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부정적 소비감정의 선행요인과 결과변수에 대한 연구 -후회감, 실망감을 중심으로 -

Antecedents and Consequences of Negative Consumption Emotion: Focused on the Regret and Disappointment

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참고문헌

주제분류경제학

초록

본 연구는 '서비스 실패'라는 부정적 사건을 제시하면서, 이 때 소비자가 경험하는 부정적 감정과 그러한 감정의 선행요인, 결과변수를 살펴보고자 하였다. 특히 부정적 감정 중에서도, 고객 만족과 소비자 행동에 영향을 미치는 것으로 밝혀진 후회감과 실망감이 그 발생 원인이 상이한 감정일 뿐 아니라, 소비자 행동에 미치는 영향도 다를 것이라는 점에 주목했다. 연구는 실망감과 후회감의 선행 요인으로 브랜드명성, 의견선도성을 살펴보면서 그 매개요인으로 귀인을 제시했으며, 두 감정의 결과요인으로 전환, 불평행동을 살피면서 매개요인으로 고객만족의 역할 또한 고찰하였다. 연구의 결과에 따르면, 첫째, 후회감과 실망감은 소비자의 구매 후 행동에 상이한 영향을 미친다. 서비스 실패로 자신의 선택에 대해 후회감을 느낀 소비자는 전환을, 실망감을 느낀 소비자는 서비스 제공자 측이나 제 3자(소비자 단체, 정부 등)에게 불평행동을 보인다. 둘째, 서비스 실패 시 그 책임을 서비스 제공자 측으로 돌리는(외적 귀인) 소비자는 후회감 보다는 실망감을, 실패의 책임을 서비스를 선택한 자기 자신에게 귀인 하는(내적 귀인) 소비자는 실망감 보다는 후회감을 경험한다. 셋째, 브랜드 명성이 높은 서비스 제공자의 서비스가 실패했을 경우, 소비자는 실패의 책임에 대해 외적 귀인을 하지 않는다. 또한 의견선도성이 높은 소비자는 서비스 실패의 책임을 내적 귀인 하는 경향이 큰 것으로 나타났다.

Abstract

This study investigates the antecedents and consequences of negative consumption emotion in an integrated model. Especially we focused on the fact that regret and disappointment have effects on consumer behavior. First, we investigate the impacts of the brand reputation and opinion leadership as antecedents of regret and disappointment and also keep an eye on attribution as a mediator between these relationship. In addition, this study examines switching and complaining behavior as consequences of regret and disappointment and also considers customer satisfaction as a mediator.Several interesting results are found. First, regret and disappointment have different effects on post-purchase behaviors. Customers who feel more regret as a result of their choice are likely to switch the service provider, while consumers who feel disappointment are likely to show their complaining behavior. Second, customers who attribute the responsibility of service failure to themselves feel more regret than disappointment. Third, when service failure happens to the service provider with high brand reputation, customers are not likely to attribute externally. Customers who show high level of opinion leadership are likely to attribute the failure to themselves.

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