CMF 디자인 제품에 대한 사용자 경험 품질 평가 지표 개발

이재인,김민주,김성희,조아라,이인호,한지영,김선주,임영재 대한인간공학회 2023 大韓人間工學會誌 Vol.42 No.6

Objective: The goal of this study is to develop an evaluation index to lay the foundation for a system that evaluates the quality of the user's experience with products to which CMF design is applied. In addition, it is also to develop quantified evaluation indicators by analyzing the developed index from the perspective of an actual specific product group. Background: A variety of research on the subject of evaluating specific targets is being conducted, and in relation to this, there are many existing studies on product evaluation, evaluation systems, CMF design, and CMF design products. However, there is not much research on the evaluation of experience quality for products with CMF design, which is one of the important elements in the design field. Method: A systematic approach was taken by dividing it into two major stages. In the first stage, final indicators were derived from basic data collection as the primary outcome. First, the literature is selected using the PRISMA method based on systematic literature review reporting guidelines, the basic data of the evaluation indicators are collected, the results are organized based on the affinity diagram, and the final indicators are verified through expert review. In the second step, a second affinity method is performed and 22 specific indexes on home appliance are derived, and a fitness analysis is performed on these indices with the CMF design experience quality from the perspective of the kitchen appliance product line, and the results are obtained. An ANOVA was performed on the results to derive final indicators organized by priority. Results: In the first step, final indices were derived as the primary outcome. This final indicator has 69 detailed indicators, all of which can be used as evaluation indicators and can be used selectively depending on the evaluation object. In the second step, a secondary affinity method was performed on the primary 69 detailed indicators to derive 22 specific indexes on home appliance, and a fitness analysis of these indicators with the CMF design experience quality from the perspective of the kitchen appliance product line was conducted. Final Specific Indexes on home appliance organized by priority were derived from the results of the evaluation. Conclusion: Although there are many existing studies on product evaluation, evaluation system, CMF design, and CMF design products, there is a lack of research on experience quality evaluation of products to which CMF design is applied. Therefore, we conducted a systematic study on this and derived indicators that can be applied in practice and it has meaning as worth studying. Application: The indicators for the kitchen appliance product line derived from this study can be selected and immediately applied according to priority when evaluating the quality of the CMF design experience of the product, and can also be selectively applied to other products through an evaluation of suitability with the corresponding product. It has high field applicability in related research and practice.

