소비자가 지각한 제품사용상황이 하이테크제품 교체구매의향에 미치는 영향

이현민 ( Hyun Min Lee ),이완수 ( Wan Soo Lee ),황미진 ( Mee Jin Whang ),황용희 ( Yong Hee Hwang ) 한국소비자학회 2011 소비자학연구 Vol.22 No.3

기업 간 경쟁 심화와 소비자들의 교체구매가 높은 비중을 차지하는 성숙기 하이테크 제품 시장은 소비자의 사용경험이 교체구매의향을 형성하는 영향관계의 규명을 통한 대고객 전략의 제안이 중요한 시기이다. 본 연구는 하이테크 제품에 대한 소비자의 교체구매의향이 소비자의 지각된 제품사용상황(perceived product-usage situation)에서 발현되어 제품속성 중요도 및 소비자 추구편익간의 조절적 관계를 통해 형성됨을 검증하였다. Fennell(1978)의 제안을 토대로, 첫째 소비자에게 지각된 제품사용상황을 제품관련 문제점이 지각된 사용상황(perceived situation of the product-related problems)과 심리적 욕구불만이 지각된 사용상황(perceived situation of the psychological frustration)의 두 차원으로 구성하고, 둘째 각각의 문제 상황이 특정 제품속성 중요도 평가에 미치는 영향관계를 검증하였으며, 셋째 소비자의 교체구매의향 유발에 영향을 미치는 제품 속성이 무엇인지를 구조방정식 모형에 근거하여 규명하였다. 연구 결과 하이테크 제품에 있어 소비자가 지각하는 제품사용상황 중, 첫째 제품관련 문제를 지각한 상황은 디자인, 브랜드, 주기능, 부가기능의 제품속성 중요도 평가를 증가시키며, 특히 주기능과 디자인, 브랜드 중요도는 교체구매의향으로 연계됨을 확인하였다. 둘째, 심리적 욕구불만을 지각한 상황은 제품의 디자인과 브랜드 속성중요도를 각각 증가시키며, 이중 브랜드 속성중요도가 교체구매의향을 증가시킴을 규명하였다. 또한 지각한 제품사용상황이 제품속성 중요도 평가에 미치는 영향은 소비자가 추구하는 편익에 따라 차이를 보이는 것으로 확인되었다. 본 연구의 시사점은 기존의 사용상황 연구에서 다루어지지 않았던 제품관련 문제 상황과 심리적 욕구 불만 지각상황이 소비자의 교체구매의향 형성에 미치는 영향관계를 규명함으로써 향후 교체구매 행동 연구의 토대를 마련하는 탐색적 연구로서 의의를 지닌다. 또한 기업의 하이테크 신제품 개발 전략 수립시, 소비자의 교체구매의향 발현을 위한 제품 컨셉 설정 및 마케팅 전략방향을 제시하고 있다. Intense competition among companies and replacement purchasing for consumers are features of a mature high-tech product market. Currently, suggestions for consumer strategy from investigations of the relationship between consumer experience and the formation of replacement purchase intention has become increasingly important. Consumers` perception of product-usage situation illicits a desire to purchase products and creates buying motives. It is important since it decides the direction in choosing a product(Fennell 1978). In the maturity phase of the hi-tech product market, the required time for consumers to understand products and to determine purchase intention becomes shorter. Amid the severe competition in the market, companies are required to establish consumer-attracting strategies by understanding perceived product-usage situations and by investigating how perceived product-usage situations lead to the formation of replacement purchase intentions. Consumers will make after-use evaluation of products. Then, the product-usage situation is expected to serve as a constraint, helping consumers to find countermeasures and narrowing down the criteria of the consumer`s decision(Bransford and McCarrell 1974; Ratneshwar and Shocker 1991). Moreover, consumers assess future choice alternatives based on the consumption cycle from purchase to use. The perception of product-usage situation assists consumers to select appropriate alternative products by inducing the retrieval process and reminding consumers of the measures they already know of. The perception of product-usage situation defines the range of alternatives and thus, serves as a frame for problem solving, which help consumers to find the benefits of a product they seek(Warlop and Ratneshwar 1993). In this respect, consumers` after-use product evaluation can be one of the important motives for the formation of replacement purchase intention along with the product-usage situation (Gardial, Clemons, Woodruff, Schumann, and Burns 1994). Especially, the situations subjectively perceived by consumers can be major factors affecting decision-making and other consumer behaviors(Kakkar and Lutz 1975). In this regard, the problems and complaints that consumers have during the use of hi-tech products will definitely influence after-use evaluation and the formation of replacement of purchase intentions. Therefore, verification of the aforementioned relationship is expected to bring to light new strategic points for further discussion. In addition, based on the means-ends chain model that explains the relationship between the results of product use and buying intention(Woodruff 1997), replacement purchase intention is assumed to be derived from the product-usage situation where consumers constantly try to perceive the results from the use of the product and from the process of re-evaluating the features of the product. This study verifies that consumer purchasing intention for product replacement of high-tech products is manifested by the perceived product usage and formed by moderating the relationship between the important product attributes and the benefits sought by the consumer. This study investigated the formation process of the replacement purchase intention based on the