경쟁적 소비: 구매 순위, 경쟁 강도, 순위 공지 시점이 소비 성취감과 제품 품질 인식에 미치는 영향

The purpose of this research was to examine the effect of a purchase rank and competition strength on perceived achievement and perceived product quality. Results of a series of experiments showed that in high competition, consumers tended to perceive greater achievement and product quality when they were informed of a purchase rank compared to when a purchase rank was unknown. In low competition, consumers tended to perceive greater achievement and product quality when they were top-ranked in the purchase compared to when they were middle or bottom-ranked. Effects of a purchase rank (top, middle, bottom rank) on achievement and perceived product quality were not found in the high competition. Furthermore, consumers tended to perceive greater achievement and product quality when a purchase rank was informed before purchase than after purchase. Theoretical and practical implications were further discussed.