ISSN : 1229-8778
본 연구에서는 소비자의 개인차와 상황이 소비자의 만족형성에 어떻게 영향을 미치는지 알아보고자 하였다. 즉, 만족을 일으키는 과정인 기대, 제품수행 지각, 만족형성의 세 단계에서 개인차 변수와 상황변수가 제품의 심리적인 수행과 물리적인 수행에 어떤 효과를 갖게 되는지 실험을 통해 알아보았다. 본 실험에서는 소비자 개인차 변수로는 자기-감시, 상황변수로는 사용상황을 설정하였고, 구강청정제를 제품으로 사용하였다. 물리적인 수행에 대해서는 기대, 수행, 만족의 각 수준에서 모두 자기-감시와 사용상황의 주효과, 상호작용 효과의 어떤 것도 나타나지 않았다. 심리적인 수행에 대해서는 기대 수준에서는 자기-감시와 사용상황의 주효과가 각각 나타났고 제품의 수행지 각 수준에서는 자기-감시와 사용상황의 상호작용 효과가, 만족 수준에서는 자기-감시의 주효과와 자기-감시와 사용상황의 상호작용 효과가 나타났다. 또한 기존의 연구들에서도 이미 밝혀졌던 만족-재사용의도-구전의도의 상관관계가 역시 높게 보고되었는데, 높은 만족 수준은 높은 재사용의도, 높은 구전의도와 관련된 것으로 나타났다.
The purpose of this study was to investigate the way both individual difference and situation influence on consumer satisfaction formation. For this purpose, self-monitoring as individual difference variable and usage situation as situation variable were selected in this study. The subjects of this study were 120 students in Ewha Womans University and were selected by the self-monitoring scale. They were randomly assigned to each cell of a 2(self-monitoring: high/low)×2(usage situation: showing/non-showing) completely randomized factorial design. They were required to answer questionnaires to be corresponding to their conditions. A mouth washier was used as a product in the study. The main findings of the study were as follows: In physical performance, there were neither significant main effects of self-monitoring and usage situation, nor a significant two-way interaction effect between self-monitoring and usage situation. The results might be caused by the fact that the experimental period was too short for the subjects to examine the physical effects of the product. Also, it can be considered that the product in nature is recognized as its psychological performance not as its physical/functional performance. In psychological performance, there were significant main effects of self-monitoring and usage situation on expectation. Two-way interaction effect between self-monitoring and usage situation on product performance was significant. Finally there were a significant main effect of self-monitoring and a significant interaction effect between self-monitoring and usage situation on satisfaction. The results support that self-monitoring and usage situation can explain the consumer satisfaction formation. In addition, there were the significant relations among overall satisfaction, reuse intention, and word-of-mouth. To sum up, consumer satisfaction formation is influenced by self-monitoring and usage situation. The findings of this study have various implications concerning advertising plan, product promotion, product image making, product positioning, market segmentation, and so on.
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