The Effect of Two Types of Envy on Product Attitude: The Mediating Role of Perceived Product Quality

초록

This research defines four constructs of envy, benign envy, malicious envy, perceived product quality, and product attitude. This experimental study used scenario-based experimental design research method to verify the hypotheses. The data obtained from 177 undergraduate students taking business courses in Korea were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results showed that benign envy had positive effect on perceived product quality while malicious envy had negative effect on perceived product quality. Furthermore, perceived product quality had positive effects on product attitude. Envy appeared to have a significant effect on perceived product quality, as consumers evaluated the product quality differently after they felt envious. Benign envy was further associated with a positive evaluation of a product while malicious envy was associated with a negative product evaluation. Marketers can use envy theory in advertisements to increase purchase intentions.

키워드