과업유형이 정보제품의 선호에 미치는 영향 = The Effects of Types of Task on Information Goods` Preference

국문 초록 (Abstract)

본 연구에서는 세부적인 개인정보제공 여부를 기준으로 지각된 보안품질차원에서 우월한 정보제품과 고객맞춤기능 차원에서 우월한 정보제품 사이에서 소비자 선호를 결정하는 조건을 밝히고자 한다. 특히, 실생활에서 정보상품에 대한 상반된 선호가 존재함에도 불구하고 정보상품에 대한 선호에 영향을 미치는 요인에 대한 연구들은 미비한 실정이다. 이에 보안품질 차원 또는 고객맞춤기능 차원 각각에서 다르게 우월한 대안들에 대한 선호를 결정하는 요인을 탐구하고자 한다. 실험 결과에 의하면, 선택을 위해 정보제품을 평가할 때, 지각된 보안품질 차원이 상대적으로 더 중요하게 처리되어 보안 차원에서 우월한 대안이 더 선호되는 것으로 나타났다. 반면에 전반적인 제품평가 시, 지각된 보안품질 차원에 대한 상대적인 중요도가 낮아져 고객맞춤기능 차원에서 우월한 대안이 더 선호되는 것으로 나타났다. 이런 결과가 나타나는 것은 특히, 보안 차원에 대한 상대적인 중요도가 더 큰 역할을 하는 것으로 밝혀졌다. 또한 소비자들이 보안위험메시지에 노출될 때, 평가유형이 소비자 선호에 미치는 차별적인 영향이 사라지는 것으로 나타났고 지각된 보안품질 차원에서 우월한 대안이 더 선호되는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

This study examines how the types of task influence consumers’ preference of information goods. Specifically, we focus on consumers’ preference between a superior option in the dimension of perceived security and a superior option in the dimension of tailored functionality. The results show that when consumers rate options for the choice, the importance of the perceived security dimension is increasing, thus they are more likely to prefer a superior option in the dimension of perceived security. While, when consumers rate options for overall evaluation, the importance of the perceived security dimension is decreasing, thus they are more likely to prefer a superior option in the dimension of functionality. In particular, the security dimension plays more important role in determining consumers’ preference of information goods. Furthermore, we test the effects of a warning message of privacy on consumers`` preference of information goods. When consumers are exposed to a warning message, the differential effects of task types on consumers’ preference are attenuated. They are more likely to prefer a superior option in the dimension of perceived security.

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