제품의 아트 주입이 소비자 평가에 미치는 영향 -제품유형에 따른 차이를 중심으로-

이지은,한여훈 한국소비자·광고심리학회 2010 한국심리학회지 소비자·광고 Vol.11 No.4

The objective of this research is to find out the effect of art infusion on the consumer's evaluation of the product with focus on art and design marketing which is receiving much attention both from the academic field and the industry. The product types were divided into utilitarian products(laptop air/conditioner) and hedonic products(fashion clothing/fashion bags), so the effects of art infusion on the esthetic evaluation and symbolic evaluation of the product design and the will to pay the price premium were examined, and how the effect of art infusion on each product type appears different according to the art familiarity (artist/art image) was investigated. As the result, art infusion drew a more favorable response from esthetic evaluation rather than symbolic evaluation, and the effects of art infusion appeared different according to product types. That is to say that the consumers showed a more positive design evaluation and they demonstrated a greater will to pay the higher price premium for utilitarian products rather than hedonic products. Also, as for the influence of art familiarity on the effects of art infusion by product type, the consumers with higher art familiarity made a more positive design evaluation, and it was found that there was a interactive effect depending on art familiarity and product type. When the art familiarity was low, the art infusion was found to increase the esthetic, symbolic evaluation and the will to pay the price premium more so in utilitarian products compared to hedonic products; however when the familiarity was high, the evaluations for the hedonic products were found to be more favorable. 본 연구의 목적은 학계와 실무계에서 최근 많은 관심을 보이고 있는 아트와 디자인 마케팅에 초점을 두고 아트 주입이 소비자의 제품 평가에 어떤 영향을 미치는 지를 파악하는 것이다. 제품유형을 실용적 제품(에어컨/노트북)과 쾌락적 제품(패션의류/패션가방류)으로 분류하여 아트 주입이 제품 디자인의 미적 평가와 상징적 평가 그리고 가격 프리미엄 지불의사에 어떠한 영향을 미치는지 알아보고, 제품유형별 아트 주입이 소비자 평가에 미치는 영향이 아트 친숙성(아티스트/아트 이미지)에 따라 다르게 나타나는지를 규명하고자 하였다. 연구결과 제품의 아트 주입은 상징적 평가보다는 미적 평가에서 더 호의적인 소비자의 반응을 가져왔으며 아트 주입 효과는 제품유형에 따라 다르게 나타남을 확인할 수 있었다. 즉 쾌락적 제품보다 실용적 제품에 대해 더 긍정적인 디자인 평가와 더 높은 가격 프리미엄 지불의사를 보였다. 또한 아트 주입 효과에 있어 아트 친숙성의 영향력을 살펴본 결과 아트 친숙성이 높은 소비자일수록 더 긍정적인 디자인 평가를 내렸고, 제품 유형과 아트 친숙성 수준에 따른 상호작용효과가 있음이 나타났다. 아트 친숙성이 낮을 경우 쾌락적 제품에 비해 실용적 제품에 아트가 주입되었을 때 소비자의 미적, 상징적 평가 및 가격 프리미엄 지불의사가 높게 나타났지만, 아트 친숙성이 높을 경우에는 쾌락적 제품에 대한 평가들이 더 호의적인 것으로 나타났다. 연구결과를 바탕으로 학문적, 실무적 시사점을 제시하였으며 연구의 한계 및 향후 연구방향에 대해 논의하였다.

애국심이 제품평가에 미치는 영향

홍성태(Hong Sung-TAI),강동균(Kang Dong Kyoon) 한국유통학회 2010 流通硏究 Vol.15 No.2

본 연구에서는 애국심이 자국 및 외국 제품 평가에 미치는 영향을 실증적으로 분석하였다. 또한 애국심과 제품평가 간의 관계에 있어 소비자 자민족중심주의의 매개변수적 영향력을 분석하였다. 실증분석을 위해 서울 소재 대학에 재학 중인 학부생과 대학원생을 대상으로 설문조사를 실시하였다. 조사결과 애국심은 외국제품 평가에는 영향을 미치지 않는 것으로 나타났으나, 자국제품 평가에는 긍정적 영향을 미치는 것으로 나타났다. 또한 소비자 자민족중심주의는 애국심과 자국제품 평가 간의 관계를 매개하는 것으로 나타났다. 실증분석 결과를 토대로 연구의 의의를 논하였으며, 유통관리 측면에서의 시사점을 제시하였다. 