감각추구성향이 의복탐색행동에 미치는 영향에 있어 의복관여의 역할

이은영,정유진 한국의류학회 1999 한국의류학회지 Vol.23 No.4

The purpose of the study were, first, to propose and determine the influence of sensation seeking tendency on exploratory behavior related to clothing would be mediated by consumer's clothing involvement, and second, to examine whether sensation seeking tendency is applicable variable on segmenting market, expecially, using underlying factors of sensation seeking tendency. A questionaire was developed and data were collected from 342 women ranged in age from 20 to 34 years. They were conveniently selected as a proper sample for applying and examining sensation seeking tendency. Arousal seeking tendency scale(Mehrabian & Russell, 1974) was selected for operationalizing sensation seeking tendency and exploratory behavior related to clothing. As a result of regression, the indirect effect mediated by clothing involvement of sensation seeking tendency on exploratory behavior was larger than the direct one. The influences of factors of sensation-seeking tendency were also investigated. The influence of change-seeking tendency and new enviornment seeking tendency was considerably mediated by clothing involvement, but that of risk-seeking tendency was not. Artistic sensation seeking tendency had little effect on clothing involvement and exploratory behavior related to clothing.

브랜디드 콘텐츠와 일반 동영상 광고의 소비자반응 차이와 감각추구성향의 조절효과에 대한 연구 - 웹드라마형 브랜디드 콘텐츠와 TV광고를 중심으로 -

유철호 ( Yoo Cheol Ho ),박정선 ( Park Jung Sun ),이철영 ( Yi Chull Young ) 한국상품문화디자인학회(구 한국패키지디자인학회) 2021 상품문화디자인학연구 Vol.64 No.-

본 연구는 최근 활발히 활용되고 있는 브랜디드 콘텐츠 중에 간단한 에피소드나 스토리를 소재로 하는 웹드라마형 브랜디드 콘텐츠와 공중매체의 대표적 광고형태인 TV광고가 광고태도와 브랜드태도에서 서로 차이가 있는지 알아보고 항상 새로움과 변화를 추구하는 감각추구성향의 조절효과를 검증하고자 하였다. 이를 위해 2(웹드라마형 브랜디드 콘텐츠 vs. TV 광고) x2(고감각추구성향 vs. 저감각추구성향)의 집단 간 디자인을 적용하여 연구를 설계하고 진행하였다. 연구결과 첫째, 웹드라마형 브랜디드 콘텐츠와 TV광고는 광고태도와 브랜드태도에서 통계적으로 유의미한 차이가 있었고 웹드라마형 브랜디드 콘텐츠가 TV광고에 비해 더 효과적인 것으로 분석되었다. 둘째, 웹드라마와 TV광고는 감각추구성향에 따라 광고 태도에 차이가 있는 것으로 나타났다. 고감각추구성향일수록 TV광고의 광고태도가 더 높게 나타났다. 셋째, 웹드라마와 TV광고는 감각추구성향에 따라 브랜드태도에 차이가 있는 것으로 나타났다. 고감각추구성향일수록 웹드라마에 비해 TV광고의 브랜드태도가 높게 나타났다. 이와 같이 웹드라마형 브랜디드 콘텐츠는 광고태도와 브랜드태도에서 TV광고에 비해 더 효과적인 콘텐츠라는 결과를 보인 반면 감각추구성향이 높을수록 TV광고에 더 높은 결과를 보였다. 이러한 결과로 볼 때 향후 실무에서는 일반 소비자와 얼리어답터(Early Adopter)와 같이 감각추구성향이 높은 소비자를 분리하여 서로 다른 광고 또는 홍보전략을 수립해야 할 것으로 사료되며 본 연구의 결과가 브랜디드 콘텐츠에 관한 이론과 실무에 유용한 도움을 줄 수 있을 것으로 기대한다. This study examines whether there is a difference in AD attitude and brand attitude between web drama-type branded content that has been actively used recently and TV commercial which is a representative advertisement form of public media, and verify the modulating effect of the sensation-seeking tendency as well. This study designed and proceeded the research by establishing the formation of 2(web drama vs TV commercial) x 2(high sensation-seeking tendency vs low sensation-seeking tendency). The results are as follows. First, web drama-type branded content and TV commercial had statistically significant difference on advertising attitude and brand attitude. The web drama-type branded content was analyzed to be more effective than TV commercial. Second, it was found that there was a difference in AD attitude between web drama-type branded content and TV commercial by sensation-seeking Tendency. The higher the sensation-seeking Tendency, the higher the AD attitude of TV commercial than web drama-type branded content. Third, it was found that there was a difference in brand attitude between web drama-type branded content and TV commercial by sensation-seeking Tendency. The higher the sensation-seeking Tendency, the higher the brand attitude of TV commercial than web drama-type branded content. Based on these results, it is considered that different advertising or promotion strategies should be established by separating consumers such as general consumers VS early adopters who has high sensation-seeking tendency. This study is expected to be useful help in theories and practice of branded content.

