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기술이 발달하면서 하이테크 제품에 많은 기능들이 탑재되는 현상이 보편화 되었고 각각의 기능들은 유용하다고 지각되고 있다. 그러나 많은 기능들이 탑재된 제품들은 소비자들에게 부담을 주고 사용하기 어렵게 만들고 있다. 따라서 본 연구는 새로운 기능의 추가가 제품의 능력뿐만 아니라 사용성에 미치는 영향력에 초점을 두고 새로운 기능의 추가에 따라 사용성과 제품력에 대한 평가가 어떻게 달라지는지를 조절초점을 고려하고 분석하고자 한다. 본 연구의 목적은 다음과 같다. 첫째, 새로운 기능의 추가 정도에 따라 제품력과 사용성의 평가가 어떻게 달라지는지를 알아보고자 한다. 둘째, 조절초점에 따라 새로운 기능의 추가가 사용성 및 제품력 평가에서 차이가 있는지 알아보고자 한다. 마지막으로, 제품평가에서 사용성과 제품력의 평가가 어떠한 영향을 미치는지를 조절초점을 고려하여 분석하고자 한다. 본 연구는 2(numbers of feature: low/high) x 2 (regulatory focus: prevention/ promotion) 집단간 분석을 실시하였다. 연구 결과, 전자제품에서 기능의 수가 증가됨에 따라서 단순히 제품력을 높게 평가하거나 사용성을 낮게 평가하는 것이 아니라, 조절초점에 따라서 제품력 및 사용성, 그리고 전반적인 제품 태도가 달라지는 것으로 나타났다. 즉 향상초점 보다 예방초점의 사람들은 제품의 기능의 수가 적은 제품에 대해 제품력, 사용성, 그리고 제품 태도를 긍정적으로 하였다. 또한 제품력과 사용성이 제품 태도에 미치는 영향력이 조절초점에 따라 다르게 나타났다. 즉 예방초점 소비자들은 향상초점 소비자들 보다 제품 태도에서 사용성을 더 중시하는 것으로 나타난 반면 향상 초점 소비자들은 제품력과 사용성이 제품 태도에서 차이가 없는 것으로 나타났다.
As technology advances, it becomes more feasible to load products with a number of features, each of which individually might be perceived as useful. Each additional new feature may add desired capabilities, but many features can make a product overwhelming for consumers and difficult to use. Therefore, this study focuses on how adding new features affect on perceived of usability, product capability, and product evaluations with regulatory focus. The purposes of the study are as follows. First, we explore the effects of numbers of new features on two distinct product dimensions, the perceived product capability and the perceived usability of the product. Second, we test how consumers’ self-regulation (prevention vs. promotion focus) affects the evaluation of functionality (or capability) and usability as new features increase. Finally, we test if prevention focused consumers would differ in the effects of capability and usability in consumers’ product evaluation, compared with promotion focused consumers. Our study comprise 140 MBA Students who we randomly assigned to conditions. The study has a 2 (numbers of feature: low/high) x 2 (regulatory focus: prevention/ promotion) between subject factorial design. We manipulate regulatory focus and number of features between subjects. Participants rate their perceptions of each model's capability and usability and then provide an overall evaluation of each model. The results show that there are no main effects of numbers of new features on capability and usability. However, there are differences in capability and usability between prevention focused and promotion focused consumers as new features increase. In other words, usability, capability, and an overall evaluation of each product was higher for prevention- focused consumers than for promotion focused consumers when the number of new feature is low. Furthermore, there are differences between prevention focused consumers and promotion focused consumers in the effects of usability and capability on their product evaluations, indicating that while prevention focused consumer give more weight to usability in their product evaluations, promotion focused consumers do not give more weight to usability or capability. Based on the findings, the theoretical and managerial implication are then discussed.
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