제품의 혁신정도, 자기개념 점화유형 및 가격 프레임 방식이 혁신제품의 구매의도에 미치는 영향 = The Effects of Self-construal, Price Frame and Characteristic of Innovativeness(INV) on Purchase Intention of Innovative Product

다국어 초록 (Multilingual Abstract)

This study was designed to provide insights regarding the effects of self-construal(SC), price frame and characteristic of innovativeness(INV) on attitude toward advertising(ATA) and purchase intention(PI). Firstly, we examined ATA and PI in two types of self-construal (independent self-construal (SC_inde) and interdependent self-construal (SC_inter)) on the extent of product innovativeness. Along with, we found that there was no significant difference on ATA and PI when consumers were exposed to the product that has high innovativeness (Market breakthrough). However, we could notice that SC_inter had higher ATA and PI than SC_inde when they saw the advertisement of low innovativeness(Technological breakthrough) product. Secondly, we examined ATA and PI in two types of self-construal on price frame of mental accounting. Segregated price frame was preferred when independent self-construal was primed, however, integrated price frame was better for the people who was primed interdependent self-construal. Thirdly, we tested ATA and PI in two types of product innovativeness on the two types of price frame, and we found that people better evaluated continuous innovation when we suggested integrated price frame. However, people liked segregated price frame when they are exposed to discontinuous innovation. Finally, we examined the interaction effect according to whether primed self-construal was independent or interdependent on ATA and PI. This study showed that people were primed independent self-construal and continuous innovation was fitted with integrated price frame for ATA and discontinuous innovation had higher ATA when segregated price was given. People preferred segregated price frame for PI in both product innovativeness. There was no significant difference between INA and MA based on interdependent self-construal for ATA, however, people preferred segregated price frame for PI regardless of the innovativeness type.

국문 초록 (Abstract)

본 연구의 목적은 제품의 혁신정도, 자기개념 점화유형 및 가격 프레임 방식이 혁신제품의 구매의도에 미치는 영향을 논의하는데 있다. 구체적으로, 외부 자극에 의해 소비자의 자기개념이 상황적으로 점화되었을 때 혁신제품의 혁신정도와 심적회계에 따른 가격 프레임을 어떻게 제시하는 것이 소비자의 광고태도 및 구매의도에 긍정적인 영향을 줄 수 있는가에 대한 문제가 논의된다. 첫째, 자기개념 점화와 혁신제품의 혁신정도 사이에서 소비자는 점화된 자기개념에 상관없이 혁신성이 높은 제품에서 더 높은 광고태도 및 구매의도를 보였고, 혁신성이 낮은 제품에서는 상호의존적 자기개념에서 독립적 자기개념보다 더 높은 광고태도 및 구매의도를 보였다. 둘째, 점화된 자기개념과 심적회계에 따른 광고태도와 구매의도의 관계를 살펴본 결과, 독립적 자기개념에서는 통합 가격 프레임에 대해, 상호의존적 자기개념에서는 분리 가격 프레임을 제시할 때 더 높은 광고태도와 구매의도를 보였다. 셋째, 혁신제품의 혁신정도와 심적회계 사이에서 두 가지 종속변수에 대한 효과 역시 유의하게 나타났다. 혁신성이 낮은 경우 통합 가격 프레임에서 더 높은 광고태도를 보였고, 혁신성이 높은 경우 분리 가격 프레임에서 더 높은 광고태도와 구매의도를 보였다. 마지막으로, 자기개념 점화유형에 따라 혁신정도와 심적회계가 소비자의 광고태도와 구매의도에 미치는 영향에 대해 검증한 결과, 독립적 자기개념자는 혁신성이 높은 제품과 통합 가격 프레임을 제시하였을 때 가장 높은 구매의도를 보였고, 상호의존적 자기개념자는 혁신성이 높은 제품과 분리 가격 프레임을 제시하였을 때 가장 긍정적인 광고태도 및 구매의도를 보였다.

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