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물질주의와 강박적 구매의 관계: 구매동기와 일반의사결정유형의 조절된 매개효과

The Relation between Materialism and Compulsive Buying: Moderated Mediation Effect of Buying Motives and General Decision Making Style

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주제분류심리과학

초록

본 연구는 물질주의와 강박적 구매의 관계에서 선행연구 결과를 근거로 연구모형과 경쟁모형들을 상정하고 모형의 적절성을 검증하고자 하였다. 이를 위해 물질주의가 정체성 구매동기에 영향을 미치고 이것이 강박적 구매에 연결되는 경로와, 물질주의가 정서조절 구매동기에 영향을 미치고 이것이 강박적 구매로 연결되는 경로로 구성된 이중경로 모형을 연구모형으로 하였고, 나아가 연구모형의 적절성이 독립적 및 상호의존적 자아해석의 수준과 성차에 따라 달라질지 알아보았다. 또한 연구모형의 정체성 구매동기와 정서조절 구매동기가 강박적 구매에 미치는 경로에서 일반의사결정유형의 조절된 매개효과를 확인하였다. 서울, 전북, 충청지역 대학생을 대상으로 하여 설문조사를 실시하고, 465명의 자료로 구조방정식모형과 SPSS Macro를 사용해 모형적합성과 조절된 매개효과를 검증하였다. 연구 결과는 다음과 같다. 첫째, 연구에서 설정한 다양한 대안모형들의 적합도 비교에서 물질주의가 정체성 구매동기에 영향을 미치고 정체성 구매동기는 강박적 구매에 영향을 미치지 않는 경로와 물질주의가 정서조절 구매동기에 영향을 미치고 정서조절 구매동기가 강박적 구매에 영향을 미치는 경로를 갖는 모형이 가장 적합한 것으로 나타났다. 둘째, 채택된 가장 적합한 모형에서 독립적 및 상호의존적 자아해석의 수준 및 성차에 따른 차이는 나타나지 않았다. 셋째, 물질주의와 강박적 구매사이에서 정서조절 구매동기의 완전매개효과가 나타났으며, 정서조절 구매동기와 강박적 구매사이를 일반의사결정유형들 중 즉흥형이 조절하는 것으로 나타났다. 나아가 최종 채택된 모형에서 즉흥형의 조절된 매개효과가 나타났다. 논의에서 연구결과의 의미와 강박적 구매행동의 치료적 시사점을 진술하였다.

Abstract

The purpose of present study was to test the propriety of the path model in which materialism affects both identity buying motive and emotion regulation buying motive, and these buying motives affect compulsive buying. First, based on the results of previous researches, the research model and competitive models were developed, and were tested which model of those is the fittest to the data. Futhermore, it was investigated whether there were differences on the paths of the research model by self-construals and gender. Second, it was tested whether the mediation effects of identity buying motive and emotion regulation buying motive were moderated by general decision making style in the pathway from materialism to compulsive buying. Data from 465 college students in Korea were analyzed using structural equation modeling, regression analysis, hierarchical regression analysis, and moderated mediation analysis. The results were as follows. First, the fittest model in this study was the one in which materialism influenced identity and emotion regulation of buying motives, and identity buying motive did not influence compulsive buying but emotion regulation buying motive influenced compulsive buying. Second, there were no differences on the paths of the research model by self-construals and gender. Third, emotion regulation buying motive had a full mediation effect in the relation between materialism and compulsive buying. Also, spontaneous style of decision making had moderation effect in the pathway from emotion buying motive to compulsive buying. Finally, spontaneous style of decision making had moderated mediation effects through emotion regulation buying motive in the relationship between materialism and compulsive buying. We discussed the meaning of results and the implications for therapeutic intervention of compulsive buying.

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