전공의와 환자의 의사-환자 관계에 대한 상호 인식 조사

안서원(Sowon Ahn),이영미(Young-Mee Lee),안덕선(Duck-Sun Ahn) 한국의학교육학회 2006 Korean journal of medical education Vol.18 No.3

Purpose: We specifically investigated the young doctor (residents) patient doctor-patient relationship in Korea. A society built on Confucianism, age is expected to affect even the doctor-patient relationship. Methods: 57 residents participated and answered 6 open-ended questions. 90 patients of various age participated and answered 3 open-ended and 6 close-ended questions. Results: It seems that the general problem of the doctor-patient relationships was related to attitudes and communication skills. Over 80% of the residents felt uncomfortable and received inappropriate verbal expressions and attitudes from their patients simply because they were young or younger than the patients. This negative experience resulted mostly from the residents self-perceived lack of experience and clinical competence and the patients distrust of young doctors. As for the patients, over 80% preferred middle-aged doctors to young doctors. Middleaged doctors were thought to be easier to understand, better mannered, more humane, and clinically competent. Most residents expected professional respect from their patients, while patients expected kindness and humility from the young doctors. This shows a gap in the reciprocal expectations between residents and patients. Conclusion: Young doctors are perceived as inexperienced and incompetent and, consequently, not trusted by patients in Korea. To improve the resident-patient relationship, improvement in attitude and communication skills is needed.

창의적 소비효능감 척도의 타당도 재검증: 창의성 과제 평가와 과제 제약의 효과

안서원 ( Ahn Sowon ),차경욱 ( Cha Kyung Wook ),추호정 ( Choo Ho Jung ) 한국소비자학회 2018 소비자학연구 Vol.29 No.1

본 연구에서는 창의적 소비효능감 척도의 타당도를 재검증하고자 하였다. 기존에 개발된 자기보고식 관련 척도와의 상관관계 분석과 함께 실제로 참가자들이 해결해야 하는 창의성 과제를 제시하여 이를 해결하도록 하고 그 결과물이 소비자의 창의적 소비효능감 수준에 따라 창의성 정도에서 차이를 보이는지 검증하고자 하였다. 이를 위해 두 번의 연구를 진행하였다. 연구 1에서는 산출물의 유창성, 독창성, 융통성을 측정하는 척도로 잘 알려진 마분지상자 문제를 사용하여 과제 산출물의 창의성 정도가 창의적 소비효능감 척도와 상관을 보이는지 살펴보고 문제해결과 관련된 기존 척도와의 상관을 살펴봄으로써 창의적 소비효능감 척도의 타당도를 검증하고자 하였다. 연구 2에서는 장난감 개발과제를 사용하여 산출물의 창의성(독창성, 적절성)과 창의적 소비효능감 척도와의 상관을 살펴보고 추가적으로 문제해결에의 제약이 산출물의 창의성에 미치는 효과가 창의적 소비효능감 수준에 따라 조절되는지를 검증하였다. 연구 결과, 연구 1에서는 용도확장 효능감과 방식다양화 효능감이 마분지상자의 보다 많은 용도를 생각해내는 유창성과 융통성, 그리고 그 용도의 독창성과 관련이 있음을 볼 수 있었고, 문제해결 효능감을 포함한 창의적 소비효능감 하위차원이 일상적 창의성, 문제해결척도와 유의하게 상관을 보임을 볼 수 있었다. 연구 2에서는 산출물의 독창성과 적절성을 평가하는 장난감 개발과제에서 창의적 소비효능감의 하위 요인 중 독창적 사고 효능감이 독창성과, 방식다양화 효능감은 적절성과 관련이 있음을 볼 수 있었다. 또한 기존 연구에서와 마찬가지로 제약이 클수록 산출물의 창의성이 높아졌고 독창적 사고 효능감이 이를 조절함을 볼 수 있었다. 