소비욕망의 구매로의 전환기제 연구
A Study on the Transition Mechanism from Consumption Desire to Purchase
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This study analyzed the psychological process from consumption desire into purchase. For this purpose, I analyzed several theories and models on consumption desire and drew a model of transition from consumption desire to purchase. The desire-purchase model was structured by logical combination and application of cognitive dissonance theory and cognitive balance theory, after reflecting on the conflicts and dynamics in the existing theories concerning consumption desire. Cognitive dissonance could explain the conflict of consumption desire and consumption control. Heider's cognitive balance theory could explain the process and mechanism of how the conflict of cognitive dissonance status turns into well harmonized and balanced status through dynamic process. Specifically, this process of transition can be divided into two mechanism: purchasing facilitation and non-purchasing facilitation. Purchasing facilitation mechanism consists of the mechanism of strengthening consumption desire and the mechanism of weakening consumption control. Non-purchasing facilitationmechanism, on the other hand, consists of the mechanismof strengthening consumption control and the mechanism of weakening consumption desire. On the one hand, the former leads to purchasing by rationalizing and justifying consumption desire, and neutralizing and dissolving consumption control. While, the latter ends up with non-purchasing by emphasizing and awakening consumption control, and reducing consumption desire. The detailed results of the investigation show that the mechanism of strengthening consumption desire as a purchasing facilitator contains benefit-cost framing, necessity emphasis, entitlement,emphasis of ritual, and non-purchasing regret. The mechanism of weakening consumption control includes an emphasis on altruism, an emphasis on economy, price discount, and the disposal of existing consumption objects. The mechanism of strengthening consumption desire as a non-purchasing facilitation mechanism includes guilty feeling, purchasing regrets, control by others, conflict of purchasing list, emphasis on saving money, and monitoring of expenses. The mechanism of weakening consumption desire includes avoidance of stimulation, emphasis on practicality, purchasing of substitution, and distraction. The result of network analysis on network structure of purchasing transition mechanism showed that the network of purchasing facilitation mechanism simply had a single line structure while non-purchasing facilitation mechanism had relatively complicated spider web structure. This indicates that consumers can turn their consumption desires into purchase with one or two simple rationalization or justification, while the control of consumption desire requires various strategies at a time. This study has its significance in analyzing the essential causes that drive consumption and decision making process, starting from some fundamental and philosophical questions on consumer as a human being, by adopting the concept of consumption desire and applying into consumer studies. This study explained the fundamentals of desire toward consumption behavior and dynamic psychological process toward purchasing based on its in-depth investigation and research on human desire. In particular, this study adopted various consumer research techniques that can investigate depth psychology, so that it provides the basis for future researches on the motivations of consumption in depth. The Desire-purchase model that this study introduced is a consumer decision making model that considers both consumption desire and consumption control. This model provides logical reasoning on psychological complication and dynamic psychological process between consumption desire and consumption control based on the process where internal consumption desire turns into actual purchasing. Finally, this study will contribute to researches on consumer studies to find out consumption motivations and to widen research methods and subjects of consumer study as it tried to conceptualize and analyze the abstract concept of consumption desire objectively
Abstract
This study analyzed the psychological process from consumption desire into purchase. For this purpose, I analyzed several theories and models on consumption desire and drew a model of transition from consumption desire to purchase. The desire-purchase model was structured by logical combination and application of cognitive dissonance theory and cognitive balance theory, after reflecting on the conflicts and dynamics in the existing theories concerning consumption desire. Cognitive dissonance could explain the conflict of consumption desire and consumption control. Heider's cognitive balance theory could explain the process and mechanism of how the conflict of cognitive dissonance status turns into well harmonized and balanced status through dynamic process. Specifically, this process of transition can be divided into two mechanism: purchasing facilitation and non-purchasing facilitation. Purchasing facilitation mechanism consists of the mechanism of strengthening consumption desire and the mechanism of weakening consumption control. Non-purchasing facilitationmechanism, on the other hand, consists of the mechanismof strengthening consumption control and the mechanism of weakening consumption desire. On the one hand, the former leads to purchasing by rationalizing and justifying consumption desire, and neutralizing and dissolving consumption control. While, the latter ends up with non-purchasing by emphasizing and awakening consumption control, and reducing consumption desire. The detailed results of the investigation show that the mechanism of strengthening consumption desire as a purchasing facilitator contains benefit-cost framing, necessity emphasis, entitlement,emphasis of ritual, and non-purchasing regret. The mechanism of weakening consumption control includes an emphasis on altruism, an emphasis on economy, price discount, and the disposal of existing consumption objects. The mechanism of strengthening consumption desire as a non-purchasing facilitation mechanism includes guilty feeling, purchasing regrets, control by others, conflict of purchasing list, emphasis on saving money, and monitoring of expenses. The mechanism of weakening consumption desire includes avoidance of stimulation, emphasis on practicality, purchasing of substitution, and distraction. The result of network analysis on network structure of purchasing transition mechanism showed that the network of purchasing facilitation mechanism simply had a single line structure while non-purchasing facilitation mechanism had relatively complicated spider web structure. This indicates that consumers can turn their consumption desires into purchase with one or two simple rationalization or justification, while the control of consumption desire requires various strategies at a time. This study has its significance in analyzing the essential causes that drive consumption and decision making process, starting from some fundamental and philosophical questions on consumer as a human being, by adopting the concept of consumption desire and applying into consumer studies. This study explained the fundamentals of desire toward consumption behavior and dynamic psychological process toward purchasing based on its in-depth investigation and research on human desire. In particular, this study adopted various consumer research techniques that can investigate depth psychology, so that it provides the basis for future researches on the motivations of consumption in depth. The Desire-purchase model that this study introduced is a consumer decision making model that considers both consumption desire and consumption control. This model provides logical reasoning on psychological complication and dynamic psychological process between consumption desire and consumption control based on the process where internal consumption desire turns into actual purchasing. Finally, this study will contribute to researches on consumer studies to find out consumption motivations and to widen research methods and subjects of consumer study as it tried to conceptualize and analyze the abstract concept of consumption desire objectively
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