본 연구에서는 원산지에 대한 고정관념과 제품평가의 관계에서 인과적 판단의 매개효과를 알아보았다. 특히, 그동안 원산지효과에서 지적되었던 소비자들의 심리과정을 고려하였다. 원산지효과를 검증하기 위해서, 먼저 원산지를 특정 국가에 대한 고정관념으로 정의하였다. 다음으로 제품평가에 있어 특정국가에 대한 고정관념과 특정 국가를 연상시키는 단서의 상호작용을 검증하고, 그 후 특정국가에 대한 고정관념과 특정 국가를 연상시키는 단서의 상호작용 효과와 제품평가와의 관계에서 인과적 판단의 매개효과를 검증하였다. 본 논문에서는 이 상호작용효과를 고정관념 효과라고 부른다. 연구 결과는 다음과 같다. 먼저, 제품평가에 대한 특정국가에 대한 고정관념과 특정 국가를 연상시키는 단서 사이에는 상호작용이 존재하였다. 다시 말해, 일본에 대해 부정적인 집단은 일본에 대해 긍정적인 집단보다 제품평가가 훨씬 더 부정적이었다. 두 번째로, 특정국가에 대한 고정관념과 특정 국가를 연상시키는 단서의 상호작용 효과와 제품평가 간의 관계에서 인과적 판단의 매개효과가 존재하였다. 그러므로 소비자들은 제품평가에서 특정 국가에 대한 고정관념에 의해 영향을 받을 뿐만 아니라 제품평가 순간 가지는 자신의 이유와 설명 같은, 소비자들이 의식적으로 가지는 인과적 판단에 의해서 영향을 받는다고 결론내릴 수 있다.
This study investigated the mediating effect of causal judgment on stereotype toward Country-of-Origin(COO) and product evaluations. Specially, I considered psychological process of consumers which have been indicated for a long time. To test Country-of-Origin effect, first this study defined COO as stereotype toward a specific country. Second, we tested interaction of stereotype toward a specific country and a cue associating a specific country on product evaluations. and the mediating effect of causal judgment on interaction effect of stereotype toward a specific country and a cue associating a specific country, and product evaluations. In this article, I named this interaction effect stereotype effect. The results of empirical testing are as follows; First, there are interaction effects on stereotype toward a specific country and a cue associating a specific country on product evaluations. In other words, negative group about Japan is much more negative than positive group on product evaluations. Second, we found that there are mediating effect of causal judgment on interaction effect of stereotype toward a specific country and a cue associating a specific country, and product evaluations. Therefore, We concluded that consumer are effected not only by stereotype toward a specific country in product evaluations but also by causal judgment which consumers consciously have as the reason and explanation about their judgement.
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