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.

공공기관 로고 디자인에 나타난 귀여움 속성이 공공기관 평가에 미치는 영향 : 관여도의 조절효과를 중심으로

임혜빈(Rim, Hye Bin),이병관(Lee, Byung-Kwan),정지나(Jeong, Ji Na),박정은(Park, Jung Eun),문영숙(Moon, Young Sook) 한국OOH광고학회 2020 OOH광고학연구 Vol.17 No.1

본 연구는 공공기관에서 대중에게 친근하게 다가가기 위해 사용하는 ‘귀여움’이라는 디자인 요소가 실제로 대중의 공공기관 평가에 어떠한 영향을 미치는지를 확인하기 위해서 수행되었다. 구체적으로, 연구1에서는 공공기관에서 사용하는 로고의 서체를 귀여운 서체와 일반 서체로 구분하여 각 로고에 따라 사람들이 고정관념 지각 모형에서 이야기하는 따뜻함과 유능함 차원으로 각 로고를 평가하는지를 평가하였다. 연구2에서는 공공기관 로고의 귀여움 요소가 공공기관의 유능함 평가의 미치는 영향을 개인의 공공기관에 대한 관여도라는 변인과의 상호작용을 통해 확인하였다. 연구결과, 사람들은 공공기관에 사용된 로고의 서체가 귀여움의 속성을 가지고 있는 경우 그 로고를 따뜻함 차원의 로고로 평가하였으며, 일반서체의 경우에는 로고를 유능함 차원의 로고로 평가하였다. 또한 공공기관에 대한 관여도가 높은 사람들은 귀여운 서체의 로고보다 일반 서체의 로고를 보았을 때, 유능함 차원의 가치인 편익성, 전문성, 혁신성, 쾌적성, 신뢰성을 더 높게 평가하였다. 본 연구는 공공기관에서 사용하는 귀여움이 실제 대중의 공공기관평가로 이어지는지에 대해 연구하였다는 점에서 그 의의가 있으며, 추후 공공기관의 이미지 포지셔닝에 대한 방향성을 제공하였다. This study was conducted to see how the ‘Cuteness’ factor used by public institutions to reach the public in a friendly manner actually affects public sector assessments. Specifically, Study 1 divided the typeface of the logo used by public organizations into cuteness and general types, and assessed whether each logo was evaluated in terms of the warmth or competence that’s been discussed in the Stereotype Contents Model. In Study 2, the effect of the cuteness elements of the logo of a public institution on the evaluation of the efficacy of a public institution was verified through interaction with the degree of individual involvement in a public institution as variable. According to the study, people evaluated the logo on the level of warmth if the typeface of the logo used in the public organization had a characteristic of cuteness, and in the case of the general writing system, the logo was evaluated on the level of competence. In addition, people with a higher level of involvement in public institutions rated the value of efficacy - convenience, professionalism, innovation, comfort and reliability - higher than the logo of a cuteness font. This study was meaningful in that it studied when the cuteness used by public institutions led to the evaluation of public institutions and provided direction for the future positioning of public institutions.

리뷰 메시지 유형에 따른 웹소설 독자의 온라인 리뷰 유용성 평가: 의사결정 유형의 조절효과

이현지,김하경,임혜빈,Lee, Hyeon-Ji,Kim, Ha-Kyeong,Rim, Hye Bin 한국감성과학회 2022 감성과학 Vol.25 No.3

Consumers of web novels read online reviews in order to decrease uncertainty when purchasing a web novel. This study examines the types of messages (factual or evaluative) that consumers find more useful and verifies the moderating effect of individual analytical decision-making style levels on differences in usefulness evaluation. Based on the tendency to acquire objective information, the usefulness of factual online reviews was expected to be higher in the context of buying experience goods, such as a web novel. Levels of analytical decision-making styles, which were classified based on individual perception, are also expected to affect the usefulness evaluation of reviews. Experiments 1 and 2 were repeatedly conducted to examine whether consumers think factual reviews are more useful than evaluative reviews. In particular, Experiment 2 was conducted to simulate the circumstance of selecting a romance web novel and demonstrated that reviews have a significant effect on messages and decision-making styles. The interaction effect between analytical decision-making style levels and review message types was also confirmed in Experiment 2. The results of this study can help researchers and marketers comprehend the behavioral patterns of web novel readers when evaluating reviews and consuming experience goods.

