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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 46, No. 4, pp.929-952
ISSN: 1226-1874 (Print)
Print publication date 31 Aug 2017
Received 10 Mar 2017 Revised 17 May 2017 Accepted 07 Jun 2017
DOI: https://doi.org/10.17287/kmr.2017.46.4.929

성공 혹은 실패한 구매경험이 관련성 없는 제품의 후속 구매결정에 미치는 영향: 자아 효능감 및 지불용의가격에 대한 시간적 자아의 조절효과

이세나* ; 정지윤** ; 김은혜*** ; 전선규****
*(주저자) 성균관대학교 경영연구소 선임연구원 lisalee@skku.edu
**(공저자) 성균관대학교 대학원 석사과정 jeeyoon1102@daum.net
***(공저자) 성균관대학교 대학원 석사 flyeh1230@naver.com
****(교신저자) 성균관대학교 경영대학 교수 skjun@skku.edu
Influence of (un)Successful Purchase Experience on the Unrelated Purchase Decision: Moderating Effect of Temporal-Self on Self-Efficacy and Willingness-to-pay Amount
Sena Lee* ; Jeeyoon Jeong** ; Eun Hye Kime*** ; Sunkyu Jun****
*Sungkyunkwan University, First Author
**Sungkyunkwan University, Co-Author
***Sungkyunkwan University, Co-Author
****Sungkyunkwan University, Corresponding Author

초록

소비자 구매 후 행동에 대한 기존연구에서는 과거 구매경험이 동일한 상표 및 제품에 대한 후속 구매결정과정에 주는 영향에 연구초점을 둔 것에 비해 본 연구에서는 성공 혹은 실패한 구매경험의 회상이 관련성 없는 제품에 대한 후속 구매결정과정에 미치는 영향을 탐구했다. 본 연구에서는 성공 혹은 실패한 구매경험은 관련성이 없는 제품에 대한 후속 구매결정과정에서 소비자의 자아 효능감(self-efficacy) 및 자신이 선택한 대안에 대한 지불용의가격(willingness to pay) 측면에서 전이효과(spill-over effect)가 나타날 수 있다는 점을 제안했다. 특히, 소비자가 구매경험에 대한 정보처리를 할 때 과거 자아보다는 미래 자아가 활성화되어 정보처리의 준거점으로 사용되는 경우에 구매경험 회상에 의한 전이효과가 발생한다는 점을 주장했다.

첫 번째 실험 결과, 참가자들의 (과거 자아가 활성화된 경우 혹은 시간적 자아가 활성화되지 않은 경우에 비해) 미래 자아가 활성화 된 경우, 실패한 구매경험에 비해 성공한 구매경험을 회상한 참가자들이 관련성 없는 제품에 대한 후속 구매결정과정에서 자아 효능감이 더 높게 형성되는 것으로 나타났다. 두 번째 실험에서는 과거 자아에 비해 미래 자아가 활성화된 경우, 실패한 구매경험에 비해 성공한 구매경험을 회상한 참가자들이 관련성 없는 후속 구매결정에서 자신이 선택한 대안에 대해 더 높은 가격을 지불할 용의가 있는 것으로 나타났다.

Abstract

The present study investigates the influence of recollecting a successful versus an unsuccessful purchase experience on consumer self-efficacy and willingness-to-pay amount in the subsequent purchase decision for an unrelated product. The present study suggests that activation of the temporal-self during the recollection of purchase experience serves as a moderator that determines the spill-over effect of (un)successful purchase experience on self-efficacy for the subsequent purchase and willingness-to-pay amount for the chosen alternative in the subsequent purchase decision across purchase domains. Specifically, it is predicted that the recollection of successful (vs. unsuccessful) purchase experience improves self-efficacy for the subsequent purchase decision and increases willingness-to-pay amount for the chosen alternative in the subsequent decision, particularly when the future-self (vs. past-self) is activated and thus is used as a referent for processing the purchase experience.

Study one was conducted for testing H1 suggesting the moderating effect of the activation of future-self (vs. activation of past-self vs. non-activation of temporal-self) for the spill-over effect of recollecting a successful (vs. an unsuccessful) purchase experience on self-efficacy in the subsequent purchase decision for an unrelated product. Study two was conducted for testing H2 suggesting the moderating effect of the activation of future-self (vs. activation of past-self) on the willingness-to-pay amount for the chosen alternative in the subsequent purchase decision for an unrelated service. Study one showed that the participants who recollected successful (vs. unsuccessful) purchase experiences reported higher levels of self-efficacy in the subsequent purchase decision for a laundry detergent when they activated future-selves (vs. when they activated past-selves or when they did not activate the temporal-self) during the recollection of purchase experience. Study two showed that the participants who recollected successful (vs. unsuccessful) purchase experiences reported a greater amount of willingness-to-pay for the alternative they chose in the subsequent purchase decision for a prix fix menu when they activated future-selves (vs. when they activated past-selves)

Keywords:

self-efficacy, willingness-to-pay amount, purchase experience, temporal-self, spill-over effect

키워드:

자아 효능감, 지불용의가격, 구매경험, 시간적 자아, 전이효과

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• 저자 이세나는 현재 성균관대학교 경영연구소 선임연구원으로 재직 중이다. 성균관대학교 경영학과를 졸업하고, MBA 및 경영학박사를 취득하였다. 주요연구분야는 소비자행동, 금융소비자, 금융마케팅, 플랫폼 등이다.

• 저자 정지윤은 현재 성균관대학교 경영대학원 석사과정에 재학 중이며, 관심분야는 소비자 인지과정, 소비자행동 등이다.

• 저자 김은혜는 성균관대학교 경영대학원 석사과정을 수료했으며, 관심분야는 소비자행동, 광고효과 등이다.

• 저자 전선규는 현재 성균관대학교 경영대학 교수로 재직 중이다. 연구 관심분야는 소비자 정보처리, 소비문화, 광고효과 등이다.