끝으로 연구의 한계점과 향후 연구방향을 제안하였다. Most of studies on patriotism in the marketing area have focused on ethnocentric tendencies observed in consumption behaviors. On the contrary, there have been few empirical studies on how patriotism in the general sense, indicating affection for, attachment to, and pride in the country, influences consumers' evaluation of domestic and foreign products. Given the current situation that marketing activities appealing to people's patriotism is increasing, this is somewhat surprising. Thus, this study examined empirically how patriotism influences people's evaluation of domestic and foreign products. In addition, we tested whether consumer ethnocentrism works as an intervening variable in the relation between patriotism and product evaluation. The empirical analysis was conducted through a questionnaire survey of undergraduate and graduate students at universities in Seoul. The survey asked about the respondents' patriotism, consumer ethnocentrism, domestic product evaluation, foreign product evaluation, and demographical characteristics. In foreign product evaluation, the respondents were requested to evaluate Chinese and Japanese products. Email was used to send and recover the questionnaires, and 135 replies were used in the analysis. Major findings from the empirical analysis are as follows. First, a significant relationship was observed between patriotism and domestic product evaluation. That is, patriotic participants evaluated domestic products more favorably. On the other hand, no significant relationship was observed between patriotism and foreign product evaluation(See Table 1-1 and 1-2). 〈표 삽입〉 Next, the effect of patriotism on domestic product evaluation was mediated by consumer ethnocentrism. However, whether the effect of patriotism on domestic product evaluation is mediated by consumer ethnocentrism partially or fully was different according to product(See Table 2-1 and 2-2). 〈표삽입〉 Lastly, we tried to analyze the relation between consumer ethnocentrism and product evaluation and comparing the results with findings of previous researches. According to the results, a significant relationship was observed between consumer ethnocentrism and domestic product evaluation but not between consumer ethnocentrism and foreign product evaluation. The meanings of this study are as follows. First, there have been few marketing studies that investigated the relation between patriotism and product evaluation. Thus, this study is meaningful in that it supplemented the limitation of previous research. Second, consumer ethnocentrism was found to mediate the relation between patriotism and domestic product evaluation. Considering the absence of previous research that examined the role of consumer ethnocentrism as an intervening variable, this study is significant in that it expanded the scope of research on consumer ethnocentrism. Third, from the practical aspect, the results of this study suggest that marketing appealing to patriotism is effective in stimulating consumers' purchase and consumption of domestic products. Accordingly, such a marketing strategy is expected to be effective in protecting domestic markets from imported goods and overseas brands and to increase demands for domestic products and brands. However, there is the question of whether the effect of patriotism based marketing strategies in promoting demand for domestic products would persist. That is, this study could not find a significant relation between patriotism and foreign product evaluation, and this means that the increase in patriotism for the home country does not damage people's view to the quality of foreign products negatively. Accordingly, without change in people's perception of foreign products, it is highly likely that the increase in demand for domestic products or brands induced by patriotism elevated at a specific time or situation may not last long. Fourth, the results of this study sugg