감성지능이 소비자 혁신성에 미치는 영향 - 감각추구성향과 인지욕구를 중심으로 -

박유식,채희남 한국기업경영학회 2011 기업경영연구 Vol.18 No.3

New products are the key to developing a company and yielding profit. The importance of developing new products is being magnified in current environment where PLC(product life cycle) is getting short owing to development of technology and competitive launch of new products. From strategic point of view for diffusing new product efficiently, information from markets is all about characteristics of consumer purchasing new products, marketing activities rival firms conduct and targeted market environment. We focus on consumer characteristics which influence on adoption new products. Many studies on consumer characteristics, especially about consumer innovativeness, are being conducted. Consumer innovativeness is the rate of consumer adopting new idea and an innovative consumer not only adopts new products easily but also influences diffusing them through entire market. Success or failure of new products, therefore, depends on how rapidly new products are adopted by consumers. Innovators play an important role in success of new products and consequently studying on these consumer characteristics may contribute success of new product in may ways. As emotion is becoming as important as intellect, emotion is being applied diversely in marketing area. However, there is few studies focused on emotional intelligence among articles on innovative consumer characteristics even though nowadays an importance of emotional marketing which improves a relationship between customers and brands through emotional drive is emphasized. A study on emotion of innovator, therefore, needs to be performed to diffuse new products efficiently. We try to figure out effects on emotional intelligence in consumer innovativeness. Emotional intelligence is an ability of perceiving and expressing emotion accurately, of crating emotion and promoting thinking, of understanding sentiment, and of controling emotion to promote intellectual and emotional development. We consider ‘self emotional appraisal,’ ‘otherʼs emotional appraisal,’‘use of emotion,’ ‘regulation of emotion’ as independent variables. Because cognitional and emotional aspects coexist in consumer’s mind, emotional intelligence has an positive influence on ‘need for cognition’ and ‘sensation seeking tendency.’ In addition, because ‘need for cognition’ acts as an important drive of information processing, we can consider ‘need for cognition’ and ‘sensation seeking tendency as a mediate variable explaining innovativeness. Consumer innovativeness is divided two constructs, technological innovativeness and fashion innovativeness; technological innovativeness presents the degree of adopting functional products such as a car and fashion innovativeness presents the degree of adopting emotional products like apparel. We performed first how ʻneed for cognition, which is innate tendency’ and ʻsensation seeking tendency ʼ influence technological innovativeness and fashion innovativeness, which are domain-specific innovativeness and then how emotional intelligence, which consists of ʻself emotional appraisal,’‘otherʼs emotional appraisal,’ ‘use of emotion,’ ‘regulation of emotion’ have an effect on ʻneed for cognition and sensation seeking tendency.ʼThe results revealed H1 and H2(sensation seeking tendency → fashion innovativeness) and H3 and H4(need for cognition → technological innovativeness) are accepted. H5~H12(emotional intelligence → sensation seeking tendency, need for cognition) are partly accepted. In detail, otherʼs emotional appraisal and use of emotion, which are dimensions of emotional intelligence, had partly effects on sensation seeking tendency and othersʼ emotional appraisal, use of emotion and regulation of emotion,which are dimensions of emotional intelligence, had partly effects on need for cognition positively. As results of this study, we find out ʻemotional intelligenceʼ includes both emotional and intellectual aspects... 오늘날은 이성만큼이나 감성이 중요하게 여겨지고 있는 시대로 마케팅 분야에서도 그 활용범위가 점차 확대되고 있다. 특히 신제품을 효과적으로 확산시키기 위해서는 혁신소비자(innovator)의 감성에대한 연구가 꼭 필요하기 때문에 본 연구에서는 감성지능이 소비자 혁신성(consumer innovativeness)에미치는 영향을 알아보았다. 그래서 감성지능의 하위차원이 소비자의 내재적 성향인 인지욕구와 감각추구성향에 미치는 영향과, 인지욕구와 감각추구성향이 특정 영역에 대한 혁신성인 기술혁신성과 유행혁신성에 미치는 영향을 알아보았다. 그 결과 감성지능의 하위차원 중에 타인감정이해와 감정활용은 감각추구성향에 감정활용 및 감정조절은 인지욕구에 영향을 미쳤으며, 감각추구성향은 유행혁신성에 인지욕구는 기술혁신성에유의한 영향을 미쳤다. 이 연구결과로 감성지능이 소비자 혁신성에 미치는 영향을 알아볼 수 있으며, 감성지능의 하위차원들이 감각추구성향과 인지욕구에 부분적으로 긍정적인 영향을 미친 것으로 보아 감성지능은감성적인 면과 인지적인 면을 포함한다는 것도 확인 할 수 있었다. 그리고 기술혁신성이 강한 신제품과 유행혁신성이 강한 신제품의 효과적인 확산에 대한 마케팅적 시사점을 제시할 수 있다

