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소비자의 자신감이 자기의존적 정보탐색선호도에 미치는 영향: 불확실성의 매개적 역할을 중심으로

The Influence of Self-Confidence on Consumer Self-Oriented Information Search Preference:Focusing on Mediated Role of Uncertainty

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한국소비자학회 (Korean Society Of Consumer Studies)|2006.12|소비자학연구 (Journal of Consumer Studies)|제17권 제4호|pp. 145-170

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참고문헌

주제분류경제학

초록

소비자 자신감(consumer self-confidence)은 다양한 소비자 관련 행동들을 예측하는데 중요한 개념으로 알려져 오고 있다. 본 연구는 이 같은 자신감이 소비자의 자기의존적 정보탐색선호도에 어떠한 영향력이 있는지, 그리고 양자를 매개할 수 있는 소비자의 심리적 반응으로서 불확실성의 매개적 역할을 살펴보았다. 이를 위해 본 연구에서는 Bearden, Hardesty 및 Rose(2001)의 연구에서 제안된 의사결정과 관련된 소비자 자신감의 6개 요소들로 정보획득, 고려군형성, 개인적 결과, 사회적 결과, 설득지식, 시장접촉 변수를 고려하였다. 실증분석 결과 설득지식을 제외하고 소비자 자신감의 제 요소들은 자기의존적 정보탐색의 선호도에 긍정적인 영향을 미치는 것으로 나타났다. 반면에 설득지식, 정보획득, 고려군형성의 변수들은 불확실지향성에, 그리고 의사결정의 개인적 결과는 불확실회피성에 유의적인 영향력이 있음을 알 수 있었다. 특히 정보획득의 경우 직접효과와 함께 불확실지향성을 매개로 한 간접효과도 있음을 확인하였다. 또한 불확실지향성은 불확실회피성에 비해 소비자의 자기의존적 정보탐색선호도에 대한 중요한 영향변수임을 확인하였다. 본 연구는 이와 같은 결과를 바탕으로 이론 및 관리적 시사점들을 제안하였다.

Abstract

Consumer self-confidence has been frequently cited as a key construct for predicting various consumer-related behaviors. The purpose of this research is to examine the relationship between consumer self-confidence and self-oriented information search preference for successful marketing achievement, further more to examine the role of uncertainty dimensions as a factor of mediate variable. Therefore, in order to explain the impact of consumer self-confidence clearly, the author used a six-factor(i.e. information acquisition, consideration-set formation, personal outcomes, social outcomes, persuasion knowledge, and marketplace interfaces) which proposed by Bearden et al.(2001). The results of empirical study showed that the multiple dimensions of consumer self-confidence have direct effect on self-oriented information search preference, such as information acquisition, consideration-set formation, personal outcomes, social outcomes, marketplace interfaces. Information acquisition also showed indirect effect on the relationship between consumer self-confidence and self-oriented information search preference through uncertainty orientation. The uncertainty orientation also, revealed an important concept for self-oriented information search preference. On the base of results of this research, the author proposed some managerial suggestions.

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