다 미신적 브랜드 제품에 대한 태도가 더 호의적이었다. 실험3은 조절초점을 통해 미신적 브랜드와 비 유사 확장제품 평가에 있어 조절초점이 어떤 역할을 하는지 살펴보았는데, 촉진동기의 경우 일반 브랜드 제품에 대한 태도와 미신적 브랜드 제품에 대한 태도는 차이가 없었다. 하지만 예방동기의 경우, 일반 브랜드 제품에 대한 태도보다 미신적 브랜드 제품에 대한 태도가 더 호의적이었다. Despite superstitious beliefs have strong impacts on our daily lives, less empirical research has been done, especially in marketing domain. Thus, the current research empirically explored the influences of superstitious belief on product attitude. After two pretests were conducted, the research adopted a superstitious brand, TX770 and a general brand, TX550 and these brands were used throughout the experiments. Based on the fact that lucky superstitious beliefs were perceived more favorably than unlucky superstitious beliefs, Experiment 1 examined the influence of superstitious brand on product attitude by comparing the superstitious brand with general brand. A hundred of undergraduates participated in the experiment and all participants were randomly assigned to the conditions of the superstitious brand vs. general brand. Then participants were asked to evaluate attitudes toward the Notebook with three items on seven-point scales. The result showed that participants in the superstitious brand condition evaluated the Notebook more favorably than those in the general brand condition. That is, TX770 Notebook was evaluated more favorably than TX550 Notebook. Much of studies on brand extension have focused on perceived fit between the original brand and its extensions, such that the higher the perceived fit, the more likely the favorable evaluations of extensions. Thus, perceived fit is the key driver that influences the success of brand extensions. Although prior research has identified several factors as determinants of perceived fit between the original brand and its extensions, brand extension, in particular, research on dissimilar extensions is still ongoing to enhance the evaluations of dissimilar extensions. Thus, Experiment 2 extended the result of Experiment 1 to brand extension domain and explored the influence of superstitious belief on product attitude in brand extension domain. Specifically, the research examined the influences of superstitious brand on similar extension vs. dissimilar extension product to expend the scope of research and to deepen our understanding of brand extension. Experiment 2 used superstitious brand, TX770 and general brand, TX550. After a pretest was conducted to select extensions, toothpaste was used as the original product and electronic toothbrush was selected as an similar extension. Sunglasses and Wristwatch were selected as dissimilar extensions. 120 of undergraduates participated in the experiment and they were randomly assigned to the conditions. Then participants were asked to evaluate attitudes toward the products with three items on seven-point scales. To test the hypothesis, the research used 2(extension: similar vs. dissimilar) x 2(brand: superstitious vs. general) between-subjects design with two dissimilar extensions. First, participants in the superstitious brand condition expressed more favorable product attitude than those in the general brand condition. Next, for the hypothesis, in similar extension, no difference was found in product attitude between the superstitious brand(TX770) and general brand(TX550). However, in dissimilar extension, there was a difference between the superstitious brand and general brand condition. Specifically, participants in the superstitious brand condition evaluated the products(e.g., sunglasses and wrist watch) more favorably than those in the general brand condition. Thus, the influence of superstitious brand was emerged in dissimilar extension, not in similar extension. Regulatory focus theory suggested that there were two distinct sorts of goal orientation; promotion focus vs. prevention focus. Promotion focus is geared to motivate to attain advancement and achievement by approaching matched to desired end states. A prevention focus, by contrast, is geared to motivate people to achieve safety and protection by avoiding mismatches to desired end states. These distinct goals can be served by different strategic means. That is, promotion focus
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소비자의 문화차원이 혁신제품 평가에 미치는 영향 : 홉스테드의 문화차원이론을 중심으로
허현구(Hyun-Koo Heo) 한국무역연구원 2021 무역연구 Vol.17 No.3
Purpose This study aims to find how consumer cultural dimensions affect the attitudes and purchase intentions of innovative products. In particular, the cultural dimensions of consumers are composed of Hofstede’s six cultural dimensions (Individualism, Power Distance, Uncertainty Avoidance, Masculinity, Long-term Orientation, and Indulgence). Design/Methodology/Approach The present study explored how individual cultural dimensions affect the evaluation of an innovative new product. 190 responses were analyzed based on factor analysis, reliability analysis, and regression analysis. Findings As a result of examining consumer attitudes toward innovative products, it was found that long-term orientation had a negative effect while masculinity had a positive effect. In addition, as a result of examining consumer purchase intentions for innovative products, it was found that long-term orientation and uncertainty avoidance had a negative effect, and indulgence had a positive effect. Research Implications It is meaningful that this study measured the cultural dimensions of Hofstede at the individual level, not the national level, and existing research on consumer acceptance of innovative products has been mainly conducted using the ‘Technology Acceptance Model (TAM)’ and ‘Unified Theory and Acceptance and Use of Technology (UTAUT)’. This study has meaningful results that were derived using the cultural dimensions of individuals. In addition, the results obtained through research can contribute to a company s marketing communication strategy for successful innovative products with high uncertainty in the market.
