Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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Effects of Cognitive Resource on the Purchase Intention of Scarcity Products: the Moderating Effect of Need for Cognitive Closure

소비자의 인지적 자원이 한정 제품 구매의도에 미치는 영향: 인지적 종결욕구의 조절효과

  • 김민정 (국민대학교 일반대학원 경영학과) ;
  • 이형재 (국민대학교 경영학부 )
  • Received : 2022.10.27
  • Accepted : 2022.11.22
  • Published : 2022.12.31
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Abstract

This study has examined the effect of cognitive resource on purchase intention of scarcity products according to the level of need for cognitive closure. In order to find out the effect on purchase intention for products that are presented a shopping environment is supposed, where various timing of consumer promotion reward exist, and where consumers can easily access and experience a lot of cognitive changes. the effect of how these two influences are adjusted according to the level of need for cognitive closure (NFCC). The study divide into two experiments. Research analyzes the behavioral differences of consumers for scarcity message products according to cognitive resource level with a moderating effect of NFCC. As a result of the study, Research according to the level of cognitive resource, when applied scarcity message product showed a negative effect of the cognitive resource (self-regulating resource) depletion level on the purchase intention of high-involvement product with scarcity message (Hypothesis 1). Consumers' purchase intention for limited products was higher at the non-depleted level than at the cognitive resource depletion level, and this difference was found statistically significant. Next, as a result of examining the difference according to the level of NFCC, the difference in the influence of cognitive resource level on purchase intention of scarcity products was found to be statistically significant where the NFCC was low (Hypothesis 2).

본 연구는 소비자의 인저적 자원 소모 여부가 한정제품 구매의도에 미치는 영향력을 살펴보고자 한 연구로 개인의 인지 특성으로 인지적 종결욕구 변인을 적용하여 조절효과에 따른 차이를 살펴보고자 한다. 소비자의 인지적 자원은 많은 정보를 처리할 때 많이 소모되며 이를 확인하기 위해 소비자들이 많이 접하는 쇼핑환경을 적용하여 변인들 사이에 미치는 영향력 및 효과 차이를 확인하였다. 연구에서는 소비자의 인지적 자원 소모 수준에 따른 한정제품에 대한 행동적 차이를 살펴보고 이를 변인의 영향력에 있어 개인의 인지적 종결욕구 성향의 차이를 살펴보고자 하였다. 첫 번째, 인지적 자원 수준에 따른 한정제품 구매의도는 부(-)의 영향을 미치는 것으로 나타났고 인지적 자원 수준이 고갈 되었을 때 보다 비고갈 되었을 때 한정제품에 대한 구매의도가 높게 나타났다. 두번째, 인지적 종결욕구의 조절효과에 따른 차이는 인지적 종결욕구가 낮을 때 한정제품 구매의도가 높게 나타났다. 실증분석 결과를 바탕으로 인구통계학적 변인인 성별, 연령, 소득에 따라 집단별 소비자들의 인지적 자원과 개인의 인지적 종결욕구가 가지고 있는 특성 및 요인들을 고려하여 제품 유형에 맞는 전략 등 상품 관리자에게 실무적 시사점을 제안한다.

Keywords

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