신제품 수용과 소비자 자기조절전략에 관한 연구: 심적대조 대. 미래탐닉

Even if consumers appreciate new products, the impact of expectations about new products on purchasing behavior may vary depending on what self-regulatory strategy they use. The study looked at the effect of expectations on the product when the mental contrasting and indulging was primed in the message. Furthermore, we looked at the mediation effects, such as uncertainty, internal motivation, external motivation, and energization, between expectation about the product and purchase intention. The results show that when the message of mental contrasting is provided, the impact of expectations about the product on purchase will be greater than when the message of indulging is provided. It also appears that when a mental contrasting message is provided, the higher the expectation of the product, the lower the uncertainty perception, which has a positive effect on the purchase intention. On the other hand, when providing a indulging message, the uncertainty does not mediate the relationship between expectation about the product and purchase intention. Furthermore, when providing mental contrasting messages, it was found that the higher the expectation about the product, the more energization the better it is, which positively affects the purchase intention. When providing indulging messages, on the other hand, there was no mediation effect for energization. Finally, the sequential mediation effects of expectation about a product on the purchase intention, going through external motivators, internal motivators, and energization, were of statistical significance only when providing mental contrasting messages. Based on the results of this study, academic and practical implications were provided.