부정적 언론보도에 대한 기업의 대응시점 효과

박종철,안우준,이한준 한국마케팅학회 2011 ASIA MARKETING JOURNAL Vol.12 No.4

Product harm crises can distort long standing favorable equality perceptions, tarnish a company's reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity. However, in spite of the devastating impact of product-harm crises, little systematic research exists to asses its marketing consequences. So, this study focuses on the negative publicity about companies and their products. Namely, this study presented how inclusion effect supported the relationship between negative publicity and consumers' response, market performance. According to the results, after negativity publicity was happened, it was appeared that the negativity image spread into other product lines(spillover effect; inclusion effect). Also, when they contact with the negative publicity, respondents negatively evaluated both production evaluation and corporate evaluation. And, in that case of the products with negativity publicity, compared with refutation strategy(defense strategy<study 2>), improving strategy(correction notice) had positive influence on recovery of sales, product evaluation, and corporate evaluation. Finally, as the reaction time toward negativity publicity was faster, the market performance got worse. Especially, according to two-way interaction, when the reaction time was fast, the difference between refutation strategy(defense strategy<study 2>) and improving strategy was not existed in product evaluation and corporate evaluation. However, when the reaction time was late(after a month), improving strategy had more positive evaluation than defense strategy in product evaluation, and corporate evaluation. 기업이 소비자들의 안전에 위험을 미치는 제품을 판매함으로써 발생하는 ‘제품위험 위기(product-harm crisis)'는 신문이나 방송 등에서 즉각적으로 보도되기 때문에, 소비자들은 이를 매우 심각한 사건으로 받아들이게 된다. 이로 인하여 소비자들은 해당 기업 및 제품에 대하여 부정적인 태도를 형성하고, 나아가 낮은 구매의도 경향을 보인다. 이에 본 연구는 부정적 언론보도에 대한 기업의 대응방식과 대응시점이 매출액(<연구 1>), 나아가 소비자 반응(<연구 2>)에 미치는 효과를 실증적으로 고찰하였다. 분석결과에 의하면, 부정적 언론정보에 노출된 제품의 경우, 이러한 부정적 영향이 다른 제품군에도 전이되는 것으로 나타났다(<연구 1>). 또한, 부정적 언론정보에 노출된 제품의 경우, 반박보도(변명보도; <연구 2>)보다는 개선보도를 내는 것이 제품평가, 기업평가, 나아가 매출액 회복에 더 긍정적인 영향을 미치는 것으로 나타났다. 끝으로 대응방식과 대응시점의 상호작용결과에 의하면, 개선보도는 대응시점이 빠른 경우보다 느린 경우에 제품 및 기업평가가 더 높게 나타났으며, 반박보도(변명보도; <연구 2>)의 경우는 느린 경우보다 빠른 경우 더 높게 나타났다. 다시 말해, 부정적 언론정보에 대한 대응시점이 빠른 경우에는 반박보도(변명보도; <연구 2>)와 개선보도 간의 제품평가, 기업평가 차이는 없는 것으로 나타났다. 그러나 부정적 언론정보에 대한 대응시점이 느린 경우에는 반박보도(변명보도; <연구 2>)보다는 개선보도가 제품평가, 기업평가에 있어 더 긍정적인 평가를 받는 것으로 나타났다.

