본문 바로가기
KERD
논문KCI 등재

창의적 소비효능감 척도 개발과 타당화

Scale Development and Validation of Creative Consumer Efficacy Scale

최민영|안서원|임혜빈|추호정|차경욱
한국소비자학회 (Korean Society Of Consumer Studies)|2016.06|소비자학연구 (Journal of Consumer Studies)|제27권 제3호|pp. 171-193

1

조회

0

다운로드

16

인용

0

참고문헌

키워드

자기효능감창의성validation타당화척도 개발scale developmentself-efficacycreativity창의적 소비creative consumption
주제분류경제학

초록

사회 전반에 거쳐 창의성에 대한 관심이 높아졌지만 소비와 관련된 창의성 연구는 매우 부족한 상황이다. 또한 기존 연구도 제약이 있는 환경에서 상황적으로 유발된 일시적인 창의적 소비에 대한 연구가 대부분이다. 본 연구에서는 보다 지속적으로 나타나는 창의적 소비에 대해 연구하기 위해 개인 창의성 모델의 주된 동기요인인 자기효능감에 대한 믿음에 주목하여 ‘창의적 소비효능감’ 개념을 제안하고 이 개념을 측정할 수 있는 척도 개발과 이에 대한 타당화 작업을 시도하였다. 기존 창의적 소비에 대한 이론적 개관 연구에 기초하여 창의적 산출물, 사고과정, 사람, 환경 측면에 자기효능감 개념을 접목하여 30개의 예비문항을 개발하고, 20~50대 성인들을 대상으로 온라인 조사를 실시하여 자료를 수집하였다. 탐색적, 확인적 요인분석 결과 19개 문항과 4개의 하위요인(독창적 사고 효능감, 용도확장 효능감, 문제해결 효능감, 방식다양화 효능감)으로 구성된 창의적 소비효능감 척도를 개발하였다. 본 척도의 타당화 작업을 위해 관련 척도(일반적 자기효능감, 창의적 자기효능감, 소비자혁신성향, 창의적 성격, 단어연상과제)와의 관계를 살펴보았고, 그 결과 본 척도의 수렴타당도와 변별타당도를 확보하였다. 본 척도의 추가적인 타당도 확보를 위해 필요한 추후 연구와 본 연구가 기여하는 바에 대해 논의하였다.

Abstract

Recently in Korea creativity has often been mentioned as a driving force of economic growth and as a result interest in creativity has been very high. However, there is not much research on consumer creativity, even though there are many successful cases where creative consumptions introduced by consumers have induced new product developments and increases in product sales. The current study aims to initiate a research program on consumer creativity by introducing the concept ‘creative consumer efficacy’ and to develop a scale to measure the concept and to validate the scale. We focus on this concept because belief in one’s ability to create something new and useful is one of the main motivational drivers of individual creativity. First, we define ‘creative consumer efficacy’ as ‘confidence in one’s ability to solve consumption related problems in an original and functional way, different from existing consumption usages or methods.’ Then, we made 30 preliminary test items by consulting on the theoretical review of creative consumption and the literature on self-efficacy. Creative consumption was reviewed in terms of four aspects, product, process, person and environment, and our test items were phrased as asking self-efficacy questions regarding the four aspects of creativity. The data were collected by online survey and 1091 adults aged from twenties to fifties participated, but the responses from 799 participants who completely answered the survey were used for data analysis. The data were randomly divided into two sets and exploratory and confirmatory factor analyses were carried out for each set. Based on the results of the factor analyses, 19 test items with a four factor solution were selected. The four factors are original thinking efficacy, usage expansion efficacy, problem solving efficacy, and method variation efficacy. To test the construct validity of the newly developed scale, we also measured related constructs such as general self-efficacy, creative self-efficacy, consumer innovativeness, creative personality, and associative thinking. The first four constructs were expected to be positively correlated with the creative consumer efficacy and its four factors and the results turned out as expected. As for associative thinking measured by Remote Associates Test(RAT) was expected to be unrelated to the creative consumer efficacy because the scale mostly measures divergent thinking of creativity, while RAT mostly measures convergent thinking of creativity. The results turned out as predicted as well. In addition to the correlational analyses, we divided the participants into two groups, innovators and adaptors, based on the score of consumer innovativeness measured by the Kirton Adaptation-Innovation Inventory and compared the averages of the creative consumer efficacy scale of the two groups. The two groups showed significant differences in the whole scale and the four factors. All these results validate the construct validity of the scale. With this new scale, further studies can be followed. First, we need to validate the scale with additional studies and to find out precedent factors affecting the creative consumer efficacy and subsequent effects resulting from it. In the current study, we focused on the original and functional aspects of creativity, but we can broaden the scope of creativity including aesthetic aspect of creativity as well. In the future, we hope our study to be a catalyst activating research on consumer creativity.