이러한 결과는 창의적 소비효능감이 높은 사람들이 실제로 창의적인 산출물을 냄을 잘 보여주고, 창의적 소비효능감의 하위 차원이 서로 높게 상관이 되어 있기는 하지만 창의적 소비의 다른 측면을 측정하고 있음을 잘 보여준다. The present study reexamined the validity of Creative Consumer Efficacy Scale, which consists of four factors, original thinking efficacy, usage expansion efficacy, problem solving efficacy, and method variation efficacy. Instead of obtaining correlations with existing self- reporting scales, we asked participants to solve creative tasks and investigated if the creativity of outputs was different depending on creative consumer efficacy. For this purpose, we carried out two studies. In Study 1, we used one of verbal tasks in Torrance Tests of Creative Thinking, the strawboard box problem, which asked participants to list unusual uses of the box as many as possible for 10 minutes. Outputs of the task were evaluated in terms of fluency, originality, and flexibility. After the strawboard box problem, the participants provided their answers to Creative Consumer Efficacy Scale, Everyday Creativity Scale, and Problem Solving Inventory. We examined if the four factors of creative consumer efficacy scale were correlated with fluency, originality, and flexibility of the outputs and other related scales. In Study 2, we asked participants to design a toy, anything a child(age 5~11) can use to play with by using 20 shapes. The participants either selected five shapes to be used in the toy(low restriction condition) or were randomly assigned the five shapes(high restriction condition). After the toy task, creative consumer efficacy scale was conducted. The creativity of outputs was evaluated in terms of originality and appropriateness. We obtained correlations between the creativity of the task and creative consumer efficacy scale. In addition, we tested if low vs high restrictions would result in differences in creativity and if creative consumer efficacy moderated the effect. In Study 1, sixty six college students participated and the study was carried out online. In Study 2, one hundred twenty college students participated and each of sixty participants was randomly assigned to each condition. The experiment was carried out in small groups of 3~5. The results of Study 1 showed that creative consumer efficacy was positively correlated with fluency, originality and flexibility and among the four factors, usage expansion efficacy and method variation efficacy were positively correlated with fluency, originality, and flexibility. The four factors including problem solving efficacy were also correlated with everyday creativity scale and problem solving inventory. In Study 2, originality of the outputs was correlated with original thinking efficacy only in the high restriction condition and appropriateness was correlated with method variation efficacy. As in the previous studies, high restriction resulted in more creative outputs and original thinking efficacy moderated the effect. The results of the two studies demonstrated that people with high creative consumer efficacy indeed produced more creative outputs and the four factors measured different aspects of creative consumption, though they show high inter-correlations.

