Earticle

초록

한국어

오늘날은 이성만큼이나 감성이 중요하게 여겨지고 있는 시대로 마케팅 분야에서도 그 활용범위가 점차 확대되고 있다. 특히 신제품을 효과적으로 확산시키기 위해서는 혁신소비자(innovator)의 감성에대한 연구가 꼭 필요하기 때문에 본 연구에서는 감성지능이 소비자 혁신성(consumer innovativeness)에미치는 영향을 알아보았다. 그래서 감성지능의 하위차원이 소비자의 내재적 성향인 인지욕구와 감각추구성향에 미치는 영향과, 인지욕구와 감각추구성향이 특정 영역에 대한 혁신성인 기술혁신성과 유행혁신성에 미치는 영향을 알아보았다. 그 결과 감성지능의 하위차원 중에 타인감정이해와 감정활용은 감각추구성향에 감정활용 및 감정조절은 인지욕구에 영향을 미쳤으며, 감각추구성향은 유행혁신성에 인지욕구는 기술혁신성에유의한 영향을 미쳤다. 이 연구결과로 감성지능이 소비자 혁신성에 미치는 영향을 알아볼 수 있으며, 감성지능의 하위차원들이 감각추구성향과 인지욕구에 부분적으로 긍정적인 영향을 미친 것으로 보아 감성지능은감성적인 면과 인지적인 면을 포함한다는 것도 확인 할 수 있었다. 그리고 기술혁신성이 강한 신제품과 유행혁신성이 강한 신제품의 효과적인 확산에 대한 마케팅적 시사점을 제시할 수 있다

영어

New products are the key to developing a company and yielding profit. The importance of developing new products is being magnified in current environment where PLC(product life cycle) is getting short owing to development of technology and competitive launch of new products. From strategic point of view for diffusing new product efficiently, information from markets is all about characteristics of consumer purchasing new products, marketing activities rival firms conduct and targeted market environment. We focus on consumer characteristics which influence on adoption new products. Many studies on consumer characteristics, especially about consumer innovativeness, are being conducted. Consumer innovativeness is the rate of consumer adopting new idea and an innovative consumer not only adopts new products easily but also influences diffusing them through entire market. Success or failure of new products, therefore, depends on how rapidly new products are adopted by consumers. Innovators play an important role in success of new products and consequently studying on these consumer characteristics may contribute success of new product in may ways. As emotion is becoming as important as intellect, emotion is being applied diversely in marketing area. However, there is few studies focused on emotional intelligence among articles on innovative consumer characteristics even though nowadays an importance of emotional marketing which improves a relationship between customers and brands through emotional drive is emphasized. A study on emotion of innovator, therefore, needs to be performed to diffuse new products efficiently. We try to figure out effects on emotional intelligence in consumer innovativeness. Emotional intelligence is an ability of perceiving and expressing emotion accurately, of crating emotion and promoting thinking, of understanding sentiment, and of controling emotion to promote intellectual and emotional development. We consider ‘self emotional appraisal,’ ‘otherʼs emotional appraisal,’‘use of emotion,’ ‘regulation of emotion’ as independent variables. Because cognitional and emotional aspects coexist in consumer’s mind, emotional intelligence has an positive influence on ‘need for cognition’ and ‘sensation seeking tendency.’ In addition, because ‘need for cognition’ acts as an important drive of information processing, we can consider ‘need for cognition’ and ‘sensation seeking tendency as a mediate variable explaining innovativeness. Consumer innovativeness is divided two constructs, technological innovativeness and fashion innovativeness; technological innovativeness presents the degree of adopting functional products such as a car and fashion innovativeness presents the degree of adopting emotional products like apparel. We performed first how ʻneed for cognition, which is innate tendency’ and ʻsensation seeking tendency ʼ influence technological innovativeness and fashion innovativeness, which are domain-specific innovativeness and then how emotional intelligence, which consists of ʻself emotional appraisal,’‘otherʼs emotional appraisal,’ ‘use of emotion,’ ‘regulation of emotion’ have an effect on ʻneed for cognition and sensation seeking tendency.ʼThe results revealed H1 and H2(sensation seeking tendency → fashion innovativeness) and H3 and H4(need for cognition → technological innovativeness) are accepted. H5~H12(emotional intelligence → sensation seeking tendency, need for cognition) are partly accepted. In detail, otherʼs emotional appraisal and use of emotion, which are dimensions of emotional intelligence, had partly effects on sensation seeking tendency and othersʼ emotional appraisal, use of emotion and regulation of emotion,which are dimensions of emotional intelligence, had partly effects on need for cognition positively. As results of this study, we find out ʻemotional intelligenceʼ includes both emotional and intellectual aspects. In addition, we can present marketing implications on efficient diffusion of new products which are technological innovative or fashion innovative. To improve sensation seeking tendency,if companies make consumption situation where customer can perceive and share other’s feeling and create an advertisement or promotions that emphasize on other’s emotion, companies producing fashion-conscious apparel and cosmetics can diffuse their new products efficiently. To improve need for cognition, if marketers emphasize on creative thinking, eliminate any anxiety, and persuade consumers by using verbal message, it is efficient for companies producing functional products to enter new product market in the beginning.

목차

국문 요약
 I. 서론
 II. 이론적 배경
  2.1 혁신성 (Innovativeness) 의 개념과 추상화 수준(Level of Abstraction)
  2.2 영역특유 혁신성  2.3 감각추구성향
  2.4 인지욕구
  2.5 감정지능
 III. 실증연구설계
  3.1 연구모형
  3.2 가설의 설정
  3.3 변수의 조작적 정의와 측정
  3.4 자료수집 및 표본의 선정
 IV. 분석결과
  4.1 구성개념의 신뢰성 및 타당성 검토
  4.2 가설검정
 V. 연구의 결과 및 논의
  5.1 연구의 곁과의 요약
  5.2 전략적 시사점
  5.3 연구의 한계
 참고문헌
 Abstract

저자

• 박유식 [ Park, Yoo Sik | 충북대학교 경영학부 교수 ] 제1저자
• 채희남 [ Chae, Hee-Nam | 충북대학교 대학원 경영학과 박사과정 ] 교신저자

참고문헌