구매일기(逸機) 소비자의 무행동 선택이 후회감에 미치는 영향
A study of the Influence on Regrets by Consumer's Inaction
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초록
연구목적: 소비자들은 일생동안 다양한 제품과서비스를 구매하고 소비한다. 소비자 중에는 정상가격을 지불하고 구매를 하는 경우가 있는 반면에 가격할인을 통하여 동일제품 및 서비스를 구매하는 소비자도 있다. 소비자들은 구매를 한 후 사용하면서 후회를 느끼는 경우도 있지만 동일한 제품을 보다 더 저렴한 가격에 구입하지 못하여 후회하는 경우도 많다. 본 연구에서는 더 좋은 결과를 유발할 수 있었던 기회를 놓친 무행동을 보인 소비자가 후속의 동일제품 구매 상황에 직면했을 경우 제품유형과 조정초점에 따라 어떻게 달라지는가를 알아보고자 하였다. 연구 설계 및 방법론: 실험대상으로 소셜커머스를 이용한 경험이 있는 서울 소재의 대학생들을 대상으로 설문조사를 실시하였다. 본 실험은 한국외국어 대학교 이문동 캠퍼스의 대학생 및 대학원생을 표본추출방식으로 140명을 선정하여 2(제품유형: 쾌락적 vs 실용적) X 2(조절초점: 향상초점 vs 예방초점)의 집단 간 실험설계를 실시하였다. 분석 및 연구 결과: 제품유형(쾌락적/실용적)과 조절초점(향상/예방)의 조작을 총하여 후회감을 측정한 결과, 통상적으로 쾌락적 제품보다 실용적 제품에서 더 큰 후회감을 나타냈으며, 향상초점 소비자는 쾌락적 제품에서 후회를 많이 하는 반면에 예방초점 소비자는 실용적 제품에서 더 많이 후회를 하였다. 시사점 및 연구의 한계점: 제품유형과 조절초점에 따라 무행동 후회감의 크기가 달라 질 수 있다는 시사점을 제공하였다. 본 실험조작은 모두 시나리오 상황에서 이루어지고 있으며, 20대만을 피험자로 한 것이 한계점이다. 향후 연구방향: 본 연구에서는 무행동에 대한 후회감을 비교분석하였는데 소셜커머스에서 높은 가격할인에 행동을 한 후 더 높은 가격할인을 직면했을 경우 후회감의 차이가 본 연구의 경우와 유사하게 발생하는지 연구한다면 흥미로울 것이다. 공헌점: 기존연구들은 구매 후의 후회감을 통하여 구매의도에 겪는 것에 주로 초점을 맞추어 왔으나 본 연구에서는 더 좋은 결과를 유발할 수 있었던 기회를 놓친 무행동을 보인 소비자가 후속의 동일 제품구매 상황에 직면 했을 경우 제품유형과 조절초점에 따라 무행동 후회감 크기가 어떻게 달라지는가를 알아보고자 한 점에서 차별성을 갖는다.
Abstract
Purpose: This study attempts to examine when consumers, after inaction that resulted in losing opportunity to bring about better results, face a situation to purchase a same type of product later, how their feeling of regret about inaction varies in terms of their severity depending on product type and regulatory focus. Design/methodology/approach: This study is to investigate the influence of different product types and regulatory focus on the effect of inaction in high discount situation and an experiment with 2x2 factorial design by type of different product types and regulatory focus was performed. Out of 140 participants, 120 usable questionnaires were collected and analyzed. Results/findings: The subjects in general showed bigger regret about utilitarian products than hedonic products. promotion-focused consumers showed greater level of regret about hedonic products while prevention-focused consumers regretted more about utilitarian products. Research implications/limitations: This study is conceptually meaningful in presenting the effects of different product types (Indian food voucher for hedonic product and USB storage device for utilitarian product) to subjects and measured their feeling of regret after controlling regulatory focus (promotion/prevention). The limitations of this study is subject of the only 20s and based on scenario. Future work/research: Future study to figure out similarity of regrets when consumer face a situation to much higher discount from action will be interesting. Originality/value: Consequently this study has important implications in that it offered inaction regret's depth by different product types and controlling regulatory focus.
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