통제 결핍이 소비자 정보탐색 행동에 미치는 영향: 탐색 전 의사결정의 조절 효과를 중심으로
The Effect of Deprived Control on Consumer Information Seeking Behavior: The Moderating Role of Preceding Decision Tasks
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초록
통제감의 위협은 예측할 수 없는 상황에 부닥친 소비자가 흔히 느끼는 반응이다. 본 연구는 통제감을 위협받은 소비자가 더 많은 외부 정보를 탐색함으로써 보상통제를 추구하고, 이러한 정보탐색 행동이 탐색 전 노출된 선행과업의 유무에 따라 조절됨을 밝히고자 한다. 실험 연구를 통해 다음과 같은 결과를 발견하였다. 선행과업이 없는 상황에서 높은(vs. 낮은) 통제감 조건의 소비자들이 구매 전 단계에서 더 적은(vs. 많은) 외부 정보를 추구하는 비약적 결론 내리기 편향을 보이지만 이러한 현상은 선행과업이 있는 상황에서는 반대로 나타났다(가설 1). 또한, 인지적 노력이 보상통제를 추구하기 위한 동기적 목적이라면 낮은 통제감 조건에서 나타나는 체계적(vs. 휴리스틱) 정보처리가 시간이 지나도 지속될 것이라 예상하고 이를 확인하였다(가설 2). 본 연구는 낮아진 통제감을 보상해주는 상징성을 가진 상품 구매 선호도 변화를 밝히는데 머물러 있는 보상소비 연구 영역을 구매 전 단계에서 나타나는 정보탐색 행동으로 확장하였다는 의의가 있다. 본 연구의 이론 및 실무적 시사점, 한계점과 향후 연구과제 또한 토의하였다.
Abstract
Consumers commonly experience threats of personal control in unpredictable situations. The current study examines the effect of personal control threats on consumers’ effortful external information seeking behavior to restore their personal control is contingent on existence of preceding task. The experimental study found that, without preceding tasks, participants in high (vs. low) control condition seek for less (vs. more) external information which was often an evidence for jumping-to-conclusion bias. Yet the effect was moderated when participants were exposed to preceding tasks (H1). In addition, the effortful systematic (vs. heuristic) processing lasted long which suggested that this effect is activated by the compensatory goal (H2). This expands the scope of compensatory consumption literature from the investigation of symbolic meanings in product choices to the exploration of the pre-purchase information seeking behavior. The theoretical as well as managerial implications, limitations of the study and the directions for further studies were also discussed.
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