레스토랑 속성정보가 유발하는 감정과 기분의 제품평가에 대한 효과

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The Effects of Mood and Emotion Induced by Restaurant Attribute Information
on Product Evaluation

by Kyung-Won Song
Advisor: Professor Kim, Jong Ho, Ph. D.

Graduate School of Business Administration,
Chosun University

A product should be compatible with consumer's hedonic principle and in case the attributes of the product are compatible with consumer's seeking goal, the attributes would be evaluated well and then selected.
The effect of mood on affect induced by appeal of each type of product attributes and the moderating effect of mood on the relationship between the induced affect and product evaluation were explored. The attributes of restaurant are divided into two kinds of attributes - hedonic, utilitarian.
The results are as followed. Different emotions between appeals of each attribute type were induced, and the roles of the type of attributes on inducing emotion were moderated by mood and the effects of these affects on product evaluation varied according to mood. That is, in case of good mood, the appeal using hedonic attribute makes consumers feel cheerful more than the appeal using utilitarian attributes. In addition, in case of bad mood, the appeal using utilitarian attribute makes consumers feel quiescent more .
When consumers are in good mood, cheerfulness related to hedonic attribute has more effect on product evaluation, and in bad mood, quiescence related to utilitarian attribute is more influential on product evaluation.
Therefore the conclusions show that consumers do not often have reasonable and systematic decision making process, and seem to get through heuristic or simple process. Thus the findings support the proposition that attributes compatible with individuals' affect orientation tend to be overweighted in choice.
The data reported in this research demonstrate two important managerial implications. First, when a marketer produces marketing stimuli, he/she should consider a medium of advertisement, program, message argument, etc. to induce positive affect. Secondly, when a marketer strategizes with inferior attribute to competitor, by using a medium of advertisement preferred by a target, he/she should emphasizes on attribute making consumers' affect state positive and thus lead to advantageous evaluation.
Even though there are several the managerial and theoretical implications, this research has five limitations. Based on them, the future research can have more rich theoretical background.
First, the generalization would be limited because the research object is restricted in restaurant. Furthermore to increase the external validity, other products or service can be useful as an object.
Second, although this research uses positive type of affect as a factor effecting product choice, there would be other factors or variables. That is, different elaboration level or cultural backgrounds can be the factor effecting product choice.
Third, this research has activated the consumers' affect by modifying the scenario and advertising copy. However this process can be different with the consumers' real life. In order to facilitate a specific affect, more detailed priming is necessary.
Fourth, the object used in the experiment is the young college students. the degree of affect dependency can be different according to demographical trait.
Alternative Title
The Effects o Mood and Emotion Induced by Restaurant Attribute Enformation on Product Evaluation
Alternative Author(s)
Song Kyung Won
경영대학원 경영학석사학위과정
김종호 교수
Awarded Date
Table Of Contents
目 次

제 1 장 서 론 1
제 1 절 문제의 제기 및 연구의 목적 1
제 2 절 연구의 구성 4

제 2 장 연구의 이론적 고찰 5
제 1 절 기분에 관한 이론적 고찰 5
제 2 절 소비자의 선택과 평가요인에 관한 이론적 고찰 10

제 3 장 연구 가설의 설정 17
제 1 절 성취목표와 예방목표에 의해 유발되는 감정의 유형 17
제 2 절 제품속성별 기분의 감정유발효과 19
제 3 절 유발된 감정과 기분의 제품평가효과 22

제 4 장 실증분석 24
제 1 절 변수의 조작 및 설문의 구성 24
제 2 절 자료 수집과 표본의 구성 27
제 3 절 분석방법 28
제 4 절 가설의 검증 29

제 5 장 결론 및 토론 45
제 1 절 연구의 요약 45
제 2 절 연구의 시사점과 연구의 한계점 47



表 目 次

설문지 구성과 설문 측정 항목 26
표본의 인구통계학적 구성 28
각 측정변수들에 대한 신뢰성 검증 30
측정변수의 신뢰성 및 타당성
(기분 좋은 경우 쾌락속성어필) 32
측정변수의 신뢰성 및 타당성
(기분 좋은 경우 실용속성어필) 33
측정변수의 신뢰성 및 타당성
(기분 나쁜 경우 쾌락속성어필) 34
측정변수의 신뢰성 및 타당성
(기분 나쁜 경우 실용속성어필) 35
기분상태의 타당성 검증결과 36
광고자극의 타당성 검증결과 37
기분이 좋은 경우 쾌락속성어필과 실용속성어필 광고의
기쁨 감정 유발효과에 대한 차이분석 38
기분이 나쁜 경우 쾌락속성어필과 실용속성어필 광고의
안도감 감정 유발효과에 대한 차이분석 39
쾌락속성에서 유발된 기쁨 감정과 제품평가에 관한
회귀분석 결과 41
실용속성에서 유발된 안도감 감정과 제품평가에 관한
회귀분석 결과 43
가설검증 요약 44
조선대학교 경영대학원
송경원. (2010). 레스토랑 속성정보가 유발하는 감정과 기분의 제품평가에 대한 효과.
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Business > 3. Theses(Master)
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