블랙컨슈머의 공모행동에 관한 유형화와 이에 따른 차별적 행동 반응에 관한 연구
The Taxonomy of Black Consumer’s Co-offending Behavior and Its Differential Behavioral Responses
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본 연구는 조직적으로 나타나는 블랙컨슈머의 공모행동의 다양한 행태를 발견하고 향후 공모행동의지및 공모확산의 정도를 파악하기 위하여, 블랙컨슈머의 공모행동 유형을 탐색하여 유형화하고, 공모행동에따른 향후 공모 및 정보공유의도의 반응 차이와 관련 변인의 조절적 역할을 검토하였다. 이에 따른 주요연구 결과는 다음과 같다. 첫째, 소비자의 블랙컨슈머행동을 파악하여 이에 따라 나타나는 공모행동의다양한 형태를 탐색하였다. 그 결과 소비자의 공모행동은 상호작용성과 직접적 동기에 따라 암묵적금전요구형, 상호적 금전요구형, 암묵적 비금전추구형, 상호적 비금전추구형과 같이 네 가지 유형으로구분됨을 확인하였다. 둘째, 소비자의 공모행동 유형에 따른 소비자 반응 차이를 살펴본 결과, 암묵적비금전추구형 소비자와 상호적 비금전추구형 소비자는 암묵적 금전요구형 소비자와 상호적 금전요구형소비자에 비해 지속공모의향과 정보공유의향이 높게 나타났다. 마지막으로, 공모행동 유형에 따른 소비자반응에 있어 개인적 성향의 조절효과를 검증한 결과, 지각된 행동통제의 조절효과와 예기된 죄책감의조절효과가 모두 유의하게 나타났다. 구체적으로 지각된 행동통제가 높은 경우보다 낮은 경우에 암묵적금전요구형 소비자와 암묵적 비금전추구형 소비자의 지속공모의향과 정보공유의향의 차이가 더 크게나타났다. 또한 예기된 죄책감이 낮은 경우보다 높은 경우에 암묵적 금전요구형 소비자와 암묵적비금전추구형 소비자의 지속공모의향과 정보공유의향의 차이가 더 크게 나타났으며, 이와 유사하게예기된 죄책감이 낮은 경우보다 높은 경우에 상호적 금전요구형 소비자와 상호적 비금전추구형 소비자의지속공모의향과 정보공유의향의 차이가 더 크게 나타났다. 이와 같은 결과를 바탕으로 이론적 및 실무적시사점과 향후 과제를 제시하였다.
Abstract
This study empirically investigated into the multidimensional structure of co-offending behavior. Also, this study focused on identifying the differential influence of consumer responses based on the types of co-offending behavior, and verified the moderating effect of personal characteristics. The results of the research can be summarized as follows. In the first stage, in-depth interview was carried out based on phenomenological method to examine the various types of consumers' co-offending behavior. As a result, co-offending behavior can be divided into four types of implicit-monetary demand, interdependent-monetary demand, implicit-nonmonetary seeking, and interdependent-nonmonetary seeking depending on the interdependency and motivation. In the second stage, an experiment was conducted to verify the differential influence of consumer responses based on the types of co-offending behavior, and verified the moderating effect of perceived behavioral control and anticipated guilt. As a result, implicit-nonmonetary seeking and interdependent-nonmonetary seeking consumers showed higher continuous co-offending intention and information sharing intention compared with implicit-monetary demand and interdependent-monetary demand consumers. Upon verifying the moderating effect of perceived behavioral control and anticipated guilt, it was found that the moderating effect of perceived behavioral control depending on types of co-offending behavior is significant, and the moderating effect of anticipated guilt is significant. Specifically, it was found that when perceived behavioral control was lower, the difference in continuous co-offending intention and information sharing intention of implicit-monetary demand and implicit-nonmonetary seeking consumers was higher. Also, when anticipated guilt was higher, the difference of continuous co-offending intention and information sharing intention of implicit-monetary demand and implicit-nonmonetary seeking consumers was higher. Similarly, when anticipated guilt was higher, the difference of continuous co-offending intention and information sharing intention of interdependent-monetary demand and interdependent-nonmonetary seeking consumers was higher. Based on these results, the study provided valuable theoretical and managerial implications and directions for future research.
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