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후회경험과 예상후회가 구매의사결정에 미치는 영향- 후회의 감정을 최소화하기 위한 소비자의 의사결정고려요인과 거래경험의 조절적 역할을 중심으로 -

How Post-purchase & Anticipated Regrets Shape a Consumer's Subsequent Decision Making - An Approach on Moderating Role of Decision Making Variables and The Trait of Transaction Experiences in Minimizing Regret Emotion -

주우진|황희중
한국소비자학회 (Korean Society Of Consumer Studies)|2008.06|소비자학연구 (Journal of Consumer Studies)|제19권 제2호|pp. 215-246

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참고문헌

키워드

Repeat Purchase IntentionRegretModerating VariableDecision Making VariableTransaction Related Variable
주제분류경제학

초록

소비자는 여러 대안 또는 구매시기 결정 등을 하기 전에 자신의 잘못된 선택에 의해 발생할 수 있는 결과에 대해 후회하게 될 것을 예상한다. 그동안 많은 연구가 구매 후 후회(후회경험)에 집중된 게 사실이다. 본 논문에서는 후회경험이 예상된 후회에 미치는 영향을 조절하는 요인으로서 소비자의 구매 의사결정변수의 효과를 분석하고 예상후회가 재구매에 어떠한 영향을 미치는지 분석하고자 거래경험 변수를 선정하였다. 의사결정 변수로서는 고려정도(고려시간), 연기가능성, 일반적인 기준 부합여부, 협력가능성, 번복가능성, 선택 대안들에 대한 지식 등 6가지 변수를 선정하고 거래경험 변수로서는 거래기간, 거래빈도 2가지 변수를 선정하였다. 연구결과, 예상후회의 매개역할이 검증되었다. 즉, 후회경험이 많은 소비자는 예상후회가 많았고, 예상후회가 많은 소비자는 재구매의도가 낮았다. 또한, 후회경험이 예상후회에 미치는 영향에 있어서 6가지 의사결정변수의 조절역할이 검증되었다. 즉, 후회경험이 예상후회에 미치는 영향력은 여러 가지 의사결정변수들에 따라 더욱 증대되거나 감소하였다. 예상후회가 재구매의도에 미치는 영향에 있어서 2가지 거래경험변수의 조절역할이 검증되었다. 즉, 소비자와 기업의 거래기간이 길고 거래빈도가 많을수록 예상후회가 재구매의도에 미치는 부정적 영향력을 완화할 수 있음이 입증되었다. 분석 결과를 중심으로 소비과정에서 일어나는 후회에 대한 연구 의의와 시사점, 연구의 한계 및 향후과제에 대해 논의하였다.

Abstract

Consumers anticipate regrets when facing several alternatives or being squandering in the moments of purchasing. Post-purchase regrets have been the primal issue of lots of studies. I will see in this article how anticipated regrets influence consumer's decision making and repeat purchase intention.I chose decision making variables and transaction related entity variables for time and causal moderating for regret and repeat purchase intention. Intensity of consideration(consumed time), probability of postponement, fitness of general standard, level of cooperation, reversibility and knowledge of alternatives are identified as six decision making variables and longevity of transaction, Continuity(frequency) of transaction are identified as two transaction related variables.Results were as follows: post-purchase & anticipated regret would impact on repeat purchase intention. Moreover, roles of moderation of most of the eight variables were demonstrated in the impacts of the regrets on repeat purchase intention. I proposed an approach in the context of the post-purchase & anticipated regrets in the process of purchasing with some suggestions and thoughts.

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