관광상품 선택과부하가 예상된 후회에 미치는 영향 = The Effects of Choice Overload on Anticipated Regret

다국어 초록 (Multilingual Abstract)

Is 'the more, the better' always true? It was widely believed that having more alternatives benefits consumers. However, recent studies show that too many choices can have negative consequences, resulting in choice deferral, regret, and dissatisfaction.
To examine whether choice overload exists in tourism products, the participants were given two types of tourism product assortments, which consisted of six and thirty tourism products, respectively, and were asked to choose one of the products.
After they decided whether to choose one product or not to choose at all, they were asked to mark how they felt while making a decision on the seven point Likert scale.
The results of this study show that choice overload does exist for tourism products and that choice overload has an effect on anticipated regret. Interestingly, unlike the assumption that people experience choice overload when a large number of choices are presented, the participants assigned to a limited-choice group (i.e. six choices) also experienced choice overload.

참고문헌 (Reference)

1 류가연, "선택대안의 수가 선택연기에 미치는 영향: 모바일 영화예매 시 선택전략 유형과 조절모드의 조절효과를 중심으로" 한국마케팅학회 28 (28): 69-92, 2013

2 박지우, "선택대안 과부하: 다양성에 대한 소비자인식과 구매 후 감정적 반응을 중심으로" 한국소비자학회 25 (25): 93-113, 2014

3 하환호, "상품구색에 따른 선택어려움과 예상된 후회감이 구매연기의도에 미치는 영향" 한국상품학회 29 (29): 1-10, 2011

4 이유재, "부정적 소비감정의 선행요인과 결과변수에 대한 연구 -후회감, 실망감을 중심으로 -" 한국소비자학회 16 (16): 103-128, 2005

5 하환호, "대안의 수와 제시형태가 소비자의 선택·비선택에 미치는 영향" 한국소비자·광고심리학회 5 (5): 29-47, 2004

6 양윤, "대안 제시형태, 대안 수의 크기, 정보처리 양식이 소비자의 선택 과부하에 미치는 영향" 한국소비자·광고심리학회 19 (19): 429-450, 2018

7 김성조, "관광 소비자의 시, 공간적 거리에 따른 선택과부화에 관한 연구- 해석수준이론 적용" 세종대학교, 대학원 2018

8 Chernev, A., "When more is less and less is more: The role of ideal point availability and assortment in consumer choice" 30 : 170-183, 2003

9 Iyengar, S. S., "When choice is demotivating: Can one desire too much of a good thing?" 79 (79): 995-1006, 2000

10 Scheibehenne, B., "What moderates the too-much-choice effect" 26 (26): 229-253, 2009

11 Thai, N. T., "Too many destinations to visit: Tourists'dilemma?" 62 : 38-53, 2017

12 Schwartz, B., "The paradox of choice: Why more is less" Harper Collins 2004

13 Simonson, I., "The influence of anticipating regret and responsibility on purchase decisions" 19 (19): 105-118, 1992

14 Brasel, S. A., "Overwhelming alternatives" Stanford University 2004

15 Oppewal, H., "More choice is better: Effects of assortment size and composition on assortment evaluation" 22 : 45-60, 2005

16 Inbar, Y., "Decision speed and choice regret: When haste feels like waste" 47 : 533-540, 2011

17 Dhar, R., "Consumer preference for a No-choice option source" 24 : 215-231, 1997

18 Settle, R. B., "Consumer perceptions: Overchoice in the market place" 1 (1): 29-37, 1974

19 Park, J., "Confused by too many choices? Choice overload in tourism" 35 : 1-12, 2013

20 Goodman, J. K., "Choosing here and now versus there and later: the moderating role of psychological distance on assortment size preferences" 39 : 1-18, 2012

21 Tversky, A., "Choice under conflict: The dynamics of deferred decision" 3 (3): 358-361, 1992

22 Chernev, A., "Choice overlaod: A conceptual review and meta-analysis" 25 (25): 333-358, 2015