소비자의 조절초점, 상품구색의 크기, 그리고 선택모드가 금융상품 선택에 미치는 영향

국문 초록 (Abstract)

상품구색의 크기와 관련한 효과에 관한 기존문헌은 대부분 선택과업 및 선택대안에 대한 소비자의 지각과 확신, 그리고 만족에 초점을 두고 있었다. 본 연구는 금융상품을 대상으로 상품구색의 크기와 조절초점, 그리고 선택모드의 세 가지 변수가 소비자의 선택패턴 자체에 어떤 영향을 미치는지 고찰함으로써 기존 연구결과를 확장하고자 하였다. 먼저, 가설 1에서는, 상품구색의 크기가 증가하는 경우, 향상초점 소비자는 선택효용을 높게 지각하고, 의사결정에 대해 과부하를 느끼지 않기 때문에, 선택하는 대안의 종류에 차이가 발생하지 않는 반면, 예방초점 소비자는 유발된 어려움에 대하여 더욱 체계적이고 적극적인 방식으로 대처함으로써 기존보다 위험대안을 선택할 확률이 높아질 것으로 예측하였다. 하지만, 제시된 대안 수가 많더라도, 예방초점 소비자가 자신의 성향에 적합한 선택모드인 제거방식(vs. 선택방식)을 사용하면, 선택 어려움을 낮게 지각하고, 안전대안을 더 선택하는 반면, 향상초점 소비자는 선택모드의 영향을 받지 않을 것으로 예상하였다(가설 2). 실험 1의 결과에 의하면, ‘선택하지 않음’이라는 대안이 제공되는지의 여부에 상관없이, 예방초점 소비자는 상품구색의 크기가 큰(vs. 작은) 조건에서 위험대안을 더 많이 선택하였고, 향상초점 소비자는 선택에 차이를 보이지 않았다. 또한, 예방초점 소비자는 대안 수가 많아지더라도 특정 대안을 선택하는 것을 포기하지 않았다. 대안 수가 많은 조건을 대상으로 실시된 실험 2에서는, 예방초점 소비자는 제거방식(vs. 선택방식)을 사용하여 의사결정하는 경우, 과업수행의 어려움을 덜 느끼고, 평소 성향과 일치하는 안전대안을 더 많이 선택하는 반면, 향상초점 소비자는 어떤 선택모드를 이용하더라도 유사한 선택결과를 보여주었다. 마지막으로, 연구의 결론으로서, 상품구색의 크기 및 조절초점 문헌에 대한 학문적인 기여, 소비자의 금융상품 선택 및 금융기관의 상품판매에 관한 실무적인 시사점, 그리고 연구의 한계점과 향후 연구에 대한 방향을 제시하였다.

다국어 초록 (Multilingual Abstract)

Based upon the observation that the existing research on assortment size mainly focuses on studying its impact on consumers" perceptions of the task difficulty and their confidence in or satisfaction with the chosen alternative, the authors draw attention to choice patterns of consumers for financial products and examine the interaction effects of assortment size, consumer regulatory focus, and choice mode. Hypothesis 1 posits that promotion-focused consumers will not show differences in their choice patterns when making a choice under a larger(vs. smaller) assortment size because they would perceive a higher level of choice utilities, which offsets the potential choice overloads. On the other hand, preventionfocused consumers will choose risky options to a greater extent since they would perform the choice task in a more systematic and elaborative style when dealing with a larger assortment size. Moreover, in Hypothesis 2, prevention-focused consumers are expected to perceive the decision task easier and to choose more of safe options when utilizing a rejecting(vs. choosing) mode in making their choices, whereas no influence of choice mode is predicted for promotion-focused consumers. The results of Experiment 1A and 1B support H1: the choice probability of prevention-focused participants for safe options was significantly lower when eight(vs. two) options were provided, whereas that of promotionfocused participants did not differ. The effects remained similar regardless of the availability of ‘no choice’ option, and prevention-focused respondents did not give up their choices in the larger assortment size. In Experiment 2, which included a larger choice set only, prevention-focused participants perceived less decision difficulty and chose a greater proportion of safe options when using a rejecting mode. In conclusion, the authors present the study"s contributions to the literature on assortment size and regulatory focus, practical implications for consumer choices of and marketing of financial products, and directions for future research.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 문헌고찰
• Ⅲ. 가설수립
• Ⅳ. 실험
• Ⅴ. 결론
• 참고문헌

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