Your browser does not support the PubReader view.
Go to this page to see a list of supporting browsers.
Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 46, No. 5, pp.1229-1246
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2017
Received 14 Jul 2017 Accepted 13 Aug 2017
DOI: https://doi.org/10.17287/kmr.2017.46.5.1229

한국형 소비자 의사결정 연구를 위한 서설 (序說): 비교 문화적 접근을 중심으로

하영원*
*(주저자) 서강대학교 경영학과 교수 ywha@sogang.ac.kr
An Introduction to the Korean Style Consumer Decision Research: Focusing on Cross-Cultural Approaches
Young-Won Ha*
*Professor of Marketing at Sogang Business School, Sogang University

초록

이 에세이는 ‘한국형 소비자 의사결정 연구’의 가능성을 살펴보고 그 전제로서 소비자 의사결정에 대한 비교 문화적 연구가 한국형 소비자 의사결정 연구의 기반을 구축하는데 어떤 역할을 할 수 있는지에 대해 서술하였다. 저자는 우선 ‘한국형 소비자 의사결정 연구’의 의미와 그 필요성에 대해 살펴보았다. 그 결과 우리 경영학계에서 필요한 한국형 소비자 의사결정 연구는 (1) 우리 기업과 사회가 당면한 소비자 관련 문제들을 풀어나가는데 도움을 줄 수 있는 연구, (2) 한국 소비자들 특유의 의사결정 행동을 과학적 원칙에 입각하여 학문적 엄밀성을 희생하지 않으면서 설명하고 예측하는 것이 가능하도록 만들어주는 프로그램화된 연구, (3) 국내 학계뿐만 아니라 세계 학계에서 인정받을 수 있는 연구여야 한다고 결론지었다. 그러한 한국형 소비자 의사결정 연구가 가능하기 위해서는 한국 소비자들 특유의 의사결정 행동이 어떤 것이며, 그 근저에 깔려있는 심리적 기제를 밝혀내기 위한 비교 문화적 접근이 필요하다. 이러한 생각을 가지고 저자는 『경영학연구』와 Korea Business Review에 2011년에서 2017년 사이에 게재된 소비자 의사결정 관련 논문들 중에서 우리나라 소비자들과 외국의 소비자들을 직접 비교했거나, 향후 외국의 소비자들과 비교할 경우 흥미로운 차이점이 나타날 수 있는 논문들을 중심으로 검토하였다. 또한 저자는 우리나라 소비자들의 특유한 의사결정 행동을 체계적으로 포착해 낼 수 있는 개념적 틀에 대해서도 검토하였다. 이상의 검토와 논의를 바탕으로 저자는 한국형 소비자 의사결정 연구의 기초를 마련하기 위한 작업의 바람직한 방향을 제안하였다.

Abstract

This essay examines the feasibility of the Korean style consumer decision research. The author argues that cross-cultural research involving Korean consumers and non-Korean consumers needs to be conducted as a foundation for the Korean style consumer decision research. The author explored the meanings and necessity of the Korean style consumer decision research. As a result, the author came up with the conclusion that such research (1) needs to be able to contribute to solving problems confronted by Korean firms and society, (2) should be able to explain and predict Korean consumers’characteristic decision behaviors without sacrificing theoretical as well as empirical rigor, (3) should be able to obtain worldwide recognition. For such research to be feasible, it seems necessary to conduct preliminary cross-cultural studies that clarifies the characteristics of the Korean consumers’ decision behaviors and psychological mechanisms underlying them. With these things in mind, the author reviewed consumer decision making articles published either in Korean Management Review or in Korea Business Review during the period of 2011-2017. The articles either directly compares Korean consumers with non-Korean consumers or deals with issues that are likely to be interesting topics for cross-cultural comparisons. The author also examines conceptual frameworks that can systematically capture the characteristics of the Korean consumers’decision behaviors. Based on these reviews and discussions, the author proposed a desirable research direction for laying the foundation of the Korean style consumer decision research.

Keywords:

Korean style consumer decision research, cross-cultural approach, conceptual frameworks

키워드:

한국형 소비자 의사결정 연구, 비교 문화적 접근, 개념적 틀

Acknowledgments

본 연구에 대해 유익한 논평을 해주신 익명의 심사위원들에게 감사한다. 이 연구는 2014년 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(NRF-2014S1A5B1065433).This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2014S1A5B1065433).