사회적 배제와 제품 유형의 상호작용이 수제품 구매의도에 미치는 영향: 독특성 동기의 매개효과를 중심으로

노환호 ( Noh¸ Hwan-ho ),임혜빈 ( Rim¸ Hye Bin ),이병관 ( Lee¸ Byung-kwan ) 한국소비자학회 2021 소비자학연구 Vol.32 No.4

사회적 동물인 인간은 다른 사람들과 관계를 맺고 살아가지만, 삶의 여러 영역에서 사회적 관계의 단절인 사회적 배제를 경험한다. 사회적 배제가 소비자 행동에 미치는 영향을 다룬 선행연구에 따르면 사회적 위협인 배제를 경험한 사람들은 자신의 가치를 드러내기 위해 독특성을 추구하는 경향이 높아진다. 이에 본 연구는 사회적 배제를 경험한 소비자가 자신의 가치를 표현하기 위해 기계 생산 제품보다 독특성이 높은 수제품을 더 선호하는지 확인하고 자 수행되었다. 이를 위해 사회적 배제와 제품 유형이 소비자의 독특성 추구와 수제품 선호에 미치는 영향을 온라인 실험을 통해 검증하였다. 연구 결과 제품 구매 상황에서 사회적 배제 조건이 사회적 수용 조건보다 독특성을 추구하려는 경향이 높았고 이는 수제품에 대한 선호에 유의한 영향을 미쳤다. 한편, 이와 같은 효과는 자신을 표현할 수 있는 제품(안경 테)에서 유의하였고, 그렇지 않은 제품(안경 렌즈)에서는 유의하지 않았다. 끝으로 본 연구의 시사점과 한계점 및 추후 연구 방향에 관한 논의가 이루어졌다. Humans as social animal live in relationships with others, but experience social exclusion, a disconnection of social relationships in many areas of life. According to prior studies dealing with the impact of social exclusion on consumer behavior, people who have experienced exclusion tend to pursue uniqueness to reveal their values. This study was conducted to confirm that consumers who have experienced social exclusion prefer hand-made products with higher uniqueness to machine-made products in order to express their social value. An online experiment was conducted to verify the impact of social exclusion on consumers' pursuit of uniqueness and preference for hand-made products. Results show that participants in the social exclusion condition tended to seek product uniqueness compared to those in the social inclusion condition, which also had a significant impact on preference for handmade products. This effect was significant in purchasing a glass frame with which people can express themselves but not in purchasing a glass lens with which they cannot express themselves. Discussions were made on the implications and limitations of this study and the direction of future research.

인스타그램 이용자의 사회적 배제 경험이 이용 동기와 몰입에 미치는 영향 : 자기증진과 상호작용 동기를 중심으로

노환호(Hwan-Ho Noh),임혜빈(Hye Bin Rim),이병관(Byung-Kwan Lee) 한국광고PR실학회 2021 광고PR실학연구 Vol.14 No.4

