상품-색상 적합도가 상품 구매 의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

This study is trying to probe the effect of product-color fitness on product purchase intention based on the perspective of meta-cognitive process. Meta-cognitive process implies that association linked to product color might independently influence consumer's decision process even though product color could be regarded as peripheral cue at ELM model. In addition, this study extends the scope of product color related study by including both positive association and negative association for we thought that previous studies only focused on positive associations of product color. We propose another research question that cultural difference might influence consumer
purchase intention elicited by color based product association. Thus, this study administered pre-test, main experiment and post experiment to confirm research questions explained in before.
Main experiment probes hypothesis 1 and 2. According to analysis, product-color fitness positively influences on consumer's purchase intention. This outcome supports hypothesis 1 and produces similar results reported at previous researches. In addition, we found that the cultural difference takes moderating role in the process of product-color fitness and purchase intention. Results report that product-color fitness and cultural difference shows statistically
significant interaction effect. It also supports hypothesis 2. Post experiment tries to identify the existence of meta-cognitive process in the outcomes of main experiment. When there is an intervention at high fitness condition, consumer purchase intention is lowered significantly.
This implies that there is a meta-cognitive process at high fitness condition. It supports hypothesis 3. However, we could not find significant difference when there is an intervention at low fitness condition. It does not support hypothesis 4. We found asymmetry in effects.