참고문헌 (52)

  1. 강승숙, "충동구매경향성에 따른 소비자의 혁신성향과 정보탐색행위에 관한 연구", 석사, 심리학, pp.2001
  2. 구혜경, "“소비자 - 기업 협력”에 대한 탐색적 연구: 소비자 참여 마케팅 활동 사례의 비판적 고찰", 소비자학연구, 20(3), pp.99~133 (2009), 한국소비자학회
  3. 김아영, "학업적 자아효능감 척도 개발 및 타당화 연구", 교육학연구, 39(1), pp.95~123 (2001)
  4. 김아영, "자기효능감과 측정", 한국 산업 및 조직심리학회 동계학술발표대회, pp.51~64 (1995)
  5. 오인수, "일반적 자기효능감: 개념, 측정관련 이슈와 인적자원관리 측면의 시사점", 한국심리학회지: 산업 및 조직, 15(3), pp.49~72 (2002), 한국산업및조직심리학회
  6. 정 욱, "자존감의 기능에 대한 문화비교적 조명", 석사, 심리학, pp.2004
  7. 최인수, "한국인의 창의성에 대한 암묵적 이론 척도 개발", 한국심리학회지: 사회및성격, 28(1), pp.27~47 (2014), 한국사회및성격심리학회
  8. Alba, Joseph W., "Dimensions of Consumer Expertise", Journal of Consumer Research, 13, pp.411~454 (1987)
  9. Amabile, Teresa M., "The Social Psychology of Creativity: A Componential Conceptualization", Journal of Personality and Social Psychology, 45(2), pp.357~376 (1983)
  10. Bandura, Albert, "Self-Efficacy: Toward a Unifying Theory of Behavioral Change", Psychological Review, 84(2), pp.191~215 (1977)
  11. Bandura, Albert, "Self-Efficacy Mechanism in Human Agency", American Psychologist, 37(2), pp.122~147 (1982)
  12. Bandura, Albert, "Self-Efficacy: The Exercise of Control" (1997), Freeman
  13. Basadur, Min, "Measuring Divergent Thinking Attitudes Related to Creative Problem Solving and Innovation Management", Creativity Research Journal, 9(1), pp.21~32 (1996)
  14. Bentler, Peter M., "Comparative Fit Indexes in Structural Models", Psychological Bulletin, 107, pp.238~246 (1990)
  15. Bentler, Peter M., "Significance Tests and Goodness of Fit in the Analysis of Covariance Structures", Psychological Bulletin, 88, pp.588~606 (1980)
  16. Besemer, Susan, "Analyzing Creative Produces: Refinement and Test of a Judging Instrument", Journal of Creative Behavior, 20(2), pp.115~126 (1986)
  17. Betz, Nancy E., "Evaluation of a Short Form of the Career Decision-Making Self-Efficacy Scale", Journal of Career Assessment, 4, pp.47~57 (1996)
  18. Boden, Margaret A., "Dimensions of Creativity", pp.78~117 (1994), A Bradford Book
  19. Browne, Michael W., "Testing Structural Equation Models" (1993), Sage
  20. Burroughs, James E., "Exploring Antecedents and Consequences of Consumer Creativity in a Problem-Solving Context", Journal of Consumer Research, 31(3), pp.402~411 (2004)
  21. Burroughs, James E., "Handbook of Consumer Psychology", pp.1011~1038 (2008), Psychology Press
  22. Chen, Gilad, "Validation of a New General Self-Efficacy Scale", Organizational Research Methods, 4, pp.62~83 (2001)
  23. Eastin, Matthew S., "Internet Self-Efficacy and the Psychology of the Digital Divide", Journal of Computer-Mediated Communication, 6 (2000)[DOI]
  24. Engeset, M. Gundersen, "Consumer Creativity During Unconstrained Consumption Tasks", Advances in Consumer Research, 37, pp.793~795 (2010)
  25. Finke, Ronald A., "Creative Cognition: Theory, research, and applications" (1992), MIT Press
  26. Ford, Cameron M., "A Theory of Individual Creative Action in Multiple Social Domains", Academy of Management Review, 21, pp.1112~1142 (1996)
  27. Gist, Marilyn E., "Self-Efficacy: A Theoretical Analysis of Its Determinants and Malleability", The Academy of Management Review, 17(2), pp.183~211 (1992)
  28. Gough, Harrison G., "The Adjective Check List Manual" (1983), Consulting Psychologists Press
  29. Guilford, J. Paul, "The Structure of Intellect", Psychological Bulletin, 53, pp.267~293 (1956)
  30. Guilford, J. Paul, "A Sixty-Year Perspective on Psychological I Measurement", Applied Psychological Measurement, 9, pp.341~349 (1985)
  31. Hirschman, Elizabeth C., "Aesthetics, Ideologies and the Limits of the Marketing Concept", The Journal of Marketing, 47, pp.45~55 (1983)
  32. Isaksen, Scott G., "Adaptation-Innovation and the Torrance Tests of Creative Thinking: The Level-Style Issue Revisited", Psychological Reports, 63, pp.659~670 (1988)
  33. Kellogg, Ronald, "Fundamentals of Cognitive Psychology" (2007), Sage Publications
  34. Kirton, Michael, "Adaptors and Innovators: A Description and Measure", Journal of Applied Psychology, 61, pp.622~629 (1976)
  35. Kumar, V. K., "The Creativity Styles Questionnaire-Revised", Creativity Research Journal, 10(1), pp.51~58 (1997)
  36. "Korean Adaptation of the General Self-Efficacy Scale" (1994)[URL]
  37. Mednick, Sarnoff A., "The Associative Basis of the Creative Process", Psychological Review, 69, pp.220~232 (1962)
  38. Mendelsohn, Gerald A., "Associative and Attentional Processes in Creative Performance", Journal of Personality, 44, pp.341~369 (1976)
  39. Prahalad C. K., "Co-Creation Experiences: The Next Practice in Value Creation", Journal of Interactive Marketing, 18(3), pp.5~18 (2004)
  40. "Generalized Perceived Self-Efficacy Scale" (1993)[URL]
  41. Shelton, Suzanne H., "Developing the Construct of General Self-Efficacy", Psychological Reports, 66, pp.987~994 (1990)
  42. Sherer, Mark, "The Self-Efficacy Scale: Construction and Validation", Psychological Reports, 51, pp.663~671 (1982)
  43. Steiger, James H., "Statistically Based Tests for the Number of Common Factors", Annual Meeting of the Psychometric Society, 758 (1980)
  44. Sternberg, Robert J., "The Nature of Creativity: Contemporary Psychological Perspectives", pp.125~147 (1988), Cambridge University Press
  45. Sternberg, Robert J., "A Propulsion Model of Types of Creative Contributions", Review of General Psychology, 3(2), pp.83~10 (1999)
  46. Taylor, William G. K., "The Kirton Adaptation-Innovation Inventory: Should the Sub-Scales be Orthogonal?", Personality and Individual Difference, 10, pp.921~929 (1989)
  47. Tierney, Pamela, "Creative Self-Efficacy: Its Potential Antecedents and Relationships to Creative Performance", The Academy of Management Journal, 45(6), pp.1137~1148 (2002)
  48. Ward, Thomas B., "Handbook of Creativity", pp.189~212 (1999), Cambridge University Press
  49. Weiner, Bernard, "An Attributional Theory of Achievement, Motivation and Emotion", Psychological Review, 92, pp.548~573 (1985)
  50. Weisberg, Robert W., "Handbook of Creativity", pp.226~250 (1999), Cambridge University Press
  51. Weisberg, Robert W., "Creativity: Understanding Innovation in Problem Solving, Science, Invention, and the Arts" (2006), John Wiley & Sons
  52. Whitty, Monica T., "Online Recreation: The Relationship Between Loneliness, Internet Self-Efficacy and The Use of the Internet for Entertainment Purpose", Computers in Human Behavior, 23, pp.1435~1446 (2007)