구매 여정에서 나타나는 고객 평점과 후기의 영향

안서원(Ahn, Sowon) 한국마케팅학회 2021 마케팅연구 Vol.36 No.4

고객 평점과 후기에 대한 기존 연구는 대개 관련 온라인 사이트에서 수천, 수만 개의 평점과 후기, 매출 관련 정보를 크롤링하여 집계된 데이터를 분석하였기에 해당 정보 요소들이 단계적으로 이루어지는 소비자의 구매 여정에 어떻게 영향을 미치는지 보여주지 않는다. 이에 본 연구에서는 온라인 구매 시 개별 제품 정보 화면에 제시되는 제품 정보와 평점을 기준으로 제품에 대한 초기 구매 의도가 형성되고 이후 노출된 후기의 유용성 정도에 따라 구매 의도에 대한 조정이 이루어지는 구매 여정을 가정하고 각 요소의 영향 정도를 알아보았다. 동일 제품 정보에 높은 평점 또는 낮은 평점이 제시될 때 구매 의도에 차이가 나타나는지를 봄으로써 평점의 영향을 보고자 하였고, 후기가 제시된 후 다시 구매 의도를 측정함으로써 후기의 영향을 보고자 하였다. 특히 평점과 후기가 불일치할 때 어떤 정보가 소비자의 구매 결정에 더 영향을 미치는지 알아보고 이러한 영향이 제품 유형과 후기의 유용성에 따라 달라지는지 알아보았다. 두 번의 실험 연구를 통해 평점이 나온 후기의 개수와 제품 유형에 따라 평점의 영향이 달리 나타나는 것을 볼 수 있었다. 평점이 많은 구매자의 후기를 평균하여 나왔을 때, 그리고 제품의 객관적인 평가가 상대적으로 용이한 탐색재에 대하여 그런 평점이 제시되었을 때에만 평점이 구매 의도에 영향을 미침을 볼 수 있었다. 그리고 이후 제시되는 후기는 긍정평보다 부정평일수록, 그 내용이 유용할수록, 그리고 제품이 탐색재인 경우 구매 의도의 변화에 더 큰 영향을 미치는 것으로 나타났다. 마지막으로 결과의 시사점을 논의하였다. Existing research on customer ratings and reviews usually analyzes aggregated data by crawling tons of ratings, reviews, and sales data from related online sites. Thus it does not reflect how online review elements affect consumer’s step-by-step decision journey. In this study, it is assumed that an initial purchase intention for a product is formed based on the product information and rating presented on the individual product information screen when making an online purchase and the purchase intention is adjusted according to the helpfulness of review provided later. Then it was examined how each factor influences the decision journey. The effect of rating was investigated by examining whether there is a difference in purchase intention when high or low rating is presented with the same product information and then the effect of review by remeasuring purchase intention after presenting the review. It was examined which information has more influence on the purchase intention and whether this influence depends on the product type and the helpfulness of the review, especially when there is a discrepancy between the rating and the review. The results of two experiments showed that the influence of the rating varies according to the number of product reviews and the product type. The rating affects the purchase intention only when the rating is averaged by more than thousand customers and when such a rating is presented for search product that is relatively easy to evaluate objectively. The review presented later had a greater influence on the change of purchase intention when the review was negative than positive and more helpful, and when the product was a search product. Finally, the implications of the results were discussed.