20대여성의 감각추구성향과 의복태도가 상표다양성추구에 미치는 영향

변정선(Jung Sun Byun),이선재(Sun Jae Lee) 한국복식학회 2001 服飾 Vol.51 No.5

In this study, investigation into the impact of sensation seeking tendency and clothing attitudes upon brand variety seeking will be made through the presentation of sensation seeking tendency as consumer`s motivation of clothing behavior and clothing attitude as parameter. To give goals of this study, First, to help the understanding of consumers by elucidating consumer`s psychological characteristics against sensation seeking tendency, clothing attitude and diverse brands seeking. Second, to offer standard for specifying market by presenting theoretical as well as empirical data. Third, to create successful marketing strategy according to consumer groups and moreover to increase sales efficiency. Research results are as follows: As a result of investigating on which factor among sensation seeking tendency affects on seeking various brands, change seeking tendency and aesthetic seeking impact upon seeking various kinds of brands. Change seeking is turned out to be the most influential factor. Fashion leadership, fashion innovativeness, attention concentration, social approval and clothing interest had an impact on diverse kinds of brand seeking: there was a positive relations with fashion leadership, attention concentration, clothing interest and fashion innovativeness, whereas a negative link with social approval. Three factors of sensation seeking tendency, two factors, that is change seeking and aesthetic seeking, have direct and indirect paths that lead to diverse brand seeking, via clothing attitude, that is to say, clothing interest, fashion leadership, social approval and attention concentration. On the other hand, thrill and risk seeking only had indirect path. Aesthetic seeking showed higher significance to indirect effect on diverse brand seeking which takes clothing attitude as a parameter, than that of direct effect. Brand variety seeking was under considerable effect of fashion leadership, clothing interest and attention concentration, in order.