meansends chain model, a mechanism that explains how consumers` after-use evaluation of product features is connected to the replacement purchase intention in consecutive buying decisions. An empirical analysis verified that, in perceived product-usage situations, replacement purchase intention is formed by the customers` evaluation with much importance placed on the features that they particularly hope to acquire from the product. Fennell(1978) suggested that, first, two perceived product use situations were created as the perceived situation of product related problems and the perceived situation of psychological frustration. Second, the affect of the problem situation on the evaluation of importance of product attributes was conducted. Third, the product attributes that affect intention for replacement purchase were investigated based on structural equation models. Our results showed that for high-tech products, from the perceived product use situations that are perceived with product related problems increased the importance of design, brand, main function, and additional functions in product attribute evaluation. It was confirmed that main function, design, and brand importance led to replacement purchase intention. In perceived situations of psychological frustration, the importance of design and brand attributes increased, and identified with brand attribute importance was increased by intentions of replacement purchase. In addition, the influence of perceived usage situation on product attribute importance evaluation indicated a difference from the benefits pursued by consumers. The implications of this study are the identification of the affective relationship between product related problems and those psychologically frustrating situations caused by replacement purchase intention of consumers. This has not been addressed by existing product usage research. An empirical analysis verified that, in perceived product-usage situations, replacement purchase intention is formed by the customers` evaluation with much importance placed on the features that they particularly hope to acquire from the product. The significance of this research is that it sheds new light on the importance of considering product features when analyzing replacement purchase intentions. Re-evaluation of the importance level of the product features was confirmed to be one of the factors explaining the motive behind the replacement purchase intention. In addition, the perceived product-usage situation was confirmed to be an influential variable in the evaluation of the importance level of the product features. Product features were the main motive in the process of making a replacement purchase decision, which has not been studied to date. This study examined perceived product-usage situations where consumers used high-tech products and perceived the results from the use of the product. The situations were broken down into a functional one and psychological one. It was also confirmed that the discrepancy in the psychological part of a situation had a significant influence on the evaluation of the importance of the product features just as the functional part also did. Of note, it was also confirmed that there is a significant influence from the strengthened moderating effect, which is one of the sought variables for the subjective benefits that is caused by the individual differences between consumers. The moderating effect was observed to influence the perceived situation of psychological frustration about brand image for products. The moderating effect was also found to influence the perceived situation of product-related problems on the importance of the main function of products. The results of this study confirmed that the interaction effect of the sought variables for the subjective benefits, which is caused by differences between situations and consumers, have more influence on a consumer`s behavior than the independent influence of the situation. The reason is that the consumers` behaviors constantly change according to the situations(Belk 1974; Dickson 1982; Quester and Smart 1998). Our research is meaningful as an explorative study to provide foundation for future research on consumer replacement purchase behavior. In addition, our study suggests better product concepts and marketing strategy directions to induce consumer replacement purchase intentions and for companies seeking to establish development strategies for new high-tech products.