DOES PRODUCT CONTEXT COMPLEXITY MATTER IN (IN)CONGRUENT SHOP ENVIRONMENTS? THE INFLUENCE OF PROCESSING FLUENCY ON PRODUCT EVALUATION

Manuela Valta,Donata Vianelli 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Consumers process and evaluate products every day in an increasing number of diverse presentations of products and brands across shop environments. Although consumers may think to react to attributes of the products and the shop environments, there are many contextual factors that influence consumers’ responses. Both products presentation and shop environments differ in visual complexity and ease of processing. For example, products such as fragrances and eyeglasses considerably diverge depending on the visual presentation across multiple stores. Research on processing fluency (e.g., Reber et al., 2004; Winkelman et al., 2003) shows that the processing of any stimulus can be characterized by a variety of parameters that are nonspecific to its content. This stream of work suggests that any variable that facilitates fluent processing results in increased liking, and other positive evaluations. Recent work on context complexity (Orth and Crouch, 2014) suggests that people process a package more fluently when it is presented in a low rather than high complexity context. Further, research on contextual cues (Zhu and Meyers-Levy, 2009) shows that the extent of feature overlap between a context and a target object determines whether a person interprets the target related or not related to the contextual data. Accumulating research suggests that a deeper understanding of the way consumers process multiple contextual cues promises to shed light on our understanding of many areas of consumer research. Although visual appeal is itself multifaceted (Bloch, 1995), much of the current discussion with respect to visual cues does not consider the interaction of multiple shop environments. Given the importance of processing fluency and context effects, we examine the extent to which consumers positively elaborate cognitive processes in relation to product context complexity. Following research in psychology, fluency is the subjective experience of ease with which a person processes a stimulus (Reber et al. 2004). High fluency elicits a positive reaction. We predict that less complex contexts of the product will be easier to process and produce more favorable evaluations of the product. Further, research on contextual cues (Aggarwal and McGill, 2007; Meyers-Levy and Sternthal, 1993) shows that consumers better overlap contextual cues when cues are moderately congruent rather than low congruent. This suggests that consumers respond more favourably to moderate congruent shop environments. Studies Two studies tested our prediction that product context complexity across shop environments affects consumer’s processing fluency, liking, and product evaluation. In both studies, participants were provided with pictures of real products and shop environments. Images were manipulated to disguise brand names. Participants were recruited online through the platform Prolific Academic. Study 1 tested the hypothesized negative effect of product context complexity on processing fluency, and liking. The final section of the survey asked for personal information, including gender, age, and style of reasoning. These variables had no significant impact on the dependent variables of interest and were excluded from further analysis. In study 1, ninety participants (mean age = 34.20, 63 females) were randomly assigned to one of the two conditions (product context complexity: low vs. high). They viewed one randomly selected picture of cosmetics displayed on counter displays across two different stores. Cosmetics was chosen due to the large variance in products presentation across multiple retailers. In a pretest, 87 participants rated perceived complexity of the display to examine whether the display complexity differs across the two conditions. The manipulation was successful (Mlow = 2.32 vs. Mhigh = 3.68; F(1,85) =24.299, p < 0.001). Running one-way ANOVA with product context complexity as independent variable and processing fluency as dependent variable a significant main effect of the context complexity (M = 5.05 vs. M = 4.37; F (1,87) = 3.913, p < 0.05). To test our prediction that liking is mediated by processing fluency of product context complexity, a mediation analysis was conducted (PROCESS model 4: Hayes, 2014). Bootstrap estimation confirmed that processing fluency mediates the influence of product context complexity on liking (simple slope = 0.44, LLCI = 0.01, ULCI = 0.94). In study 2, our aim was to corroborate and extend study 1 findings by testing product context complexity in congruent and less congruent shop environments. One hundred seventy-seven participants (mean age = 35,31, 80 females) viewed one randomly selected combination of chocolate shop environments. As in study 1, we chose chocolate due to the large variance in products presentation across multiple retailers. Chocolate was displayed on tower displays (products context complexity: low vs. high), and matched with the overall in-store presentation of three chocolate shop environments (shop environment congruence: low vs. moderate vs. high). After processing the pictures, participants were asked to rate processing fluency, liking, and product evaluation. Similarly to Study 1, the final section of the survey asked for personal information, including gender, age, and shopping goal. Again, these variables had no significant impact on the dependent variables of interest and were excluded from further analysis. Two pretests confirmed that our manipulation of product context complexity (Mlow = 1.96 vs. Mhigh = 4.01, F(1,57) = 23.464, p < 0.001) and store processing fluency (Mlow = 3.50 vs. Mmoderate = 4.14 vs. Mhigh = 5.10, F(1,109) = 10.465, p < 0.005) were successful. Running a factorial ANOVA with processing fluency as dependent variable indicated a nonsignificant main effect of product context complexity. Shop environment congruence had a significant main effect (F(2,171) = 6.561, p < 0.005). Contrasts analysis revealed significant differences between the high congruence/context complexity condition and the low congruence/context complexity condition, and between the moderate congruence/context complexity condition and the low congruence/context complexity condition (all ps < 0.005). We then tested the prediction that processing fluency mediates the effects of shop environment congruence on liking and product evaluation through product context complexity as moderator. We used a moderated mediation analysis with the bootstrap PROCESS model 8: Hayes, 2014). There was a significant conditional indirect effect of shop environment congruence on liking though product context complexity in the high context complexity condition, b = -0.280, LLCI = -0.509, ULCI = -0.120. A similar estimation with product evaluation as the independent variable revealed that processing fluency mediated the relationship between significant shop environment congruence and product evaluation though product context complexity in the high context complexity condition, b = -0.375, LLCI = -0.631, ULCI = -0.153). Discussion Our findings demonstrated the influence of product context complexity on processing fluency and product evaluation. The results showed that less context complexity leads to an ease of processing. Study 1 confirmed the negative relationship between product context complexity and processing fluency. Further, study 1 demonstrates a mediation mechanism of processing fluency on liking. This result confirms prior work on processing fluency (Reber et al., 2004). Further. we extend previous work on visual complexity (Orth and Crouch 2014) by demonstrating that low congruence shop environments may influence consumer processing fluency. In study 2, we looked at how consumers respond to complex and less complex presentation of products in congruent and less congruent shop environments. Our results support research on contextual cues (Zhu and Meyers-Levy, 2009) by showing an interesting path of complex contextual cues. Complex contexts may affect consumer’s evaluation of products. This pattern is more pronounced in low congruent shop environments. Consumers may evaluate much less favorably visually complex contexts in low congruence shop environments than in congruent shop environment. Such behavior is due to the extent to which consumers overlap the shop environment and the target product. This research shed light on how consumers combine retail and product cues. By integrating research on processing fluency and contextual cues, our work allows a better crafting product design and retail strategies. Apart from the theoretical contributions, this research provides marketing manager with insights into how to develop easier to process shop environment for consumers. The results suggest that when products are presented with complex contexts, consumers respond less favorably to the visual appearance of their products. For retail managers, the results provide insight into why it might be especially difficult to process more complex settings of the products. The results suggest that to make a shop environment more favorable, managers have to find solutions to reallocate complex contextual cues of the products. This could be done through developing more congruent areas within the store. Given the growing importance of visual strategies in retailing, our research gives managers suitable solutions to allocate in-store resources.

