Journal of the Korean Home Economics Association J. Korean Home Econ. Assoc. Vol. 50 No. 7, 81-96, November 2012 http://dx.doi.org/10.6115/khea.2012.50.7.081 www.jkhea.org eissn 2234-2818 pissn 1225-0937 Consumer Values Derived from Products by Consumers: Difference among the Four Types of Products Classified with Product Attributes and Visibility Client Service, The Nielson Company Korea Department of Consumer and Family Sciences, Sungkyunkwan University Abstract The purpose of this study is to understand consumer values derived from products by the contemporary consumers, as the meaning of a product is extended from the functional utilities to the mediums of fulfilling consumer values. Consumer values have been researched from the marketers perspectives and, thus, the scales to measure consumer values tend to be too abstract and not always reflective of the consumers perspectives. Holbrook s typology of consumer values is utilized and the products are classified into four groups according to the product characteristic of the utilitarian versus hedonic, and the consumption spaces of the indoor and outdoor. The findings are as follows. First, the values of efficiency, excellence, ethics, and spirituality are more likely derived from utilitarian products, while the value of play is more likely derived from the hedonic products. Second, the values of efficiency, excellence, and ethics are more likely derived from the indoor products, and values of playfulness, esthetics, status, and respect are more likely derived from the outdoor products. Third, the most frequently mentioned values are the efficiency, playfulness, and status. Fourth, the list of products answered as being representative for four types of products are short to include obvious products such as TV, mobile phone, computer, car, refrigerator, and MP3 player. Both the utilitarian and hedonic values are derived from TV, computer, and mobile phone, while the utilitarian value from refrigerator and car, and the hedonic value from MP3 player, digital camera, and game consoles. The results imply that consumer values should be carefully understood and reflected in developing new products in order to successfully fulfill consumers underlying needs and requirements. (consumer value), (utilitarian product), (hedonic product), (indoor product), (outdoor product) Corresponding Author : Kee Ok Kim, Department of Consumer and Family Sciences, Sungkyunkwan University, 25-2, Sungkyunkwan-ro, Jongnogu, Seoul, 110-745, Korea Tel: +82-2-760-0510, E-mail: kokim@skku.edu 1 ( ). Copyright 2012, The Korean Home Economics Association. All rights reserved. - 81 -
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Table 1. Holbrook s typology of consumer value Self-oriented Other-oriented Active Reactive Active Reactive Extrinsic EFFICIENCY (O/I, Convenience) EXCELLENCE (Quality) STATUS (Success, Impression Management) ESTEEM (Reputation, Materialism, Possessions) Intrinsic PLAY (Fun) AESTHETICS (Beauty) ETHICS (Virtue, Justice, Morality) SPIRITUALITY (Faith, Ecstasy, Sacredness, Magic) Holbrook, M. B. (1999). Introduction to consumer value. In M. B. Holbrook (Ed.), Consumer value: A framework for analysis and research (pp. 1-28). London: Routledge. - 85 -
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Table 2. Consumer value scale Consumer value Item Item source 1. It needs to be easy to use. Interview Efficiency 2. It needs to be long lasting. [27] 3. It needs to be easy to maintain. Interview 1. It needs to be of good quality. [27] Excellency 2. It needs to perform well. [27] 3. It needs to be safe to use. Interview 1. It needs to be joyful to use. [27] Play 2. It needs to feel good when using. [27] 3. It needs to be pleasant to use. [27] 1. It needs to be beautiful in shape. [27] Aesthetics 2. It needs to be of good design. [27] 3. It has a stimulating design to try out. Interview Status Esteem Ethics Spirituality 1. It needs to be seen as used by the high-income bracket of the population. [27] 2. It needs to be seen as used by the upper level segment of the population. [27] 3. It needs to reflect