Science of Emotion and Sensibility (감성과학)

Korean Society for Emotion and Sensibility (한국감성과학회)
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An Eye-tracking Study: Consumer Perceptual Processing of SPA Brand Extensions

Eye-tracking 연구: SPA 브랜드 확장에 대한 소비자 지각 과정

  • Kang, Jungsuk (Department of Psychology, Chonbuk National University)
  • Received : 2015.09.11
  • Accepted : 2015.12.04
  • Published : 2015.12.31
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Abstract

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

최근 국내 의류 시장에서 SPA 브랜드의 급격한 성장을 기반으로 관련 업체들이 기존 의류 이외에 다른 종류의 다양한 제품(SPA 브랜드 확장)을 출시하는 추세이다. 이와 같은 추세 이면의 심리적 기제를 알아보기 위해서 본 연구는 SPA 브랜드 확장에 대한 소비자 정보 처리 과정을 개념적으로 (1) SPA 브랜드 확장과 원 SPA 브랜드 간의 유사성 지각과 (2) 평가(태도와 구입의향)로 구분하였다. 이후 가상의 3종류 SPA 브랜드 확장(저, 중, 고 유사성 조건)에 대한 소비자의 유사성 지각 과정과 평가를 각각 아이트래커와 자기 보고식 설문지를 이용해 측정하였다. 통계 분석 결과, SPA 브랜드 확장의 유사성 지각 과정에서 외적 정보 탐색량과 정보 처리 수준은 '중>저>고 유사성 조건' 순으로 차이를 보였다. 또한 SPA 브랜드 확장에 대한 태도와 구입의향은 '고=중>저 유사성 조건' 순으로 높은 것으로 나타났다. 이와 같은 결과는 SPA 브랜드 확장에 대한 평가가 유사성 지각 정도와 유사성 지각 과정에서 투입된 인지적 노력량에 영향을 받는다는 점을 제안한다.

Keywords

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