제품애착이 소비자 제품변형행동에 미치는 영향 -혁신성과 사회적 성향의 조절적 역할 = The Effect of the Product Attachment on the Product Modification: The Moderating Role of Consumer Innovativeness and Social Connectedness

국문 초록 (Abstract)

오늘날 소비자들은 자신의 목적과 의도에 맞게 스스로 제품을 변형하여 사용하는 경우가 많다. 본 연구는 소비자의 제품변형행동을 제품보호, 내형변형, 외형변형으로 유형화하고 있다. 그리고 제품변형행동이 어떤 요인에 의해 영향을 받으며 어떤 요인에 의해서 조절될 수 있는지를 구조방정식 모형을 통해서 설명하고 있다. 구체적으로 제품애착이 제품변형행동에 영향을 주며, 이러한 관계에 있어서 사회적 성향(사회적 연결성)과 혁신성(혁신적 소비성향)이 조절적 역할을 하는 것으로 파악하고 있다. 휴대전화를 대상으로 한 연구를 통해 다음과 같은 결과가 나타났다. 첫째, 제품애착은 소비자의 제품보호행동과 내형변형행동에 영향을 미치는 것으로 나타났다. 둘째, 사회적 성향과 혁신성이 높은 소비자일수록 보다 높은 수준의 제품변형행동을 보이는 것으로 나타났다. 본 연구는 특정 제품의 기능을 확장시켜주는 보완재적 제품시장의 성장이 가속화되고 있는 시장상황에서 소비자의 제품애착과 제품변형행동과의 관계를 실증하고 있으며, 나아가 사회적 성향과 혁신성의 조절적 효과를 파악함으로서 디지털 시대의 소비자 행동을 이해하는데 시사점을 제공하고 있다. 특히 본 연구는 소비자들이 느끼고 공유하는 애착을 단순히 감성적인 차원에서 정의하지 않고, 그것이 소비자의 행 동변화에 어떤 영향을 주는지를 연구함으로써, ‘애착 후 행동(post-attachment behaviors)’이라는 새로운 이슈를 시사한다.

다국어 초록 (Multilingual Abstract)

Consumers modify their own products as their objects or intention, nowadays. The modification behaviors have been studied that these are led by consumer innovativeness or exploratory acquisition. lead users, consumers who have stronger technical capability that others on their interesting market, have higher innovativeness generally(Hippel 1996). Also they become opinion leaders on usage pattern by modifying products’ features to use them for another purposes newly proposed. Product attachment is another determinant of the modification behaviors. Because consumers with attachment modify their own products. Consumers in several studies, bicycle personalizing consumers(Mugge, Schifferstein and Schoormans 2004) or avatar grooming consumers(Mitchell 1999), are the examples. These consumers make their own products to be more durable and not to be substitutional and bored, by repairing it or adding features, when they are attached(Mugge, Schifferstein and Schoormans 2010). Moreover, consumers project their identity onto their attached products and its modification process to express themselves as a member of a social group. So, we studied product modification behaviors and its determinants. Concretely, we categorized modification behaviors into three(protection, outer-modification(for appearance) and innermodification( for features)), and tested demonstrated the influence of the product attachment. Also we investigated the moderating effect of consumer innovativeness and social orientation(or social connectedness) on product modification. 3 structural equation models tested the hypothesis, listed in the <Table> using survey data set on 275 consumers’ cellular phone modification behavior. As a result of, studies conclude: First, product attachment have positive influence on product modification behaviors. In study 1, protection and inner-modification have significantly influenced by product attachment and H1-1 and H1-3 are supported. But the effect on outer-modification is not significant, because full-touch phones, recently launched, have fewer surfaces to be decorated while protective case becomes fancier and colorful. In others words, outer-modification cannot be happened independently, as time goes by, on the cellular phone. Second, social orientation moderates the effect of products attachment on product modification behavior, in study 2. As highly socially-oriented consumers protect the product and modify the features more. So the H2-1 and H2-3 are supported while H2-2, hypothesis of outer-modification, rejected which is not significant in study 1. Hypothesis Estimates Result Low High Study 1 H1-1 Consumer’s product attachment will be positively influenced on protection. .425*** Supported H1-2 Consumer’s product attachment will be positively influenced on outer-modification. .021 Rejected H1-3 Consumer’s product attachment will be positively influenced on inner-modification. .411*** Supported Study 2 H2-1 As the higher social orientation, product attachment will influence on protection more. .352*** .489*** Supported H2-2 As the higher social orientation, product attachment will influence on outer-modification more. .044 .024 Rejected H2-3 As the higher social orientation, product attachment will influence on inner-modification more. .343*** .460*** Supported Study 3 H3-1 As the higher consumer innovativeness, product attachment will influence on protection more. .201** .599*** Supported H3-2 As the higher consumer innovativeness, product attachment will influence on outer-modification more. -.100 -.072 Rejected H3-3 As the higher consumer innovativeness, product attachment will influence on inner-modification more. .193* .584*** Supported * : p < .1, ** p < .05, *** p < .01 <Table> Estimates(standardized coefficient) and the result of the hypothesis tests Third, in study 3, customer innovativeness have significantly positive influence on three product modification behaviors. H3-1, 2 and 3 are supported. And less socially-oriented consumers protect the product and modify the appearance more, so H4-1 and 2 are supported. It means that lead users, who want to differentiate themselves and express their ‘leading edge status’, have less social connectedness and eager to modify their own products. In spite of some limitation, this study categorizes product modification behaviors and explains its determinants and two moderators: product attachment, consumer innovativeness and social orientation. And this study proposes the needs of the permissive design for modification and brand community for socially connected consumers, which have managerially implicative.

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