who I am. Interview 1. It needs to be the thing which people envy. [27] 2. It needs to give good impression to others. Interview 3. It needs to be limited and not overtly popular. Interview 1. It needs to be fairly ethical in consumption. [27] 2. It needs to be eco-friendly in use. Interview 3. It needs to fulfill the sense of patriotism. Interview 1. It needs to be helpful for the human life. Interview 2. It needs to be worthwhile for the humanity. Interview 3. It needs to be of good influence on the society. Interview Table 3. Types of products Utilitarian Hedonic Indoor I. Indoor utilitarian Those products usually used indoors and enhance convenience. Indoor hedonic Those products usually used insdoors and give pleasure and playfulness Outdoor. Outdoor utilitarian Those products usually used outdoors and enhance convenience. Outdoor hedonic Those products usually used outdoors and give pleasure and playfulness - 87 -
Table 4. Self-monitoring scale Factor loading Item Public performance Other oriented 3. In different situations with different people, I often act like a very different person..800 1. I can make impromptu speeches on topics about which I have almost no information..718 7. I have considered being an entertainer..653 5. I am not always the person I appear to be..642 10. I feel a bit awkward in a company and do not show up quite so well as I should..807 4. I am not particularly good at making other people like me..802 2. In a group of people, I am rarely at the center of attention..761 9. At a party, I let others keep the jokes and stories going..742 8. I have trouble changing my behavior to suit different people and different situations..654 6. I would not change my opinions (or the way I do things) in order to please someone else or to win their favor. (deleted) Table 5. Reliability test: Cronbach s α Scale Indoor utilitarian Outdoor utilitarian Indoor hedonic Outdoor hedonic Efficiency (3 items).706.577.731.721 Excellence (3).723.741.694.772 Play (3).893.844.788.812 Consumer value Aesthetics (3).816.841.791.820 Status (3).880.861.881.808 Esteem (3).783.752.749.735 Ethics (3).695.719.739.751 Spirituality (3).691.790.747.763 Self-monitoring (10).915 α Scheffé α Scheffé - 88 -
Table 6. Characteristics of the respondents Category f (%) Category f (%) Sex Male 181 (48.0) 100 < 200 19 (5.0) Female 196 (52.0) 200 < 300 60 (15.9) 20s 94 (24.9) 300 < 400 100 (26.5) Age 30s 91 (24.1) 400 < 500 86 (22.8) 40s 96 (25.5) Monthly family income 500 < 600 52 (13.8) 50s 96 (25.5) (Unit: 1,000 won) 600 < 700 26 (6.9) Professional 14 (3.7) 700 < 800 15 (4.0) Semi-professional 35 (9.3) 800 < 900 6 (1.6) Managerial 8 (2.1) 900 < 1000 1 (0.3) Self-owned 45 (11.9) 1000 12 (3.2) Clerical 92 (24.4) None 51 (13.5) Official 14 (3.7) < 100 57 (15.1) Occupation Sales 6 (1.6) 100 < 200 99 (26.3) Service 16 (4.2) 200 < 300 73 (19.4) Blue colors 18 (4.8) 300 < 400 53 (14.1) Students 47 (12.5) Monthly individual income 400 < 500 17 (4.5) Housewives 65 (17.2) (Unit: 1,000 won) 500 < 600 13 (3.4) No jobs 5 (1.3) 600 < 700 6 (1.6) Misc. 12 (3.2) 700 < 800 1 (0.3) Elementary 1 (0.3) 800 < 900 1 (0.3) Middle school 4 (1.1) 900 < 1000 2 (0.5) High school 87 (23.1) 1000 4 (1.1) Education College 45 (11.9) 1.00 low < 4.25 224 (59.4) Public College graduate 216 (57.3) Selfmonitoring performance 4.25 high 7.00 153 (4.06) Graduate 24 (6.4) Married 247 (65.5) 1.00 low < 4.00 193 (51.2) Marital status Other oriented single 130 (34.5) 4.00 high 7.00 184 (48.8) - 89 -
Table 7. Consumer values from utilitarian vs. hedonic products Consumer value Utilitarian Hedonic Mean (s.d.) Mean (s.d.) t Efficiency 4.36 (0.53) 4.17 (0.62) 8.77*** Excellency 4.50 (0.51) 4.29 (0.62) 9.31*** Play 4.01 (0.73) 4.36 (0.61) 10.19*** Aesthetics 3.89 (0.68) 3.92 (0.67) 1.33 Status 3.17 (0.94) 3.17 (0.94) 0.07 Esteem 3.38 (0.89) 3.40 (0.91) 0.75 Ethics 3.76 (0.83) 3.67 (0.85) 5.38*** Spirituality 4.11 (0.73) 3.99 (0.78) 7.14*** ***p <.01 Table 8. Consumer values from indoor vs. outdoor products Consumer value Indoor Outdoor Mean (s.d.) Mean (s.d.) t Efficiency 4.29 (0.57) 4.24 (0.59) 2.61*** Excellency 4.42 (0.55) 4.37 (0.56) 2.91*** Play 4.16 (0.63) 4.21 (0.61) 2.79*** Aesthetics 3.73 (0.74) 4.07 (0.69) 10.28*** Status 3.08 (0.94) 3.26 (0.96) 7.73*** Esteem 3.29 (0.89) 3.49 (0.94) 8.14*** Ethics 3.74 (0.82) 3.69 (0.85) 3.25*** Spirituality 4.08 (0.76) 4.06 (0.75) 0.96 ***p <.01 Table 9. Consumer values from the four types of products (Scheffé test) Value Indoor utilitarian Outdoor utilitarian Indoor hedonic Outdoor hedonic F Efficiency 4.41 a 4.31 a 4.18 b 4.16 b 12.39*** Excellency 4.52 a 4.47 a 4.31 b 4.27 b 15.03*** Play 3.95 b 4.07 b 4.37 a 4.36 a 31.36*** Aesthetics 3.70 b 4.07 a 3.76 b 4.07 a 24.96*** Status 3.05 c 3.30 a 3.12 bc 3.23 ab 4.95*** Esteem 3.27 c 3.50 a 3.31 bc 3.48 ab 5.50*** Ethics 3.77 3.74 3.71 3.64 1.63 Spirituality 4.15 a 4.14 a 3.81 c 3.98 b 15.81*** Note. In each row, means that share a subscript do not differ at the.05 significant level. ***p <.01-90 -
Table 10. The three top ranked consumer values from the four types of products Indoor utilitarian Outdoor utilitarian Indoor hedonic Outdoor hedonic 1st Efficiency Efficiency Play Play 2nd Play Play Efficiency Efficiency 3rd Spirituality Status Status Status Table 11. List of products answered as being representative of each product type Indoor utilitarian f (%) Outdoor utilitarian f (%) Indoor hedonic f (%) Outdoor hedonic f (%) Computer 137 (36.3) Mobile phone 172 (45.6) TV 257 (68.2) MP3 109 (28.9) Refrigerator 123 (32.6) Car 151 (40.1) Computer 73 (19.4) Mobile phone 85 (22.5) TV 43 (11.4) Notebook 33 ( 8.8) Game player 13 ( 3.4) Digital camera 72 (19.1) Washer 22 ( 5.8) MP3 4 ( 1.1) Notebook 8 ( 2.1) Bicycle 21 ( 5.6) Notebook 13 ( 3.4) Bicycle 4 ( 1.1) Audio player 8 ( 2.1) Camera 21 ( 5.6) Vacuum cleaner 12 ( 3.2) Electronic dictionary 3 ( 0.8) Radio 3 ( 0.8) Car 20 ( 5.3) Gas range 4 ( 1.1) E-book 1 ( 0.3) MP3 2 ( 0.5) PMP 11 ( 2.9) Rice cooker 3 ( 0.8) PMP 1 ( 0.3) Home theater 2 ( 0.5) Notebook 9 ( 2.4) Water purifier 3 ( 0.8) Bag 1 ( 0.3) CD player 1 ( 0.3) Game player 8 ( 2.1) Kimchi refrigerator 2 ( 0.5) Navigator 1 ( 0.3) Gas range 1 ( 0.3) Golf club 4 ( 1.1) Iron 2 ( 0.5) Multi focal lens 1 ( 0.3) Misc. 1 ( 0.3) DSLR 3 ( 0.8) Bidet 2 ( 0.5) Lip balm 1 ( 0.3) Refrigerator 1 ( 0.3) Digital cam-coder 2 ( 0.5) Dish washer 2 ( 0.5) Stroller 1 ( 0.3) Net book 1 ( 0.3) Tennis racket 2 ( 0.5) Bed 2 ( 0.5) Purse 1 ( 0.3) Coffee port 1 ( 0.3) Fishing pole 1 ( 0.3) Stone moxa 1 ( 0.3) Tumbler 1 ( 0.3) Air conditioner 1 ( 0.3) Navigator 1 ( 0.3) Dryer 1 ( 0.3) Hand bag 1 ( 0.3) Rice cooker 1 ( 0.3) Cigarette 1 ( 0.3) Lox 1 ( 0.3) Vacuum cleaner 1 ( 0.3) Hiking shoes 1 ( 0.3) Remote control 1 ( 0.3) Coffee maker 1 ( 0.3) Badminton racket 1 ( 0.3) Face washer 1 ( 0.3) Fabric deodorizer 1 ( 0.3) Soju 1 ( 0.3) Range 1 ( 0.3) Smart pad 1 ( 0.3) Printer 1 ( 0.3) Ear phone 1 ( 0.3) Jump rope 1 ( 0.3) Hand cream 1 ( 0.3) Total 377 (100) 377 (100) 377 (100) 377 (100) - 91 -
Table 12. Consumer values from the four product types by characteristics Indoor utilitarian Outdoor utilitarian Indoor hedonic Outdoor hedonic Ef Ex Pl Ae St Es Et Sp Ef Ex Pl Ae St Es Et Sp Ef Ex Pl Ae St Es Et Sp Ef Ex Pl Ae St Es Et Sp Sex Male l l Female h h 20s b b b b c b c b b b c b Age 30s b b bc b bc bc b b 40s a a a a a a a ab a a ab a 50s a a ab a a a a a a a a Professional Clerical/official Sales/self-owned a Occupation Students b b b b b b Wives a a a a Other a a a a a Education Marital status < College College Married h h h h h h h h h h h h h Single l l l l l l l l l l l l l Monthly household income < 300 a a b a a b 300 ~ < 400 b a a 400 ~ < 500 b b b 500 b a b b a Monthly individual income < 100 a ab a ab ab 100 ~ < 200 a a b b c c b c 200 ~ < 300 b b bc bc bc 300 b b a a a b a a a Selfmonitoring Public performing Other directedness low l l h l l h l l h h l l high h h l h h l h h l l h h low l l l high h h h Note. In each column, means that share a subscript do not differ at the.05 significant level. Ef = Efficiency; Ex = Excellence; Pl = Play; Ae = Aesthetics; St = Status; Es = Esteem; Et = Ethics; Sp = Spirituality - 92 -
Scheffé - 93 -
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