상품구색에 따른 선택어려움과 예상된 후회감이 구매연기의도에 미치는 영향
The Effects on Purchase Deferral of Choice Difficulty and Anticipated Regret on Assortment Size of Product
1
조회
0
다운로드
25
인용
0
참고문헌
키워드
초록
기업의 다양한 제품출시와 경쟁우위를 점하기 위한 노력에 의해 소비자는 구매시점에 고민해야 하는 대안이 너무 많아 어떤 상품을 사야할지 고민하는 소비자가 최근 늘고 있다. 많은 대안을 접한 소비자는 그 중에서 어떤 상품이 자신의 필요를 가장 잘 충족시켜 줄 수 있는지 몰라서 혹은 어떤 상품의 품질이 가장 좋은지 몰라서 구매를 연기하거나 포기하는 경우도 많다. 이러한 소비자의 구매연기와 관련한 선행연구에서 상당부분 그 원인이 규명되어지고 있지만, 여전히 소비자의 구매연기에 대한 설명은 부족하다. 이에 본 연구에서는 유통업체가 제공하는 상품구색에 대한 소비자의 평가가 선택의 어려움과 예상된 후회감과 같은 부정적 감정에는 어떤 영향을 미치는지, 그리고 이러한 선행변수가 소비자의 구매연기의도에 어떤 영향을 미치는지를 구체적으로 살펴보았다. 연구결과, 상품구색 평가가 선택의 어려움에 부(-)의 영향을 미치는 것으로 나타났으나, 예상된 후회감과 구매연기 의도에는 직접적인 영향을 미치지는 않았다. 본 연구의 가설과 마찬가지로 구매과정에서 선택의 어려움을 많이 경험할수록 예상된 후회감이 높은 것으로 나타났으며, 통계적으로도 유의하였다. 그러나 구매과정에서 선택의 어려움을 많이 느낄수록 구매연기 의도가 낮아질 것이라는 본 연구에서의 예상과 달리, 선택의 어려움은 구매연기의도에는 직접적인 영향을 미치지 않는 것으로 나타났다. 마지막으로 예상된 후회감이 구매연기 의도에 미치는 영향을 살펴본 결과, 기존연구 결과와 마찬가지로 예상된 후회감이 높을수록 구매연기의도도 높아지는 것을 알 수 있었다.
Abstract
Now days, more consumer can not choose a product which they want to buy than before, because there are larger assortments for their choice at the point of purchase. The reason is that many companies have launched variety new products for customer and for competitive advantage. So, many consumers defer or give up their purchase, because they don't know which one can give satisfaction with high quality for them and can satisfy their needs. And also, it is not enough to explain the cause of purchase deferral of consumer though several studies have found other reasons. So, at this research, we want to investigate that the effects on purchase deferral of choice difficulty about product assortment offer of distribution companies and anticipated regret on assortment size of product. The result support that the evaluation of product assortment size influence negatively the difficulty of choice. And the evaluation of product assortment size does not influence directly the anticipated regret and the intention of purchase deferral. The experience of choice difficulty can higher influence the anticipated regret. And it is same direction of the hypothesis of this study. Also, it is significant level statistically. At this research, researchers predicted that the more difficulty of choice can influence to reduce the intention of purchase deferral. But, it is false. At the result, the difficulty of choice does not influence directly the intention of purchase deferral. Lastly, like the precede studies, higher anticipated regret make the higher purchase deferral.
참고문헌 (46)
- 나준희, "구매의 변경가능성과 구매 의사결정의 심사숙고 정도가 구매제품의 만족에 미치는 영향", 소비자학연구, 16(3), pp.67~86 (2005), 한국소비자학회
- 이유재, "부정적 소비감정의 선행요인과 결과변수에 대한 연구 -후회감, 실망감을 중심으로", 소비자학연구, 16(4), pp.103~128 (2005), 한국소비자학회
- 하환호, "구매과정에서 느낀 선택의 어려움과 예상된 후회감이인터넷 쇼핑몰 이용고객의 만족과 충성도에 미치는 영향", 서비스경영학회지, 8(3), pp.85~107 (2007), 한국서비스경영학회
- 하환호, "상품구색의 크기와 브랜드 명성이 상품구색에 대한 평가와 구매결정에 미치는 영향", 상품학연구, 26(3), pp.39~48 (2008), 한국상품학회
- 하환호, "제품구색과 제품진열방식이 소비자의 점포 내 구매행동에 미치는 영향", 대한경영학회지, 22(3), pp.1427~1446 (2009), 대한경영학회
- Alba, Joseph W., "Dimensions of Consumer Expertise", Journal of Consumer Research, 13, pp.441~454 (1987)
- Babin, Barry J., "Work and", or Fun: Measuring Hedonic and Utilitarian Shopping Value, 1994, pp.20, 644~656
- Barsolou, Lawrence W., "Ideals, Central Tendency, and Frequency of Instantiation as Determinants of Graded Structure in Categories", Memory and Cognition, 11(3), pp.211~227 (1985)
- Betancourt, Roger, "Demand Complementarities, Household Production, and Retail Assortments", Marketing Science, 9(2), pp.146~161 (1990)
- Boatwright, Peter, "Reducing Assortment: An Attribute-Based Approach", Journal of Marketing, 65, pp.50~63 (2001)
- Broniarczyk, Susan M., "Consumers' Perceptions of the Assortment Offered in a Grocery Category: The Impact of Item Reduction", Journal of Marketing Research, 35, pp.166~176 (1998)
- Chernev, Alexander, "Product Assortment and Individual Decision Processes", Journal of Personality and Social Psychology, 85, pp.151~162 (2003)
- Chernev, Alexander, "When More is Less and Less is More: The Role of Ideal Point Availability and Assortment in Consumer Choice", Journal of Consumer Research, 30, pp.170~183 (2003)
- Chernev, Alexander, "Feature Complementarity and Assortment in Choice", Journal of Consumer Research, 31, pp.748~759 (2005)
