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행운에 대한 신념이 소비자의 경품 이벤트 선호에 미치는 영향: 낙관성과 통제착각의 조절효과

The Influence of Luck in Belief on Consumers’ Preference for Sweepstakes: The Moderating Role of Optimism and Illusion of Control

변충규|현정석|하환호
한국전략마케팅학회 (Korean Strategic Marketing Association)|2023.12|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제31권 제4호|pp. 42-61

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참고문헌

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인지편향낙관성Optimism행운신념통제착각경품 이벤트Belief in LuckCognition BiasIllusion of ControlSweepstakes

초록

경품 이벤트는 보상에 대한 불확실성이 존재한다는 특성이 있다. 이 불확실성 때문에 소비자들은 정서적 각성을 하거나, 불확실한 결과를 낙관적으로 해석하기도 한다. 본 연구에서는 불확실한 결과를 낙관적으로 해석할 가능성에 주목하여 어떤 개인적 특성을 지닌 사람들이 경품 이벤트에 대해 더 호의적인 반응을 보이는지를 알아보았다. 특히 개인적 특성으로서 행운에 대한 신념이 경품 이벤트 선호에 영향을 미치는지, 이 과정에서 정보를 왜곡하는 인지적 착각(낙관성과 통제착각)이 행운신념과 어떻게 상호작용하는지를 구체적으로 살펴보았다. 실증분석을 위해 본 연구는 일반인 400명을 대상으로 온라인 설문 조사를 실사하였다. 이후 본 연구의 가설을 검증하기 위하여 SPSS 27을 이용하여 위계적 회귀분석을 실시하였다. 가설검증 결과, 행운신념이 경품 이벤트 선호에 정(+)의 영향을 미칠 것이라는 가설은 채택되었다. 행운신념과 경품 이벤트 선호의 관계에서 낙관성의 조절역할에 대한 가설도 채택되었다. 그러나 행운신념과 경품 이벤트 선호의 관계에서 통제착각의 조절역할에 대한 가설은 지지가되지 않았다. 이러한 결과는 경품 이벤트에서 행운권 추첨의 형식으로 당첨자가 결정되는 이벤트 자체의 특성 때문에 기인하는 것으로 보인다. 마지막으로 연구결과를 바탕으로 본 연구의 학문적 의의와실무적 시사점, 그리고 연구의 한계점을 제시하였다.

Abstract

In sweepstakes, there is uncertainty about rewards. Because of this uncertainty, consumers may become emotionally aroused or interpret uncertain results optimistically. In this study, we focused on the possibility that consumers interpret uncertain results optimistically. And we wanted to find out which consumers react more favorably to sweepstakes. Specifically, we investigated how belief-in-luck, a personal characteristic, influences consumers' preference for sweepstakes. We also looked specifically at how cognitive illusions that distort information (optimism and illusion of control) interact with belief-in-luck to influence consumers' preference for sweepstakes. For empirical analysis, an online survey was conducted targeting 400 people. To test the hypotheses of this study, hierarchical regression analysis was conducted using SPSS 27. The hypothesis testing results are as follows. The hypothesis that belief-in-luck would have a positive influence on consumers' preference for sweepstakes was accepted. The hypothesis that optimism would play a moderating role in the relationship between belief-in-luck and consumers' preference for sweepstakes was also adopted. However, the hypothesis that illusion of control would play a moderating role in the relationship between belief-in-luck and consumers' preference for sweepstakes was not accepted. It is assumed that the reason the hypothesis was not accepted was due to the nature of the event itself, in which the winner was determined in the form of a lucky draw. Finally, based on the research results, the academic contribution, practical implications, and limitations of this study were presented.

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