선택대안의 수가 선택연기에 미치는 영향 = 모바일 영화예매 시 선택전략 유형과 조절모드의 조절효과를 중심으로

국문 초록 (Abstract)

본 연구는 모바일 영화예매 시 선택대안의 수가 선택연기에 미치는 영향을 선택전략 유형과 조절모드의 조절효과를 중심으로 살펴보았다. 먼저 실험 1에서는 모바일 어플리케이션으로 영화예매 시, 선택대안의 수가 선택연기에 미치는 영향을 알아보고 선택의 어려움이 선택대안의 수와 선택연기의 매개역할을 하는가를 알아보았다. 실험 2에서는 모바일 어플리케이션으로 영화예매 시, 선택전략 유형(연속 선택전략 vs. 동시 선택전략)에 따라 선택 대안의 수가 선택연기에 미치는 영향을 알아보았다. 마지막으로 실험 3에서는 모바일 어플리케이션으로 영화예매 시, 개인적 성향인 조절모드(행동지향적 모드 vs. 평가지향적 모드)에 따라 선택대안의 수가 선택연기에 미치는 영향을 알아보았다. 실험결과, 실험 1에서는 선택대안의 수가 증가할수록 선택을 연기하는 비율은 감소하다가 증가하여 선택대안의 수가 늘어날수록 선택(선택연기)하는 비율은 역U자(U자)형태가 나타났다. 또한 선택의 어려움이 선택대안의 수와 선택연기의 매개역할을 하였다. 실험 2에서는 선택대안의 수가 적은 경우, 동시 선택전략을 제시한 경우가 연속 선택전략을 제시한 경우보다 선택을 연기하는 비율은 높았다. 반면에 선택대안의 수가 많은 경우, 연속 선택전략을 제시한 경우가 동시 선택전략을 제시한 경우보다 선택을 연기하는 비율은 높게 나타났다. 실험 3에서는 소비자 성향이 행동지향적 모드인 경우, 선택대안의 수가 증가할수록 선택을 연기하는 비율은 차이가 없었다. 반면에 소비자 성향이 평가지향적 모드인 경우, 선택대안의 수가 적거나 많은 경우에는 선택을 연기하는 비율이 높고 보통(moderate)의 경우에는 선택을 연기하는 비율이 낮았다. 결론에서는 향후 영화어플리케이션과 유사하게 상품구매나 예매 어플리케이션 프로그램 개발 시, 기업에서는 선택전략의 유형을 고려하고 적절한 대안의 수를 제시하는 것이 유용할 것이라고 시사점을 제시하고 있다. 또한 기업에서 소비자들의 개인적인 성향을 고려하여 조절모드에 따른 대안을 제시할 수 있도록 어플리케이션 내 활용 방안을 강구할 필요가 있음을 시사하고 있으며, 연구의 한계와 후속연구에 대한 제언을 논의하였다.

다국어 초록 (Multilingual Abstract)

This study explores an impact of the number of choice alternatives on choice deferral, when reserving movies via mobile devices, with respect to the choice strategic type and regulatory mode. First, Experiment 1 investigates an impact of the number of choice alternatives on choice deferral and explores whether the choice difficulty has the role of mediating the number of choice alternatives and the choice deferral. Next, Experiment 2 examines an impact of the number of choice alternatives on choice deferral depending on choice strategic types (sequential choice strategy vs. simultaneous choice strategy) when reserving movies on a mobile application software. Lastly Experiment 3 examines an impact of the number of choice alternatives on choice deferral depending on individual tendencies of the regulatory mode (locomotion mode vs. assessment mode) when reserving movies on a mobile application software. The result showed that in Experiment 1, as the number of choice alternatives increased, the proportion of choice deferral decreased at first and then increased in the next phase. The proportion of choice (choice deferral) showed the curve of inverted U shape (U shape) in the increase of choice alternatives. Furthermore, the choice difficulty playes a mediating role between the number of choice alternatives and choice deferral. In Experiment 2, in the case that the number of choice alternatives was small, consumers more likely deferred the choice in simultaneous choice strategy rather than in sequential choice strategy. On the contrary, in the case that the number of choice alternatives was large, consumers more likely deferred the choice in sequential choice strategy rather than in simultaneous choice strategy. Experiment 3 showed that, when consumers were in locomotion mode, the proportion of choice deferral did not show any differences as the number of choice alternatives increased. On the other hand, when consumers were in assessment mode, the proportion of choice deferral was higher in the cases with the large or small number of choice alternatives and was lower in the case with the moderate number. As a conclusion, the study presents some implications for the corporation that when developing the application software on product purchasing or reservation, similar to the movie application software in the future, it would be useful to present the optimal number of alternatives depending upon choice strategic types. Furthermore, the study suggests that it would be necessary for the corporation to seek for useful applications in order to offer alternatives relying on the consumer`s regulatory mode. Finally, the study discusses the limitations and some suggestions for further studies.

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