서비스 혁신을 위한 신제품 개발 과정에서 혁신 유형과 고객 참여 역할에 대한 소비자의 인식

육혜연 서비스사이언스학회 2023 서비스연구 Vol.13 No.2

This study investigates consumers' perceptions when customers participate in the process of innovating new products or new services essential to companies in the era of the 4th industrial revolution. Specifically, this study investigates how consumers' product evaluation varies depending on two types of innovation for a company's new product development (technology-based innovation and market-based innovation) and two customer roles (as in-formation providers and as co-developers) participated in the development process. The research questions are as follows: As technology-based innovation and market-based innovation are different types of innovations, will con-sumers' product evaluation vary depending on these different types of innovation? If customers participate in the de-velopment process of a new product reflecting each innovation, how will the information that the customer participat-ed be perceived by other consumers? In addition, this customer participation method can serve as an information provider and a co-developer, and will consumers' evaluation of new products vary depending on this role? As a result of verifying the hypothesis using an experimental method, it shows that consumers' product evaluation differs signifi-cantly depending on the role of customers who participated in the process of developing new product development process. In other words, the results indicate that the case where customers participated as market information pro-viders in the process of developing new products is more favorable to the new product evaluation than the case where they participated as co-developers of the new products. In addition, there is an interaction effect between the type of product innovation and the role of customer participation. To be specific, when a product reflecting techno-logical innovation is released, there is no difference in consumers' product evaluation according to the roles of two different customer participations. However, when a market-based innovation product is released, product evaluation is more favorably perceived when customers participated as information providers than they were involved in the new product development process as co-developers. This study is of theoretical significance in that it distinguishes each type of innovation and verified how other consumers' perceptions vary depending on their role when customers participate in the innovation process. Finally, limitations and future study directions are suggested along with practical implications.

Multi-objective Decision-making Method of Green Product in Manufacturing Based on Entropy-TOPSIS Method

Wei Xu,Lina Liu 보안공학연구지원센터 2016 International Journal of Multimedia and Ubiquitous Vol.11 No.9

The green products in manufacture industry still differ from each other in terms of economics, technology, environmental friendliness, though they all reach the criteria of limitation. This paper expounds the necessity for product choice optimization and provides a model based on information entropy to judge different advantages of product groups. According to Entropy Weight Method and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS), the basic theory of green product evaluation model is established. The index system includes selected evaluation indicators of green products, considering about the evaluation index of the critical values to construct a hierarchy criterion, which uses entropy to objectively determine the weight vector of each evaluation index. Then, combined with TOPSIS analysis approach and calculates the pros and cons of green products. It is concluded that the evaluation results based on the Entropy-TOPSIS evaluation model are consistent with the actual results, and the results are consistent with the evaluation results of fuzzy mathematics. The method comprehensively considered many influential factors of the green products, to avoid the limitation of single criterion, and the importance of various factors are analyzed and compared, the prediction result is more scientific, as the theoretical basis of green products, and provide a reliable guidance method for product improvement. This is objective to empower the law, which also fully embodies the idea of variable weights and overcome the past green products that exist in the evaluation process homogeneity empowering. That means fixed weights lead to the limitation of a lack of flexible evaluation.

