[논문]타인의 과시소비가 브랜드 평가에 미치는 영향 :권력거리신념의 매개효과 중심으로

엄금철; 김영길; 김수욱

doi:10.18807/jsrs.2017.7.4.001

타인의 과시소비가 브랜드 평가에 미치는 영향 :권력거리신념의 매개효과 중심으로
Perceived Conspicuous Consumption and Brand Evaluation: Mediation Effect of Power Distance Belief 원문보기

서비스연구 = Journal of service research and studies, v.7 no.4, 2017년, pp.1 - 14

엄금철 (성균관대학교 일반대학원 경영학과) , 김영길 (신한대학교 글로벌비즈니스대학) , 김수욱 (서울대학교 경영대학)

초록
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과시소비에 관한 연구는 많이 진행되어 왔지만, 소비자가 지각한 타인의 과시소비의 부정적인 감정에 대한 연구는 많지 않다. 본 연구에서는 타인의 과시 소비가 소비자의 브랜드 평가에 미치는 부정적인 영향을 검증하는 것을 목적으로 실험을 진행하였다. 본 연구에서는 두개의 실험을 통하여, 지각한 과시 소비는 소비자의 브랜드 평가에 부정적인 영향을 끼친다는 것을 밝혀냈다. 타인의 과시 소비는 임시적으로 소비자의 권력거리신념에 영향을 미치며 이러한 영향은 궁극적으로 소비자의 브랜드평가에 영향을 미친다. 즉 소비자의 권력거리신념은 타인의 과시소비와 브랜드평가의 관계를 매개한다. 개인 수준의 집단 규범은 타인의 과시 소비와 브랜드 평가에 대한 조절효과를 밝히지 못했지만, 국가차원의 집단규범은 타인의 과시소비와 브랜드평가의 관계를 조절하는 것을 검증하였다.

Abstract ▼ AI-Helper

Little empirical consumer research has focused on perceived conspicuous consumption in the respect of negative emotion. This research aims to prove the perceived conspicuous consumption's negative effect on consumers' attitude toward brand. In this research, two experiments were designed to test hypothesis. The results of analysis confirm that perceived conspicuous consumption affects the attitude towards brand, Consumer's temporal power distance belief mediates the relation between perceived conspicuous consumption and brand evaluation, in line with our assumption. The level of perceived group norm towards conspicuous consumption (high vs. low) moderates the relation between perceived conspicuous consumption and brand evaluation. In further research, the group norm scale should be improved and additional experiment adopting variety priming or manipulation method should be conducted for robustness of causality.

주제어

AI 본문요약
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가설 설정

(2) Does the perceived group norm moderate the association perceived conspicuous consumption with consumers’ attitude toward brand?
We therefore propose that consumer inference about a conspicuous peer, friend or unrelated consumer might affect the attitude towards the luxury brand. Specifically, we attempt to investigate following three questions? (1) Does other consumers’ conspicuous consuming behavior affect consumers’ brand evaluation? (2) Does the perceived group norm moderate the association perceived conspicuous consumption with consumers’ attitude toward brand? (3) Does the perceived conspicuous consumption triggers high power distance belief, consequently influence brand evaluation?
H1: Perceived conspicuous consumption (other people’s conspicuous consumption) negatively affect consumer’s brand evaluation.
H_2-1: Perceived group norm towards conspicuous consumption in individual level moderates the relation between perceived conspicuous consumption and brand evaluation.
H_2-2: Perceived group norm towards conspicuous consumption in country level moderates the relation between perceived conspicuous consumption and brand evaluation.
H3: Consumer’s temporal power distance belief mediates the relation between perceived conspicuous consumption and brand evaluation.
In the research, we attempt to answer the question of “Does other consumers’ conspicuous consuming behavior affects consumers’ brand evaluation?
First, when they rate the perceived group norms, consumer dose not rate the group norm based on their actually situation. Second, consumer regard their intention of conspicuous consumption as unhealthy behaviors.
The result of analysis of study 1 provides evidence that perceiv1ed conspicuous consumption affects the attitude towards brand (H1), Consumer’s temporally PBD moderate the relation between perceived conspicuous consumption and brand evaluation (H3), in line with our assumption.

제안 방법

The study employed a 2 (conspicuous consumption condition vs. non-conspicuous consumption condition) × 2 (group norms: in-group vs. out group) between subject design as well as experiment 1.
The study employed a 2 (conspicuous consumption condition vs. non-conspicuous consumption condition) × 2 (group norms: in-group vs. out group) between subject design.

대상 데이터

One hundred and eighteen panels (N = 118) recruited on www.sojump.com and received $1 for compensation in this online based study. The study employed a 2 (conspicuous consumption condition vs.

데이터처리

`How many of your friends and peers would engage in conspicuous consumption? ’ (1: none to 7 :all) and `Most of my friends and peers think that me engaging in conspicuous consumption during the next fortnight would be (1: undesirable to 7: desirable). The measured items are averaged and employed the median split for analysis.

성능/효과

It may have several reasons. First, when they rate the perceived group norms, consumer dose not rate the group norm based on their actually situation. Second, consumer regard their intention of conspicuous consumption as unhealthy behaviors.
In study 2, our finding confirmed that the national culture as group norms moderates the effect of perceived conspicuous consumption on brand evaluation. Specifically, individuals with the high level group norm showed high brand evaluation score when they were facing perceived conspicuous consumption in line with our presume.
The result of analysis of study 1 provides evidence that perceived conspicuous consumption affects the attitude towards brand , Consumer’s temporally PBD moderate the relation between perceived conspicuous consumption and brand evaluation, in line with our assumption.

후속연구

Therefore, we can prove “ perceived group norm towards conspicuous consumption moderate the relation between perceived conspicuous consumption and brand evaluation” by exact measurement scale. Second, the additional experiment for robustness of causality. For the robustness, we should employ variety method for measuring the power distance belief, conspicuous consumption manipulation and brand evaluation.

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