자기 일치성, 자기 감시 및 사용 상황이 상표 선호에 미치는 영향

양윤,박선영 한국소비자·광고심리학회 2005 한국심리학회지 소비자·광고 Vol.6 No.1

The current study examined how self-monitoring and usage situations play a role in determining the effects of self congruity on consumers' brand evaluations across conspicuous and non-conspicuous products. The result showed that the moderating effects of self-monitoring and usage situations in the effect of self congruity on brand evaluations differed between conspicuous and non-conspicuous products. That is, high self-monitors tended to be influenced by usage situations in public situation and by self congruity in private situation when they evaluated a conspicuous product. However, they evaluated brand preference toward non-conspicuous products regardless of self congruity. On the contrary, it was found for low self-monitors that self congruity played a consistent role across the level of product conspicuousness and usage situations. Thus, the result suggested that the level of self monitoring and usage situations moderated the effect of self congruity, which meant high self-monitors showed different interaction patterns between the evaluation of conspicuous and non-conspicuous products. This study discovered that self congruity effect varied in product categories and the symbolic functions of brands as well as in the individual variable and situational variable. This may be an useful implication in that the knowledge of consumers' mechanism of symbolic and self-presentation behavior becomes a crucial part of understanding them. Also, the strong influence of usage situation indicates that marketers should consider the context of particular usage situations in brand management. 본 연구에서는 상표성격과 소비자의 자기이미지간의 일치성이 자기감시와 사용상황에 따라 상표선호도에 미치는 영향을 제품범주별로 살펴보았다. 분석결과, 과시재의 경우 자기감시가 높은 소비자는 공적상황에서 자기이미지와 상표성격이 일치할 때의 상표선호와 불일치할 때의 상표선호에서 유의한 차이를 보이지 않았지만, 사적상황에서 자기이미지와 상표성격이 불일치할 때보다는 일치할 때 높은 선호를 보였다. 그러나 자기감시가 낮은 소비자는 상황에 관계없이 자기이미지와 상표성격이 불일치할 때보다 일치할 때 높은 선호를 보였다. 비과시재의 경우 자기감시가 높은 소비자는 상황에 관계없이 자기이미지와 상표성격이 일치할 때의 상표선호와 불일치할 때의 상표선호에서 유의한 차이를 보이지 않았다. 그러나 자기감시가 낮은 소비자는 상황에 관계없이 자기이미지와 상표성격이 불일치할 때보다 일치할 때 높은 선호를 보였다. 이러한 결과는 자기일치성의 효과가 자기감시, 사용상황, 제품범주에 따라 달라짐을 의미한다. 따라서 자기일치성의 영향력을 제한적으로 받아들여야 한다.

과거 비완결상 ‘-더-’의 의미 기능 -관형형 구성 ‘-던’을 중심으로-

강계림 한국어의미학회 2013 한국어 의미학 Vol.42 No.-

The purpose of this study is to investigate the semantic functions of prefinal ending ‘-deo-’ in relative clause forms. The prefinal ending ‘-deo-’ in relative clause forms is a past imperfective aspect marker which is a type of view aspects. A imperfective aspect marker describes a situation focusing on internal stage without mention about initial and final endpoints. On the other hand, a perfective aspect marker describes a situation as a point. These view aspects interact with situation aspects which are classified by the internal temporal features of verbs, argument, and etc. To achieve our purpose, we divide the semantic functions of ‘-deo-’ into basic meanings and usage meanings. On basic meanings, it has progressive or continuous aspectal meaning in activity, accomplishment, or stative situation. Whereas in semelfactive or achievement situation without duration, ‘-deo-’ tends to have inceptive, iterative and habitual aspectual meanings. On usage meanings, ‘-deo-’ is able to function time backgrounds through the basic aspectual meaning focusing on a internal stage of a situation. Next, it has implication meanings of incompleteness or stop meanings. These implication meanings are up to whether the situation aspect has a telic or atelic feature. Lastly, it is possible to distinguish ‘-deon’ from ‘-eon’ and ‘-essdeon’ which are past markers in relative clauses on usage meanings. The form ‘-eon’ and ‘-essdeon’ respectively tends to emphasize the result of situations and discontinuity about the result of situations.

