중국 소비자의 지위동기가 프리미엄 전기차 구매의도에 미치는 영향: 독특성 추구와 지각된 책임의 매개효과를 중심으로 = The Effect of Chinese Consumers' Status Motivation on Purchase Intention for Premium Electric Vehicles: The Mediating Effect of Uniqueness and Perceived Responsibility

국문 초록 (Abstract)

중국 정부의 적극적인 친환경 자동차 지원 정책에 힘입어 중국 전기차 시장이 빠르게 성장했다. 특히 중국에서는 고가의 프리미엄 자동차 시장에서 전기차의 점유율이 가파르게 상승하고 있다. 프리미엄 전기차의 구매는 친사회적인 윤리적 동기와 개성을 표출하는 쾌락적 동기가 공존하는 일종의 심리적인 모순이 드러난 행위이다. 본 연구는 중국 소비자의 지위동기가 프리미엄 전기차의 구매의도에 미치는 영향력에서 독특성을 추구하는 쾌락적 동기와 환경보호에 대한 윤리적 책임감의 매개효과를 함께 분석했다. 또한 프리미엄 자동차의 구매결정에는 개인의 권력거리신념의 조절효과도 분석했다. 실증분석 결과, 소비자의 지위동기가 구매의도를 높이는 과정에서 독특성 추구와 지각된 책임의 매개효과를 확인했다. 지위동기가 독특성 추구를 강화하는 효과가 지위동기가 지각된 책임에 미치는 효과보다 큰 것으로 나타났다. 이는 프리미엄 전기차의 경우 환경보호에 대한 책임감도 중요하지만, 고가의 제품 구입을 통해 소비자가 얻는 과시적 효과의 강도가 높다는 것을 보여준다. 권력거리신념의 조절효과를 분석한 결과, 권력거리신념이 높은 소비자의 경우 지위동기가 프리미엄 전기차 구매의도에 미치는 영향력이 높아지는 것으로 나타났다. 또한 권력거리신념이 높은 소비자의 경우, 지위동기가 독특성 추구와 지각된 책임에 미치는 영향력도 커지는 것으로 분석됐다.

다국어 초록 (Multilingual Abstract)

The Chinese EV market has grown rapidly with the Chinese government's active policy to support eco-friendly cars. In particular, the share of EV in the high-end premium automobile market is rising rapidly. The purchase of a premium EV is an contradictory behavior that reveals eco-friendly ethical motives and hedonic motives expressing uniqueness. This study analyzes the mediating effect of need for uniqueness and perceived responsibility in the effect of status motivation on the purchase intention in China premium EV market. In addition, the moderating effect of power distance belief is also analyzed. This study confirms the mediating effect of the pursuit of uniqueness and perceived responsibility in the relation between status motivation and purchasing intention. This study finds that the effect of need of uniqueness is greater than perceived responsibility. In addition, the moderating effect of power distance belief is also confirmed. For consumers with high power distance belief, the effect of status motivation on purchasing intention increases. The effect of status motivation on need for uniqueness and perceived responsibility also increases.

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