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선택연기에 있어 가용성 및 확인편향의 조절역할

A Moderating Role of Availability and Confirmation Biases in Choice Deferral

류가연|손용석
한국소비자학회 (Korean Society Of Consumer Studies)|2014.08|소비자학연구 (Journal of Consumer Studies)|제25권 제4호|pp. 205-228

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참고문헌

키워드

확인편향confirmation bias선택의 어려움choice difficultypreference uncertainty선택연기가용성편향선택대안의 수선호의 불확실성hoice deferralavailability biasnumber of choice alternatives
주제분류경제학

초록

본 연구는 선택연기에 있어 가용성편향(이상점의 가용성이 있는 소비자 vs. 이상점의 가용성이 없는 소비자)과 확인편향(확인편향이 있는 소비자 vs. 확인편향이 없는 소비자)의 조절역할을 분석하기 위해, 소비자들이 친숙하고 실생활에서 자주 경험하는 모바일 영화선택을 사례로 실증연구를 진행하였다. 실험 1에서는 모바일 영화예매 시 선택대안의 수가 선택연기에 미치는 영향을 구조적으로 이해하기 위해 선택의 어려움의 매개역할과 가용성편향(이상점의 가용성이 있는 소비자 vs. 이상점의 가용성이 없는 소비자)의 조절역할을 분석하였다. 실험 2에서는 모바일 영화예매 시 매력적 속성정보와 선택연기 간에 확인편향(확인편향이 있는 소비자 vs. 확인편향이 없는 소비자)의 조절역할뿐만 아니라 선호의 불확실성과 확인편향의 매개된 조절효과를 분석하였다. 실험결과, 실험 1에서 소비자는 선택대안이 증가함에 따라 구매할 확률을 높이다가, 어느 수준 이상의 선택대안의 증가에 대해서는 선택의 어려움을 지각하는 것으로 판단되었다. 선택대안이 너무 증가하면 소비자는 그릇된 선택을 할지도 모른다는 불안감과 선택 후 경험하게 될 후회 등으로 오히려 쉽게 결정을 내리지 못하게 되는 것으로 나타났다. 이와 같이 선택의 어려움은 선택대안의 수와 선택연기에 미치는 영향의 매개역할을 하였다. 선택대안의 수가 적은 경우는 이상점의 가용성이 있는 소비자가 이상점의 가용성이 없는 소비자보다 선택을 연기하는 비율은 높았다. 반면에 선택대안의 수가 많은 경우는 이상점의 가용성이 없는 소비자가 이상점의 가용성이 있는 소비자보다 선택을 연기하는 비율은 높았다. 따라서 가용성편향은 선택대안의 수와 선택연기의 조절역할을 하였다. 실험 2에서 매력적 속성 정보가 선택연기에 미치는 영향은 유의하였으며, 확인편향은 두 변수 간의 조절역할을 하였다. 그리고 선호의 불확실성과 확인편향의 매개된 조절효과를 분석한 결과 매력적 속성 정보와 확인편향의 상호작용으로 선호의 불확실성을 감소시키고 따라서 선택연기의 비율이 감소하는 것으로 나타났다. 결론에서는 실험결과를 바탕으로 기업실무자에게 개인적 성향을 고려하고 적절한 선택대안의 수를 제시하는 것이 유용하며 심리적 특성변수를 중심으로 시장을 세분화하여 마케팅활동을 하는 것이 기업에 도움이 될 것이라는 시사점을 제시하였다. 또한 마케터들은 소비자들에게 최적의 선택대안을 제시하고, 쉽게 이상점의 가용성을 구축할 수 있도록 정보제공을 해야 한다는 필요성을 언급하였다. 연구의 한계와 더불어 후속연구에 대한 제언을 논의하였다.

Abstract

We investigate a moderating role of availability bias (consumers with an ideal point availability vs. consumers without an ideal point availability) and confirmation bias (consumers with a confirmation bias vs. consumers without a confirmation bias) in choice deferral. To do that, we conduct experiments focusing on the mobile movie choice which consumers are familiar with and can be often experienced in the real life. In Experiment 1, we examine a mediating role of the choice difficulty between the number of choice alternatives and the choice deferral and a moderating role of the availability bias (consumers with an ideal point availability vs. consumers without an ideal point availability) in the situation where consumers reserve tickets for watching the movie selected via their mobile devices. In Experiment 2, we further investigate an impact of the attractive attribute information on the choice deferral and a moderating role of confirmation bias (consumers with a confirmation bias vs. consumers without a confirmation bias) in the situation where consumers reserve tickets for watching the movie selected via their mobile devices. We also examine the moderation effect mediated by the preference uncertainty and a confirmation bias. The result show that in Experiment 1 the more choice alternatives the more consumers may feel difficult to choose the alternative. The more choice alternatives rendered consumers unable to easily make decision due to anxieties such that they may have a wrong choice or they may experience regrets occurred after the choice. Therefore, choice difficulty has a mediation effect in the impact of the number of choice alternatives on choice deferral. On the other hand the less choice alternatives the more proportion of consumers with an ideal point availability defer choices than those without an ideal point availability. Therefore the availability bias had a moderating role in the impact of the number of choice alternatives on choice deferral. In Experiment 2, the attractive attribute information has a significant impact on the choice deferral and a confirmation bias had a moderating role. The result analyzing the mediated moderation effect of the preference uncertainty and a confirmation bias shows that an interaction effect between the attractive attribute information and a confirmation bias reduces a proportion of the choice deferral due to a decrease in the preference uncertainty. Finally, we suggest some implications for marketers such that it is important to provide the proper number of choice alternatives considering consumers’individual dispositions and such that it would be helpful for effective promotion strategies of the business to conduct marketing activities by segmenting markets based on psychological variables. In addition, we also discuss that it is necessary for marketers to provide proper information to easily build an ideal point availability.

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