사회적 배제란 사회적 관계의 단절로 인해 사람들이 겪는 위협을 의미한다. 사람들은 일상의 다양한 사회적 상호작용에서 거절과 무시와 같은 사회적 배제를 경험한다. 사회적 배제에 따른 사회적 욕구의 결핍은 많은 부정적인 결과를 초래한다. 한편, 소셜 미디어를 이용한 사람들의 상호작용이 증가하면서 인스타그램이 상호작용과 자기표현에 적합한 플랫폼으로 높이 인식되고 있다. 이에 본 연구는 사회적 배제를 경험한 사람들이 인스타그램을 이용하는 데 있어서 어떤 동기가 영향을 미치는지를 확인하고자 수행되었다. 구체적으로 본 연구는 사회적 배제의 두 가지 유형인 무시와 거절을 경험한 사람들의 인스타그램 이용 몰입에 미치는 자기증진과 상호작용 동기의 매개효과를 검증하고자 하였다. 연구 결과 사회적 배제 중 무시는 자기증진 동기를, 거절은 상호작용 동기를 유발하였으며, 해당 동기의 매개를 거쳐 인스타그램 이용 몰입에 유의한 영향을 미친다는 것을 확인하였다. 이어서 연구의 이론적, 실무적 시사점과 향후 연구 방향을 논하였다. Social exclusion refers to the threat that people face due to a break in social relationships. People experience social exclusion, such as ignorance and rejection, from various social interactions in their daily lives. The lack of social needs resulting from social exclusion has many negative consequences. Meanwhile, as people s interaction with social media increases, Instagram is recognized as a platform suitable for interaction and self-expression. This study was conducted to confirm what motivations affect people who have experienced social exclusion in using Instagram. Specifically, this study sought to verify the mediating effect of self-promotion and interaction motivation on Instagram use engagement of people who have experienced two types of social exclusion: ignorance and rejection. Results show that ignorance induced motivation for self-promotion whereas rejection induced motivation for interaction, and each of which significantly affected engagement into Instagram through the mediating effect of motivation (self-promotion & interaction). Theoretical and practical implications of the study and future research directions were discussed.

익살스런 귀여움(Whimsical Cuteness)이 소비자의 쾌락적 구매 의도에 미치는 영향: 죄책감의 조절 효과를 중심으로

한승훈 ( Seung Hoon Han ),임혜빈 ( Hye Bin Rim ),이병관 ( Byung-kwan Lee ) 한국소비자학회 2020 소비자학연구 Vol.31 No.3