References

  • 김소현(2016), “소비자의 사고방식이 제품선택을 변화시키다,” 경영학연구, 45(3), 713-733.
  • 김희영·하영원(2017), “자아해석이 분할가격 전략에 대한 소비자 평가에 미치는 영향,” 소비자학연구, 28(2), 95-110.
  • 나은영·차유리(2010), “한국인의 가치관 변화 추이,” 한국심리학회지: 사회 및 성격, 24(4), 63-92.
  • 박소진(2012), “제품구색의 크기와 번들할인이 번들구성품목의 선택에 미치는 영향,” 경영학연구, 41(2), 259-278.
  • 박용완·허정(2017), “프로스펙트 이론과 심적 회계를 이용한 복합적 신용카드 보상프로그램의 설계,” Korea Business Review, 21(1), 185-207.
  • 박지혜(2016), “선택은 곧 손실: 비 선택 대안의 손실을 줄이기 위한 연속적 복수 제품 선택의 다양성 추구,” 경영학연구, 45(6), 1901-1928.
  • 박효현·정강옥(2016), “번들제품이 디커플링과 번들된 부제품 평가에 미치는 영향,” 경영학연구, 45(4), 1213-1242.
  • Song, J. D. (2017), “A Study of the Effects of Product Evaluation from Others on Willingness-to-pay,” 경영학연구, 46(2), 343-374. [https://doi.org/10.17287/kmr.2017.46.2.343]
  • 송치훈·김병조·박경도(2014), “소비자 평점이 모바일 애플리케이션 구매에 미치는 영향,” 경영학연구, 43(5), 1493-1518.
  • 이진용(2010), “소비자행동 관련 분야의 행동론적 의사결정이론의 연구동향 고찰,” 소비자학연구, 21(2), 193-236.
  • 차운아(2009), “부러움: 한국의 “무해한 선망,” 한국심리학회지: 사회 및 성격, 23(2), 171-189.
  • 최진석(2015), 생각하는 힘, 노자 인문학, 경기도 고양시: 위즈덤 하우스.
  • 하영원(2000), “소비자 의사결정-정보처리적 접근을 중심으로,” 소비자학연구, 11(2), 1-38.
  • 하영원(2012), 의사결정의 심리학, 서울: 21세기북스.
  • 하영원·김영두(2011), “조절초점이 금융소비자의 투자 행동에 미치는 영향: 처분효과와 처분 후 위험 대안 선택 행동에 대한 조절초점의 조절적 역할을 중심으로,” 경영학연구, 40(3), 605-631.
  • 하영원·김영두(2014), “나를 위한 판단과 남을 위한 판단의 차이: 조절초점과 이익/손실상황의 조절효과를 중심으로,” 경영학연구, 43(2), 303-328.
  • Aaker, J. L., and Maheswaran, D.(1997), “The Effect of Cultural Orientation on Persuasion,” Journal of Consumer Research, 24(3), 315-328. [https://doi.org/10.1086/209513]
  • Bettman, J. R.(1970), “Information Processing Models of Consumer Behavior,” Journal of Marketing Research, 7(3), 370-376. [https://doi.org/10.1177/002224377000700314]
  • Briley, D. A., Morris, M. W., and Simonson, I.(2000), “Reasons as Carriers of Culture: Dynamic vs. Dispositional Models of Cultural Influence on Decision Making,” Journal of Consumer Research, 27(2), 157-178. [https://doi.org/10.1086/314318]
  • Briley, D., Wyer, R. S., and Li, E.(2014), “A Dynamic View of Cultural Influence: A Review,” Journal of Consumer Psychology, 24(4), 557-571. [https://doi.org/10.1016/j.jcps.2014.02.003]
  • Cao, J. X.(2009), “The Analysis of Tendency of Transition from Collectivism to Individualism in China,” Cross-Cultural Communication, 5(4), 42-50.
  • Chan, H., Wan, L. C., and Sin, L. Y. M.(2009), “The Contrasting Effects of Culture on Consumer Tolerance: Interpersonal Face and Impersonal Fate,” Journal of Consumer Research, 36(2), 292-304. [https://doi.org/10.1086/597329]
  • Davis, H. L., Hoch, S. J., and Ragsdale, E. E.(1986), “An Anchoring and Adjustment Model of Spousal Predictions,” Journal of Consumer Research, 13(1), 25-37. [https://doi.org/10.1086/209045]
  • Fishbach, A., and Dhar, R.(2005), “Goals as Excuses or Guides: The Liberating Effect of Perceived Goal Progress on Choice,” Journal of Consumer Research, 32(3), 370-377. [https://doi.org/10.1086/497548]
  • Goffman, E.(1967), Interaction Ritual: Essays on Face-to-Face Behavior. Garden City, NY: Anchor Books.
  • Ha, Y.-W. (2015). “The Psychology of Asian Consumers: What We Know and What We Don’t,” Academy of Asian Business Review, 1(1), 1-16. [https://doi.org/10.26816/aabr.1.1.201506.1]
