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본 연구에서는 선물을 구매하는 상황에 초점을 맞추어 개인화 제품 선호에 영향을 미치는 요인을 규명하고자 하였다. 구체적으로, 선물 사용자와 선물 구매자간의 관계 특성과 선물 구매자의 심리적 특성인 자아해석 간에 상호작용효과가 있을 것이라고 제안하였다. 실험 결과, 독립적 자아해석 구매자의 경우 선물 사용자와 선물 구매자간의 사회적 거리가 멀 때보다 가까울 때 개인화 제품에 대해 높은 선호를 보인 반면에, 상호의존적 자아해석 구매자의 경우 제품 사용자와의 관계 특성이 개인화 제품 선호에 유의한 영향을 미치지 않는 것으로 나타났다. 본 연구의 결과는 학문적으로 개인화 제품 관련 연구의 폭을 넓혔으며, 개인화 제품의 마케팅을 담당하는 실무자에게 실무적 시사점을 제공하였다.
Factors influencing preference toward personalized products in gift-giving situations: social relationship as moderating effect between gift buyers and gift recipients and self-construal of gift buyers
최지은 (2013). 고객들은 항상 개인화 제품을 선호하는가?: 개인화 제품과 표준화 제품 선호의 영향요인. 고려대학교 박사학위논문.
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