번들제품이 디커플링과 번들된 부제품 평가에 미치는 영향

박효현(Hyo Hyun Park),정강옥(Gang Ok Jung) 한국경영학회 2016 經營學硏究 Vol.45 No.4

This paper focused on the impacts of product bundle type which is utilized to cause decoupling and enhance the bundled sub-product evaluation. It was hypothesized that mixed product bundle would improve decoupling more than same product bundle. And it also examined the moderating effects of the characteristics of mental account such as existence and ambiguity between the type of product bundle and bundled sub-product evaluation. We adopted a scenariobased quasi-experiment to compare 6 types of advertisement in terms of product bundle type. After exposed one of 6 scenarios, participants were asked to answer questions to measure the influence of product bundle on decoupling and bundled sub-product evaluation. Out of 350 participants, 320 valid questionnaires were collected and then analyzed. The results of the study are as follows. Mixed product bundle has more positive effect on decoupling of mental account than same product bundle. And existence and ambiguity as the characteristics of mental account variables showed the moderating effects between the product bundle type and bundled sub-product evaluation. Specifically, firstly, when mental account of sub-product exists, mixed-leader bundle has more positive effect on the sub-product evaluation than mixed- joint bundle. And when mental account of sub-product does not exist, mixed-joint bundle has more positive effect on the sub-product evaluation than mixed-leader bundle. Secondly, when mental account of sub-product is an ambiguous situation, mixed-joint bundle has more positive effect on the sub-product evaluation than mixed-leader bundle. And mental account of sub-product is not an ambiguous situation, mixed-leader bundle has more positive effect on the sub-product evaluation than mixed-joint bundle. Finally, the limitations and future research directions base on this study results are discussed and suggested.

TV 홈쇼핑에서의 제품평가에 대한 서비스보증과 제품유형의 조절적 역할

김효진(Hyo Jin Kim),강수영(Soo Young Kang) 한국광고홍보학회 2014 광고연구 Vol.0 No.100

TV 홈쇼핑은 비대면 거래의 특성과 다양하지 못한 상품군의 한계에도 불구하고 지속적인 성장을 거듭해 연매출 11조원 규모의 독자적인 유통채널을 구축하였다. 이에 본 연구에서는 TV 홈쇼핑에서 판매되고 있는 제품에 대한 소비자들의 평가에 영향을 줄 수 있는 요인들을 다차원적으로 평가하여 TV 홈쇼핑의 전략적인 운영방안을 모색하고자 한다. 본 연구에서는 소비자의 구매계획(유 vs. 무)에 따라 TV 홈쇼핑 내 제품평가의 차이를 알아보았다. 또한 이러한 소비자들의 구매계획에 따른 제품평가에 조절역할을 하는 요인으로, 서비스보증(유 vs. 무)과 제품유형(실용재 vs. 쾌락재)이라는 변수에 대해서 살펴보았다. 실험결과, 소비자의 구매계획이 없을 때보다 있을 때 제품평가는 더 긍정적인 것으로 나타났다. 또한 소비자의 구매계획 여부에 다른 제품평가의 차이는 서비스보증이 있을 때보다 없을 때, 쾌락재보다 실용재 일 때 더욱 두드러지게 나타났다. 따라서 본 연구는 서비스보증의 유효성을 TV 홈쇼핑 상황에서 실증함으로써 그 학문적 의의를 가지며, 위의 연구결과를 바탕으로 TV 홈쇼핑 기업이 서비스보증을 적절히 활용한다면 소비자의 제품평가를 높여 실질적인 구매행동을 이끌어낼 수 있을 것이다. 또한 제품유형에 따라 소비자의 제품평가의 차이가 나타난 본 연구결과를 바탕으로 홈쇼핑 MD는 제품유형별로 차별화된 마케팅 전략으로 소비자에게 다가가야 할 것이다. Although some disadvantages of TV home shopping exist such as non face to face transaction and limited types of product, it has shown continuous growth and establish its own distribution channel. This study examined some underlying factors affecting product evaluation in TV home shopping in multi-dimension. The experimental design was composed of 1) purchase plan(yes vs. no)×service guarantee(yes vs. no), 2) purchase plan(yes vs. no)×product type(utilitarian product vs. hedonic product). Specifically, it examined the difference of product evaluation in TV home shopping according to purchase plan of consumers. And, service guarantee and product type were examined as moderating variables on the product evaluation according to purchase plan of consumers. As shown in the results of the experiment, as for evaluation of product on TV home shopping, product evaluation was more positively if there is purchase plan than otherwise. As for difference of evaluation of product according to purchase plan of consumers, it was more distinct if there was service guarantee, and if it was utilitarian products than otherwise. This study verified the efficacy of service guarantee in TV home shopping situation. Therefore, if TV home shopping companies use service guarantee strategy properly, it may result in actual purchase behavior by enhancing customer’s product evaluation. And, attraction to consumers may be necessary with proper marketing strategy by figuring out product type by home shopping MD in the difference of product evaluation by product type.

