Earticle

소비의 중추를 이루는 MZ세대가 새로운 경험과 소비 활동 의 재미를 중요하게 생각하면서 식품업계는 이들의 관심과 이 목을끌기위한마케팅수단으로브랜드사이의 콜라보레이션 상품을다수개발하였다. 새로움과유머로소구하는콜라보레 에션 식품이 재치있고 재미있다는 긍정적인 반응과 더불어 과 도한 의외성으로 식품 안전성을 우려하는 부정적인 반응이 공 존하여왔다. 따라서본연구는이러한콜라보레이션식품브랜 드에대한상반된반응의원인과해결방안을살펴보고자한다. 콜라보레이션식품은‘이종협업상품보다동종협업상품이인지적적 합성과쾌락적소비가치가높아소비자태도와구매의도에긍정적인 영향을줄것’으로가설을설정하였다.이를확인하기위해콜라보레이 션식품을선정하여사례분석을진행하였다. 사례분석후가설확인 을위해 MZ세대를대상으로설문조사후통계분석을진행하였다. 그 결과 첫째, 동종업계 협업 식품의 쾌락적 소비가치, 인지적 적합성이이종업계협업식품보다높아더긍정적인구매의도와 소비자태도가 나타났다. 둘째, 쾌락적 소비가치의 하위요인 중 심미성은동종, 이종업계협업식품모두제품선택에있어주요 한 요인으로 나타났다. 따라서 콜라보레이션 진행할 때 심미성 을고려하여동종업계내에서식품카테고리를달리하여콜라보 레이션진행한다면인지적적합성이높고쾌락적소비가치에소 구할 수 있는 상품을 개발할 수 있을 것으로 예상한다.

As the MZ generation constituting a core of consumption values the new experiences and fun of consumption activiti es important, the unique collaboration foods have recently emerged as a highlighted marketing trend. In the unique col laboration foods, two conflicting reactions, a positive reaction that values freshness and fun and a concern about food safety, do coexist. Thus, this study predicted that ‘design of unique collaboration foods will have a positive impact on consumer attitude and purchase intention because homogeneous collaboration products show a higher perceived fit and hedonic consumption than heterogeneous collaboration products.’ To verify this prediction, the study conducted a case analysis of collaboration foods of the homogeneous and heterogeneous domains and analyzed reactions to hedonic consumption value, perceived fit, purchase intention, and consumer attitude through surveys. As a result, first, hedonic consumption value and perceived fit of the homogeneous collaboration foods were higher than those of the heterogeneous collaboration foods, demonstrating more positive purchase intention and consumer attitude. Second, aesthetic impression among sub-factors of hedonic consumption value was identified as a major factor in product selection of both homogeneo us and heterogeneous foods. It is, therefore, expected that products appealing to high perceived fit and hedonic consumption value can be developed if carrying out a collaboration by differentiating the food categories in consideration of aesthetic impression within the homogeneous industry domains.