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판매원의 진정성이 고객 마음의 빗장을 열수 있는가?: 판매상황에서 판매원의 진정성과 고객의 심리적 저항감의 관계

Can a Salesperson’s Authenticity Open Customers’ Mind?: The Relationship between Salesperson’s Authenticity and Customer’s Psychological Reactance in a Selling Situation

김상희
한국소비자학회 (Korean Society Of Consumer Studies)|2016.10|소비자학연구 (Journal of Consumer Studies)|제27권 제5호|pp. 245-275

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참고문헌

키워드

진정성authenticity수용의도비언어적 커뮤니케이션언어적 커뮤니케이션nonverbal communicationpsychological reactanceadoption intentionverbal communication심리적 저항
주제분류경제학

초록

본 연구는 판매상황에서 고객의 심리적 저항감을 감소시킬 수 요소로 판매원의 진정성을 제시하고자 하며 판매원의 진정성을 높일 수 있는 요소로 언어적, 비언어적 커뮤니케이션을 제시하고자 한다. 판매상황에서 고객이 판매원의 설득을 저항감 없이 수용하도록 만드는 것은 기업측면에서 매우 중요하다. 이는 고객관점에서 판매원이 그들과 기업의 이익을 위해 설득하고 있다는 느낌을 주지 않으면서 자연스럽게 고객으로 하여금 판매원의 설득을 받아들이고 긍정적 반응으로 나아가도록 하기 때문이다. 본 연구는 판매상황에서 판매원의 커뮤니케이션이 판매원에 대한 고객의 지각된 진정성을 높이고 이러한 진정성이 고객의 심리적 저항감을 감소시켜 판매원의 설득을 수용할 가능성을 높인다는 것을 제시하고자 한다. 연구결과 첫째, 판매원의 언어적 커뮤니케이션은 고객의 지각된 진정성에 영향을 미치는 것으로 나타났다. 판매원의 비언어적 커뮤니케이션 중에서 신체언어, 공간적 행위, 의사언어는 진정성에 영향을 미치는 것으로 나타났고 신체적 외형은 고객의 지각된 진정성에 유의한 영향을 미치지 않는 것으로 나타났다. 이는 고객이 판매원의 진정성을 신체적 포즈, 적절한 공간, 목소리 톤, 발음 등을 통해 평가하지만 판매원의 외모, 옷차림과 같은 겉모습을 통해 평가하지 않는다는 것을 의미한다. 둘째, 고객의 지각된 진정성이 고객의 심리적 저항감을 감소시키는 것으로 나타났다. 이는 판매상황에서 판매원에 대한 고객의 지각된 진정성은 판매원의 설득에 대한 심리적 저항감을 감소시킨다는 것을 의미한다. 셋째, 심리적 저항감은 수용의도에 부정적 영향을 미치는 것으로 나타나 심리적 저항감이 높아지면 수용의도가 감소하고 반대로 심리적 저항감이 감소하면 수용의도가 증가한다는 것을 제시하고 있다. 이는 판매상황에서 고객의 수용의도를 높이기 위해서는 심리적 저항감을 감소시키는 것이 필요함을 의미한다. 넷째, 판매상황에서 고객의 지각된 진정성은 언어 고/비언어 고, 언어 저/비언어 고 집단이 높은 것으로 나타났고, 언어 고/비언어 저, 언어 저/비언어 저 집단은 유사한 것으로 나타났다. 이는 고객의 지각된 진정성은 언어적, 비어언적 커뮤니케이션에 대한 고객평가가 모두 높을 경우 가장 높지만 비록 언어적 커뮤니케이션에 대한 고객평가가 낮다 하더라도 비언어적 커뮤니케이션에 대한 평가가 높을 경우 지각된 진정성이 높아지는 것으로 나타나 비언어적 커뮤니케이션의 중요성을 제시하고 있다. 이러한 연구결과는 판매상황에서 상업적 설득이라는 고객의 부정적 인식을 감소시키고 고객마음의 빗장을 열기 위한 전략적 시사점을 제시하고 있다. 즉 의심 많은 고객의 닫혀있는 마음의 문을 열기 위해서는 진심이 필요하며, 이러한 진심이 겉으로 배어나와 고객을 감동시키고 궁극적으로 고객을 변화시킬 수 있는 중요한 요소임을 본 연구는 제시하고 있다.

Abstract

This study aimed to show that a salesperson's authenticity in a selling situation was a factor that could reduce customers' psychological reactance and consider verbal and nonverbal communication as a factor that could improve salespersons' authenticity. From a corporate viewpoint, it is very important to make customers adopt a salesperson's persuasion without reactance in a selling situation. This is because customers don't feel that the salesperson tries to persuade them for the benefit of the company and himself/herself but can naturally adopt the salesperson's persuasion and make positive reaction. This study aimed to show that a salesperson's communication in a selling situation could enhance customers' perceived authenticity of the salesperson and that the authenticity could reduce customers’ psychological reactance and make them adopt the salesperson's persuasion. This study pursues four main research objectives. First, it aimed to discuss how salesperson's verbal and nonverbal communication affected customers' perceived authenticity. Second, it aimed to determine how customers' perceived authenticity affected customers’ psychological reactance. While many companies of today try to persuade customers to make purchases, such a persuasion- based strategy can increase customers’ psychological reactance. Even if a company has a positive intention, customers can consider it profit-making corporate behavior, causing customers’ psychological reactance. In this situation, it is most of all important to discover the factors that can reduce psychological reactance. This study intended to present authenticity as one of the factors and discuss the fact that customers' perceived authenticity of a salesperson might be a factor that could reduce psychological reactance to persuasion. Third, it intended to determine the effects of psychological reactance on customers' adoption intention. In other words, it tried to determine if reducing psychological reactance through customers' perception of a salesperson's authenticity in a selling situation could enhance customers' intention to adopt the salesperson's persuasion. On this basis, it intended to discuss a strategic plan for enhancing the adoption intention of customers in a selling situation. Four, it aimed to determine the effects of a salesperson's verbal and nonverbal communication on customers' perceived authenticity. To do this, subjects were grouped on the basis of a combination of high/low verbal communication and high/low nonverbal communication to determine a group with a higher level of authenticity and develop a plan for enhancing customers' perceived authenticity. This study obtained the following results: First, salesperson's verbal and non-verbal communication was found to affect customers' perceived authenticity. This result implies that salespersons' communication is important factor which can enhance customers' positive responses Second, customers' perceived authenticity reduced their psychological reactance. This result implies that customers' perceived authenticity of a salesperson in a selling situation may reduce psychological reactance to the salesperson's persuasion. Third, psychological reactance negatively affected adoption intention: the more psychological reactance, the less adoption intention; the less psychological reactance, the more adoption intention. This result suggests the need to reduce psychological reactance with the objective of enhancing customers' adoption intention in a selling situation. Four, customers' perceived authenticity in a selling situation was higher in high-verbal/high-nonverbal and low-verbal/high-nonverbal groups and was similar between high-verbal/low-nonverbal and low-verbal/low-nonverbal groups. This result demonstrates that customers' perceived authenticity is at the highest level when they have a high opinion of both verbal and nonverbal communication but suggests the importance of nonverbal communication since customers' high opinion of nonverbal communication was found to enhance perceived authenticity although they had a low opinion of verbal communication. These results give strategic implications to reduce customers' negative perception of profit- making persuasion in a selling situation and open their mind. That is, this study suggests the need for authenticity to open the closed mind of skeptical customers and indicates that authenticity is an important factor that can give customers good impression and ultimately make them changed.

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