관계 발전 동기가 선물 구매 시 행동적 비용에 미치는 영향: 수혜자 지향성의 매개 및 연령의 조절 효과
How Motivation to Develop Relationships Affects Behavioral Costs in Gift Purchasing: The Mediating Role of Recipient Orientation and the Moderating Role of Age
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초록
선물을 주고받는 행위는 우리 삶 속에서 매우 빈번하게 발생하며, 주는 사람과 받는 사람의 관계를 복합적으로표현할 수 있는 상징적인 커뮤니케이션 수단으로 알려져 있다. 본 연구는 선물을 주는 사람이 상대방과의 관계를발전시키고자 하는 동기를 가질 때, 구매 과정에서 시간과 노력에 해당하는 행동적 비용을 더 지출하게 되는 효과를 탐구한다. 그리고 그 과정에서 선물을 주는 사람이 보이는 수혜자 지향성의 매개 효과와 연령의 조절 효과를 실증적으로 분석하였다. 첫 번째 실험에서는 재무적 비용이 제한된 상황에서 관계 발전 동기가 있을 때 사람들이 선물을 고르는 데 더 시간을 투자한다는 행동적 비용 증가 효과를 발견하였다. 더 나아가 관계 발전 동기가 행동적비용을 증가시키는 효과는, 선물 행위자들이 수혜자들의 니즈나 관심사를 고려하고 상대방의 상황에 더 적합한 선물을 찾고자 하는 수혜자 지향성으로 인한 것을 매개 효과 검증을 통해 발견하였다. 두 번째 실험에서는 심리적 비용과 관련하여 종속변수를 측정하고 연령의 조절 효과를 검증하였다. 구체적으로, 저연령층에서 관계 발전 동기가수혜자 지향성과 행동적 비용을 증가시키는 효과가 유의하게 나타났으나 고연령층에서는 해당 효과가 약화됨을 발견하였다. 본 연구는 행동적 비용과 수혜자 지향성의 개념을 구체화하고 실증 분석하여, 관계 발전 동기가 선물 행동에 미치는 영향을 보다 자세히 밝힌다는 점에서 선물 연구에 이론적 기여를 한다. 아울러 기업에서 선물을 구매하는 소비자에게 행동적 비용을 투자할 수 있도록 하는 효과적인 응대 방안을 탐색하거나, 행동적 비용을 표현할수 있는 선물 제품이나 프로모션을 기획하는 데 시사점을 제공할 수 있다는 점에서 실무적 의의를 지닌다.
Abstract
Gift-giving is a frequent and symbolically rich form of communication that reflects the complex relationship between the giver and the recipient. This study investigates the effect of relationship development motivation on the behavioral costs - such as time and effort - incurred by the gift-giver during the gift selection process. It also examines the mediating role of the giver’s recipient orientation and the moderating effect of age. In the first experiment, we found that when financial costs are fixed, individuals with a high motivation to develop the relationship tend to invest more time in choosing gifts, indicating an increase in behavioral costs. Further analysis revealed that this effect is mediated by recipient orientation, as gift-givers seek to select gifts that better match the recipient’s needs and interests. The second experiment extended the analysis by including psychic costs as dependent variables and examining the moderating effect of age. Specifically, the results showed that the effect of relationship development motivation on recipient orientation and behavioral costs is significant among younger individuals but weakens with age. This research contributes to the gift-giving literature by specifying and empirically analyzing the concepts of behavioral cost and recipient orientation, providing a more detailed understanding of how relationship development motivation influences gift-giving behavior. Moreover, it provides practical insights for businesses on how to better support consumers in making thoughtful gift choices and how to develop product and promotional strategies that highlight the importance of behavioral investments in gift-giving.
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