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The Effect of New Product Uniqueness and Presence of Surrounding Anthropomorphic Products on Purchase Intention
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신제품 독특성 및 주변 제품의 의인화가 신제품 구매 의사에 미치는 영향

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Type
Academic journal
Author
Nayoung Jung (연세대학교) Sue Ryung Chang (연세대학교)
Journal
The Korea Contents Society JOURNAL OF THE KOREA CONTENTS ASSOCIATION Vol.23 No.4 KCI Accredited Journals
Published
2023.4
Pages
353 - 363 (11page)
DOI
10.5392/JKCA.2023.23.04.353

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The Effect of New Product Uniqueness and Presence of Surrounding Anthropomorphic Products on Purchase Intention
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Despite the frequent launch and increasing importance of new products in the fast-moving consumer goods industry, the literature on new products still has room for improvement to explore new product uniqueness and the influence of other surrounding products. In particular, as various anthropomorphic products have recently been released and are attracting many consumers’ attention, the presence of anthropomorphic products in the shopping environment can affect new products in the industry. This paper aims to investigate how the presence of anthropomorphic products can moderate the effect of perceived new product uniqueness on consumers" purchase intention. We also scrutinize how the change in the density of anthropomorphic products in the given shopping area can influence this relationship. We conducted a 2 (New product uniqueness: Low vs. High) × 2 (Anthropomorphic products: No vs. Yes) × 2 (Density of anthropomorphic products: Low vs. High) experiment by applying a between-subject design. We find that new product uniqueness can negatively affect purchase intention of new product by consumers. In addition, when there are surrounding anthropomorphic products, the negative effect of new product uniqueness on purchase intention is strengthened. However, the negative relationship can be alleviated when the density of the surrounding anthropomorphic products is high.
#신제품 #독특성 #의인화 #사회적 밀집도 #구매 의사 #New Product #Uniqueness #Anthropomorphism #Social Density #Purchase Intention

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I. 서론
II. 이론적 배경
III. 연구 방법
IV. 연구 결과
V. 결론
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