소비자의 목표유형, 후회와 만족도간의 관계를 조절하는 구매패턴과 시간지연의 효과
The Effect of Purchase Patterns and Time Delay on the Relationship between Consumer Goal Types, Regret, and Satisfaction
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초록
후회에 관한 이전의 연구는 행동유무의 후회에 대한 단순한 영향만을 검토하였고, 소비자행동에 실제적인 행동을 목표유형 중 유지목표(몸무게 6개월동안 60kg 유지)와 달성목표(몸무게 6개월이후 60kg으로 감량)를 연계하여 목표기간이후 나타나는 결과의 후회에 대해 면밀히 분석한 연구는 미미한 실정이다. 이에 본 연구는 선행연구들을 바탕으로 소비자의 목표유형(유지목표와 달성목표)에 따라 후회 정도와 만족이 다를 것을 예상하고 진행하였다. 이에 상황맥락적인 요인(구매패턴과 시간) 소비자의 목표유형과 후회와 만족간의 관계를 조절할 것을 예상하고 관련 가설들을 수립하였다. 이후 이에 대한 실험을 통해서 가설들을 검증하였다. 가설을 검증을 위해 실험을 하였으며 통계분석으로는 이원 분산분석(TWO-WAY ANOVA)을 실행하였다. 가설 1-1에서는 소비자가 유지목표에서 전환구매보다 반복구매시의 후회가 적은 것으로 반면에 소비자가 달성목표를 갖고 있을 때에 반복구매보다 전환구매시 후회 정도가 적게 나타날 것으로 예상하였고 가설은 지지되었다. 가설 1-2 검증 결과, 소비자의 유지목표상황에서 전환구매 소비자보다 반복구매 소비자 만족이 높은 것으로 나타났다. 반면, 소비자의 달성목표상황하에서는 반복구매 소비자보다 전환구매의 만족이 높은 것으로 밝혀졌다. 가설 2-1 결과 소비자가 유지목표를 갖을 때 시간이 지연되는 경우보다 시간이 지연 되지 않는 경우 후회가 낮은 것으로 나타났다. 반면에 소비자가 달성목표를 갖을 때에는 시간이 지연되지 않는 경우보다 시간지연이 발생되는 경우 후회가 낮은 것으로 나타났다. 그러나 소비자의 목표유형과 시간지연은 만족에 영향을 주지 않은 것으로 판명되었다.
Abstract
Previous research on regret has mainly examined its simple influence on the presence or absence of behavior, while studies that closely analyze the effects of regret by linking behavioral outcomes to goal types such as maintenance goals and achievement goals have been scarce. Therefore, based on prior research, this study anticipated that the degree of regret and satisfaction would vary according to consumer goal types (maintenance goals and achievement goals) and proceeded accordingly. Hypotheses were formulated to anticipate and test the modulation of the relationship between consumer goal types and regret and satisfaction. These hypotheses were then tested through experiments. Statistical analysis was conducted using a two-way ANOVA. In Hypothesis 1-1, it was expected that regret would be lower for repeat purchases than for switch purchases when consumers have maintenance goals, whereas when consumers have achievement goals, regret would be lower for switch purchases than for repeat purchases. This hypothesis was supported. In Hypothesis 1-2, it was found that for consumers with maintenance goals, satisfaction was higher for repeat purchasers compared to switch purchasers, while for consumers with achievement goals, satisfaction was higher for switch purchasers compared to repeat purchasers. Regarding Hypothesis 2-1, it was revealed that when consumers have maintenance goals, they experienced less regret when there was no time delay compared to when there was a time delay. Conversely, when consumers have achievement goals, it was found that regret was lower when there was a time delay compared to when there was no time delay. However, consumer goal types and time delay were found not to influence satisfaction.
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