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긍정적 환상이 충동구매를 자극하는가? : 소비자의 긍정적 인지편향과 위험태도 및 충동구매 간의 관계

Positive Illusion Cause Impulsive Buying?: The Relationships between Cognitive Positive Bias, Risk Attitude and Impulse Buying of Consumers

변충규|하환호
한국전략마케팅학회 (Korean Strategic Marketing Association)|2018.03|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제26권 제1호|pp. 35-56

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참고문헌

키워드

충동구매Impulsive Buying긍정적 환상Risk Attitude긍정적 인지편향위험태도Positive IllusionsPositive Cognitive Bias

초록

긍정적 환상의 역할이 알려지기 전까지는 판단과 선택상황에서 사람들이 보이는 인지적 편향을 부정적으로만 보았다. 이에 몇몇 연구자들은 인지적 편향의 긍정적 역할에 주목하고, 이들을 일컬어 긍정적 인지편향이라 불렀다. 대표적인 긍정적 인지편향에는 자기고양편향과 비현실적 낙관주의편향 그리고 통제착각편향 등 세 가지 편향이 있다. 이에 본 연구에서는 개인의 특성변수로서 주목을 받고 있는 긍정적 인지편향과 위험태도, 충동구매성향 간의 인과적 관계를 밝혀, 긍정적 인지편향이 충동구매에 어떻게 영향을 미치는지를 구체적으로 살펴보았다. 본 연구의 결과를 요약하면 다음과 같다. 먼저 자기고양 편향이 위험태도에 부(-)의 영향을 미칠 것이라는 가설은 기각되었다. 둘째, 통제착각 편향이 위험태도에 부(-)의 영향을 미칠 것이라는 가설은 부호의 불일치로 기각되었다. 즉 본 연구의 예상과 달리 통제착각편향은 충동구매에 정(+)의 영향을 미치는 것으로 나타났다. 비현실적 낙관주의편향이 위험태도에 부(-)의 영향을 미칠 것이라는 가설은 채택되었다. 마지막으로 위험태도가 충동구매에 정(+)의 영향을 미칠 것이라는 가설도 채택되었다. 긍정적 인지편향과 충동구매와의 관계에서 위험태도의 매개효과가 있지를 검증한 추가분석에서, 통제착각편향과 비현실적 낙관주의편향 및 충동구매의 관계에서 위험태도의 매개효과가 나타났다. 마지막으로 본 연구의 결과를 바탕으로 학문적․실무적 시사점과 한계점을 제시하였다.

Abstract

The cognitive illusion is a positive cognitive bias. Typical positive cognitive bias presented by Cummins and Nistico(2002) has three biases: self-enhancement bias, unrealistic optimism bias, and illusion of control bias. In this study, we investigated the causal relationship between positive cognitive bias, risk attitude, and impulsive buying tendency, which are attracting attention as individual characteristics, and examined how positive cognitive bias affects impulsive buying. The results of this study are summarized as follows. First, the hypothesis that self-enhancement biases will have a negative effect on risk attitude has been rejected. Second, hypothesis that illusion of control bias affects negatively influence on risk attitude was rejected as sign inconsistency. In other words, contrary to the expectation of this study, the bias of illusion of control has a positive effect on risk attitude. The hypothesis that unrealistic optimism bias has a negative effect on risk attitude has been adopted. Finally, the hypothesis that risk attitude affects impulsive buying positively was also adopted. In a further analysis of the mediating effect of the risk attitude on the relationship between positive cognitive bias and impulsive buying, mediating effects of the risk attitude are fined in the relationship between control of illusion, unrealistic optimism bias and impulsive buying, Finally, this study concluded with a discussion of the implications of the research findings and directions for future research.

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