귀여움에 대한 기업과 소비자의 관심이 증가함에 따라 귀여움의 유형과 특성, 그리고 귀여움이 소비자 행동에 미치는 영향을 심리학적 관점에서 규명할 필요성도 커지고 있다. 이에 본 연구는 귀여움의 유형 중 하나인 익살스런 귀여움이 소비자의 쾌락적 구매 의도에 미치는 영향을 검증하고자 하였다. 본 연구에서는 총 3개의 실험을 진행하였다. 163 명의 참가자를 대상으로 진행한 연구 1a에서는 익살스런 귀여움 조건의 소비자가 통제 조건에 비해 쾌락적 속성이 우수한 제품의 구매 의도가 더 높음을 확인하였다. 169 명의 참가자를 대상으로 진행한 연구 1b에서는 통제 조건에 비해 익살스런 귀여움 조건의 소비자가 실용 목적 구매상황보다 쾌락 목적 구매상황에서 구매 의도가 더 높은 것으로 나타났다. 또한 익살스런 귀여움과 쾌락적 구매 의도의 관계를 자기 보상 초점이 매개함을 발견하였다. 연구 2에서는 익살스런 귀여움과 쾌락적 구매 의도의 관계에서 죄책감의 조절효과를 확인하였다. 221 명의 참가자를 대상으로 진행한 연구 결과, 죄책감을 경험할 경우 익살스런 귀여움이 쾌락적 소비에 미치는 영향력이 유의미하게 감소하였다. 본 연구는 익살스런 귀여움이 쾌락적 구매 의도에 미치는 영향과 죄책감의 조절 효과를 확인하였다는 점에서 관련 연구자와 마케팅 실무자에게 중요한 함의를 제공할 것으로 기대한다. Drawing upon increasing interests in cuteness appeal in marketing area, there is a growing need to identify the type and characteristics of cuteness and its impacts on consumer behavior from a psychological perspective. Previous research suggested there are two types of cuteness. One type of cuteness is kinchenschema(baby schema) cuteness. It occurs after exposure to babies or baby animals which have baby characteristics. The other type of cuteness is whimsical cuteness. It occurs after exposure to imaginary characters or a pattern of circles. This research focused on the role of whimsical cuteness in consumers’hedonic purchase intentions. In particular, three studies were conducted to examine the positive relations between whimsical cuteness and hedonic purchase intentions. Firstly, study 1a questioned whether whimsical cuteness would increase purchase intentions for products of which hedonic features were superior. Responses of 163 participants were collected from the Amazon Mechanical Turk (Mturk). The 2-between subject design was implemented. That is ,participants were randomly assigned to be presented one of two gift cards: a whimsical cuteness card or a control card. And they chose a headset between two different one by using assigned card. One headset had superior hedonic features than utilitarian features. The other headset had superior utilitarian features than hedonic features. Results indicated that, compared to those in a control condition, consumers in whimsical cuteness condition showed stronger intentions to purchase a product with superior hedonic features. Secondly, study 1b investigated the effect of whimsical cuteness on consumers' hedonic purchase intentions further manipulating the goal of product purchase. 169 subjects participated in the study via the Amazon Mechanical Turk (Mturk). Participants were divided 4 groups (2 cuteness(whimsical cuteness condition, control condition) X 2 consumption goal (hedonic consumption goal condition, utilitarian consumption goal condition)). They were randomly assigned to see one of the gift cards: whimsical cuteness condition, control condition. They were also randomly assigned to see one of the consumption goal scenario: hedonic consumption goal condition, utilitarian consumption goal condition. And they chose a scale about purchase intentions of using restaurant. Using restaurant in hedonic consumption goal condition was for fun. But using restaurant in utilitarian consumption goal condition was for studying foreign culture. After that, they responded to questions about checking the selfrewarding focus and the card manipulation. Consistent with study 1a, it was confirmed that consumers experienced whimsical cuteness were more likely to purchase a product when a hedonic consumption goal was assumed rather than an utilitarian goal was served. In study 1b, the relationship between whimsical cuteness and hedonic purchase intentions was found to be mediated by the self-rewarding focus. Finally, study 2 was conducted to confirm whether guilt would mitigate the impact of whimsical cuteness on the consumers' hedonic purchase intentions. Data were collected from 221 participants via the Amazon Mechanical Turk (Mturk). Participants were divided 6 groups (3 cuteness(whimsical cuteness condition, kindchenschema(baby schema) cuteness condition, control condition) X 2 guilt(guilt condition, control condition)). They were randomly assigned to see one of the gift cards: whimsical cuteness condition, kindchenschema (baby schema) cuteness condition, control condition. They were also randomly assigned to recall one of the guilt experience: guilt condition, control condition. And they chose a headset between two different one by using assigned card. One headset had superior hedonic features than utilitarian features. The other headset had superior utilitarian features than hedonic features. After that, they responded to questions about checking the card manipulation. As expected, the moderating effect of guilt in the relationship between whimsical cuteness and hedonic purchase intentions was found. Specifically, experience of guilt significantly decreased the effect of whimsical cuteness on hedonic purchase intentions. The findings from current research proposed both theoretical and practical implications. It had a theoretical implication in that it had expanded its cuteness to a new level. This was because the emotions caused by the two cuteness, kindchenschema(baby schema) cuteness and whimsical cuteness, were different. Kindchenshcema(baby schema) cuteness induced caring feelings. But whimsical cuteness created fun and increased consumers’ hedonic purchase intentions. In particular, the characteristics of the whimsical cuteness were embodied through product properties and purchase purpose. Also, it had a theoretical implication in that it had identified the effect of guilt as a moderating variable. It was necessary to study situations in which the effects of whimsical cuteness did not occur. Therefore, we had verified the role of essential emotion called guilt that was not directly related to the consumer. This study had practical implication for the production of products by enterprises. For example, for a product with a cute design, it would be advantageous to emphasize hedonic features than to emphasize utilitarian features. And enterprises will also need to consider the level of guilt an individual will experience in the product purchase phase. Limitations and Future possible studies were also discussed.

