B2C 공유 서비스 상황에서의 고객 협력 향상 방안 연구: 보상 프로그램의 디자인 요인과 커뮤니케이션 요인 중심 = How to Induce Customer Cooperation in the B2C Sharing-Service Context: Exploring the Role of a Reward Program’s Design Factors and Communication Factor

국문 초록 (Abstract)

본 연구는 B2C 공유 서비스 상황에서의 고객 협력을 보다 효과적으로 도모할 수 있는 방안으로 보상 프로그램을 제안하고 보상 프로그램의 디자인 요인과 커뮤니케이션 요인의 효과를 실증하고자 하였다. 데이터 수집을 위한 시나리오는 2(목표 유형: 달성 vs. 유지) x 2(보상 유형: 이기적 vs. 이타적) x 2(목표 진행에 중점을 둔 영역: 완료 vs. 남음) 집단 간 설계로 구성하였다. 297개의 데이터를 사용하여 삼원공변량분석을 실시한 결과, 보상 프로그램 디자인 요인의 주효과와 상호작용 효과는 모두 통계적으로 유의한 반면, 커뮤니케이션 요인의 주효과와 디자인 요인과의 상호작용 효과는 통계적으로 유의하지 않은 것으로 나타났다.

참고문헌 (Reference)

1 정난희 ; 박세범, "사회적 지지가 목표달성 의도에 미치는 영향: 판촉 보상물 획득 과정을 중심으로" 한국소비자학회 30 (30): 1-26, 2019

2 김재휘 ; 강윤희 ; 권나진, "사회적 목표 행동 촉진을 위한 설득 커뮤니케이션 연구: 사회적 상호성과 목표 프레임을 적용한 설득" 한국마케팅학회 29 (29): 79-94, 2014

3 Reichheld, F. F., "Zero defections : Quality comes to services" 68 (68): 105-111, 1990

4 Brewer, M. B., "Where(who)are collectives in collectivism? Toward conceptual clarification of individualism and collectivism" 114 (114): 133-, 2007

5 Zhang, Y., "When thinking beats doing : The role of optimistic expectations in goal-based choice" 34 (34): 567-578, 2007

6 Wang, C. R., "What makes you choose Airbnb again? An examination of users’ perceptions toward the website and their stay" 74 : 162-170, 2018

7 Winterich, K. P., "Warm glow or cold, hard cash? Social identity effects on consumer choice for donation versus discount promotions" 48 (48): 855-868, 2011

8 Kahneman, D., "Thinking, fast and slow (Vol. 1): Farrar, Straus and Giroux New York"

9 List, J., "The why axis: Hidden motives and the undiscovered economics of everyday life" Random House 2014

10 Hardin, G., "The tragedy of the commons" 162 : 1243-1248, 1968

11 Koo, M., "The small-area hypothesis: Effects of progress monitoring on goal adherence" 39 (39): 493-509, 2012

12 Hamari, J., "The sharing economy : Why people participate in collaborative consumption" 67 (67): 2047-2059, 2016

13 Van Lange, P. A., "The pursuit of joint outcomes and equality in outcomes : an integrative model of social value orientation" 77 (77): 337-349, 1999

14 Maheswaran, D., "The influence of message framing and issue involvement" 27 (27): 361-367, 1990

15 Hull, C. L., "The goal-gradient hypothesis and maze learning" 39 (39): 25-43, 1932

16 Tversky, A., "The framing of decisions and the psychology of choice" 211 : 453-458, 1981

17 Schindler, S., "The frame of the game : Loss-framing increases dishonest behavior" 69 : 172-177, 2017

18 Olson, M., "The Logic of Collective Action: Public Goods and the Theory of Groups, Second printing with new preface and appendix Vol. 124" Harvard University Press 2009

19 Fishbach, A., "The Dynamics of Self-Regulation" 20 : 315-344, 2009

20 Brodscholl, J. C., "Strategies of selfregulation in goal attainment versus goal maintenance" 37 (37): 628-648, 2007

21 Colby, A., "Social responsibility and paid work in contemporary American life, Caring and doing for others: Social responsibility in the domains of family, work and community"

22 Kollock, P., "Social dilemmas : The anatomy of cooperation" 24 (24): 183-214, 1998

23 Zemack-Rugar, Y., "Should donation ads include happy victim images? The moderating role of regulatory focus" 29 (29): 421-434, 2018