감각추구 성향, 신기성 욕구가 에스닉 레스토랑 이용 속성에 미치는 영향에 관한 연구

문기철,한경수 한국관광학회 2012 관광학연구 Vol.36 No.7

Several studies have investigated the determinants of ethnic restaurant selection over the last 5 years. This study aims to explore the constructs of novelty and sensation seeking tendency to further examine criteria for ethnic restaurant selection. This paper critically examined the effects of the sensation seeking tendency using the Sensation Seeking Scale(SSS) and novelty on selection importances of ethnic restaurant. Data were collected by 336 respondents from the age of the 20 to 40. In a stage of Validation exercise, 10 items of Sensation Seeking Scale (SSS) were extracted into two factors. 18 items of novelty were extracted into two factors. Selection importances of ethnic restaurant were extracted into three factors. This findings suggestion that quest for novelty and sensation seeking tendency affected the selection importances of Ethnic restaurant. Practical attempts to increase the acceptance and exposure of ethnic foods may be successful depending on individual`s own trait of novelty, sensation seeking tendency. Further research is needed to better differentiate the applicability of SSS, Novelty and needed to modify to fit the validity. 본 연구의 목적은 외식 소비자의 특성에 따라 에스닉 레스토랑을 이용하는 기준에 차이가 있는 지 알아보고, 또한 에스닉 레스토랑 이용 동기가 될 수 있는 외식소비자의 감각추구성향, 신기성 욕구에 따라 에스닉 레스토랑 이용에 어떠한 차이가 있는지를 조사하는 것이다. 기존의 연구들을 살펴보면 에스닉 레스토랑 선택속성, 만족도에 관한 논문들이 발표되고 있다. 감각추구성향, 신기성 욕구를 에스닉 레스토랑 이용 속성과 연결시키는 사례는 드물다는 점에서 본 연구의 의의를 두고자 한다. 본 연구의 조사대상은 레스닉 레스토랑 주 이용고객인 20-40대였으며, 336부가 최종분석에 이용되었다. 감각추구성향의 10개 문항은 새로움 추구형, 독특함 추구형, 총 2개의 요인으로, 신기성 욕구의 18개 문항은 음식 추구형, 분위기 추구형, 총 2개의 요인으로, 에스닉 레스토랑 이용 속성의 10개의 문항은 서비스, 고유문화, 음식의 질, 총 3개의 요인으로 도출 되었다. 그리고 감각추구성향, 신기성 욕구는 에스닉 레스토랑 이용 속성에 영향을 주는 것으로 나타났으며, 이를 바탕으로 하여 외식소비자들의 특성에 맞는 전략 수립에 도움이 될 것이다. 향후 연구에서는 에스닉 레스토랑 이용 속성에 영향을 미치는 다양한 변수의 실제적인 분석이 이루어 졌음 한다.

사용자의 특성이 온라인 게임 충성도에 미치는 영향에 관한 연구

이선로(Sun Ro Lee),노웅철(Woong Cheol Noh) 한국경영학회 2006 經營學硏究 Vol.35 No.4

In recent years. the market for online games has become an important part of theentertainment industry. For more competitive game development. the game industries need to understand why certain games are perceived more attractive by gamers and why they show such a high level of loyalty to a certain game. Previous research on the online game loyalty tends to focus on th(~ gamers’ mechanical interactions. which have been identified as facilitating factors for increasing the level of gamers' flow that positively influences their loyalty. Also. previous research attempts to examine the relationship between the gamers environmental factors and their loyalty. neglecting to examine gamers' different reaction patterns to the contents in the games. This study. therefore. attempts to investigate the impacts of gamers characteristics on the flows and loyalty in the online game environments focusing on the gamers sensation seeking tendency. Zuckerman(979) defined sensation seeking as the need for varied. novel. and complex sensations and expcriences and the willingness to take physical and social risks for the sake of such experience. Sensation seeking has emerged as an important factor for explaining a variety of behaviors including internet use and video games. This study intends to apply the Zuckermans sensation seeking theory to the context of the online game loyaltyin order to examine the dlfferential effects of the loyalty factors identified in the past. Hence. a sample of 332 gamers has been classified into two groups depending on their sensation seeking level. and a multi-group structural equation model(MSEM) has been tested in order to compare the impacts of loyalty factors between two groups. Results show that f10w experience. which has been identified as the most important antecedent of gamers’ loyalty by previous research. may have differential impacts on the loyalty depending on the gamers' sensation seeking tendency. The impact of f10w experience on the loyalty has been significant for the group revealing a low level of sensation seeking. while not significant for other group revealing a high level of sensation seeking. This result indicates that gamers who tend to seek high level of sensation might switch to other games that satisfy their optimum level of sensation. rather than stay with lowered level of flow On the other hand the word of mouth shows consistent impacts on loyalty regardless of gamers sensation seeking tendency. This indicates that in the online game environments the social interactions through the community activities might have greater impacts on the gamers loyalty than the mechanical interaction factors like f10w experience. Game developers. therefore , need to continuously provide new contents and environments to match the gamers’required sensation level and support cyber communities for maintaining a good sense of the word of mouth.

