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자기해석과 불확실성이 구독 선택에서 현상유지 편향에 미치는 영향

The influence of self-construal and uncertainty on status-quo bias in subscription choice

이한슬
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2021.02|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제22권 제1호|pp. 25-47|DOI 10.21074/kjlcap.2021.22.1.25

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참고문헌

키워드

불확실성uncertainty자기해석self-construal현상유지 편향구독 선택subscription choicestatus-quo bias
주제분류심리과학

초록

본 연구는 구독 선택 상황에서 현상유지 편향에 영향을 미치는 요인들을 규명하고자 하였다. 구체적으로, 소비자의 자기해석 성향과 결정 과정에서 상황적 맥락으로 고려되는 불확실성에 따라 구독 선택 시 현상유지 편향에 차이가 나타나는지를 알아보았다. 실험 결과, 상호의존적 자기해석자가 독립적 자기해석자에 비해 구독 선택 상황에서 기존의 선택을 그대로 유지하려는 현상유지 편향을 보였다. 또한 이러한 경향성은 상황적 맥락인 불확실성에 의해 조절되었다. 즉 확실한 상황에서 상호의존적 자기해석자는 독립적 자기해석자에 비해 현상유지 편향을 더욱 많이 나타냈다. 그러나 불확실한 상황이 제시된 경우 구독 선택 상황에서 현상유지 편향을 보이지 않았던 독립적 자기해석자가 상호의존적 자기해석자와 마찬가지로 구독 선택을 전환하지 않으려는 경향을 보였다. 본 연구는 구독 구매 결정과 관련된 소비자 행동에 대한 이해를 넓히고 실제 구독 맥락에서 적용될 수 있는 실용적 시사점을 제공하였다는 데에 의의가 있다.

Abstract

The purpose of this research is to investigate the effect of self-construal and uncertainty on status-quo bias in subscription choices. Specifically, this study is to identify how self-construal and uncertainty jointly influence status-quo bias on the basis of self-concept literature. The research findings show that participants with an interdependent self-construal are more inclined to stay with the current state. On the other hand, participants with an independent self-construal tend to switch from the status quo. The results indicate that people with an interdependent self-construal are more likely to keep unused subscriptions than those with an independent self-construal. In addition, the relationship between self- construal and status-quo bias is moderated by primed uncertainty. When certainty is primed, people with an independent self-construal are less likely to retain, but more likely to acquire a subscription service. Also, people with an interdependent self-construal are less likely to subscribe to a new service compared to those with an independent self-construal. However, uncertainty leads people to continue to subscribe to a service regardless of whether one’s self-construal is independent or interdependent. These findings provide implications for decision-making research and for practitioners who wish to increase the retention of subscriptions.

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