소비자의 기질적 욕심이 무행동 관성에 미치는 영향: 예상되는 무행동 후회와 극대화 성향의 조절된 매개효과

구현진 ( Koo Hyunjin ),손영우 ( Sohn Young Woo ),임혜빈 ( Rim Hye Bin ) 한국소비자학회 2016 소비자학연구 Vol.27 No.5

무행동 관성이란 초기의 매력적인 기회를 놓친 이후에 마주한 후속 기회에서도 행동하지 않으려는 경향성을 의미한다. 본 연구는 소비자의 기질적 욕심과 무행동 관성 간의 관계를 예상되는 무행동 후회가 매개하며, 이와 같은 매개경로가 극대화 성향의 수준에 의해 달라지는 조절된 매개효과를 검증하고자 하였다. 이를 위해 총 251명의 참가자들에게 기질적 욕심 척도(Dispositional Greed Scale), 극대화 성향 척도(Maximization Scale)와 후속 세일 제품에 대한 구매의도를 묻는 무행동 관성 문항을 포함하는 설문을 실시하였다. 연구 결과는 다음과 같다. 첫째, 소비자의 기질적 욕심 수준이 높을수록 후속 기회에서 높은 구매의도를 보였다. 둘째, 후속 기회를 놓침으로써 예상되는 후회가 욕심과 구매의도의 관계를 매개하였다. 마지막으로, 소비자의 극대화 성향이 욕심과 예상되는 무행동 후회의 정적 관계를 강화시켜, 욕심이 예상되는 무행동 후회를 통해 구매의도에 미치는 매개효과가 극대화 수준에 따라 유의하게 변화하였다. 본 연구는 소비자의 기질적 욕심과 무행동 관성 간의 관계에 대해 처음으로 탐구해보았으며, 욕심과 무행동 관성의 관계를 설명하는 매개 및 매개된 조절 변인들을 추가적으로 검증함으로써 무행동 관성 현상에 대한 연구를 한층 더 확장시켰다고 볼 수 있다. 본 연구의 의의, 한계점 및 후속 연구 방향에 대해 제언하였다. Inaction inertia refers to a phenomenon that after having bypassed an initial attractive opportunity, people are less likely to act on subsequent similar opportunities. This phenomenon is considered as one of the negative side effects of sales marketing, and is a nuisance for retailers and marketers. Previous studies on inaction inertia have focused on the preconditions and contexts pertaining to the occurrence of the phenomenon. However, only very little attention has been paid to the effects of individual differences of the customers on inaction inertia, such as personal characteristics or decision-making styles. To address the issue, we aimed to examine the influence of consumers` personal characteristics on inaction inertia. Specifically, we explored consumers` level of dispositional greed on inaction inertia. Dispositional greed refers to an individual tendency to never being satisfied with what one currently has, and always craving for more. That is to say, people with high levels of dispositional greed would always want more than what they possess at present. Therefore, we hypothesized that greedier people would show higher purchase intention even in the face of less attractive and inferior opportunity because they would primarily focus on acquiring more products. It implies that greedier people might be less affected by the inaction inertia. Furthermore, we assumed that anticipated inaction regret would mediate the relationship between greed and purchase intention. According to previous research, regret is a negative emotion which is closely related to inaction inertia. Anticipated inaction regret is a type of regret that a person experiences when facing the bargains, anticipating how one might feel when foregoing the upcoming opportunity. According to previous studies, anticipating higher inaction regret leads to higher purchase intention under the inaction inertia contexts. As greedier people tend to want more, we presumed that they would report higher anticipated inaction regret. Taken together, we hypothesized that anticipated inaction regret would positively mediate the relationship between greed and purchase intention. In addition to the mediation model of greed, anticipated inaction regret and purchase intention, we hypothesized that consumers` level of maximizing tendency would affect the relationship between greed and anticipated inaction regret. Maximization refers to a style of decision-making, which is characterized by pursuing the best option through exhaustively searching and comparing the alternatives. Since maximizers want the best option, they are prone to feeling regrets, both before and after the decision-making process. Hence, we assumed that people with high maximization tendency would anticipate higher inaction regret, thus positively moderating the positive relationship between greed and anticipated inaction regret. In sum, our study aimed to explore the influence of consumers` dispositional greed on inaction inertia, by testing a moderated mediation model of anticipated inaction regret and maximization. We hypothesized that anticipated inaction regret would positively mediate the relationship between greed and purchase intention, and individuals` maximization tendencies would moderate the mediating effect of anticipated inaction regret. To confirm our hypotheses, we conducted an online survey via Amazon Mechanical Turk (M = 245). Using SPSS PROCESS macro, the moderated mediation model was tested. The results supported our hypotheses. Participants with stronger dispositional greed anticipated higher levels of inaction regret, and reported higher purchase intention. In addition, the mediating effect of anticipated inaction regret was greater for participants with stronger maximization tendencies. This research shed light on the psychological mechanism of inaction inertia by examining the impacts of consumers` individual difference variables. Additionally, this research is meaningful in terms of expanding previous studies of the impacts of affect on consumer behaviors by focusing on greed which was gained little attention to. Further implications, limitations and possible future studies were also discussed.

