능동적 몰입, 수동적 몰입, 그리고 상황적 몰입

국문 초록 (Abstract)

오늘날 기업들은 치열한 경쟁 상황에서 높은 수익성을 얻고 사업의 성공을 확보하기 위해 관계마케팅 요소들을 적극적으로 활용하고 있으며, 이 가운데에서 몰입이 많은 주목을 받아왔다. 몰입은 지속적으로 관계를 유지하고자 하는 의지로 정의할 수 있으며, 지금까지 단일차원 또는 다차원적인 개념으로 간주되어져왔다. 본 연구에서는 자발성과 귀인이론을 토대로 몰입을 능동적 몰입, 수동적 몰입, 그리고 상황적 몰입으로 새롭게 제시한 후 Morgan and Hunt(1994), Kim and Frazier(1997), 그리고 Gruen, Summers, and Acito(2000)의 기존 연구들에서 다루어진 다양한 정의와 차원을 가진 몰입을 만족, 신뢰, 의존성, 전환비용, 명백한 계약, 그리고 환경의 불확실성이라는 선행 변수들과 협동과 장기적 관계지향이라는 결과 변수들을 사용하여 구조방정식모형을 이용하여 비교함으로써 몰입의 측정방식이 관계마케팅이론의 설명에 미치는 영향을 살펴보았다. 연구결과 4가지 몰입을 사용한 모델들이 모두 수용할만한 적합도를 가지며 전반적으로 경로계수들이 통계적으로 유의하게 나왔다. 그리고 본 연구에서 새롭게 정의한 세 차원의 몰입은 기존의 Morgan and Hunt(1994), Kim and Frazier(1997), 그리고 Gruen, Summers, and Acito(2000)의 몰입을 사용한 모델과 비교할 때 단지 10개의 경로를 사용했는데도 불구하고 22개의 경로를 사용한 모델의 부합도와 비교하여 크게 떨어지지 않는 결과를 보임으로써 단일차원의 간명성으로 다차원의 복잡성을 설명하는 유용성을 확인하였으며 특히 구조방정식모델의 간명성을 크게 향상시켰다. 지금까지 그 순서에 있어서 논란이 되어온 만족, 신뢰, 그리고 몰입이 만족→신뢰→몰입의 순서라는 점을 확인하였으며 만족과 신뢰는 능동적 몰입의 선행 변수이고 전환비용은 수동적 몰입의 선행 변수이며 명백한 계약은 상황적 몰입의 선행 변수임을 밝혔고 특히 명백한 계약이 몰입의 선행 변수임을 최초로 밝혔다. 이러한 결과는 지금까지의 몰입에 대한 연구들이 단일차원이든 다차원이든 본 연구에서 다룬 능동적 몰입만을 그 범위로 다루었기 때문이다. 본 연구는 이처럼 몰입에 대한 깊은 통찰을 통해 몰입을 새로운 영역으로 그 개념을 확장시켰다. 또한 협동과 장기적 관계지향으로 이어지는 능동적 몰입은 협동으로만 이어지는 수동적 몰입과 협동으로도 이어지지 않은 상황적 몰입보다 그 가치가 크기 때문에 기업들은 능동적 몰입의 형성에 적극적으로 노력하여야 한다.

다국어 초록 (Multilingual Abstract)

These days, a lot of companies use the factors of relationship marketing to get the high profitability and guarantee the success of the business, and there is commitment in the core position. Commitment can be defined as the will which intends to continue the relationship and has been considered as uni-dimensional or multi-dimensional construct. I divided commitment into three new dimensional definition, active, passive, and situational commitment using spontaneity and attribution theory. After I set satisfaction, trust, dependence, switching cost, explicit contract, environmental uncertainty as antecedents and cooperation, long-term orientation as consequences, using structural equation model analysis, compared Morgan and Hunt(1994)'s, Kim and Frazier(1997)'s, Gruen, Summers, and Acito(2000)'s, and mine and examined the influence of measurement way of commitment on the explanation of the relationship marketing. As a result, four models have acceptable fit index, and almost coefficients are statistically significant. The model of new three dimensional commitment, compared with Kim and Frazier(1997)'s, Gruen, Summers, and Acito(2000)'s, is not meaningfully low in fit index, in spite of using only ten paths compared with their models using 22 paths. I conclude that new three dimensional commitment can explain the multi-dimensional complexity with the uni-dimensional simplicity and get the improved parsimony. So far, there have been arguable issues about the order among satisfaction, trust, and commitment, in this study, I proved the order, satisfaction→trust→commitment. And I also proved that satisfaction and trust are antecedents of active commitment, switching cost is a antecedent of passive commitment, and explicit contract is a antecedent of situational commitment, especially, the last is the first work until now. Because, a lot of studies on the commitment, irrespective of uni-dimension or multi-dimension, focused on the scope of active commitment of mine. With the deep insight, this study extended the scope of commitment. Because active commitment can influence cooperation and long-term orientation positively, has more value than passive commitment which can influence only cooperation and situational which cannot influence cooperation, either. Managers of the companies must strive to form active commitment.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 연구의 이론적 배경
• 1. 몰입
• 2. 선행 변수들
• 3. 결과 변수들
• Ⅲ. 기본 연구모형 및 개별 연구모형
• 1. 기본 연구모형
• 2. 개별 연구모형
• Ⅳ. 자료의 수집과 변수의 측정
• 1. 연구대상 및 자료의 수집
• 2. 변수의 정의 및 측정 항목
• Ⅴ. 실증분석
• 1. 분석결과
• Ⅵ. 결론
• 1. 연구결과의 요약 및 의의
• 2. 연구의 한계점 및 향후 연구방향
• 참고문헌
• Abstract

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