만족도와 재구매 간 관계에 있어서 상황적 영향의 조절효과에 관한 연구 - 인지 종결 욕구와 일시적 자아 해석의 조절효과를 중심으로 -
The Moderating Role of Need for Cognitive Closure and Temporal Self-Construal in Consumer Satisfaction and Repurchase Consistency
0
조회
0
다운로드
24
인용
0
참고문헌
키워드
초록
최근 들어 소비자의 만족과 재구매 행동 간 불일치성에 영향을 미치는 조절변수 탐색 연구가 다수 진행되었다. 그러나 이들 연구는 주로 소비자의 인구통계적 특성 및 사회경제적 특성에 치중하여 소비자 내면의 심리 관점에서 만족과 구매 후 행동 간 상응성을 설명해내지 못하는 한계가 있었다. 따라서 본 연구에서는 만족과 재구매에 영향을 미치는 중요한 상황적 요인으로서 인지 종결 욕구와 일시적 자아 해석의 역할을 가정하고 두 개의 실험을 통해 이를 규명했다. 우선 소비자의 일시적인 심리 상태에 영향을 미치는 중요한 상황적 요인으로서 최근 심리학계에서 많은 학자들로부터 주목받고 있는 인지 종결 욕구의 개념을 구매의사결정에 직면한 소비자 입장에 새롭게 적용하여 그 역할을 입증했다. 구체적으로 인지 종결 욕구가 높은 상황에서는 가능한 한 신속한 의사결정을 내리고자 하므로 새로운 대안 탐색을 회피하고 기존 대안을 반복 선택할 가능성이 증가했다. 또한 소비자에게 일시적으로 유발된 자아 해석을 만족과 재구매 행동 관계의 주요 조절변수로 가정하고 이를 규명했다. 즉, 일시적으로 독립적 자아 해석 상황에 처하게 되면 상호의존적 자아 해석 상황에 처했을 때보다 재구매 행동이 강화될 수 있음이 확인되었다. 독립적 자아 해석 상황에서는 자신의 만족 경험과 판단을 신뢰하여 기존 대안을 지지할 가능성이 높지만, 상호의존적 자아 해석 상황에서는 내집단과의 우호적 관계를 자기 자신의 판단 이상으로 중시하는 경향이 있으므로 의미있는 주변인의 추천에 동조하여 전환행동을 할 가능성이 높아지기 때문이다. 본 연구의 결과는 고객 만족을 넘어 충성 고객화를 위해 고심 중인 기업들에게 근본적인 해결책을 제시하는 실무적 의의가 있다. 단순한 만족이 충성도로 발전하는 과정에서 영향을 미치는 상황적 원인을 규명해낸다면 이를 진정한 충성도 배양에 도움을 주는 방향으로 작동시키면 되기 때문이다.
Abstract
Although there have been many studies regarding the inconsistency between consumers' attitudes and behavior, prior research has almost exclusively focused on the relationship between the attitude before behavior and the initial behavior. Relatively little research has been conducted on consumer satisfaction after purchase and post-purchase behavior. This research proposed that the relationship between satisfaction and post-purchase behavior is moderated by consumers' psychological characteristics such as need for cognitive closure(NCC) and temporal self-construal(SC). The need for cognitive closure refers to individuals' desire for a firm answer to a question and an aversion toward ambiguity. We assumed the need for cognitive closure as a major moderating variable because it is judged that the requirement for cognition clearly varies between when a consumer repurchases the same product and seeks a new alternative. Individuals who tend to end cognition due to time constraints or inappropriate conditions may display considerable cognitive impatience or impulsivity and has a higher probability in repurchasing the same product than a consumer without such limitations. They would avoid further consideration for new alternatives and the likelihood of the repurchase for prior alternative would increase. As hypothesized, significant moderating effect of the NCC was confirmed. This result gives a significant implication for a corporate to establish effective marketing strategies. For a corporate or product brand that has been occupying the market after entering the market earlier, it would be effective to maintain need for cognitive closure high in the existing consumers and thereby preventing the consumers from being interested in the new alternatives. On the other hand, new brands that have just entered the market need to lower the potential consumers’ need for cognitive closure so that the consumers can be interested in new alternatives. Along with need for cognitive closure, temporal self-construal also turned out to moderate the satisfaction-repurchase. temporal SC reflects the extent to which individuals view themselves either as an individuated entity or in relation to others. Consumers under a temporarily independent SC would repurchase former alternative again according to their prior satisfaction and evaluation. In contrast, consumers in temporal interdependent SC tended to switch to a new alternative because they value interpersonal relationships above anything else and have a tendency to rely heavily on in-group opinions. When they are confronted with additional opinions, it is highly probable that he/she will choose a new product as an alternative. By proving the impact that temporal self-construal has on repurchasing behavior, this study is providing the marketers with new standards for establishing successful promotional strategies. For example, if the buyer and the user is the same for a product, it would be effective for the seller to convince the consumer to make decision subjectively by encouraging temporal independent self- construal. On the contrary, in the case where the purchase is made by an individual but the product is consumed by a group of people. For example, a housewife is more likely to choose the products or brands that her husband or children prefer rather than the ones that she likes by herself. In that case, emphasizing how the whole family can be satisfied and happy about the product would be effective for promoting repurchase.
