소비자 참여에 대한 감정적 반응의 차원과 영향에 관한 연구 : 정보교환 참여행동을 중심으로 = A Study on Emotional Response's Dimensions and Effects of Consumer's Participation: Focusing on Information Exchange Participation Behaviors

다국어 초록 (Multilingual Abstract)

As the roles of consumers are increasing in the service industry, consumer's participation is becoming more important. The reason of heightened interests in consumer's participation in the process of production and delivery of services is that consumers significantly influence not only a service quality but also an improvement of service outcomes such as consumer satisfaction.
In addition, previous studies overlooked emotional aspects in considering the influence of consumer's participation on service outcomes. As the studies on consumer's participation have been increasing, the necessity to consider emotional aspects together in relation between consumer's participation and consumer satisfaction becomes greater. But no study has investigated this empirically.
The emotional response was divided into three forms: emotional empathy, prevention emotion and promotion emotion. The empirical survey findings showed that Consumer's participation have positive influences on emotional empathy, prevention emotion, promotion emotion. And emotional empathy, prevention emotion and promotion emotion affect the service quality significantly. Emotional empathy had an affect on the consumer satisfaction significantly. But prevention emotion and promotion emotion had negative affects on the consumer satisfaction. Finally, Service quality had an affect on the consumer satisfaction significantly.

국문 초록 (Abstract)

서비스 산업에서 소비자의 역할이 증가함에 따라 소비자 참여의 중요성이 부각되고 있다. 이처럼 서비스의 생산과 전달과정에서 소비자 참여에 관심을 가지는 것은 소비자 참여가 소비자들이 지각하는 서비스 품질뿐만 아니라 소비자 만족과 같은 서비스 결과 향상에 중요한 영향을 미치기 때문이다.
그동안 선행연구들에서는 소비자 참여가 서비스 결과에 미치는 영향을 고려함에 있어서 감정적인 측면을 간과하고 있었다. 최근 소비자 참여와 관련한 연구들이 증가하였으나 소비자 참여와 서비스성과사이의 관계에서 감정적인 부분을 함께 고려한 연구는 없었다. 감정은 서비스 품질의 평가와 만족에 영향을 줄 수 있는 중요한 변수이므로 이에 대한 검토는 긴요한 과제이다. 이러한 문제의식을 토대로 본 연구는 소비자 참여와 서비스성과의 관계에서 소비자들이 느끼는 다양한 감정차원이 어떠한 영향을 미치는지를 검토해 보았다.
실증분석 결과 서비스 접점에서 적극적인 참여를 하는 동안에 느끼는 감정은 정서적 공감, 예방적 감정과 향상적 감정의 3가지 유형으로 구분되었다. 먼저, 소비자 참여는 3가지 유형의 감정차원에 모두 긍정적인 영향을 미치는 것으로 나타났으며, 서비스 품질에도 긍정적인 영향을 미치는 것으로 나타났다. 그리고 3가지 유형의 감정차원은 서비스 품질에는 모두 유의한 영향을 미치는 것으로 나타났으나 소비자 만족에는 감정 차원별로 영향이 다른 것으로 나타났다.

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