The Impact of Country-of-Origin and Joy on Product Evaluation

Nils O. Ommen,Tobias Heußler,Christof Backhaus,Manuel Michaelis,Dieter Ahlert 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.2

Consumer’s differentiated perception and appraisal of a product’s country-of-origin (COO) exerts large influence on perception of the COO-image (COI) and on the perceived product quality. At peripheral information processing COO-Image (COI) provides a basis to ease requirements for information processing in form of heuristics. Most of internationalization literature examines the COO effect with respect to high-involvement products and in context of cognitive processing. However studies from Maheswaran and Chen (2006) point out, that besides cognitive influences, also specific emotions impact on COO-effects. Whereas the influence of negative emotions like anger, sadness or frustration on processing and judgments could be exposed, the issue of positive emotions’ impact still stays open. Since the question should be answered, if emotions impact on COO-Effects, it is emphasized to focus on COO as an affective heuristic operating as a “halo” effect on attitudes towards a product. Because both marketing and evolutionary theories of emotion act on the assumption of satisfaction of human needs, latter is specified, describing emotions as complex chains of events with stabilizing feedback loops. Particularly, in the context of impulsive purchasing emotion plays a vital role. Impulsive buyers are more emotionalized, experiencing more enthusiasm, joy, and glee than nonbuyers. Thus “joy” leads to impulsive decision making behavior. Drawing on the extant literature, we develop our conceptual framework to analyze whether, and if so, how positive emotions (such as joy) affect the impact of COO on product evaluation. Based on an experimental study including 130 respondents, we test three hypotheses: whether the COO has an impact on product evaluation (H1), whether the positive emotion of joy has a stronger positive influence on product evaluation than neutral emotional states (H2), and whether the positive emotion of joy reduces the positive relationship of COO on product evaluation (H3). In the experimental design, it is hypothesized that the latent variable Emotion impacts on the latent variable COI and in addition that these latent variables, both influence beliefs towards the product in terms of a halo effect. Latent variables in each case get measured with manifested variables in form of validated scales. Cause-and-effect relations are revealed in an experiment concerning a factorial test arrangement with a 2x2 factor design, consisting of two COOs (China vs. Germany) and two emotional states (joy vs. neutral state). Complex pictures from International Affective Picture System state standardized stimuli obtaining specific emotions. The apparel industry serves as the product category used in the experiment because impulsive buying behavior is quite common in this product category. Moreover, we chose women as respondents because they rather purchase for emotional and relationship-oriented reasons. Products get labeled with woven tags and tags at clothes hangers manipulating COO. Analysis of variance (ANOVA) can be counted among the most important analysis methods in marketing research and is used for analysis, with emotional state and COO being the independent variables and product evaluation as the dependent variable. Prior to probing hypothesized assumptions a manipulation check concerning induced emotions was successful. Participants primed with the joyful IAPS checked a significantly higher percentage of positive adjectives than respondents primed with the neutral IAPS (joyful=.76, neutral =.61; F=7.59, p<.001). Also the used scale of Product Evaluation could be validated by confirmatory factor analysis. The main effect of emotion is highly significant for product evaluation. Following Cohen (1988), the strength of the effects is large (η2 = 10.8 %). Product evaluation is influenced by a highly significant interaction effect (Emotion * COO, EtaSquare: 6.2 %).