언어적 범주화 단서에 따른 디지털 컨버전스 제품의 지각 차이 = Effects of Linguistic Category Cue on Differential Perception of New Digital Convergence Products

국문 초록 (Abstract)

본 연구는 새로운 컨버전스 제품에 언어적 형태로 제공하는 범주 단서에 의해 제품 범주, 전형성 인식에서 차이가 존재하는지 검증하기 위하여 새로운 제품범주, 기존제품 범주로 나누어서 검증하였으며, 범주화 언어적 단서에 의한 제품의 혁신성과 지각된 위험 정도의 차이를 사전지식이나 제품 전형성이 조절하는지 2개의 실험을 통해 검증하였다. 분석결과, 제공하는 언어적 단서와 동일한 방향으로 제품의 범주를 인식하고 있었으며, 새로운 제품범주에서는 전형성을 높게 지각하였으나, 기존 제품 범주에서는 낮은 전형성을 보였다. 새로운 제품 범주에서는 사전지식 수준이 높을수록, 기존 제품 범주에서는 사전지식이 낮을수록 혁신성을 높게 지각하고 있었으며, 제품이 제품 범주 내에서 어느 정도 전형성을 가지고 있느냐에 따라서 지각된 위험에서도 차이가 존재하였으며, 새로운 제품 범주일지라도 전형성을 높게 지각하는 경우에는 지각된 위험이 낮아지는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

Two experiments were conducted to examine whether consumers' perceptional changes about the category and the typicality of both new and existing products are made when some linguistic categorical cues are presented to a new digital convergence product and to find out if the perceived product innovation and the perceived product risk on the new digital convergence product, introduced by some linguistic categorical cues, are moderated by consumers' prior knowledge or typicality of digital products. The results showed that consumers depend their perceiving the category of the new digital convergence product on the linguistic categorical cues presented and consumers highly feel the product typicality in new product category condition while they perceive low the product typicality in existing product categories condition. Also the perceived product innovation become higher if consumers' prior knowledge on new product categories is high or their prior knowledge on existing product categories is low. and consumers' perceived product risk depends on the typicality level that a product has in the category of products. although new product categories, it is revealed that consumers' perceived product risk become lower when consumers highly realize product typicality.

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