참고문헌 (36)
- 김현미, "한국 남녀 대학생 집단에서 자아해석이 심리적 안녕감에 미치는 영향", 한국심리학회지:여성, 11(4), pp.437~458 (2006), 한국여성심리학회
- 박영신, "한국 사회와 개인 삶의 질 인식에 대한 토착심리 탐구:삶의 질을 높이는 요소와 낮추는 요소에 대한세대별 지각을 중심으로", 한국심리학회지: 사회문제, 12(1), pp.161~195 (2006), 한국사회문제심리학회
- 성영신, "인지욕구와 메시지 주장의 유형에 따른 공익광고의 효과", 광고학연구, 16, pp.55~79 (1992), 한국방송광고공사
- 2000~2004 히트상품 분석을 통한 소비트렌드 전망, "이민훈", 삼성경제연구소, ~ (2005)
- 이학식, "태도-행동 관계에 대한 조정변수들의 역할-대선 투표행동의 체계에서", 소비자학연구, 9, pp.37~64 (1998)
- 이학식, "소비자행동:마케팅 전략적 접근" (2006), 법문사
- Aaker, J. L., "'I' Seek Plea- sures and 'We' Avoid Pains: The Role of Self-Regulatory Goals in Information Pro- cessing and Persuasion,"", Journal of Con- sumer Research, 28, pp.33~49 (2001)
- Agrawal, Nidhi, "The effects of self-construal and commitment on persuasion", Journal of Consumer Research, 31, pp.841~849 (2005)
- Bennett, Rebekah, "The brand loyalty life cycle: Implications for marketers", Brand Management, 12, pp.250~263 (2005)
- Bolton, Ruth N., "A Dynamic Model of the Customer's Relationship with a Con- tinuous Service Provider: The Role of Sa- tisfaction", Marketing Science, 17, pp.45~65 (1998)
- Bowman, D., "Lin- king Customer Management Effort to Cus- tomer Profitability in Business Markets", Journal of Marketing Research, 41, pp.433~447 (2004)
- Carroll, Barbara A., "Some antecedents and Outcomes of Brand Love", Market Lett, 17, pp.79~89 (2006)
- Cacioppo, John T., "The Need for Cognition", Journal of Per- sonality and Social Psychology, 42(1), pp.116~131 (1982)
- Dhar, R., "Con- sumer Choice Between Hedonic and Utili- tarian Good", Journal of Marketing Re- search, 37, pp.60~71 (2000)
- Escalas, J. E., "Self- Construal, Reference Groups, and Brand Meaning", Journal of Consumer Research, 32, pp.378~389 (2005)
- Fishbein, M., "Belief, Atti- tude, Intention, and Behavior: An Intro- duction to Theory and Research" (1975), Addison-Wesley
- Fiske, S. T., "A continuum of impression formation from category-based to individuating processes: Influences of information and motivation on attention and interpretation", Advances in Experimental Social Psychology, 23, pp.1~74 (1990)
- Fullerton, Gordon, "When Does Commit- ment Lead to Loyalty?", Journal of Ser- vice Research, 5(4), pp.333~344 (2003)
- Hofstede, G., "Culture's consequences: International differences in work-related values" (1980), Sage
- Homburg, Christian, "Personal Characteristics as Moderators of the Relationship Between Customer Satis- faction and Loyalty-An Empirical Analysis", Psychology and Marketing, 18(1), pp.43~66 (2001)
- Hong, Ying-yi, "Mul- ticultural Minds: A Dynamic Constructivist Approach to Culture and Cognition", American Psychologist, 55, pp.709~720 (2000)
- Jones, Michael A., "Switching Barriers and Repurchase Intentions in Services", Journal of Retailing, 76, pp.259~274 (2000)
- Jones, Thomas O., "Why Satisfied Customers Defect", Harvard Business Review, 73, pp.88~99 (1995)
- Kim, M. S., "Non-Western Perspectives on Human Communication" (2002), Sage
- Kruglanski, A. W., "Motivated closing of the mind: 'Seizing' and 'freezing'", Psychological Review, 103, pp.263~283 (1996)
- Markus, H. R., "Cul- ture and the self: Implications for cogni- tion, emotion, and motivation", Psychological Review, 98, pp.224~253 (1991)
- Mittal Vikas, "Satisfaction, Repurchase Intent, and Re- purchase Behavior: Investigating the Mo- derating Effects of the Customer Charac- teristics", Journal of Marketing Research, 38, pp.131~142 (2001)
- Oliver, Richard L., "Cognitive Model of the Antecedents and Consequences of Sa- tisfaction Decision", Journal of Marketing Research, 17, pp.460~469 (1980)
- Oyserman, D., "Rethinking Individualism and Col- lectivism: Evaluation of theoretical assump- tions and meta-analyses", Psychological Bulletin, 128, pp.3~72 (2002)
- Pervin, L. A., "Goal concepts in perso- nality and social psychology" (1989), Erlbaum
- Petty, R. E., "Com- munication and Persuation: Central and Peripheral Routes to Attitude Change" (1986), Springer-Verlag
- Priester, J. R., "Ex- tending the bases of subjective attitudinal ambivalence: interpersonal and intraper- sonal antecedents of evaluative tension", Journal of Personality and Social Psy- chology, 80, pp.19~34 (2001)
- Savani, K., "Let Your Preference Be Your Guide? Choices and Preferences Are More Tightly Linked for North Americans Than for Indians", Journal of Personality and Social Psychology, 93, pp.1~16 (2008)
- Seiders, Kathleen, "Do Satis- fied Customers Buy More? Examining Mo- derating Influences in a Retailing Context", Journal of Marketing, 69, pp.26~43 (2005)
- Tversky, A., "Judg- ment under uncertainty: Heuristics and biases", Science, 185, pp.1124~1131 (1974)
- van Baaren, R. B., "It Takes Two to Mimic: Behavioral consequences of self-construals", Journal of Personality and Social Psychology, 84, pp.1093~1102 (2003)