창의적 소비효능감 척도 개발과 타당화

임혜빈 ( Hye Bin Rim ),안서원 ( Sowon Ahn ),차경욱 ( Kyung Wook Cha ),추호정 ( Ho Jung Choo ),최민영 ( Min Young Choi ) 한국소비자학회 2016 소비자학연구 Vol.27 No.3

사회 전반에 거쳐 창의성에 대한 관심이 높아졌지만 소비와 관련된 창의성 연구는 매우 부족한 상황이다. 또한 기존 연구도 제약이 있는 환경에서 상황적으로 유발된 일시적인 창의적 소비에 대한 연구가 대부분이다. 본 연구에서는 보다 지속적으로 나타나는 창의적 소비에 대해 연구하기 위해 개인 창의성 모델의 주된 동기요인인 자기효능감에 대한 믿음에 주목하여 ‘창의적 소비효능감’ 개념을 제안하고 이 개념을 측정할 수 있는 척도 개발과 이에 대한 타당화 작업을 시도하였다. 기존 창의적 소비에 대한 이론적 개관 연구에 기초하여 창의적 산출물, 사고과정, 사람, 환경 측면에 자기효능감 개념을 접목하여 30개의 예비문항을 개발하고, 20~50대 성인들을 대상으로 온라인 조사를 실시하여 자료를 수집하였다. 탐색적, 확인적 요인분석 결과 19개 문항과 4개의 하위요인(독창적 사고 효능감, 용도확장 효능감, 문제해결 효능감, 방식다양화 효능감)으로 구성된 창의적 소비효능감 척도를 개발하였다. 본 척도의 타당화 작업을 위해 관련 척도(일반적 자기효능감, 창의적 자기효능감, 소비자혁신성향, 창의적 성격, 단어연상과제)와의 관계를 살펴보았고, 그 결과 본 척도의 수렴타당도와 변별타당도를 확보하였다. 본 척도의 추가적인 타당도 확보를 위해 필요한 추후 연구와 본 연구가 기여하는 바에 대해 논의하였다. Recently in Korea creativity has often been mentioned as a driving force of economic growth and as a result interest in creativity has been very high. However, there is not much research on consumer creativity, even though there are many successful cases where creative consumptions introduced by consumers have induced new product developments and increases in product sales. The current study aims to initiate a research program on consumer creativity by introducing the concept ‘creative consumer efficacy’ and to develop a scale to measure the concept and to validate the scale. We focus on this concept because belief in one’s ability to create something new and useful is one of the main motivational drivers of individual creativity. First, we define ‘creative consumer efficacy’ as ‘confidence in one’s ability to solve consumption related problems in an original and functional way, different from existing consumption usages or methods.’ Then, we made 30 preliminary test items by consulting on the theoretical review of creative consumption and the literature on self-efficacy. Creative consumption was reviewed in terms of four aspects, product, process, person and environment, and our test items were phrased as asking self-efficacy questions regarding the four aspects of creativity. The data were collected by online survey and 1091 adults aged from twenties to fifties participated, but the responses from 799 participants who completely answered the survey were used for data analysis. The data were randomly divided into two sets and exploratory and confirmatory factor analyses were carried out for each set. Based on the results of the factor analyses, 19 test items with a four factor solution were selected. The four factors are original thinking efficacy, usage expansion efficacy, problem solving efficacy, and method variation efficacy. To test the construct validity of the newly developed scale, we also measured related constructs such as general self-efficacy, creative self-efficacy, consumer innovativeness, creative personality, and associative thinking. The first four constructs were expected to be positively correlated with the creative consumer efficacy and its four factors and the results turned out as expected. As for associative thinking measured by Remote Associates Test(RAT) was expected to be unrelated to the creative consumer efficacy because the scale mostly measures divergent thinking of creativity, while RAT mostly measures convergent thinking of creativity. The results turned out as predicted as well. In addition to the correlational analyses, we divided the participants into two groups, innovators and adaptors, based on the score of consumer innovativeness measured by the Kirton Adaptation-Innovation Inventory and compared the averages of the creative consumer efficacy scale of the two groups. The two groups showed significant differences in the whole scale and the four factors. All these results validate the construct validity of the scale. With this new scale, further studies can be followed. First, we need to validate the scale with additional studies and to find out precedent factors affecting the creative consumer efficacy and subsequent effects resulting from it. In the current study, we focused on the original and functional aspects of creativity, but we can broaden the scope of creativity including aesthetic aspect of creativity as well. In the future, we hope our study to be a catalyst activating research on consumer creativity.

