불확실성이 높은 구매 상황에서 선행적 선택 행동 조작이 자신감 및 구매의사에 미치는 영향
How Preceding Choice Behavior Manipulation Affects Confidence and Intent to Buy in High Uncertainty Purchase Situations
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
소비자는 종종 높은 전문성이 필요하거나, 어렵고 복잡하며, 가격 평가 및 비교가 어려운 제품/서비스 구매 상황에 마주친다. 불완전 혹은 비균형적 정보는 불확실성 지각으로 연결된다. 불확실성이 높은 구매 상황에서 소비자는 선택을 잘 할 자신이 없다고 느끼며, 구매를 망설이거나 미루게 된다. 본 연구는 이러한 상황에서 제품/서비스에 대한 전문성 정도와 별도로 의사결정 자신감이 높아지면 구매 의사가 증가할 것이라고 예상하였다. 그리고 구매 전 선행적인 선택 행동 조작이 의사결정 자신감을 예열하고, 활성화된 자신감은 구매의사를 영향을 미칠 것이라는 가설을 검증하였다. 이를 위해 불확실성이 높은 제품/서비스(와인, 금융투자상품)의 구매 시나리오를 이용한 2개의 실험이 진행되었다. 선택 행동 조작에는 경품 응모권을 직접 선택하게 한 그룹과 수동적으로 주어진 그룹을 비교하였다. 연구 결과, 선택 행동 조작은 의사결정 자신감에 영향을 주며, 자신감은 제품/서비스에 대한 전문성을 통제한 후에도 구매의사에 영향을 미치는 것으로 나타났다. 본 연구의 공헌은 불확실성이 높은 구매 상황을 대상으로 하여 선택 행동의 효과를 다룬 점, 선택 행동 조작이 자신감에 가지는 효과를 새롭게 밝혔다는 점이다.
Abstract
Consumers are often faced with purchasing situations for products/services that require expertise, are complicated or complex, and are difficult to evaluate and compare prices. Incomplete or unbalanced information of consumers leads to perception of uncertainty. In high uncertainty purchase situations, consumers feel unsure about making a good choice and thus hesitate or postpone the purchase. This paper started from the question of how to make consumers feel more confident in their choice so that they do not hesitate to purchase. The study expected that an instantaneous activation of confidence, independent of the level of consumer’s expertise in the product/service, would increase purchase intention. The paper tested the hypothesis that a pre-purchase manipulation of choice behavior would activate decision confidence and that activated confidence would influence purchase intention. Two experiments were conducted using purchase scenarios of products/services with high uncertainty (wine and financial investment products). For the choice behavior manipulation, a pre-purchase sweepstakes was used. In each scenario, the study distinguished between a group that actively chose the sweepstakes entry and a group that was passively given the entry and compared their confidence. The results showed that manipulating preceding choice behavior affects decision confidence and that confidence affects purchase intention even after controlling for product/service expertise. The contribution of this study is that it addresses the effect of choice behavior in a high uncertainty purchase situation and sheds new light on the effect of choice behavior manipulation on confidence in the context of consumer behavior research.
참고문헌 (49)
- 이선민, "통제결핍에 대한 보상소비로써희소성 메시지 광고효과", 광고학연구, 28(5), pp.145~169 (2017)
- Averill, J. R., "Personal control over aversive stimuli and its relationship to stress", Psychological Bulletin, 80(4), pp.286~303 (1973)
- Bang, J., "A study on the effects of price discount, product review, and perceived risk and their interaction effects in social commerce", Knowledge Management Research, 14, pp.87~98 (2013)
- Bearden, W. O., "Consumer self-confidence : refinements in conceptualization and measurement", Journal of Consumer Research, 28(1), pp.121~134 (2001)
- Bhargave, R., "The cue-of-the-cloud effect : When reminders of online information availability increase purchase intentions and choice", Journal of Marketing Research, 53, pp.699~711 (2016)
- Botti, S., "The locus of choice : personal causality and satisfaction with hedonic and utilitarian decisions", Journal of Consumer Research, 37, pp.1065~1078 (2010)
- Calcagnini, G., "Real and financial uncertainty and investment decisions", Journal of Macroeconomics, 22(3), pp.491~514 (2000)
- Chang, C. C., "Choice, perceived control, and customer satisfaction : the psychology of online service recovery", Cyber Psychology and Behavior, 11(3), pp.321~329 (2008)
- Chaxel, A. S., "Why, when, and how personal control impacts information processing : a framework", Journal of Consumer Research, 43(1), pp.179~197 (2016)
- Chu, W., "Investor expertise as mastery over mind : Regulating loss affect for superior investment performance", Psychology and Marketing, 31(5), pp.321~334 (2014)
- Chuang, S. C., "The impact of self-confidence on the compromise effect", International Journal of Psychology, 48(4), pp.660~675 (2013)
- Fischer, G. W., "Attribute conflict and preference uncertainty : Effects on judgment time and error", Management Science, 46(1), pp.88~103 (2000)
- Greenleaf, E. A., "Reasons for substantial delay in consumer decision making", Journal of Consumer Research, 22, pp.186~199 (1995)
- Hattula, J. D., "The impact of touchscreen devices on consumers’ choice confidence and purchase likelihood", Marketing Letter, 34, pp.35~53 (2023)
- Hisrich, R. D., "Perceived risk in store selection", Journal of Marketing Research, 9(4), pp.435~439 (1972)
