This study has three research objectives. The first objective is to provide conceptual framework of consumption vision in the field of consumer behavior. The second objective is to discuss the concept of consumption vision and to classify factors (viv ...
This study has three research objectives. The first objective is to provide conceptual framework of consumption vision in the field of consumer behavior. The second objective is to discuss the concept of consumption vision and to classify factors (vividness, fluency, narrative, and self-reference) that might affect the formation of consumption vision. Third, this study is to understand roles of consumption vision in the decision making process and to explore the effect of consumption vision on both emotional and cognitive reactions. Lastly, this study is to explore the path to consequences (positive emotion, usage-situation suitability, critical thoughts and product evaluation) of consumption vision. The results of the research are as followed. First, the four factors on consumption vision are all found to be positively affecting the formation of consumption vision. Second, a vivid consumption vision affects transportation positively. Third, transportation affects positive emotions and suitability of usage-situation and negatively affect the increase in critical thoughts. Fourth, positive emotions and suitability of usage-situation affect product evaluation positively and critical thoughts affects product evaluation negatively.
It has been found, through the results of this research, that consumers can be clear of decision-making mechanism when they barely have the character of products and the belief of individual outcome of product using due to alternatives of option that has no direct and personal experience through consumption vision and transportation concept. In addition, what transportation plays a very important role, when forming of consumption vision all the more intensifying consumers' emotion and recognition, has been substantiated, this results can be viewed that existing researches have expanded the frame of research abut consumption vision which was treated with limitation on qualitative studies.
This research has tried verifying on what path consumption vision moves along when it weighs on evaluating products while finding out variations affecting on forming of consumption vision through advertising. What this research implies by this is as follows. First, existing models of decision making process shows that they integrate current belief and evaluations for products' character in order to from attitude toward products, and the theoretical contribution of this research can be found on the point that this research has verified consumers' decision-making, which they have to even for alternative options without their direct personal experience, through consumption vision and transportation concept. That is, this research can be viewed to have expanded existing theory of consumption vision, because it has verified that positive consumption vision is formed due to variations such as self-reference, vividness, information fluency, narrative formation of advertising in pre-purchasing situation before consuming products, and this vision makes consumers absorbed, which after all inducing their positive feelings thus influencing on suitability of using situation.
Secondly, as four factors in forming of consumption vision (self-reference, vividness, information fluency, narrative formation of advertising) play an important role in inducing positive feeling, curb on critical thinking and affirmative consuming activities (that is, evaluation of products), it implies that marketing manager need to expect not only on the level of consumers' awareness for acts of consumption but also of emotion. This means that, by manager's controlling of consumers' consumption vision, consumers' acts of consumption can be revitalized,