창의적 소비효능감이 창의적 소비의도에 미치는 영향: 가치 지각의 매개 효과와 손재주 효능감의 조절된 매개효과

임혜빈 ( Rim Hye Bin ),안서원 ( Ahn Sowon ) 한국소비자학회 2020 소비자학연구 Vol.31 No.1

본 연구에서는 타인의 창의적 소비에 대해 사람들이 보이는 반응의 차이를 설명하는 개인차 변인으로 창의적 소비효능감에 주목하였고, 창의적 소비효능감이 창의적 소비의도를 높이는지 보고자 하였다. 창의적 소비는 소비와 관련된 문제를 제품의 원래 용도나 방식과는 다르게 새로우면서 유용하게 해결하는 소비 방식으로, Ikea 제품을 원래의 방식대로 조립해서 사용하지 않고 자신만의 방식으로 조립해서 사용하는 Ikea hack은 창의적 소비의 좋은 예이다. 본 연구의 자극물로 Ikea의 원 제품의 사용 방식과 창의적으로 소비된 방식(Ikea hack)을 함께 보여주고, 창의적 소비 제품에 대한 가치 지각이 창의적 소비효능감이 창의적 소비의도에 미치는 영향을 매개하는지, 그리고 자신의 손재주에 대해 지각된 효능감이 그 과정을 조절하는지를 검증하였다. 창의성 정도가 다른 4개의 자극물을 가지고 연구한 결과, 소비자의 창의적 소비효능감 정도에 따라 타인의 창의적 소비를 보여주는 자극물에 대해 기능적, 심미적 가치를 보다 높게 지각하고 이것이 창의적 소비행동 의도를 높임을 볼 수 있었다. 또한 창의적 소비효능감이 가치 지각에 미치는 영향을 손재주 효능감이 조절함을 볼 수 있었다. 이러한 결과는 전체 데이터에서 검증되었고, 개별 자극물의 경우 매개효과는 3개, 조절된 매개효과는 4개의 자극물에서 반복적으로 검증되었다. 마지막으로 본 연구 결과가 창의적 소비문화 확산에 갖는 시사점, 향후 연구와 한계점에 대해 논의하였다. Lately, people often upload and share photos and videos portraying their daily consumption experiences on social media such as YouTube and Instagram. Some of videos show creative consumption solving a consumption problem in a new and useful way by using a product differently from the suggested or original use or usage. Ikea hack is such a good example and actively consumed in social media. The current study aims to examine how people would respond to this kind of creative consumption by others. On YouTube, many how-to videos are listed and many people learn new things by watching and following the videos. People may respond to creative consumption experience by others in various ways. Some people are astonished at their creativity but do nothing. They just enjoy such pictures or videos. Others participate in creative consumption by themselves either following exactly the same way or adapting the idea in their own way. Like this, people show different reactions. Then, where do the differences in reactions come from? As suggested in prior studies, we focus on creative consumption efficacy as an individual difference factor explaining differences in reactions to others’ creative consumption. The current study used Ikea hack as an example of creative consumption and examined if high creative consumption efficacy led to higher creative consumption intention and if value perception of creative consumption stimuli mediated the effect of creative consumption efficacy on creative consumption intention and the moderating effect of dexterity efficacy as well. For the main study, four original Ikea products and creatively consumed stimuli (Ikea hacks) were used. The four stimuli were chosen from a pretest using thirty four stimuli with sixty nine participants. They were asked to evaluate how creative and useful Ikea hacks were and how difficult it was to follow them. The purpose of the pretest was to find stimuli that were different in creativity (high vs. low) but similar in usefulness and difficulty. In the main study, one hundred twenty nine adults participated. They were randomly divided into two groups and shown two stimuli set which were similar in creativity to avoid unintended negative ratings of less creative stimuli in comparison and fatigue from rating four stimuli repetitively. An original Ikea product and creatively consumed stimulus were presented side by side. Then, the participants were asked to rate their creative consumption intention, functional and aesthetic value of the stimuli, perceived dexterity efficacy, creative consumption efficacy, and creativity of the stimuli. The five point Likert scales were used except of the creativity (7-point scales). In the last, gender and age were asked. The pretest and the main experiment were all conducted online. The results using the four stimuli with different degrees of creativity showed that the creative consumption efficacy led people to perceive functional and aesthetic values from the creative consumption stimuli and this in turn affected the creative consumption intention. In addition, the dexterity efficacy moderated the effect of the creative consumption efficacy on value perception. The whole data corroborated these results and the three stimuli verified the mediation effects and the four, the moderated mediation effects, respectively. The results suggest that individual difference such as creative consumption efficacy affects behavioral intention to consume creatively in reaction to pictures or videos of creative consumption in social media. Depending on the level of creative consumption efficacy people have, they perceive functional and aesthetic values of the same stimulus differently, and the greater the value, the more intentional they are to consume in the same way as others do. So far, research on creative consumption efficacy has proposed the concept and developed and validated the measurement scale. Then, it has shown that the creative consumption efficacy mediated people to be involved in more creative consumption in the creatively displayed shopping environment. The purpose of this study was to examine the more direct effect of creative consumption efficacy, and as a result, it was found that the creative consumption efficiency increased the creative consumption intention by leading people to perceive the stimulus showing creative consumption more functionally and aesthetically valuable. These findings also show that the creative consumption culture can be spread by raising the value perception of creative consumption. Creative consumption efficacy is an individual difference and there is a limit to directly affecting it. However, the up-loading and sharing creative consumption contents through social media will enhance the social value of creative consumption, which could contribute to the cultural spread of creative consumption. Finally, future directions and limitations were discussed.

창의적 매장 디스플레이가 창의적 소비행동에 미치는 영향: 창의적 소비효능감의 매개 효과를 중심으로

이하경 ( Lee Ha Kyung ),안서원 ( Ahn Sowon ),추호정 ( Choo Ho Jung ) 한국소비자학회 2018 소비자학연구 Vol.29 No.4