- Inesi, M. E., "Power and choice : Their dynamic interplay in quenching the thirst for personal control", Psychological Science, 22(8), pp.1042~1048 (2011)
- Jiang, Z., "Beautiful and confident : how boosting self-perceived attractiveness reduces preference uncertainty in context-dependent choices", Journal of Marketing Research, 58(5), pp.908~924 (2021)
- Kahn, B. E., "Consumer multiattribute judgments under attribute-weight uncertainty", Journal of Consumer Research, 17(4), pp.508~522 (1991)
- Kim, Y., "On product-level uncertainty and online purchase behavior : An empirical analysis", Management Science, 61(10), pp.2449~2467 (2015)
- Lachman, M. E., "The sense of control as a moderator of social class differences in health and well-being", Journal of Personality and Social Psychology, 74(3), pp.763~773 (1998)
- Lachman, M. E., "Locus of control in aging research : A case for multidimensional and domain-specific assessment", Psychology and Aging, 1(1), pp.34~40 (1986)
- Langer, E. J., "The illusion of control", Journal of Personality and Social Psychology, 32(2), pp.311~328 (1975)
- Lefcourt, H. M., "The Function of the illusions of control and freedom", American Psychologist, 28(5), pp.417~425 (1973)
- Li, Z., "Impact of risk perception on customer purchase behavior : a meta-analysis", Journal of Business & Industrial Marketing, 35(1), pp.76~96 (2020)
- Locander, W. B., "The effect of self-confidence and anxiety on information seeking in consumer risk reduction", Journal of Marketing Research, 16(2), pp.268~274 (1979)
- Markus, H. R., "does choice mean freedom and well-being?", Journal of Consumer Research, 37, pp.344~355 (2010)
- McMullen, J., "Entrepreneurial action and the role of uncertainty in the theory of the entrepreneur", Academy of Management Review, 31(1), pp.133~152 (2006)
- Milliken, F., "Three types of perceived uncertainty about the environment : State, effect and response uncertainty", Academy of Management Review, 12(1), pp.133~143 (1987)
- Mitchell, V. W., "Consumer perceived risk : Conceptualisations and models", European Journal of Marketing, 33, pp.163~195 (1999)
- Olsen, J. E., "Consumer self-confidence in wine purchase", International Journal of Wine Marketing, 15(3), pp.40~51 (2003)
- Ross, C., "Handbook of the Sociology of Mental Health", pp.369~394 (1999), Springer
- Rotter, J. B., "Generalized expectancies for internal versus external control of reinforcement", Psychological Monographs : General and Applied, 80(1), pp.1~28 (1966)
- Rucker, D. D., "Power and consumer behavior : How power shapes who and what consumers value", Journal of Consumer Psychology, 22, pp.352~368 (2012)
- Rucker, D. D., "Consumer conviction and commit-ment : An appraisal-based framework for attitude certainty", Journal of Consumer Psychology, 24, pp.119~136 (2014)
- Simintiras, A. C., "Redefining confidence for consumer behavior research", Psychology &Marketing, 31(6), pp.426~439 (2014)
- Song, M. R., "Moderating effects of food type and consumers’ attitude on the evaluation of food items labeled"additive-free"", Journal of Consumer Behavior, 17(1), pp.1~12 (2018)
- Taylor, S. E., "Positive illusions: Creative self-deception and the healthy mind", pp.1989, Basic Books
- Taylor, J. W., "The role of risk in consumer behavior", Journal of Marketing, 38(2), pp.54~60 (1974)
- Tellis, G. J., "Best value, price-seeking, and price aversion : The impact of information and learning on consumer choices", Journal of Marketing, 54(2), pp.34~45 (1990)
- Thomas, M., "When internal reference prices and price expectations diverge : The role of confidence", Journal of Marketing Research, 44, pp.401~409 (2007)
- Tormala, Z. L., "When increased confidence yields increased thought : A confidence-matching hypothesis", Journal of Experimental Social Psychology, 44(1), pp.141~147 (2008)
- Tormala, Z. L., "The role of certainty(and uncertainty)in attitudes and persuasion", Current Opinion in Psychology, 10, pp.6~11 (2016)
- Tormala, Z. L., "How certainty transforms persuasion", Harvard Business Review, 93, pp.96~103 (2015)
- Tormala, Z. L., "Attitude certainty : Antecedents, consequences, and new directions", Consumer Psychology Review, 1, pp.72~89 (2018)
- Ülkümen, G, "Will I spend more in 12 months or a year? The effect of ease of estimation and confidence on budget estimates", Journal of Consumer Research, 35, pp.245~256 (2008)
- Whitson, J., "Lacking control increases illusory pattern perception", Science, 322, pp.115~117 (2008)
- Wirtz, J., "Service Marketing" (2016), World Scientific
- Yi, Y., "Contextual priming efects in print advertisements : The moderating role of prior knowledge", Journal of Advertising, 22(1), pp.1~10 (1993)
- Zuckerman, M., "On the importance of self-determination for intrinsically-motivated behavior", Personality and Social Psychology Bulletin, 4, pp.443~446 (1978)