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사회적 지지가 목표달성 의도에 미치는 영향: 판촉 보상물 획득 과정을 중심으로

The Effect of Social Support on Goal Attainment Intention: Focusing on the Process of Sales Promotional Reward Redemption

박세범|정난희
한국소비자학회 (Korean Society Of Consumer Studies)|2019.06|소비자학연구 (Journal of Consumer Studies)|제30권 제3호|pp. 1-26|DOI http://dx.doi.org/10.35736/JCS.30.3.1

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사회적 지지책임감Social SupportAccountabilityPressure압박감지각된 진정성사회적 친밀함목표달성 의도Social IntimacyGoal Attainment IntentionPerceived Sincerity
주제분류경제학

초록

매년 연말 다양한 커피전문점에서는 일정 수 이상의 음료를 마시면 새해 다이어리를 제공하는 프로모션을 실시하 고 있다. 이때 스타벅스 다이어리를 받기 위해 노력하는 소비자의 경우 주변 친구들로부터 도움을 받는 동시에 온 라인상에서 교환 혹은 나눔 등의 사회적 도움을 받음으로써 목표를 달성하고 있는 현상을 발견할 수 있었다. 따라 서 본 연구는 스타벅스 다이어리 프로모션 상황에서 사회적 지지가 목표달성 의도에 미치는 영향 및 세 매개변수의 효과를 규명하고자 하였다. 구체적으로 한 개인이 사회적 관계로부터 얻을 수 있는 모든 긍정적 자원을 의미하는 사회적 지지를 본 연구에서는 사회적 지지의 친밀함 정도(친한 친구 vs. 타인)로 구분해 사회적 지지가 목표달성 의도에 영향을 미친다고 제안하고 두 번의 실험을 통해 이를 입증하였다. 실험 1의 결과에 따르면, 친한 친구로부터 목표달성을 위한 도움을 받는 경우 타인(마케터)으로부터 도움을 받을 때에 비해 목표달성 의도를 더 높게 평가하고 있었다. 그리고 사회적 지지가 목표달성 의도에 미치는 영향에 대해 지각된 진정성, 책임감, 압박감의 매개효과를 검증했다. 다음으로 실험 2는 지지자 수의 조절적 역할을 살펴보고자 사회적 친밀함 정도에 따른 사회적 지지를 친한 친구와 온라인 커뮤니티 멤버로 구분하여 목표달성 의도에 미치는 차별적 영향을 검증하였다. 실험 결과, 한 명으로부터 사회적 지지를 받는 경우 친한 친구로부터 사회적 지지를 받 을때온라인커뮤니티멤버조건에비해목표달성의도를더높게평가했다. 반면다수로부터사회적지지를받는 경우 친한 친구와 타인(온라인 커뮤니티 멤버), 즉 친밀함 정도에 상관없이 목표달성 의도를 높게 평가했다. 결과적 으로 본 연구는 사회적 지지에 따라 목표달성 의도가 달라질 수 있음을 입증하였으며, 소비자들의 성공적인 목표달 성을 위한 사회적 지지의 시사점을 제시하였다.

Abstract

The purpose of this study is to examine the effect of social support on goal attainment intention in the context of the Starbucks Planner promotion and to find the mediating role of perceived sincerity, accountability and pressure. To test our predictions, we conducted two experiments in which consumers were asked to indicate their intention to redeem the Starbucks Planner when social support was obtained from people with different degrees of social intimacy (close friends, Starbucks marketer, or control group) (experiment 1), and when both the degree of social intimacy (more intimate close friends vs. less-intimate online community members) and the number of supporters (one or three) were varied (experiment 2). The results of experiment 1 demonstrated that consumers who received social support from close friends exhibited higher goal attainment intention than those who received social support from the Starbucks marketer. In addition, we found that perceived sincerity, accountability, and pressure mediated the effect of social support on goal attainment intention. The findings of experiment 2 further revealed a significant interaction between the degree of social intimacy and the number of supporters. First, consumers who received social support from close friends relative to online community members indicated higher goal attainment intention, replicating the results of experiment 1. Second, the results of experiment 2 showed that consumers who received social support from many people exhibited higher goal attainment intention regardless of whether such social support was provided by more- or less-intimate supporters. However, consumers revealed greater goal attainment intention when such social support was provided by one more-intimate close friend rather than one less-intimate online community member. Overall, the current research offers novel insights into the important role of social support in developing more favorable goal attainment intention and ways to facilitate the process of gaining and providing such social support in the context of sales promotional reward redemption.

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