하이테크 제품의 가치일치성이 구매 후 행동에 미치는 영향에 관한 연구

초록

When making decisions to choose and purchase a high-tech product, consumers consider various aspects of the product such as brand image and social influence in addition to product benefits. Therefore, comprehensive studies taking into account those aspects are needed to better understand and more accurately forecast consumers’ purchase decision making and post-purchase behaviors. The purpose of this study is to identify factors affecting consumers’ purchase decision making and post-purchase behaviors with regard to high-tech products, and to empirically analyze the direct effects between the value-congruencies of the factors and consumer satisfaction and between satisfaction and loyalty intentions. In addition, the moderating effects of consumer innovativeness and product innovativeness between value-congruencies and satisfaction were investigated. Three factors (namely, product value, brand value, and social value) were identified as the most influential in consumers’ purchase decision making, and the expectancy disconfirmation model suggested by Oliver(1980) was applied as the theoretical framework of this study. As a disconfirmation measure, a value-congruency measure was applied. The results of this study are summarized as follows. First, with regard to the relationship between value-congruencies and satisfaction, product value-congruency and brand value-congruency positively affected satisfaction. However, social value-congruency did not affect satisfaction significantly. Second, satisfaction had a significant, positive effect on loyalty intentions. Third, consumer innovativeness played a moderator role only between product value-congruency and satisfaction. Fourth, product innovativeness played moderator roles between both product value-congruency and satisfaction and brand value-congruency and satisfaction. Finally, theoretical and managerial implications are discussed and future research directions are suggested.

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