소비자의 독특성욕구(CNFU) 수준에 따라 독특한 상품과 평범한 상품에 대한 선호도와 구매의도, 가격민감성에 어떤 차이가 있는지를 연구하였다. 또한 이러한 차이가 구매목적에 따라서는 어떻게 더 복잡한 양상으로 나타날지도 살펴보았다. 사전실험을 통해 남성용과 여성용 각 세 상품범주에서 독특한 것으로 지각되는 상품과 평범한 상품으로 지각되는 상품을 선별하였다. 본 실험의 실험설계는 CNFU(고/저) X 상품유형(독특/평범) X 구매목적(자기사용/선물용)의 3원 혼합설계였고, 피험자는 대학생으로서 남자 105명, 여자 135명이었다. 분석결과, CNFU가 높은 집단은 낮은 집단에 비해 독특한 상품에 대한 선호도와 구매의도가 높았지만, 이는 독특한 상품의 경우에만 그러했고 평범한 상품에서는 그렇지 않았다. 또한 상품유형별로 선호도와 구매의도에 대한 CNFU와 구매목적의 상호작용은 여성표본에서는 예상했던 방향으로 유의미한 것으로 나타났지만 남성표본에서는 그렇지 않았다. 한편, 가격민감성에 대한 효과는 거의 유의미하지 않거나, 유의미하더라도 예상과는 반대방향의 결과가 나타났다. 연구결과의 의미를 해석하고, 그 시사점을 논의함으로써 CNFU의 유용성을 강조하였고, 향후 연구의 방향과 개선점을 제시하였다.
This research investigated the effects of consumer's need for uniqueness(CNFU) on consumer behavior. We focused especially on interaction effects among CNFU, purposes of purchase(for self-use/for gift), and product style(unique/ordinary). Dependant variables were preference, purchase intention and price sensitivity for products. The experimental design was three mixed factorial design of CNFU level(high/low)*purchase purpose(self/gift)*product style(unique/ordinary). Subjects were consisted of 105 male and 135 female undergraduates an University. Experimental products which were used as unique or ordinary style for male and female subjects were selected during pre-test. The results are as follow. 1. In case of unique product purchase condition, high-CNFU group showed higher preference and higher purchase intention than low-CNFU group. In contrast, there were no such differences in case of ordinary product purchase condition. 2. 3-way interaction effects among CNFU, product style, and purchase purpose on preference and intention were significant in female subjects group. In the analysis of simple 2-way interaction between product style and purchase intention, the significant effect was revealed only in the low-CNFU group. 3. For price sensitivity, there were any significant effects of independent variables except the main effect of product style on price sensitivity. We discussed the implications of the results, stressed the usefulness of CNFU for consumer research, and suggested future research directions.
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