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선물하기(gift-giving) 행동이 소비자의 정체성 위협에 미치는 영향에 대한 연구: 미국 소비자를 중심으로

Effects of Gift-giving on U.S. Consumers’ Identity Threats

김은실|조현진
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2022.05|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제23권 제2호|pp. 153-171|DOI 10.21074/kjlcap.2022.23.2.153

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자아정체성identity threatGift-giving선물동기선물하기관계규범정체성위협선물유형relationship normsidentity-congruencegift-giving motivegift-type
주제분류심리과학

초록

본 연구는 소비자의 정체성과 일치하지 않는 선물하기 상황에서 선물을 주고받는 관계를 규정짓는 관계규범이 정체성 위협에 어떠한 영향을 미치는지 살펴보았다. 더 나아가 선물하기 행동의 동기와 선물유형이 소비자 정체성 위협에 어떠한 영향을 미치는지 확인하였다. 연구 1는 2(관계규범: 교환/공동) x 2(선물-자아정체성 일치유형: 일치/불일치)의 설계로 실험이 수행되었고, 연구 2는 2(선물동기: 의무적/자발적) x 2(선물-자아정체성 일치유형: 일치/불일치) x 2(선물유형: 쾌락재/실용재)의 설계로 실험이 수행되었다. 연구 결과, 소비자 자신의 정체성과 일치하지 않는 선물을 주어야 하는 상황에서 공동관계가 더 높은 정체성 위협을 발생시켰다. 마찬가지로 선물과 자아정체성이 불일치하는 상황에서 자발적 선물동기를 가진 소비자는 쾌락재 선물을 할 때 더 높은 정체성 위협을 경험하였다. 연구결과를 바탕으로 시사점과 향후 연구에 대해 논의하였다.

Abstract

This study conducted two experimental studies to examine the gift-giving situations. In study 1, the identity threat according to the relationship norms and identity-congruence, has been verified. this study was conducted with a 2(relationship norm: exchange/communal) x2(identity-congruence: contrary/verifying) factorial design. The experiment results revealed significant two way interaction at the relationship norms and identity-congruence. This study demonstrated that for a gift giving situation which is identity-inconsistent, communal norm is more positive than exchange norm. However, the effect of the relationship norms and identity-congruence on satisfaction is insignificant. Study 2 examined the effect of gift-giving motive, gift-type and identity-congruence, this study was conducted with a 2(gift-giving motive: voluntary/obligatory) x2(identity-congruence:contrary/verifying) x2(gift-type: hedonic/utilitarian) factorial design. The experiment results revealed significant three way interaction of gift-giving motive, identity-congruence and gift-type. for a gift giving situation which is identity-inconsistent, giving the hedonic product(versus utilitarian product) and voluntary (versus obligatory) motive led to higher identity threat. This study helps develop a better understanding of consumer behavior in gift-giving situations.

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