소비 목표와 자아 해석이 구색 크기 선호에 미치는 효과
Effects of Consumption Goal and Self-Construal on Assortment Size Preferences
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본 연구는 소비자들이 갖고 있는 소비 목표와 자아해석이 구색 크기의 선호에 미치는 영향을 조사하였다. 이전의 연구는 큰 구색(vs. 작은 구색)의 바람직함에 주목하여서 큰 구색(vs. 작은 구색)의 선호를 예상해왔으나, 최근의 연구는 큰 구색(vs. 작은 구색)이 제공하는 의사결정의 어려움으로 인해 소비자들이 오히려 작은 구색(vs. 큰 구색)을 더 선호할 수 있음을 보여주었다. 본 연구에서는 이러한 두 가지의 상반되는 예측들을 소비 목표와 자아해석을 통해 설명하고자 한다. 소비자가 제품 구매를 위해 가질 수 있는 목표를 쾌락적 목표와 실용적 목표로, 소비자가 사회적 맥락에서 자아를 어떻게 해석하는가에 따라 독립적 자아해석과 상호의존적 자아해석으로 분류하고, 다음과 같은 가설들을 설정하였다. 소비자가 쾌락적(vs. 실용적) 소비 목표를 가지고 있을 경우 큰 구색(vs. 작은 구색)을 더 선호할 것이고, 이러한 효과는 큰 구색(vs. 작은 구색)이 제공하는 의사결정의 바람직함(vs. 어려움)의 상대적 중요도에 의해 매개될 것이다. 또한 소비 목표가 쾌락적(vs. 실용적)인 소비자일 경우, 그리고 자아해석이 독립적(vs. 상호의존적)인 소비자일 경우 감성(vs. 인지)에 기반한 의사결정 모드를 더 활성화할 것이지만, 서로 다른 활성화 과정으로 인하여 소비 목표와 자아해석이 의사결정 모드의 유발에 미치는 효과는 서로 독립적일 것이다. 마지막으로, 소비 목표와 자아해석이 구색 크기 선호에 미치는 효과는 서로 독립적이고, 서로 다른 매개 경로가 발생할 것이다. 가설 검증을 위해 아이스크림 상점을 대안으로 활용하여 두 차례의 실험을 실시했다. 2(소비 목표: 쾌락 vs. 실용) x 1의 집단 간 요인 설계를 이용한 실험 1을 통해, 쾌락적(vs. 실용적) 소비 목표의 조건에서 큰 구색(vs. 작은 구색)이 더 선호되고, 이 효과는 의사결정의 바람직함(vs. 어려움)의 상대적 중요도에 의해 매개되는 것을 확인하였다. 실험 2에서는 2(소비 목표: 쾌락 vs. 실용) x 2(자아해석: 독립적 vs. 상호의존적)의 집단 간 요인 설계를 이용했다. 결과 분석을 통해, 소비 목표와 자아해석이 의사결정 모드의 유발에 있어 독립적 역할을 하고, 쾌락적(vs. 실용적) 소비 목표 조건과 독립적(vs. 상호의존적) 자아해석 조건 하에서 감성(vs. 인지)에 기반한 의사결정이 더 유발되는 것을 확인하였다. 뿐만 아니라, 소비 목표와 자아해석은 구색 크기 선호에 있어서도 독립적인 역할을 하고, 여기서 소비 목표 효과는 의사결정 모드와 바람직함(vs. 어려움)의 상대적 중요도에 의해 각각 직접적으로 매개되는데 반해서, 자아해석 효과는 의사결정 모드를 직접적으로 거쳐서 혹은 의사결정 모드와 바람직함(vs. 어려움)의 상대적 중요도를 순차적으로 거쳐 매개되는 것을 확인하였다. 마지막으로 본 연구를 통한 이론적, 실무적 시사점을 밝히고, 연구의 한계점과 미래의 연구 방향을 제시하였다.
Abstract
This research examines the effects of consumption goal and self-construal on the consumers’ preference for assortment size. Previous research has suggested consumers’ preference for larger(vs. smaller) assortments because having a larger number of options to choose from can increase desirability of the larger assortment. On the other hand, recent research has shown that consumers can prefer rather smaller assortment by focusing on larger assortment’s feasibility(i.e., the difficulty of choosing from a large set) compared to larger one’s desirability. In this context, this research will explain the conflicts among those predictions through consumption goals and self-construals. Categorizing consumption goals as hedonic and utilitarian and self-construals as independent and interdependent, the following hypotheses are proposed. First, we predict that consumers with hedonic(vs. utilitarian) consumption goals will prefer larger(vs. smaller) assortments, and this effect will be mediated by the relative importance of desirability(vs. difficulty) of decision making. We also predict that consumers will use feeling- based(vs. reason-based) decision making mode when their consumption goal is hedonic(vs. utilitarian) and when self-construal is independent(vs. interdependent), but these effects will be occurred independently because of their different activation procedures. Lastly, it is expected that the effects of consumption goal and self-construal on preference for assortment size will be independent of each other with the different mediation pathways. To test our hypotheses, we conducted two experiments. The results of experiment 1, achieved by using a 2 (consumption goal: hedonic vs. utilitarian) x 1 between-subjects design, supported our predictions that larger(vs. smaller) assortments are preferred in hedonic(vs. utilitarian) consumption goal’s condition, and this effect is mediated by the relative importance of desirability (vs. difficulty) of decision making. In experiment 2, we used a 2(consumption goal: hedonic vs. utilitarian) x 2(self-construal: independent vs. interdependent) between-subjects design and the results confirmed that consumption goal and self-construal independently affect relative reliance on feelings versus reasons in decision making. Under the hedonic(vs. utilitarian) consumption goal condition and the independent(vs. interdependent) self-construal condition, participants tended to make feeling-based(vs. reason-based) decision. Moreover, it is revealed that consumption goal and self-construal play independent roles in preference for assortment size. Specifically, the consumption goal effect was directly and respectively mediated by decision making mode and the relative importance of desirability(vs. difficulty), whereas the self-construal effect was directly mediated by decision making mode or sequentially mediated by decision making mode and the relative importance of desirability(vs. difficulty). Finally, we discuss the theoretical and managerial implications of our findings and provide the limitations and directions for the future research.
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