Science of Emotion and Sensibility (감성과학)

Korean Society for Emotion and Sensibility (한국감성과학회)
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Effect of Multimodal cues on Tactile Mental Imagery and Attitude-Purchase Intention Towards the Product

다중 감각 단서가 촉각적 심상과 제품에 대한 태도-구매 의사에 미치는 영향

  • Received : 2021.03.08
  • Accepted : 2021.06.21
  • Published : 2021.09.30
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Abstract

The purpose of this research was to determine whether multimodal cues in an online shopping environment could enhance tactile consumer mental imagery, purchase intentions, and attitudes towards an apparel product. One limitation of online retail is that consumers are unable to physically touch the items. However, as tactile information plays an important role in consumer decisions especially for apparel products, this study investigated the effects of multimodal cues on overcoming the lack of tactile stimuli. In experiment 1, to explore the product, the participants were randomly assigned to four conditions; picture only, video without sound, video with corresponding sound, and video with discordant sound; after which tactile mental imagery vividness, ease of imagination, attitude, and purchase intentions were measured. It was found that the video with discordant sound had the lowest average scores of all dependent variables. A within-participants design was used in experiment 2, in which all participants explored the same product in the four conditions in a random order. They were told that they were visiting four different brands on a price comparison web site. After the same variables as in experiment 1, including the need for touch, were measured, the repeated measures ANCOVA results revealed that compared to the other conditions, the video with the corresponding sound significantly enhanced tactile mental imagery vividness, attitude, and purchase intentions. However, the discordant condition had significantly lower attitudes and purchase intentions. The dual mediation analysis also revealed that the multimodal cue conditions significantly predicted attitudes and purchase intentions by sequentially mediating the imagery vividness and ease of imagination. In sum, vivid tactile mental imagery triggered using audio-visual stimuli could have a positive effect on consumer decision making by making it easier to imagine a situation where consumers could touch and use the product.

본 연구는 제품과 물리적 접촉이 불가능한 온라인 환경에서 다중 감각 단서가 소비자의 촉각적 심상과 제품에 대한 태도 및 구매 의사에 미치는 영향을 알아보고자 하였다. 실험 1에서는 참가자들을 음향 없이 사진만 제시한 조건, 음향 없이 영상만 제시한 조건, 일치하는 음향과 영상을 제시한 조건, 불일치하는 음향과 영상을 제시한 조건으로 나누어 제품을 탐색하게 하였고 그 후 촉각적 심상선명도, 제품 사용의 상상용이성, 제품에 대한 태도-구매 의사를 측정하였다. 그 결과, 모든 변수에서 불일치하는 음향과 영상이 주어진 조건이 가장 낮은 평균 점수를 보였다. 실험 2는 참가자 내 디자인으로 설계되어, 참가자들에게 동일한 제품을 실험 1과 같은 네 개의 조건에서 탐색하게 하였다. 탐색 후, 촉각적 심상선명도, 제품 사용의 상상용이성, 제품에 대한 태도-구매 의사, 접촉 욕구 등을 측정하였다. 접촉 욕구를 공변인으로 하는 반복측정 공분산분석 결과, 일치하는 음향과 영상을 제시한 조건은 다른 조건과 비교했을 때 유의미하게 심상선명도, 제품에 대한 태도, 제품 구매 의사가 높았다. 이중 매개 분석 결과, 다중 감각 단서 조건은 심상선명도와 제품 사용의 상상용이성을 순차적으로 매개하여 제품에 대한 태도-구매 의사를 유의미하게 예측했다. 결론적으로, 음향 및 영상 단서로 유발된 선명한 촉각적 심상은 소비자가 제품을 사용하는 상황의 상상을 쉽게 만들어 태도-구매 의사와 같은 의사 결정에 긍정적 영향을 미칠 수 있다.

Keywords

Acknowledgement

이 논문은 2019년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2019S1A5C2A03083499).

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