외재적 단서로서의 히트상품선정이 속성에 대한 신념, 태도 및 구매의도에 미치는 영향: 제품관여도와 제품유형의 조절효과를 중심으로 (Consumers' Cognitive, Affective and Behavioral Responses to Hit Product Awards as Extrinsic Cue: The Moderating Role of Product Involvement and Product Type)

서지정보

· 발행기관 : 한국마케팅학회
· 수록지 정보 : 마케팅연구 / 23권 / 4호 / 71 ~ 103페이지
· 저자명 : 이태민, 김대원

초록

본 연구에서는 히트상품 선정정보가 소비자의 인지적 반응(속성에 대한 신념), 감정적 반응(제품에 대한 태도), 행동적 반응(제품에 대한 구매의도)에 미치는 영향을 분석하였다. 아울러 히트상품 선정여부가 소비자의 반응에 미치는 영향력이 제품관여도(고관여/저관여)와 제품유형(탐색재/경험재)에 의해 어떻게 달라지는가를 고찰하였다. 분석 결과 히트상품 선정정보는 속성에 대한 신념, 제품에 대한 태도, 제품에 대한 구매의도에 모두 긍정적인 영향을 미치는 것으로 나타났으며, 이러한 영향력은 고관여 제품보다는 저관여 제품, 탐색재보다는 경험재의 경우에 더 큰 것으로 나타났다. 이러한 연구결과를 바탕으로 이론적, 실무적 시사점을 제시하였다.

영어초록

Previous research on the Hit Product Awards have addressed only consumers' cognitive responses such as perceived quality and attribute evaluation. We attempt to address the comprehensive relationship between the Hit Product Awards and consumer responses by examining the impact of Hit Product Awards on consumers' cognitive response (belief toward attributes), affective response (attitude towards advertised product) and behavioral response (purchase intention of advertised product). Especially, the authors have focused on the moderating role of the product involvement (high vs. low) and product type (search vs. experience).
This study utilized an experiment that manipulated the Hit Product Awards, the product involve- ment, and the product type, thus resulting in a 2 (nominated vs. not nominated) 2 (high vs. low involvement) 2 (search vs. experience product) between-subjects factorial design. Subjects were randomly assigned to the experiment’s treatments. According to the literature review and pretest results, the following products were selected for the main experiment : mobile phone for search goods with high involvemnet, medical service for experience goods with high involvement, juice for search goods with low involvement and hand cream for experience goods with low involve- ment. The hypotheses were tested using a 222 analysis of covariance with product knowledge and prior attitude as covariate.
The results of the experiment show that Hit Product Awards have a positive effect on consumers' belief toward attributes, attitude towards advertised product and purchase intention of advertised product. This results imply that the Hit Product Awards impact consumers' comprehen- sive evaluation process. This study have contributed to the understanding of consumer responses towards the Hit Product Awards as an extrinsic cue.
The empirical results also support the moderating effects of product involvement and product type on the Hit Product Awards-consumers' responses relationships. The impacts of Hit Product Awards on the consumers' cognitive, affective and behavioral responses are greater for low- involvement product than for high-involvement product. This study makes a theoretical contri- bution to marketing literature by empirically validating the moderating role of product involvement in the Hit Product Awards-consumers' responses relationships. Consumers are more likely to take cognitive information processing by paying attention to the attribute-specific information in the case of buying high-involvement product. In contrast, the heuristic evaluation is more common in the case of low-involvement product. Therefore, the Hit Product Awards as an extrinsic cue is more influential for the low-involvement product than for high-involvement product.
Another interesting finding of this study is that the impact of Hit Product Awards on the consumers' cognitive, affective and behavioral responses are greater for experience goods than for search goods. According to previous research, consumers depend more on extrinsic cues than intrinsic cues whenever evaluating a product’s quality is difficult. Our empirical results suggest that the Hit Product Awards could serve as extrinsic cues during the product evaluation process especially in the case of purchasing experience goods. Experience goods are characterized by greater uncertainty because there is limited cues for information processing. This study suggests that the Hit Product Awards could serve as a mechanism to reduce uncertainty especially for those who are considering purchase experience goods. The asymmetric impact of the product type on the Hit Product Awards effect suggests that Hit Product Awards as extrinsic cue is more useful for experience goods than for search goods.
Not unlike other empirical research, the results of this study are limited by a number of factors, many of which can be addressed in further research. First, this research focuses on the Hit Product Awards as information cue. However, previous literature has suggested that consumers use multiple cues during the product evaluation process. Thus, the findings of this study may not be generally applicable to actual product evaluation process. Further research could examine this issue in an experimental setting by manipulating the multiple cues including the intrinsic and extrincsic cues. Second, this study did not include multiple products for each experimental condition. Subsequent research could address this issue by conducting the experiment for multiple products.

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