극대화 성향, 조절초점, 예상된 후회가 구매결정 만족에 미치는 영향
The influence of maximization, regulatory focus, and anticipated regret on purchasing decision satisfaction
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본 연구는 극대화 성향에 의한 결정유형, 조절초점에 의한 메시지유형 그리고 예상된 후회가 소비자의 구매결정만족에 미치는 영향을 검증하였다. 연구결과, 첫째, 세 독립변수의 주효과가 유의하게 나타나 결정유형, 메시지유형, 예상된 후회의 경험유무가 구매결정만족에 영향을 미치는 것으로 나타났다. 둘째, 세 독립변수의 삼원상호작용이 유의하였고 이를 분석한 결과, 극대자는 예상된 후회를 경험하지 않는 경우, 촉진메시지보다 예방메시지에서 구매결정만족이 낮게 나타났다. 또한 예상된 후회를 경험한 경우에도 동일하게 극대자는 촉진메시지보다 예방메시지에서 낮은 구매결정만족을 보였다. 마지막으로 만족자는 예상된 후회를 경험하지 않는 경우, 예방메시지보다 촉진메시지에서 높은 구매결정만족을 보였다. 또한 만족자는 예상된 후회를 경험하는 경우에도 동일하게 예방메시지보다 촉진메시지에서 높은 구매결정만족을 보였다. 결론적으로 극대자에게 결정의 불확실성을 제거할 수 있는 적절한 메시지를 제공하거나 구매환경을 조성한다면, 이들이 선택대안에 더 만족할 수 있을 것이다.
Abstract
In this study, we conducted to clarify the impact of decision style by maximization, message style by regulatory focus, and anticipated regret on purchasing decision satisfaction. Accordingly, independent variables were the decision style, message style and anticipated regret. And dependent variable was purchasing decision satisfaction. This study constituted by completely randomized design of 2(maximizer/satisficer) × 2(promotion/prevention) ×2(with/without anticipated regret). participants were randomly assigned four different conditioned scenario and were tested their purchasing decision satisfaction. To summarize the result of this study, there was a significant main effect of decision style, message style by regulatory focus and anticipated regret. it is supported that those three factors have influence on purchasing decision satisfaction. Second, there was a significant three-way interaction and it is found, regardless of anticipated regret, maximizer shows lower purchasing decision satisfaction in prevention focus message than promotion focus message. Thrid, regardless of anticipated regret, satisficer shows higher purchasing decision satisfaction in promotion focus message than prevention focus message.
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