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유통과정에 있어 번들제품의 가격할인이 다이어트 소비자에게 미치는 영향: 자아조절자원의 역할
김영조,허현구 한국유통경영학회 2018 유통경영학회지 Vol.21 No.6
In modern society, as a number of diet population increase, various customized sale promotion has been done for them. Thus, the current research explores the effect of price discount in bundled product on diet consumers. As a result, in the non self-regulatory resource depletion condition, no difference in purchase intention was found between price discount and non-price discount. However, in the self-regulatory resource depletion condition, participants in the price discount showed higher purchase intention than those in the non-price discount. The theoretical contributions of present paper are as follows. First, previous studies have investigated consumers’ reactions when consumer should choose only one among virtue or vice product; however, we investigated consumers’ responses to bundled products composed of virtue and vice products. Second, we extended existing research by suggesting a role of self-regulatory resource which is a new variable that has not been noticed in the literature on bundled products. The managerial implications of current study are as follows. First, consumers who pursue dietary goal are likely to fail self-control when self-regulatory resources are exhausted. In this situation, they are easily tempted by the discounted price of the bundled product. Therefore, we suggested that consumers can achieve their goals by recovering self-regulatory resources. Second, this paper proposed that because the positive effect of price discount of bundled products did not appear when consumers’ self-regulatory resources are sufficient, companies should promote activities to reduce the self-regulation resources of consumers. 현대사회에서 다이어트 인구가 늘어나면서 이들을 대상으로 한 다양한 판매촉진활동이 진행되고 있다. 이에, 본 연구에서는 번들제품을 통한 촉진활동에 대해 알아보고자 하였다. 구체적으로 본 연구에서는 번들제품을 통한 가격할인이 다이어트 소비자들에게 어떤 영향을 미치는지를 살펴보았다. 그 결과, 자아조절자원의 비 고갈 조건에서는 번들제품의 할인과 비 할인에 대해 구매의도의 차이가 나타나지 않았다. 하지만 자아조절자원의 고갈 조건에서는 번들제품의 비 할인 집단보다 번들제품의 할인 집단에서 구매의도가 더 높게 나타났다. 본 연구의 학문적 시사점은 첫째, 기존의 연구는 주로 선한제품과 악한제품 중 하나를 선택해야 하는 단순상황에서 소비자의 반응을 알아보았지만 본 연구는 선한제품과 악한제품으로 구성된 번들제품에 대한 소비자의 반응을 알아보았으며, 둘째, 번들제품과 관련한 연구에서 그동안 주목되지 않았던 새로운 변수인 자아조절자원을 제시하여 기존 연구를 확장했다는데 의의가 있다. 또한 실무적 시사점으로는 첫째, 다이어트 목표가 있는 소비자의 입장에서는 자아조절자원이 고갈될 경우에는 자기통제에 실패하여 번들제품으로 구성된 제품의 할인에 대한 유혹에 넘어가기 쉽기 때문에 자아조절을 회복하기 위해 노력해야 목표를 성취할 수 있음을 제시하였으며, 둘째, 기업의 입장에서는 소비자들이 자아조절자원이 충분할 경우 번들제품의 가격할인 효과가 나타나지 않기 때문에 소비자의 자아조절자원을 감소시키기 위한 활동을 촉진해야 함을 제시하였다.
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