초록 열기/닫기 버튼
본 연구는 제품품질과 브랜드가치 정보가 서로 불일치한 경우 소비자들의 제품에 대한 평가가 어떻게 달라지는지 기능적 제품군과 상징적 제품군으로 나누어 알아보았다. 실험은 크게 두 단계로 진행됐는데, 1단계에서는 실제 제품을 만져보고 사용해보면서 제품 품질판단, 제품태도, 구매의도 등의 제품평가를 하게 했다. 2단계에서는 1단계에서 참가자가 평정한 제품품질과 불일치하는 브랜드가치 정보를 준 후, 제품평가를 하게 했다. 그 결과 크게 두 가지 결론을 얻었다. 첫째 낮은 제품품질-높은 브랜드가치 조건의 경우 1단계에 비해 2단계에서 품질판단·제품태도·구매의도 정도가 기능적 제품군과 상징적 제품군 모두에서 유의미하게 증가했다. 둘째 높은 제품품질-낮은 브랜드가치 조건의 경우 1단계와 2단계의 품질판단 점수는 별다른 차이가 없었으나, 제품태도와 구매의도 점수는 상징적 제품군에서 유의미하게 감소했다. 본 연구는 브랜드의 효과를 불일치라는 새로운 맥락에서 접근해 봄으로써 브랜드와 관련된 소비자 행동에 대한 이해의 폭을 넓혀주었으며, 제품군에 따라서 브랜드의 차별적인 효과가 나타남을 검증함으로써 기업의 브랜드 전략에 새로운 통찰을 제공해주었다는 의의가 있다.
Current study examined the effect of incongruence between product quality and brand value on consumers’ evaluation of two types, utilitarian product and symbolic product. The experiments were divided into two separate sessions which have the time interval of two weeks. In first session, participants were asked to evaluate product performance, product attitude, and purchase intention by observing a total of 8 products (4 chairs and 4 pairs of clothes) without brand-related information. Then, a total of 16 brand names (8 chair brands and 8 clothing brands) were presented to evaluate the brand value. From the results of the first experiment, the incongruent matches of perceived product quality and brand value in both 2 (best/worst) chairs and 2 (best/worst) clothes were yielded. Two weeks later, those were given to the participants to evaluate the same items as first experiment. As a result, in low perceived product quality and high-value brand condition, the respondents’ second evaluation increased significantly on both utilitarian and symbolic products, comparing to the first evaluation, over product performance, product attitude and purchase intention respectively. In high product quality and low-value brand condition, there was no significant difference between first and second evaluation on product performance. However, in the evaluations of symbolic product, it appeared significant decreased only on product attitude and purchase intention. By considering brand effects on the new context of incongruence, this study contributes to extend the understanding of brand-related consumer behavior. In addition, the result of this study is meaningful in the applications for branding strategy, since it discovers the differentiated effect of brand between two types of product.
키워드열기/닫기 버튼
Product Quality, Brand Value, Utilitarian Product, Symbolic Product, Product Evaluation, Product Performance, Product Attitude, Purchase Intention
