동시적 다양성 추구에 영향을 미치는 가구 특성에 관한 연구

국문 초록 (Abstract)

소비자들은 미래에 소비할 제품들을 한 번에 구입하는 경우가 많으며, 이러한 구매 상황에서 다양한 대안을 구매 하는 성향을 동시적 다양성추구(simultaneous variety seeking)라고 한다. 기존의 동시적 다양성 추구에 관 한 연구들은 소비자들이 과도하게 다양한 제품을 선택하는 경향이 있다는 것을 보여주었다. 소비자의 과도한 다 양성추구는 최적화된 선택(optimal choice)을 저해함으로써, 소비시점의 만족을 떨어뜨리고 선택에 대한 후회를 높이는 요인이 된다. 따라서 동시적 다양성추구에 영향을 주는 요인들에 대한 연구는 소비자의 현명한 선택을 돕고 소비만족도를 증진시키는데 중요한 역할을 한다고 할 수 있다. 본 논문은 동시적 다양성추구와 관련성이 있는 소비자들의 가구 특성 변수를 연구하였다. 구체적으로, 본 연구는 동시적 다양성추구 성향이 (1)가구 구성원 의 숫자가 많을수록, (2)세대주의 연령이 낮을수록, (3)가구 소득수준이 높을수록 강할 것이라는 가설을 제시하였다. 연구 가설의 이론적 근거로 기존의 연구에서 제시한 다양성 추구에 영향을 미치는 타인을 위한 구매여부, 개인의 혁신성정도, 선호를 의사결정에 반영하는지 여부 등을 제시하였다. 가설 검증은 2001년부터 2004년까 지 3년 동안 매년 5번 이상의 라면 구매를 한 1,119 가구(household)의 실제 구매 정보 분석을 통해 이루어 졌다. 연구결과는 본 연구에서 제시한 가설들을 지지하였다. 또한, 추가 분석은, 본 연구의 결과가 단순히 평균 구매량 증가의 매개효과에 따른 것이 아님을 보여주었다. 본 연구는 동시적 다양성추구에 영향을 주는 가구특성 변수에 관한 첫 번째 연구로써, 마케터들에게 버라이어티 상품의 표적시장 선정이나 제품라인의 다양성 의사결정 에 많은 시사점을 줄 수 있을 것으로 기대된다.

다국어 초록 (Multilingual Abstract)

Consumers seek variety when they purchase multiple items for sequential consumption. Previous research has found that consumers tend to seek excessive variety when choosing multiple items for future consumption. Excessive pursuit of variety in simultaneous choice often leads to purchases that deviate from the optimal choice, lowering future consumption satisfaction and increasing choice regret. Identifying factors that influence consumer`s variety-seeking behavior can enhances consumer satisfaction by helping them make choices that maximize their consumption utility. The purpose of this research is to investigate the influence of household demographic characteristics on the level of variety sought in simultaneous purchase. In particular, we hypothesized that the variety-seeking tendency is positively related with the size and income of the households. In addition, we predict a negative relation between the age of the head of the household and diversification. As our rationale for our hypotheses, we suggest, higher variety-seeking for choice for others, individuals with greater innovativeness, and whether one is able to incorporate one`s preference into purchase decision. We tested our hypotheses using the household-level panel data collected from 2001 and 2004. The analysis includes the 3 year transaction data of instant noodle purchase by 1,119 household. The analyses show the results consistent with our hypotheses for all three household demographic variables. An additional analysis also reveals that the observed effects are not mediated by the difference in purchase quantity. To the best of our knowledge, this is one of the first research that examines the relationship between household`s demographic characteristics and variety-seeking behavior in simultaneous purchase. We believe that our findings can offer important implications to marketers who set their target market and design effective marketing program for a product pack containing variety.

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