구매의 변경가능성과 구매 의사결정의 심사숙고 정도가 구매제품의 만족에 미치는 영향
The Effects of Changeability about Purchase and Deliberation for Decision Making on the Satisfaction
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초록
본 연구는 구매제품의 만족이 구매하지 않은 다른 제품의 애착정도에 따라 달라질 수 있음을 보여준 연구이다. 즉, 구매하지 않은 다른 제품의 애착정도가 높아질수록 구매제품에 대한 만족이 낮아진다는 것이다. 이를 위해 본 연구에서는 구매의 변경가능성 조건과 의사결정의 심사숙고 정도가 구매제품에 대한 만족에 미치는 영향에 대해서 살펴보았다. 연구결과, 소비자는 구매를 변경할 수 없는 조건에서 구매를 변경할 수 있는 조건에 비해 구매제품에 대해서 더욱 만족하는 것으로 나타났다. 그리고 이러한 효과는 의사결정의 심사숙고 정도가 높은 조건에서만 나타났다. 또한 본 연구는 구매제품의 만족에 영향을 미치는 매개변수로서 구매하지 않은 제품에 대한 애착을 살펴보았다. 연구결과, 구매하지 않은 제품에 대한 애착은 구매제품의 대한 만족에 부정적으로 영향을 미쳤다.
Abstract
The present research shows that satisfaction with the purchased goods may vary depending on the extent of attachment to other nonpurchased goods. That is, the higher the attachment consumers have to other nonpurchased goods, the lower the satisfaction they have with the purchased ones. To demonstrate this, the study explored the effect of changeability of purchase and deliberation for decision-making on the satisfaction.The result revealed that consumers are more satisfied with the purchased goods in the unchangeable condition than the changeable one. This effect appears in the high deliberation condition only. In addition, this study observed the attachment to the nonpurchased goods as a mediating variable that influenced the satisfaction with the purchased goods. That is, the attachment to the nonpurchased goods had a negative effect on the satisfaction with the purchased ones.
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