소비자 조절지향방식 (Regulatory Mode)이 제품 구색 선택과 만족에 미치는 효과
The Effect of Consumer Regulatory Mode on Choice and Satisfaction with Product Assortment
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본 연구는 소비자 조절지향방식(regulatory mode)이 제품 구색(product assortment)에 대한 선택과 만족에 미치는 효과를 확인하고자 수행되었다. 이를 위해 두 개의 연구가 진행되었다. 연구 1에서는 조절지향방식이 작은 제품 구색에서의 선택 여부와 큰 제품 구색을 위한 시간투자의향에 미치는 효과를 확인했다. 연구 2에서는 조절지향방식이 제품 구색의 크기에 대한 선호와 만족에 미치는 효과를 확인하였다. 연구 결과, 행동 모드(locomotion mode) 소비자는 작은 제품 구색에서의 제품 선택을 더 선호하였으며, 큰 제품 구색을 위한 시간투자의향이 더 낮은 것으로 나타났다(연구 1). 또한, 행동 모드 소비자는 평가 모드(assessment mode) 소비자보다 두 제품 구색 중 하나를 선택할 때, 작은 제품 구색을 더 많이 선택하고, 작은 제품 구색에 대해 더 만족했다(연구 2). 제품 구색 크기 선호와 만족을 예측에 있어 소비자 조절지향방식의 중요성과 연구의 한계 및 향후 연구 방향, 학문적, 실무적 시사점을 중심으로 논의가 이루어졌다.
Abstract
This study was conducted to determine the effect of consumer regulatory mode on choice and satisfaction with a product assortment. Two studies were conducted. Study 1 examined the effect of regulatory mode on choice in small product assortments and willingness to invest time in large product assortments. Study 2 examined the effect of regulatory mode on preference and satisfaction with product assortment size. The results showed that locomotion mode consumers preferred to choose products from smaller assortments and were less willing to invest time in larger assortments (Study 1). In addition, when faced with a choice between two product assortments, locomotion mode consumers chose the smaller assortment more often and were more satisfied with the smaller assortment than assessment mode consumers (Study 2). Discussion centered on the importance of consumer regulatory mode in predicting assortment size preference and satisfaction, limitations of the study, future research directions, and academic and practical implications.
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