프랑스어 기본어휘의 사용상황 온톨로지 구축

이성헌,고길수 서울대학교 언어교육원 2019 語學硏究 Vol.55 No.3

This study aims to show the process of constructing, for a more effective use of the French basic vocabulary in education and evaluation, an ontology containing information on the grammar and the usage situations and its corresponding utility. The researchers show the background and the necessity of the study, and likewise explain the construction of the ontology through the three following steps: (1) review the adequacy of the words listed in A-level Référentiels, revise the list, and describe in detail the grammar of these words; (2) examine and classify situations in which the basic words are used, and make a database of the usage situations and their typical dialogue samples; and (3) implement the mapping of the two results, and build an ontology of the grammar and the usage situations-typical dialogue samples for the French basic vocabulary. Finally, the researchers show how the ontology can be used in education and evaluation.

説明的場面における「ホラ」の世代別使用様相 ー仙台地域を例としてー

금종애 한국현대언어학회 2014 언어연구 Vol.29 No.4

This paper analyzed the generational difference between the high school students, younger generation and the elder generation in using the discourse marker ‘HORA’, which is used in communication in order to remind the listener of their shared information and lead the communication based on it. It was found that the using rate of ‘HORA’ was the highest for elder generation and little for younger generation and the high school students. Elder generation have a communication tendency that they remind listeners of their shared information and to lead the communication based on it. However, younger generation and the high school students were found not to have the tendency.

'계시다'의 양용 용법에 대한 연구 : '있다'와 관련하여

김선영 서울대학교 언어교육원 2014 語學硏究 Vol.50 No.1

I examined the double usage of ‘geysida’ as an adjective and a verb compared to the case of ‘issda’. ‘Geysida’ is used as an honorific word of ‘issda’ when it takes a human noun as the subject and as both an adj. and a verb in each usage. But the adj. ‘geysida’ is restricted in situations that are dynamic, or repeated and temporary. ‘Issda’ is also used as a verb when it takes a human noun as the subject although there are some exceptions. It is used appropriately in the situations where ‘issda’ indicates specific actions or its subject functions as the agent. ‘Geysida’ as an aux. predicate also functions as an adj. and a verb regardless of its aspectual meaning. But the aux. adjective is restricted in the temporary situation. In the case of ‘issda’, its verbal usage is allowed depending on the verbs that are combined with it. The aux. verb ‘-go issda’ can be used in a combination with verbs that take the agent subject, as do ‘-eo issda’, but not to an absolute degree.