감각추구성향이 높은 소비자들은 비전형적인 광고를 선호할까?

주경희(Chu, Kyounghee) 한국상품학회 2021 商品學硏究 Vol.39 No.4

본 연구는 최근 색다른 광고 유형 중 하나인 비전형적 성역할 광고에 대한 개인의 감각추구성향에 따라 어떠한 차별적 효과가 존재하는지 검증하고자 한다. 실험 결과, 감각추구성향이 높은 사람들은 비전형적인 성역할을 제시하는 광고를 전형적 성역할 광고보다 더 선호하는 것으로 나타났다. 하지만 감각추구성향이 낮은 사람들은 전형적인 성역할을 제시하는 광고를 비전형적 성역할 광고보다 보다 더 선호하는 것으로 나타났다. 이에 본 연구는 감각추구성향이 비전형적 성역할 광고 효과를 측정함에 있어서, 중요한 조절적 역할을 제안함으로써, 광고 맥락에서 감각추구성향 연구 분야를 확장하는데 기여하였다고 판단된다. 이와 함께 앞으로 비전형적 성역할 광고의 연구 범위를 보다 다양한 개인적 특성 영역으로 보다 더 확장시키는데 이론적 토대가 될 수 있을 것으로 사료된다. 또한 광고 기획자에게 비전형적 성역할 광고에 대한 광고 수용자의 태도를 효과적으로 제고하기 위해서는, 목표 고객층의 특성을 파악한 후, 그들의 욕구에 맞는 새로운 광고를 기획하는 것이 필요하다는 실무적 함의점을 제시한다. This paper investigates the differential effect of Non-Stereotypical Gender Role advertising(NSGR ad) depending on the level of sensation seeking tendency. This paper argues that the effect of NSGR ad would be moderated by individuals sensation seeking tendency level. For people with high sensation seeking tendency, there is a better attitude toward NSGR ad rather than SGR ad while for people with low sensation seeking tendency, there is a better attitude toward SGR ad rather than NSGR ad. The main contributions of this paper include the followings: it suggests the ground for integrating advertising and sensation seeking tendency research and expands the scope of NSGR advertising literature. Also, the meaningful link between NSGR advertising and sensation seeking tendency will have an implication for both marketers and researchers as the interactions between consumers’ gender role stereotypes and the psychological state of sensation seeking tendency are interesting.

스키, 스노우보드 참가자의 각성추구성향이 몰입경험과 참가지속의도에 미치는 영향

곽한병(Kwak, Han-Pyong),민왕식(Min, Wang-Sik) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.1

The study surveyed total 300 ski and snowboard participants that used ski resorts in Korea(Hyundai Sungwoo Resort, Phoenix Park, and Yangji Pine Resort) from 2010 to 2011. Specifically, two ski resorts and one ski resort were selected in Gangwon(Hyundai Seongwoo Resort and Phoenix Park) and Gyeonggi(Yangji Pine Resort), respectively. The investigator personally visited each of the ski resorts and asked the subjects to fill out a questionnaire in a self-administered method After excluding 41 questionnaires whose answers were not sincere or missing, total 259 were used in analysis. Using the SPSSWIN 18.0 statistical program, the investigator conducted factor, reliability, multiple regression, and path analysis. First, thrill-seeking tendency and new experience-seeking tendency, two of the subfactors of sensation-seeking tendency of the ski and snowboard participants turned out to have statistically significant effects on commitment to participation in sports and commitment to self-satisfaction, two of the subfactors of commitment experience. Second, while thrill-seeking tendency, one of the subfactors of sensation-seeking tendency, had statistically significant influence on intention to continue participation and lack of interest, new experience-seeking tendency did not have such influence on intention to continue participation. Third, commitment to participation in sports, one of the subfactors of commitment experience, turned out to have very significant impacts on intention to continue participation and lack of interest. Commitment to self-satisfaction, one of the subfactors of commitment experience, also had very significant impacts on intention to continue participation but no such impacts on lack of interest. Finally, sensation-seeking tendency not only had direct impacts on intention to continue participation among the ski and snowboard participants, but also indirect impacts on their intention to continue participation in commitment experience.

