부정적 소비경험에서 놀라움과 화 그리고 재구매의도 간의 관계
The Relationship among Surprise, Anger, and Repurchase Intentions in a Negative Consumption Experience
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초록
본 연구는 소비자의 부정적 소비경험에서 발생할 수 있는 놀라움과 화(anger) 그리고 재구매의도 간의 관계를 다룬다. 긍정적 소비경험에서 놀라움과 기쁨(delight) 간의 관계를 다룬 선행 연구는 있었으나, 본 연구는 이를 부정적인 소비경험으로 확장한 것이다. 시나리오를 통하여 놀라움과 소비 경험을 조작하고 수집된 데이터를 분석한 결과, 놀라움은 부정적 소비경험에서 발생하는 부정적인 감정을 증폭시켜서, 소비자는 놀라움이 클 때 놀라움이 작을 때보다 더 큰 화를 느끼고 더 낮은 재구매의도를 보이는 것으로 나타났다. 또한 놀라움이 재구매의도에 미치는 영향은 화에 의해서 매개됨을 발견하였다. 그리고 이러한 관계는 제품의 종류에 따라 달라졌는데, 긍정적 소비 경험의 경우와 달리, 효용적 편익 제품일 때 쾌락적 편익 제품일 때보다 더욱 크게 나타났다.
Abstract
This research investigates the relationship among surprise, anger, and repurchase intentions in a negative consumption experience. It extends previous research which examined the relationship in a positive consumption experience into a negative one. We collected data by manipulating surprise and consumption experiences through scenarios. Consistent with previous research, the results show that surprise indeed amplifies the negative emotions resulting in greater anger and lower repurchase intentions when surprise is accompanied by a negative consumption experience. We also find that anger mediates the relationship between surprise and repurchase intentions. Finally, the results reveal that product type moderates the relationship in such a way that greater anger and lower repurchase intentions occur with utilitarian benefits rather than with hedonic benefits which is opposite to the case of positive consumption experience.
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