관련 논문AI추천

창의적 소비효능감 척도의 타당도 재검증: 창의성 과제 평가와 과제 제약의 효과안서원, 차경욱, 추호정한국소비자학회 · 소비자학연구2018 · 제29권 제1호대학생용 창의적 자기효능감 척도의 개발과 타당화조한익, 하유경한국심리학회산하학교심리학회 · 한국심리학회지:학교2016 · 제13권 제1호성인 창의적 자기효능감 측정 도구 개발 및 타당화신명미, 이경화, 추진희영재교육연구소 · 교육과 학습: Global Creative Leader2022 · 제12권 제3호창의적 자기신념 척도의 개발 및 타당화박은지, 최인수한국창의력교육학회 · 창의력교육연구2020 · 제20권 제3호창의적 매장 디스플레이가 창의적 소비행동에 미치는 영향: 창의적 소비효능감의 매개 효과를 중심으로안서원, 이하경, 추호정한국소비자학회 · 소비자학연구2018 · 제29권 제4호창의적 소비효능감이 창의적 소비의도에 미치는 영향: 가치 지각의 매개 효과와 손재주 효능감의 조절된 매개효과안서원, 임혜빈한국소비자학회 · 소비자학연구2020 · 제31권 제1호

이 간행물의 다른 논문 (10건)

소비자 관점의 이슈 발굴을 통한 친환경 에너지로의 소비전환 방안 연구 - 천연가스 소비를 중심으로 -정순희, 신민경, 임은정, 이희진pp. 1-23일관성 욕구가 소비자의 구전 후 태도변화에 미치는 영향: 만족에 대한 귀인과 추천보상의 역할박기경, 류강석pp. 25-46명화차용 효과의 체계적인 연구를 위한 미술 교과서 분석 및 차용된 명화 사조와 시장노출빈도가 명화차용효과에 미치는 영향주재우, 이연준, 정보희pp. 47-76발신자 및 수신자의 이미지 일치성에 따른 구전동기에 관한 연구이형탁, 김경호pp. 77-101메시지 프레이밍에 따른 온라인 양면구전의 소비자 태도효과: 사고방식유형의 조절 및 리뷰신뢰의 매개효과박현희, 전중옥pp. 103-124
원문 보기