손실회피와 불확실성의 상호작용이 소비자의 이유기반 선택에 미치는 영향에 대한 연구
The Interaction Effect of Loss Aversion and Preference Uncertainty on Consumers' Adoption of Reason-Based Choice
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시장에 존재하는 수많은 제품들 중 어떤 것이 최선의 대안인지 소비자가 쉽게 판단하기 어려운 경우가 많다. 이와 같이 선호에 대한 불확실성이 높은 상황에서 소비자의 구매행동을 설명하기 위해 활용되는 대표적인 이론으로서 이유기반 선택(reason-based choice)이론이 있다(Shafir, Simonson, and Tversky 1993; Simonson 1989). 이 이론에 따르면 선호 불확실성이 높은 상황에서 소비자는 자신의 구매를 합리화시키기 가장 쉬운 대안을 선택하게 된다. 본 연구에서는 소비자의 손실회피(loss aversion) 성향(Tversky and Kahneman 1991)이 이유기반 선택에 어떤 영향을 미치는지에 대해서 살펴본다. 선호 불확실성이 높은 상황에서 굳이 하나의 대안을 선택할 필요가 없을 때 소비자는 선택 자체를 포기하거나 연기하기도 하는데(Dhar 1997; Tversky and Shafir 1992), 이유기반 선택 행동이나 선택 포기 행동 모두 소비자가 당면한 불확실성에서 발생하는 심리적 갈등을 회피하기 위해 활용하는 휴리스틱이다. 본 연구에서는 어떻게 손실회피 성향이 지각된 품질(효용) 불확실성과 결합하여 이유기반 선택행동을 일으키는지에 대한 이론적 및 실증적 분석을 제시한다. 이유기반 선택 행동에 대한 기존 연구 고찰에 기초하여 소비자가 이유기반 선택을 하는 정도를 측정할 수 있는 척도를 제시하고 있으며, 또한 구매의사결정과 관련된 불확실성과 손실회피를 간접적으로 측정할 수 있는 척도를 제시하고 있다. 제안된 척도를 활용한 분석을 통하여 지각된 불확실성과 손실회피의 상호작용이 이유기반 선택을 발생시키는 주요한 원인이 됨을 제시한다.
Abstract
One of the most widely applied theories for explaining consumers' choice behaviors in high preference uncertainty conditions is the theory of reason-bsed choice(Simonson 1989). The present study reviews previous literatures on reason-based choice and investigates the effect of loss aversion(Tversky and Kahneman 1991) on the reaon-based choice behaviors. When consumers have difficulties in identifying the best alternative in the choice set, they can adopt either the reason-based choice heuristics or no choice option(Tversky and Shafir 1992, Dhar 1997). Such choice behaviors are caused by consumers' high perceived uncertainty and the internal conflict arisen from the uncertainty. In the earlier part of the study, theoretical or mathematical analysis is provided and in the later part, an empirical analysis on how consumers' loss aversion can give rise to the attraction effect. Based on the previous studies on reason-based choice, this study present methods of measuring consumers' likelihood of adopting reason-based choice, consumers' perceived uncertainty and loss aversion. Based on these measures, the interaction effect of loss aversion and uncertainty is empirically investigated.
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