속성과 대안 비교를 통한 소비자 학습 및 비교 정보 제공의 효과성 제고 방안 고찰： 공통/특유 속성과 속성의 정렬성을 중심으로

Consumers form preferences and make choices by comparing features and alternatives. Consumers learn how to choose rationally via comparison of features and alternatives. When consumers compare features and alternatives for decision-making, they face major things such as 1)attribute commonalities and differences, which are driven by similarity/dissimilarity and 2)attribute and alternative alignability, that is alignable attribute/alternative and non-alignable attribute/alternative. Some scholars suggest that common features don't impact choice because of non-diagnostic information, which are shared features cancelled before choice deliberation. Other scholars view common features as having an impact preferences. Common features impact on preference of unique features whereas common features moderate preference by attribute importance, attractiveness of common features, or prior preference of focal alternative. Through comparison-based learning, consumers learn feature learning and option learning. This study, for the purpose of enhancing the effectiveness of ‘Korea Consumer Reports', investigates how consumers compare features and alternatives and learn from their comparison. This study focuses on common/unique features and alignability from the consumers perspective and influencing factors of consumer learning of comparison of features and alternatives such as features importance, context, attractiveness, valence, prior preference. Finally, this study suggests the following ways to enhance the effectiveness of ‘Korea Consumer Reports': 1)offering information about comparison of features and alternatives taking into consideration common/unique features, attributes alignability, reducing information overload (e.g., pseudo-alignability), and attribute importance; 2) supporting consumer's self-learning simulation tool which is included with laying attribute weight for oneself and generating scores of their own preference; 3)evaluating regularly and updating quickly when new alternatives are introduced or when consumer's preference doesn't form; and 4)motivating and enhancing perceived value of comparison of features and alternatives.