표적 집단에 따른 메시지 적합성이 크라우드 펀딩 의도에 미치는 효과 : 제품 차별화 유형과 해석수준을 중심으로

초록

This study focused on enhancing consumers' intention to participate in crowd-funding. Specifically, the authors distinguished the two types(functional innovative products vs. value- added new products) of product plan(i.e., product differentiation) proposed for crowd-funding and explored a more effective communication strategy under each condition. First, depending on the type of product plan, Study 1 (functional innovative product) and Study 2 (value-added new product) were divided. Next, the interaction effect between the target group(custom- individualization vs. commodity-generalization) and the construal level of the persuasion message(feasibility vs. desirability) was verified. In addition, the target group was disposed of with targeting information. For example, the custom-individualization condition was treated as a product chosen by those who had similar personal tastes and preferences of experiment participants, while the commodity-generalization condition treated popular tastes and was treated as a popular product. Results of study 1, for functional innovative products, regardless of the type of target group, there was a high intention to participate in crowd-funding under ‘feasibility’ conditions. On the other hand, results of study 2, for value-added new products, the intention to participate in generalization was higher than individualization, and the interaction effect between target groups and persuasion messages was statistically significant. Specifically, the ‘desirability’ message was effective for generalization conditions, but the ‘feasibility’ message was effective for custom-individualization conditions. Thus, it is necessary to use different message strategies depending on the type of plan proposed(i.e., product differentiation) for crowd-funding. For innovative products with new features, a message strategy that emphasizes the feasibility of the product is effective. On the other hand, in the case of new products with added psychological value, it is most effective to set up a commodity-generalized target group and to generate a high level of construal level.

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