- Chernev, Alexander, "Decision Focus and Consumer Choice among Assortments", Journal of Consumer Research, 33, pp.50~59 (2006)
- Chernev, Alexander, "Differentiation and Parity in Assortment Pricing", Journal of Consumer Research, 33, pp.199~209 (2006)
- Too Much of a Good Thing? Option Attractiveness and Assortment Choice, "Chernev, Alexander", Northwestern University, ~ (2006)
- Cristol, Steven M., "Simplicity Marketing" (2000), The Free Press
- Dhar, Ravi, "Consumer Preference for a No-Choice Option", Journal of Consumer Research, 24, pp.215~231 (1997)
- Dijksterhuis, Ap, "On Making the Right Choice: The Deliberation-Without-Attention Effect", Science, 311, pp.1005~1007 (2006)
- Greenleaf, Eric A., "Reasons for Substantial Delay in Consumer Decision Making", Journal of Consumer Research, 23, pp.186~199 (1995)
- Heath, Chip, "Mental Budgeting and Consumer Decisions", Journal of Consumer Research, 23, pp.40~52 (1996)
- Huffman, Chynthia, "Variety for Sale: Mass Customization or Mass Confusion", Journal of Retailing, 74(4), pp.491~513 (1998)
- Huffman, Cynthia D., "Knowledge and Context Effects on Typicality and Attitude Judgments", Advanced in Consumer Research, 17, pp.257~265 (1990)
- Hoch, Stephen J., "The Variety of an Assortment", Marketing Science, 18(4), pp.527~546 (1999)
- Iyengar, Sheena S., "When Choice is Demotivating: Can One Desire Too Much of a Good Thing", Journal of Personality and Social Psychology, 79, pp.995~1006 (2000)
- Kahn, Barbara E., "Modeling Choice Among Assortments", Journal of Retailing, 67(2), pp.274~299 (1991)
- Kahn, Barbara E., "The Influence of Assortment Structure on Perceived Variety and Consumption Quantities", Journal of Academy of Marketing Science, 30(4), pp.519~533 (2004)
- Lehmann, Donald R., "Customer Reactions to Variety: Too Much of a Good Thing", Journal of Academy of Marketing Science, 26(1), pp.62~65 (1998)
- Loken, Barbara, "Alternative Approaches to Understanding the Determinants of Typicality", Journal of Consumer Research, 17, pp.111~126 (1990)
- McAlister, Leigh, "A Dynamic Attribute Satiation Model of Variety-Seeking Behavior", Journal of Consumer Research, 9(1), pp.83~103 (1982)
- Median, Douglas L., "Concepts and Concept Formation", Annual Review of Psychology, 35, pp.113~138 (1984)
- Perkins, Steven W., "The Effects of Expertise on Preference and Typicality in Investment Decision Making", Advanced in Consumer Research, 17, pp.355~360 (1990)
- Ratner, Rebecca K., "Choosing Less-Preferred Experiences for the Sake of Variety", Journal of Consumer Research, 26, pp.1~15 (1999)
- Read, Daniel, "Diversification Bias: Explaining the Discrepancy in Variety Seeking between Combined and Separated Choices", Journal of Experimental Psychology: Applied, 1(1), pp.34~49 (1995)
- Roberts, John H., "Development and Testing of a Model of Consideration Set Composition", Journal of Marketing Research, 28, pp.429~440 (1991)
- Rosch Eleanor, "Cognitive Reference Points", Cognitive Psychology, 7, pp.573~605 (1975)
- Ross, William T., Jr., "Making Inferences about Missing Information: The Effects of Existing Information", Journal of Consumer Research, 19(1), pp.14~25 (1992)
- Schwartz, Barry, "The Paradox of Choice: Why More is Less" (2004), HarperCollins Publishers Inc
- Simonson, Itamar, "The Effects of Product Assortment on Buyer Preferences", Journal of Retailing, 73, pp.347~370 (1999)
- Tversky, Amos, "Choice under Conflict: The Dynamics of Deferred Decision", Psychological Science, 6, pp.358~361 (1992)
- Van Herpen, Erica, "The Variety of an Assortment: An Extension to the Attribute-Based Approach", Marketing Science, 21(3), pp.331~341 (2002)
- Van Herpen, Erica, "Anticipated Identification Costs: Improving Assortment Evaluation by Diagnostic Attributes", International Journal of Research in Marketing, 24, pp.77~88 (2007)
- Veryzer, Robert W. Jr., "The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs", Journal of Consumer Research, 24, pp.374~394 (1998)
- West, Patricia M., "Consumption Vocabulary and Preference Formation", Journal of Consumer Research, 23, pp.120~135 (1996)
- Yi, Youjae, "Revisiting Attribute Diagnosticity in the Context of Product Typicality", Psychology and Marketing, 13(6), pp.605~632 (1996)