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전염병 위협이 물리적 제품(vs. 디지털 제품)의 상대적 선호에 미치는 영향

The Impact of the Threat of Contagious Disease on Preferences for Physical Goods(vs. Digital Goods)

김채영
한국소비자학회 (Korean Society Of Consumer Studies)|2023.10|소비자학연구 (Journal of Consumer Studies)|제34권 제5호|pp. 45-66|DOI http://dx.doi.org/10.35736/JCS.34.5.3

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참고문헌

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통제감psychological ownershipsense of controlcontagious disease전염병 위협제품 형태(물리적 제품 vs. 디지털 제품)심리적 소유통제 보상product formats(physical goods vs. digital goods)compensatory control
주제분류경제학

초록

흑사병과 천연두에서부터 코로나19에 이르기까지, 인간은 긴 역사 동안 언제나 전염병에 노출되어 왔다. 본 연구는 전염병이 인간의 존재론적 안전을 훼손하는 외부적인 불확실함이라는 데 집중하여, 소비자의 제품 의사결정에어떠한 영향을 미치는지를 조사하고자 한다. 먼저, 전염병 위협 하에서 통제의 결핍을 경험하는 소비자들은 이를 보상하기 위한 후속적인 행동을 취하게 된다. 이때 상이한 형태를 가진 두 가지 제품이 주어질 경우, 소비자들은 본인의통제감을 보상해줄 수 있는 물리적 제품(vs. 디지털 제품)을 상대적으로 더 선호할 것이라 예상한다(H1 및 H2). 더 나아가, 전염병으로 인한 심리적 결핍은 소비자의 내부적인 자원을 통해서도 해소할 수 있다. 본 연구에서는 소비자의 심리적 소유가 그 역할을 할 것이라고 보고, 전염병 위협에 따른 제품 형태의 비대칭적 선호에 대한 조절효과를 확인하고자 한다(H3). 가설 검증을 위해, 두 가지 실험을 활용하였다. 실험1에서는 3요인(전염병 vs. 통제 vs. 비전염병) 설계를 통해전염병 위협이 제품 형태 선호에 미치는 영향(H1)과 통제감을 통한 매개효과(H2)를 확인하고, 대안적 설명을 배제하였다. 실험2에서는 2(전염병 vs. 통제) × 2(소유 vs. 기본) 설계를 통해 심리적 소유의 조절적 역할(H3)을확인하였다. 마지막으로, 본 연구를 통해 얻을 수 있는 다양한 이론적 및 실무적 시사점들을 제시하였다.

Abstract

From the Black Death to COVID-19, humans have been exposed to contagious diseases throughout their long history. Postulating that contagious diseases are external uncertainties that undermine ontological security, the current research investigates how they affect consumer decision-making. Under the threat of contagious diseases, consumers experience control deprivation and exhibit subsequent compensatory behaviors. In this context, when two products with different formats are presented, consumers are expected to relatively prefer physical goods(vs. digital goods) that can compensate for their lack of control(H1 and H2). This research further builds on this conceptualization to identify consumer internal resources through which these preference differences might be eliminated. Specifically, it is expected that the effects of the threat of contagious diseases are attenuated when psychological ownership, which internally restores the sense of control, is activated(H3). Results from two experiments provide support for the hypotheses. Study 1 employed a threefactor design(contagious disease vs. control vs. non-contagious disease) to not only examine the effects of contagious diseases on asymmetric preferences for product formats(H1) and the mediation by the sense of control(H2) but also to rule out an alternative explanation. Study 2 employed a 2(contagious disease vs. control) × 2(ownership vs. baseline) between-subjects design to examine the moderating effect of psychological ownership(H3). Thus, this research provides novel insights into consumer research by contributing to the literature on contagious diseases, the sense of control, and product formats.

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