한국어교사를 위한 문법 교육 내용 기술의 원칙

양명희(Yang, Myung-hee) 중앙어문학회 2014 語文論集 Vol.59 No.-

본고는 한국어 교사를 대상으로 한 문법 교육 내용 기술을 위해 주요한 몇 가지 원칙을 정립하는 것을 목적으로 하였다. 이를 위해 먼저 기존 문법서를 검토하고 교사들을 대상으로 한 요구 조사 결과를 분석하여 문법 교육 내용의 세부정보를 표제어와 의미 및 용법, 예문, 형태 정보, 문장 구성 정보, 제약 정보, 확장, 유사 문법으로 구성하였다. 이는 문법 교육 내용 정보는 교수 순서와 밀접하게 관련되며, 교육 내용 기술의 제1 원칙이라고 할 수 있는 교사들의 문법서 내용에 대한 요구 결과를 충실히 반영한 구조이다. 내용 기술의 제2원칙은 문법 내용을 쉽고 정확하게 기술하는 것인데 이를 위해 문법 범주의 활용, 교수에 유용한 의미 상세화, 문법 용어의 사용 등에 대해 논의하였다. 세 번째 원칙은 의미 및 용법을 이해하기 위해 의미 및 용법과 긴밀하게 연결된 예문을 제시해야 한다는 것이며, 네 번째 원칙은 규칙화할 수 있는 형태 정보, 문장 구성 정보, 제약 정도 등은 오류 분석에 기초해 좀 더 세밀하게 기술해야 한다는 것이다. 마지막으로 유사 문법 기술 원칙으로 상황 예문을 적극적으로 활용하고 제약 차이가 있을 경우 이를 내용에 포함하는 것을 원칙으로 삼았다. 이러한 문법 내용 기술 원칙은 학습자들의 한국어 유창성과 정확성을 배양하기 위해 교사들이 필요로 하는 문법 교육 내용과 밀접하게 관련되어 있다. The purpose of this study is to discuss the principles of describing Korean pedagogical grammar for Korean language teachers. As advanced Korean language learners increase, accuracy is as important as fluency. First principles of describing Korean pedagogical grammar is to satisfy the needs of Korean language teachers. Through the survey of needs of Korean language teachers and analysis three grammar books, the contents was organized and arranged; grammatical form, the meaning and usage, example sentences, morphological information, sentence structure information, grammatical restriction information, and confusing grammar. In Chapter 3 four principles are presented; the pedagogical grammar should be easy and accurate for Korean language teachers. To meet the second principles, grammatical categories, the division of meaning and usage, and grammatical terminology should be considered. Example sentence should be show the meaning and the usage. Morphological information, sentence structure information, and grammatical restriction information should be described on the basis of learners’ errors. Forms which have similar meaning should be compared by situation example and grammatical restrictions.

「ないで」 「なくて」 「ずに」의 의미 고찰

공미희(Kong, Mi-Hee),손동주(Son, Dong-Ju) 동북아시아문화학회 2017 동북아 문화연구 Vol.1 No.52

In this study, the semantic characteristics of 「naide」 「nakute」 「zuni」 which corresponded and are comparative-analyzed to 「te」 type paragraph re-sorted, drawing the various semantic characteristics, are analysed. First of all, the usage of incidental situation, succession, cause․reason, means․method, parallel․contrast is included in 「naide」 as 「te」 type paragraph. The usage of cause․reason, parallel․contrast is included in 「nakute」. The usage of 「zuni」 is similar to the usage of 「naide」, but doesn’t have the usage of cause․reason. Therefore, the usage of 「zu」 could substitute for the usage of 「zuni」. The usage of parallel․contrast is included in 「naide」 「nakute」 「zuni」 in common. In particular, the usage of cause․reason, parallel․contrast is commonly included in 「naide」 「nakute」, which has relation to the mutual compatibility. Thus, the author could learn the verb in subordinate clause represent the verb of unwill and state when 「naide」 as the usage of cause․reason is compatible with 「nakute」. In the usage relative to the parallel, 「naide」 「nakute」 「zuni」 are all compatible with one another. The author could learn the verb of action which mainly fulfills situation by the subject will of subordinate clause is used in this case. Therefore, this study is considered in comparing and analyzing the differences by introducing and applying three meaning attributes such as the existence and nonexistence of the will of the subject in subordinate clause, the nature depending on the type of verb, temporal context in the subordinate clause and main clause.