관광쇼핑행동 영향요인에 관한 연구 - 신기성, 감각추구성향, 쾌락적 쇼핑성향을 중심으로 -

이태희,배은성 한국관광학회 2009 관광학연구 Vol.33 No.6

This study was conducted to understand tourists' shopping behavior from the perspective of novelty, sensation seeking tendency, and hedonic shopping tendency. Data were collected from 299 outbound travellers at Incheon International Airport. Results indicated that high novelty and sensation seeking group had higher preference in shopping than low novelty and sensation seeking group. Also, hedonic shopping tendency had positive influence on shopping behavior. Furthermore, novelty and sensation seeking tendency had positive influence on hedonic shopping tendency. Finally, tourist shopping satisfaction appeared to be positively related to behavioral intentions(re-visit, recommendation).

수용자의 감각추구성향이 가상 인간에 대한 태도에 미치는 영향- 인지된 인간 유사성의 매개효과를 중심으로 -

백주연 사단법인 한국브랜드디자인학회 2023 브랜드디자인학연구 Vol.21 No.2

Virtual humans are actively utilized in various industries and academic research in this field is also expanding. Therefore, the study focused on the mediating effect of perceived human similarity on the relationship between user's sensation-seeking tendency and attitudes towards virtual humans for the purpose of empirically verifying the impact of sensation-seeking tendency on attitudes towards virtual humans. The data were collected through an online survey targeting adult men and women who have knowledge of virtual humans, and a total of 163 responses were used for analysis. Based on this, the research hypothesis was tested using the Bootstrap method of the Process macro. It was found that perceived human similarity fully mediated the relationship between users' sensation-seeking tendency and their attitudes toward virtual humans. This means that users with high sensation-seeking tendencies evaluated perceived human similarity of virtual humans more positively, and their attitudes toward virtual humans were very favorable due to this perceived human similarity. This study suggests the need to pay attention to users' individual psychological characteristics when utilizing virtual humans. Specifically, in order to evoke favorable perceptions of virtual humans among users, it is necessary to consider users' individual traits, like sensation-seeking tendencies, along with the strategy of creating the appearance of a virtual human with the outlook of a real human. 가상 인간은 다양한 산업군에서 적극적으로 활용되고 있으며 학계의 연구 또한 확대되고 있다. 이에, 수용자의 감각추구성향이 가상 인간에 대한 태도에 미치는 영향을 실증적으로 검증하기 위한 목적으로 인지된 인간 유사성의 매개효과를 중심으로 연구하였다. 평소 가상 인간에 대해 인지력 높은 성인 남, 여를 대상으로 온라인 설문을 통해 자료를 수집하였으며, 총 163명의 데이터가 분석에 사용되었다. 이를 바탕으로 연구가설에 대한 검증은 Bootstrap 방식의 Process macro를 이용하였다. 수용자들의 감각추구성향과 가상 인간에 대한 태도의 관계에서 인지된 인간 유사성이 완전매개하고 있는 것으로 나타났다. 이러한 결과는 수용자들의 감각추구성향이 높을수록 가상 인간에 대한 인지된 인간 유사성을 높게 평가하며, 인지된 인간 유사성에 의한 가상 인간에 대한 태도가 매우 호의적이라는 것을 의미한다. 본 연구는 가상 인간을 활용하는 데 있어 수용자들의 개인적 심리 특성에 주목할 필요가 있음을 시사한다. 구체적으로 가상 인간에 대한 수용자들의 호의적인 인식을 끌어내기 위해서는 수용자들의 개인적 특성인 감각추구성향에 대한 고려와 함께 가상 인간의 외모를 실재 인간의 모습과 매우 흡사하게 구현시키는 전략이 필요하다는 것을 의미한다.