  • Ha, Y.-W., Park, S. H., and Ahn, H.-K.(2009), “The Influence of Categorical Attributes on Choice Context Effects,” Journal of Consumer Research, 36(3), 463-477. [https://doi.org/10.1086/599045]
  • Hoch, S. J., and Ha, Y.-W.(1986), “Consumer Learning: Advertising and the Ambiguity of Product Experience,” Journal of Consumer Research, 11(2), 221-233. [https://doi.org/10.1086/209062]
  • Hofstede, G. H.(1980), Culture’s Consequences: International Differences in Work-Related Values, Newbury Park, CA: Sage.
  • Hsee, C. K.(1996), “The Evaluability Hypothesis: An Explanation for Preference Reversals Between Joint and Single Evaluations of Alternatives,” Organizational Behavior and Human Decision Processes, 67(3), 247-257. [https://doi.org/10.1006/obhd.1996.0077]
  • Huber, J., Payne, J. W., and Puto, C.(1982), “Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis,” Journal of Consumer Research, 9(2), 90-98. [https://doi.org/10.1086/208899]
  • Ji, L. J., Guo, T., Zhang, Z., and Messervey, D.(2009), “Looking Into the Past: Cultural Differences in Perception and Representation of Past Information,” Journal of Personality and Social Psychology, 96(4), 761-69. [https://doi.org/10.1037/a0014498]
  • Kahneman, D.(2011), Thinking: Fast and Slow, New York, NY: Farrar, Straus, and Giroux.
  • Kahneman, D. and Tversky, A.(1979), “Prospect Theory: An Analysis of Decision Making Under Risk,” Econometrica, 47(2), 263-291. [https://doi.org/10.2307/1914185]
  • Kang, P., Lee, Y., Choi, I., and Kim, H.(2013), “Neural Evidence for Individual and Cultural Variability in the Social Comparison Effect,” Journal of Neuroscience, 33(41), 16200-16208. [https://doi.org/10.1523/JNEUROSCI.5084-12.2013]
  • Lalwani, A. K., and Shavitt, S.(2013), “You Get What You Pay For? Self-Construal Influences Price-Quality Judgments,” Journal of Consumer Research, 40(2), 255-267. [https://doi.org/10.1086/670034]
  • Lee, A. Y., and Semin, G. R.(2009), “Culture Through the Lens of Self-Regulatory Orientations,” in R. S. Wyer, C.-Y. Chiu, and Y.-Y. Hong (eds.), Understanding Culture: Theory, Research and Application, New York: Psychology Press, 299-310.
  • Lindholm, C.(2008), “Culture and Envy,” in R. H. Smith (ed.) Envy: Theory and research, New York: Oxford University Press, 227-244. [https://doi.org/10.1093/acprof:oso/9780195327953.003.0013]
  • Maddux, W. W., Yang, H., Falk, C. Adam, H. Adair, W., Endo, Y., Carmon, Z., and Heine, S. J. (2010), “For Whom is Parting with Possessions More Painful? Cultural Differences in the Endowment Effect,” Psychological Science, 21(12), 1910-17. [https://doi.org/10.1177/0956797610388818]
  • Markus, H. R., and Kitayama, S.(2010), “Cultures and Selves: A Cycle of Mutual Constitution,” Perspectives on Psychological Science, 5(4), 420-430. [https://doi.org/10.1177/1745691610375557]
  • Nisbett, R.(2003). The Geography of Thought: How Asians and Westerners Think Differently-and Why, New York: Free Press.
  • Nisbett, R. E., Peng, K., Choi, I., and Norenzayan, A.(2001), “Culture and Systems of Thought: Holistic versus Analytic Cognition,” Psychological Review, 108(2), 291-310. [https://doi.org/10.1037/0033-295X.108.2.291]
  • Nisbett, R. E., and Ross, L.(1980), Human Inference: Strategies and Shortcomings of Social Judgment, NJ: Prentice-Hall.
