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환경의 질서(무질서)가 소비자의 자아고갈, 해석수준 및 제품 선택과 선호도에 미치는 영향

The Effects of Environmenal Orderliness on Cognitive Resource Depletion, Construal Levels, and Choices and Preferences of Products

이진용|룽광밍
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2020.10|상품학연구 (Journal of Product Research)|제38권 제5호|pp. 61-70|DOI 10.36345/kacst.2020.38.5.008

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참고문헌

키워드

의지력해석수준실행가능성자원고갈바람직성환경의 질서(무질서)
주제분류경영학

초록

본 연구는 환경이 사람들의 인지자원과 해석수준에 영향을 미치고 바람직성과 실행가능성이 높은 무료증정품을 포함한 패키지를 선택, 선호도에도 영향을 미치는 관계를 연구하였다. 사람들은 무질서 환경에서 질서 환경보다 자아고갈이 높아지고 해석수준이 낮아지기 때문에 바람직성이 높은 무료 증정품에 비해서 실행가능성이 높은 무료 증정품을 더욱 많이 선택하고 선호하였다. 질서 환경에서는 무질서 환경보다 자아고갈이 낮고 해석수준이 높아지기 때문에 실행가능성이 높은 무료 증정품 패키지에 비해 바람직성이 높은 무료증정품 패키지를 주로 선택하였고 선호하였다. 의지력의 조절효과에 의하여 무한 의지력 상황에서는 무질서 환경과 질서 있는 환경의 해석수준이 차이가 없기 때문에 실행가능성이 높은 무료 증정품 패키지에 대한 선호도가 약화되었고, 유한 의지력 상황에서만 무질서 환경은 인지적 자원이 고갈되면서 해석수준이 낮아지기 때문에 질서 있는 환경보다 실행가능성이 높은 무료증정품 패키지를 더 선호하였다. 본 연구의 실험은 자아통제 및 해석수준에 영향을 미치는 환경의 질서(무질서)과 의지력의 조절 효과를 살펴보았다. 분석 결과에 의하면 유한 의지력 조건에서 자아 조절 자원 및 해석수준의 차이에 의하여 무질서 환경과 질서 환경은 바람직성과 실행가능성이 높은 무료 증정품을 포함한 패키지에 대한 선호도가 유의한 차이가 나타났으나, 무한 의지력 조건에서 자아 조절 자원 및 해석수준의 차이가 없었고 바람직성과 실행가능성이 높은 무료 증정품을 포함한 패키지에 대한 선호도가 유의한 차이가 나타나지 않았다. 본 연구는 환경의 질서, 무질서의 효과가 해석수준을 매개로 하여 제품 선택와 선호도에 영향을 미친다는 사실을 살펴보았다는 차별적 기여도를 가지고 있다.

Abstract

This study investigates the effects of environmental orderliness on cognitive resource depletion, construal level and choices and preferences of products. Consumers in environmental disorder suffered from resource depletion, and were in low construal levels and, thus, chose and preferred feasibility free-gifts to desirability ones. In contrast, consumers in ordered environments did not suffer from resource depletion, and were in high construal levels and, thus, chose and preferred desirability free-gifts to feasibility ones. The beliefs about will power showed an moderation effect. Under the belief of limited will power, the same results were drawn. That is, disorder led to choices and preferences of feasibility products whereas orderliness led to opposite outcomes. The choices and preferences of feasibility products in the condition of environmental disorder were derived from cognitive resource depletion, and low construal levels but the choices and preferences of desirability products in the condition of environmental order were determined by low or no resource depletion, and high construal levels. However, the belief of unlimited will power diluted the differential effect s of environmental order vs. disorder on resource depletion, construal levels, and choices and preferences of products and did not show any statistical differences. This study examines the mediating effect of construal levels on choices and preferences of products unlike previous studies.

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