日本書紀에 보이는 한국 고유명표기자의 권별 사용 상황과 특징

柳玟和 동북아시아문화학회 2011 동북아 문화연구 Vol.1 No.29

The Situation and the Characteristics of the Usage of the Written Characters of Korean Proper Names in Nihonshoki in Its Different Volumes Yu,Min-Hwa The situation of the usage of the written characters of proper names related to Korea in Nihonshoki,in its different volumes,is that it shows difference in the usage of the written characters after volume 19,and maldistribution of the written characters in a same volume. It is presumed that because of the difference in the main data related to Korea which were employed in the publication of Nihonshoki after volume 19 it has been reflected in the written characters of proper names. Along with that,in the writing method of the proper names maldistributed in a same volume,it is pointed out that there are sometimes instances of intended and unintended difference in writing from the original historical data due to the influence from the sense of writing of the editor of Nihonshoki. Furthermore,the same conclusion is drawn from the outcome of the examination of the situation of the usage of the proper names in their kind,nationality and in different volumes,including the ones like '莫古․久禮․奚․古․跛․枳․比․伽․呑․解․枳․利',which are presumed to be a writing of the same elements in the ancient Korean,and the honorific suffixes ‘知․智․至․遲’.

소비자는 언제 윤리적 제품을 구매하는가? : 제품 사용 상황과 브랜드-자아이미지 적합도를 중심으로

박혜경 한국경영컨설팅학회 2016 경영컨설팅연구 Vol.16 No.2

본 연구는 윤리적 제품의 구매의사결정에 영향을 미칠 수 있는 변수로서 제품 사용 상황과 브랜드-자아 이미지의 적합도 수준의 효과를 확인하는 것이 목적이다. 본 연구에서는 시나리오 기법을 활용하여 실험을 통한 실증 연구를 실시하였다. 실험 결과, 윤리적 제품의 브랜드가 특정 개성을 형성하고 있는 경우, 소비자는 윤리적 제품의 구매는 소비자의 윤리적 소비 동기 뿐 아니라 자아 표현적 소비 동기에 의해 영향을 받을 수 있다는 것을 밝혀냈다. 특히, 자아 표현적 소비 동기가 윤리적 제품의 구매의사결정에 미치는 영향력을 조절하기 위해 제품 사용 상황을 공적 상황과 사적 상황으로 조작하였고, 브랜드-자아이미지 적합도 수준을 측정하였다. 실험 결과, 소비자의 구매 결정이 다른 사람들에게 노출되는 공적인 상황에서 사용하기 위해 윤리적 제품을 구매하는 경우 윤리적 제품의 브랜드 개성과 자아 이미지 적합도가 높을수록 윤리적 제품에 대한 구매의향이 높게 나타났다. 하지만, 구매결정이 타인에게 노출되지 않는 사적인 공간에서 사용하기 위해 구매하는 경우에는 브랜드-자아 이미지 간의 적합도에 따른 구매의향 차이가 약화된 것으로 나타났다. 본 연구결과의 주요 시사점은 윤리적 제품에 대한 소비 동기를 윤리적 소비 동기 이외에 자아 표현적 소비 동기의 역할을 발견했다는 측면에서 이론적 기여가 있다고 판단된다. 실무적 관점에서는 기업에서 윤리적 가치를 활용하여 마케팅 활동을 수행할 때 타겟집단, 홍보방안 등에 관한 전략적 시사점을 제공해 줄 수 있다. The purpose of this study is to show that the effect of product usage situation and brand-self image consistency on consumers’ willingness to buy an ethical product. To test our predictions, this research conducted an experiment by using scenario technique. The results confirmed that when an ethical product has a certain brand personality, consumers purchase the ethical product for the sake of the self-expressive motivation as well as the ethical motivation for consumption. In order to moderate the effect of self-expressive motivation on consumers’ decision making, in the experiment, product usage situation(public vs. private) was manipulated and the brand-self image consistency was measured. The results showed that consumers in the public usage situation condition were more willing to buy the ethical product when the brand personality is highly consistent with their self-image. However, this effect was decreased in the private usage situation condition. The results provided academic contributions that not only ethical motivation but also self-expressive motivation play a role in the ethical product purchase decision. Also, the results contributed in building the effective marketing strategies of the ethical product in terms of targets customers and promotion strategies.