창의성은 새롭고 독창적이며 적절하고 유용한 산물을 생산하는 능력으로, 소비영역에서 개인의 창의성은 전형적이지 않은 방법으로 제품을 사용하거나 형태를 바꾸어 사용하는 방식으로 나타날 수 있다. 소비자 자신이 창의적인 방식으로 당면한 소비 문제를 해결할 수 있다는 자신감인 창의적 소비효능감은 소비자의 창의성 발현과 이와 관련된 소비행동에 중요한 역할을 할 수 있다. 본 연구에서는 창의적 자극물을 접한 소비자가 기존 용도나 방식과는 다른 창의적인 방법을 통해 문제 해결을 할 수 있을 것이라는 믿음을 가지게 되며 이러한 매개과정을 거쳐 실제 창의적 소비 행동이 증가할 것이라고 예상하였다. 또한 소비자 특성에 따라 창의적 자극물이 창의적 소비효능감에 미치는 영향력이 다를 것이라고 예상하고 개인의 경험 개방성과 지각된 매장 심미성의 조절 역할을 살펴보았다. 20~40대 여성 112명을 대상으로 데이터를 수집하였으며 SPSS 20.0을 사용하여 기술통계, 요인분석, 신뢰도 분석, 붓스트랩 분석을 실시하였다. 붓스트랩 분석 결과, 매장 디스플레이 창의성이 창의적 소비 행동에 직접 미치는 효과는 유의하지 않았으나 매장 디스플레이 창의성이 창의적 소비효능감을 매개로 하여 창의적 소비 행동에 영향을 미치는 것으로 나타났다. 또한 매장 디스플레이 창의성이 창의적 소비효능감에 미치는 영향을 소비자의 경험 개방성과 지각된 매장 심미성이 조절하는 것으로 나타났다. 매장 디스플레이의 창의성이 높지 않더라도 개인이 새로운 경험을 추구하거나 매장의 심미성을 높게 지각하는 경우, 창의적 소비효능감을 매개로 하여 창의적 소비행동이 증가하는 것으로 나타났다. 본 연구결과를 통해 소비자의 창의적 소비행동을 이해할 수 있을 뿐만 아니라 기업에서 제공하는 창의적 마케팅 자극물의 효과를 검증함으로써 창의성에 기반을 둔 기업의 마케팅 전략 수립에 도움을 줄 수 있을 것이다. Consumer creativity in the context of product consumption can offer consumers satisfaction in the process of product consumption experience and help brands induce new product developments and increases in product sales. However, the research on consumer creativity is scarce. The current study aims to explore the effects of creative store display on consumers’ creative consumption behavior. Particularly, we expect that this effect will be mediated by creative consumer efficacy, which refers to the belief that one’s ability to create something new and useful is one of the main motivational drivers of individual creativity. The level of consumers’ acceptance or processing style about the visual stimulus, namely, creative store display, could differ based on personal characteristics. Thus, we explore the moderating effects of personal characteristics, such as openness-to-experience and perceived store aesthetics. To create the environments with creative store display, we manipulate the two levels of creativity in store display. For the condition of a high level of creativity, creative visual structures (e.g., wall design with optical illusions and unique structure) are added to the store. For the condition of a low level of creativity, creative visual structures are removed by keeping the layout and display of products in the store the same. After viewing one of the two types of store image (high vs. low creativity), participants are asked to answer a questionnaire containing a series of questions including creative consumer efficacy, creative consumption behaviors, openness-to-experience, and the perceived store aesthetics. The online survey targets women in their 20s-40s, and the data are collected through online research firms. A total of 112 samples are collected and analyzed using exploratory factor analysis, reliability analysis, frequency analysis, and bootstrap analysis through the SPSS 20.0 package. The results of bootstrap analysis show that the direct effect of creative store display on creative consumption behaviors is insignificant. However, the indirect effect, mediated by creative consumer efficacy, is significant, thereby indicating the mediating role of creative consumer efficacy between creative store display and creative consumption behaviors. In addition, the effect of the creativity of store display on creative consumption behaviors is moderated by openness-to-experience and the perceived store aesthetics. To see this moderated mediation effect in detail, we identify the conditional indirect effects, in which condition the mediating effect of creative consumption efficacy is significant (-1SD, mean and +1SD of moderating variables: openness-to-experience, perceived store aesthetics). The result demonstrates that, if people have high levels of openness-to-experience and perceived store aesthetics, the mediating effect of creative consumer efficacy between creative store display and creative consumption behaviors is significant even when store display is not creative. The results of the current study validate that people who have the adequate ability to accept and interpret the creative visual stimuli are likely to have a high level of creative consumer efficacy when they face creative store display. Increased creative consumer efficacy also drives consumers to show creative consumption behaviors. This study focuses on creative consumption behavior as a consequence of consumer creativity. For the future studies, various consequent variables, such as attitudes toward stores, intentions to purchase, and approach behaviors, can be tested to understand the effects of consumer creativity in the context of product consumption. In addition, future studies can broaden the scope of creative stimuli, including other aspects of store environments.