소비자의 저장강박행동에 따른 양면적 반응에 관한 실증 연구
An Empirical Study on Dual Responses According to Consumers' Compulsive Hoarding Behavior
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초록
본 연구는 저장강박행동의 정도가 소비자의 양면적 반응에 미치는 영향과 주요 변인의 역할을 규명하는데에 주된 목적을 두고, 저장강박행동의 정도가 이타적 처분과 구매숨김에 미치는 상대적 영향과 보상유형및 자기감시성의 조절적 역할을 실증하였다. 주요 연구 결과는 다음과 같다. 가설 1의 검증 결과, 높은저장강박 소비자는 낮은 저장강박 소비자에 비해 이타적 처분이 낮게 나타났으며, 구매숨김은 높게나타남을 확인하였다. 가설 2의 검증 결과, 높은 저장강박 소비자의 경우 물건의 처분을 통해 사회적보상을 얻는 것이 개인적 보상을 얻는 것에 비해 이타적 처분은 더 높게, 구매숨김은 더 낮게 나타남을확인하였다. 반면 낮은 저장강박 소비자의 경우 보상유형에 따른 이타적 처분과 구매숨김의 차이는나타나지 않았다. 가설 3의 검증 결과, 높은 저장강박 소비자의 경우 자기감시성이 높을수록 이타적처분과 구매숨김이 더 높게 나타났다. 반면 낮은 저장강박 소비자의 경우 자기감시성에 따른 이타적처분과 구매숨김의 차이는 나타나지 않았다. 본 연구는 저장강박행동의 완화 관점에서 저장강박을 보이는소비자의 내면적 동기를 파악하고 저장강박행동과 후속적 반응 간 역할을 확인함으로써, 소비자의저장강박 연구에 대한 지식 확충과 함께 기업과 기관 및 사회 전반에서 선순환적인 소비행동 정착을 위한중요한 시사점을 제언한다는 점에 그 의의가 있다.
Abstract
This study focused on identifying the relationship between compulsive hoarding behavior and consumers' dual responses and defining roles of reward type and self-monitoring. The results of the research can be summarized as follows. The verification of Hypothesis 1 confirmed that consumers with high compulsive hoarding showed lower altruistic disposal and higher purchase hiding compared to consumers with low compulsive hoarding. The verification of Hypothesis 2 showed that in the case of consumers with high compulsive hoarding, gaining social reward from disposing possessions led to higher altruistic disposal and lower purchase hiding compared to when personal reward was to be gained. In the case of consumers with low compulsive hoarding, there was no difference in responses according to the reward type. The verification of Hypothesis 3 showed that in the case of consumers with high compulsive hoarding, consumers with high self-monitoring resulted in higher altruistic disposal and lower purchase hiding. In the case of consumers with low compulsive hoarding, there was no difference in responses according to the self-monitoring. The main significance of this study is that it identified the internal motive of compulsive hoarding consumers from the perspective of easing compulsive hoarding behavior and examined the relationship of compulsive hoarding behavior and follow-up responses to expand knowledge of relevant studies, while providing important implications for establish consumption patterns with a virtuous circle for organizations, companies and society.
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