Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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Perceived Conspicuous Consumption and Brand Evaluation: Mediation Effect of Power Distance Belief

타인의 과시소비가 브랜드 평가에 미치는 영향 :권력거리신념의 매개효과 중심으로

  • Yan, Jinzhe (SKK Business School, Sungkyunkwan University) ;
  • Kim, Yeonggil (Department of Global Trade and Management, Shinhan University) ;
  • Kim, Soowook (College of Business Administration, Seoul National University)
  • 엄금철 (성균관대학교 일반대학원 경영학과) ;
  • 김영길 (신한대학교 글로벌비즈니스대학) ;
  • 김수욱 (서울대학교 경영대학)
  • Received : 2017.10.13
  • Accepted : 2017.12.22
  • Published : 2017.12.29
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Abstract

Little empirical consumer research has focused on perceived conspicuous consumption in the respect of negative emotion. This research aims to prove the perceived conspicuous consumption's negative effect on consumers' attitude toward brand. In this research, two experiments were designed to test hypothesis. The results of analysis confirm that perceived conspicuous consumption affects the attitude towards brand, Consumer's temporal power distance belief mediates the relation between perceived conspicuous consumption and brand evaluation, in line with our assumption. The level of perceived group norm towards conspicuous consumption (high vs. low) moderates the relation between perceived conspicuous consumption and brand evaluation. In further research, the group norm scale should be improved and additional experiment adopting variety priming or manipulation method should be conducted for robustness of causality.

과시소비에 관한 연구는 많이 진행되어 왔지만, 소비자가 지각한 타인의 과시소비의 부정적인 감정에 대한 연구는 많지 않다. 본 연구에서는 타인의 과시 소비가 소비자의 브랜드 평가에 미치는 부정적인 영향을 검증하는 것을 목적으로 실험을 진행하였다. 본 연구에서는 두개의 실험을 통하여, 지각한 과시 소비는 소비자의 브랜드 평가에 부정적인 영향을 끼친다는 것을 밝혀냈다. 타인의 과시 소비는 임시적으로 소비자의 권력거리신념에 영향을 미치며 이러한 영향은 궁극적으로 소비자의 브랜드평가에 영향을 미친다. 즉 소비자의 권력거리신념은 타인의 과시소비와 브랜드평가의 관계를 매개한다. 개인 수준의 집단 규범은 타인의 과시 소비와 브랜드 평가에 대한 조절효과를 밝히지 못했지만, 국가차원의 집단규범은 타인의 과시소비와 브랜드평가의 관계를 조절하는 것을 검증하였다.

Keywords

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