소비자의 조절적 동기가 구매후 후회에 미치는 영향 = The Role of Consumer's Regulatory Focus on Postpurchase Regret

다국어 초록 (Multilingual Abstract)

Previous research showed that action produce more regret than inaction(Kahneman & Tversky 1982). However, according to the studuies of Zeelnberg, Van den Bos, Van Dijk, & Pieters(2002), inaction produce more regret than action. Present study used a consumer's regulatory focus to present new interpretation regarding the discrepancy results described above.
In the present study, we try to explain of the psychology of regret by consumer's regulatory focus. The conclusion of this study is written as below. First, consumers who have a prevention goals showed more regret than consumers who have a promotion goals on negative outcomes. Second, in the case of consumers who have a prevention goals, an action effect had occurred, like Kahneman & Tversky's(1982) studies. However, in the case of consumers who have a promotion goals, an inaction effect had occurred, like Zeelenberg, Van den Bos, Van Dijk, & Pieters's(2002) studies.

국문 초록 (Abstract)

기존연구에 의하면, 행동을 취한 경우(action)가 행동을 취하지 않은 경우(inaction)에 비해 부정적 결과에 대해서 더욱 후회가 크다고 한다(Kahneman & Tversky 1982). 반면에, Zeelnberg, Van den Bos, Van Dijk, & Pieters(2002)의 연구에 의하면, 행동을 취하지 않은 경우가 행동을 취한 경우에 비해 부정적 결과에 대해서 더욱 후회하는 것으로 나타났다. 이에 대해서 본 연구는 상반된 두 연구결과에 대한 새로운 해석으로 소비자의 조절적 동기(regulatory focus)의 개념을 이용하였다. 즉, 소비자의 조절적 동기에 따라 행동효과(action effect)와 무행동 효과(inaction effect)가 나타날 것으로 예측하였으며, 본 연구의 결과는 다음과 같다. 첫째, 예방동기(prevention goal)를 지닌 소비자는 향상동기(promotion goal)를 지닌 소비자에 비해 부정적 결과에 대해서 더욱 후회하는 것으로 나타났다. 둘째, 예방동기를 지닌 소비자의 경우 Kahneman & Tversky(1982)의 연구결과와 같은 행동효과가 발생한 반면에 향상동기를 지닌 소비자의 경우에는 Zeelnberg, Van den Bos, Van Dijk, & Pieters(2002)의 결과처럼 무행동 효과가 발생하였다.

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