문화유사 및 공감이 도움의향에 미치는 영향: 세계시민주의의 조절된 매개효과 검증

이창환 ( Chang Hwan Lee ),손영우 ( Young Woo Sohn ),임혜빈 ( Hye Bin Rim ) 한국감성과학회 2015 감성과학 Vol.18 No.4

Prior research suggested that people generally show stronger intentions to help in-group members because people experience higher levels of empathy for those who are similar to themselves. The present research demonstrated that one``s levels of cosmopolitanism would moderate the mediating role of empathy on the relationship between cultural similarities and helping intentions. In particular, it was examined how the mediator (empathy) affected the relation between cultural similarity and helping intention for participants with low to high levels of cosmopolitanism. Results indicated that participants with lower levels of cosmopolitanism showed stronger empathy as targets are more culturally similar to participants`` own culture. Participants with higher levels of cosmopolitanism, however, reported the same levels of empathy regardless of targets`` cultural similarity. The implications and limitations of the results were discussed.

광고 연구의 이론 적용과 동향

문영숙(Moon, Young Sook),이병관(Lee, Byung-Kwan),임혜빈(Rim, Hye Bin) 한국광고홍보학회 2017 한국광고홍보학보 Vol.19 No.2

본 논문의 목적은 우리나라 광고 연구에서 어떠한 이론들이 검증되고 사용되어 왔는가에 초점을 맞추어서 국내 광고 연구의 흐름을 주도하고 있는 세 개의 광고 전문 학술지에 게재된 논문들을 대상으로 이론 적용의 동향을 살펴보기 위한 것이다. 1988년부터 2015년까지 세 개의 광고 전문 학술지(<광고홍보학보>, <광고연구>, <광고학연구>)에 발표된 광고 분야 논문 1,137편 중에서 이론을 적용한 논문 309편을 선정하고 게재 시기, 이론 및 모델, 광고 매체 유형, 연구 방법, 표본 유형 등으로 구성된 분석 항목을 사용하여 내용 분석을 수행하였다. 연구 결과 광고를 주제로 다룬 논문 중에서 약 27%만이 이론을 적용하였고 대다수의 논문들이 특정 이론이나 모델을 적용하지 않은 것으로 나타났다. 또한 연구 배경이나 이론적 틀로서 태도 이론이 가장 많이 사용되었으며, 정교화 가능성 모델, 광고 태도 이론, 메시지와 정보원 효과, 맥락 효과, 의사 결정 이론등을 포함하여 심리학 이론들이 주로 사용되었다. 이러한 연구 결과에 대해서 이론 적용의 수준이 낮고 특정 이론들에 연구가 집중되었다는 점을 지적하는 한편, 이론 적용에 대한 광고 연구자들의 인식 제고와 적용 이론 분야의 범위를 확장시킬 필요성을 제시하였다. The purpose of this study is to review the theories employed in the literature on advertising research. A total of 1,137 articles of advertising subject published in the three advertising journals (Korean Journal of Advertising and Public Relations, Korean Journal of Advertising Research, Korean Journal of Advertising) over a 27-year period, 1988∼2015 were examined in terms of five content characteristics: theory driven versus not theory driven, name of the theory or theoretical framework/model, advertising media, method, and sample type. Results show that only a minority of articles (n = 309, 27%) made explicit use of theory and the majority of theories used in advertising research come from Psychology, such as Elaboration Likelihood Model, Attitude-Towards Advertising, Message Effects, Source Effects, Context Effects, and Decision Making Process. Based on the result, it was suggested that researchers should recognize the importance of theory in advertising research as well as make efforts to ground their research more strongly in theory.