소구속성유형별로 유발되는 감정과 마음가짐의 제품평가효과 = The Effects of Mind-Set and Induced Emotion on Product Evaluation

국문 초록 (Abstract)

제품의 소비에서 추구하는 서로 다른 목표와 동기는 소비자로 하여금 구매의사결정과정에서 대안 평가의 차이를유발시키며, 소비자의 제품선택에서 중요한 역할을 하게 된다. 이러한 제품평가의 차이는 소비의 목적에 따라 문제해결과 관련되는 양립성 원리에 기인하지만, 소비자의 제품구매와 소비에 필요한 보유자원과의 양립성에 관련된 연구는 매우 부족하다.
따라서 본 연구에서는 패밀리레스토랑의 속성을 쾌락속성과 수행속성, 그리고 신뢰속성요인으로 구분하고, 속성유형별 소구방법에 따른 감정유발에 대한 소비자의 시간과 자금자원에 대응되는 마음가짐 상태의 조절효과와 유발된감정과 마음가짐상태의 제품평가에 대한 상호작용효과를 살펴보았다.
연구 결과, 제품의 속성유형별 소구에 따라 서로 다른 감정이 유발되고, 이렇게 유발된 감정이 제품평가에 미치는영향이 마음가짐 상태에 따라 달라짐을 발견하였다. 즉 쾌락속성에 의한 소구정보가 유발하는 촉진감정은 정서적마음가짐 상태의 경우 더 크게 느끼며, 제품의 수행속성에 의한 소구가 유발하는 촉진감정은 효용극대화 마음가짐상태의 경우 더 크게 느끼는 것으로 나타났다. 그리고 신뢰속성에 의한 정보가 유발하는 예방감정은 정서적 마음가짐 상태의 소비자와 효용극대화 마음가짐 상태의 소비자 간에 차이가 없는 것으로 나타났다.
그리고 쾌락속성에 의한 소구로 유발되는 촉진감정은 정서적 마음가짐 상태에서 제품평가에 더욱 큰 영향을 미치며, 수행속성에 의한 소구로 유발되는 촉진감정은 효용극대화 마음가짐 상태에서 제품평가에 더욱 큰 영향을 미치는 것으로 나타났다. 그리고 신뢰속성에 의한 소구정보가 유발하는 예방감정이 제품평가에 미치는 영향정도는 정서적 마음가짐과 효용극대화 마음가짐 상태에서 차이가 없는 것으로 나타났다.

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