  • Nunes, J. C., and Boatwright, P.(2004), “Incidental Prices and Their Effect on Willingness to Pay,” Journal of Marketing Research, 41(4), 457-66. [https://doi.org/10.1509/jmkr.41.4.457.47014]
  • Plassmann, H., Venkatraman, V., Huettel, S., and Yoon, C.(2015), “Consumer Neuroscience: Applications, Challenges, and Possible Solutions,” Journal of Marketing Research, 52(4), 427-35. [https://doi.org/10.1509/jmr.14.0048]
  • Oyserman, D.(2011), “Culture as Situated Cognition: Cultural Mindsets, Cultural Fluency, and Meaning Making,” European Review of Social Psychology, 22(1), 164-214. [https://doi.org/10.1080/10463283.2011.627187]
  • Oyserman, D., and Lee, S. W. S.(2008), “Does Culture Influence What and How We Think? Effects of Priming Individualism and Collectivism,” Psychological Bulletin, 134(2), 311-342. [https://doi.org/10.1037/0033-2909.134.2.311]
  • Simon, H. A.(1955), “A Behavioral Model of Rational Choice,” Quarterly Journal of Economics, 69(February), 99-118. [https://doi.org/10.2307/1884852]
  • Simonson, I., and Tversky, A.(1992), “Choice in Context: Tradeoff Contrast and Extremeness Aversion,” Journal of Marketing Research, 29(3), 281-95. [https://doi.org/10.1177/002224379202900301]
  • Smith, R. H., and S. H. Kim(2007), “Comprehending Envy,” Psychological Bulletin, 133(January), 46-64. [https://doi.org/10.1037/0033-2909.133.1.46]
  • Thaler, R. H.(1985), “Mental Accounting and Consumer Choice,” Marketing Science, 4(3), 199-214. [https://doi.org/10.1287/mksc.4.3.199]
  • Ting-Toomey, S., and Kurogi. A.(1998). “Facework Competence in Intercultural Conflict: An Updated Face-Negotiation Theory,” International Journal of Intercultural Relations, 22(2), 187-225. [https://doi.org/10.1016/S0147-1767(98)00004-2]
  • Triandis, H. C.(1989), “The Self and Social Behavior in Differing Cultural Contexts,” Psychological Review, 96(3), 506-20. [https://doi.org/10.1037/0033-295X.96.3.506]
  • Trope, Y., and Liberman, N.(2000), “Temporal Construal and Time-Dependent Changes in Preference,” Journal of Personality and Social Psychology, 79(6), 876-889. [https://doi.org/10.1037/0022-3514.79.6.876]
  • Tversky, A., and Kahneman, D.(1974), “Judgment Under Uncertainty: Heuristics and Biases,” Science, 185, 1124-1131. [https://doi.org/10.1126/science.185.4157.1124]
  • Van de Van, N., Zeelenberg, M., and Pieters, R. (2011). “The Envy Premium in Product Evaluation,” Journal of Consumer Research, 37(April), 984-998. [https://doi.org/10.1086/657239]
  • Van Overtveldt, J.(2007), The Chicago School, Chicago: Agate.
  • Wan, L. C.(2013), “Culture's Impact on Consumer Complaining Responses to Embarrassing Service Failure,” Journal of Business Research, 66, 298-305. [https://doi.org/10.1016/j.jbusres.2011.08.009]
  • Weber, E. U., and Hsee, C. K.(1998), “Cross-National Differences in Risk Perception but Cross-Cultural Similarities in Attitudes Towards Perceived Risk,” Management Science, 44(9), 1205-17. [https://doi.org/10.1287/mnsc.44.9.1205]
  • Weber, E. U., and Hsee, C. K.(2000), “Culture and Individual Judgment and Decision Making,” Applied Psychology, 49(1), 32-61. [https://doi.org/10.1111/1464-0597.00005]

• 저자 하영원은 현재 서강대학교 경영학과 마케팅 전공 교수로 재직 중이다. 서울대학교 법과대학을 졸업하였으며, 미국 시카고대학교에서 마케팅 전공으로 경영학석사 및 박사학위를 취득하였다. 박사 학위 취득 이후에는 미국 럿거스 대학교 경영대학원에서 조교수로 재직한 바 있으며, 귀국 후에는 서강대학교에서 일하고 있다. 주요연구분야는 소비자 의사결정, 행동적 의사결정 등이다.