24 Ozanne, L., "Sharing as a form of anti-consumption? An examination of toy library users" 9 (9): 485-498, 2010

25 Hwang, J., "Share more, drive less : Millennials value perception and behavioral intent in using collaborative consumption services" 34 (34): 132-146, 2017

26 Higgins, E. T., "Self-discrepancy : A theory relating self and affect" 94 : 319-340, 1987

27 Fischer, P., "Selective exposure and decision framing : The impact of gain and loss framing on confirmatory information search after decisions" 44 (44): 312-320, 2008

28 Skinner, B. F, "Science and human behavior" Macmillan Company 1953

29 Sharma, E., "Saving the masses : The impact of perceived efficacy on charitable giving to single vs. multiple beneficiaries" 135 : 45-54, 2016

30 Li, R., "Reason's enemy is not emotion: Engagement of cognitive control networks explains biases in gain/loss framing" 37 (37): 3588-3598, 2017

31 Yang, H., "Pursuing attainment versus maintenance goals : The interplay of self-construal and goal type on consumer motivation" 42 (42): 93-108, 2015

32 Kahneman, D., "Prospect theory : An analysis of decision under risk" 47 : 263-291, 1979

33 Cantor, N., "Personality and social intelligence" Pearson College Division 1987

34 Ingram, T. N., "Personal and organizational variables : Their relative effect on reward valences of industrial salespeople" 20 (20): 198-205, 1983

35 Carver, C. S., "On the self-regulation of behavior" Cambridge University Press 1998

36 Bandura, A., "Nebraska Symposium on Motivation" University of Nebraska Press 69-164, 1991

37 Rothman, A. J., "Moving from research on message framing to principles of message matching : The use of gain-and loss-framed messages to promote healthy behavior" 7 : 43-73, 2020

38 Atkinson, J. W., "Motivational determinants of risk-taking behavior" 64 : 359-372, 1957

39 Zhang, Y., "Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages" 28 (28): 1-15, 1999

40 Yechiam, E., "Losses as modulators of attention : review and analysis of the unique effects of losses over gains" 139 (139): 497-518, 2013

41 Bolton, R., "Interactive services : a framework, synthesis and research directions" 23 (23): 91-104, 2009

42 Kerr, N. L., "Illusions of efficacy : The effects of group size on perceived efficacy in social dilemmas" 25 (25): 287-313, 1989

43 Van Lange, P. A., "How to overcome the detrimental effects of noise in social interaction : The benefits of generosity" 82 (82): 768-780, 2002

44 Fishbach, A., "How positive and negative feedback motivate goal pursuit" 4 (4): 517-530, 2010

45 Brewer, M., "Handbook of self and identity" Guilford Press 480-491, 2003

46 Heath, C., "Goals as reference points" 38 : 129-166, 1999

47 Fishbach, A., "Goals as Excuses or Guides : The Liberating Effect of Perceived Goal Progress on Choice" 32 : 370-377, 2005

48 Kim, K., "Framing financial advertising : message effectiveness in intertemporal choice" 26 (26): 328-342, 2020

49 Liberman, N., "Expectancy, value and psychological distance : A new look at goal gradients" 26 : 515-533, 2008

50 Arora, N., "Embedded premium promotion: Why it works and how to make it more effective" 26 (26): 514-531, 2007

51 Koo, M., "Dynamics of self-regulation: How (un)accomplished goal actions affect motivation" 94 (94): 183-195, 2008

52 Hartl, B., "Do we need rules for"what's mine is yours"? Governance in collaborative consumption communities" 69 (69): 2756-2763, 2016

53 O'Brien, L., "Do rewards really create loyalty?" 28 (28): 130-130, 1995

54 Dowling, G. R., "Do customer loyalty programs really work?" 38 : 71-82, 1997

55 Furinto, A., "Designing competitive loyalty programs: How types of program affect customer equity" 17 (17): 307-319, 2009

56 김수연 ; 최선미 ; 김희진, "Designing a Customer Message for Compliance in the B2C Sharing Service Context" 한국생산관리학회 30 (30): 267-287, 2019

57 Komorita, S. S., "Cooperative choice in decomposed social dilemmas" 13 (13): 53-63, 1987

58 Schaefers, T., "Contagious effects of customer misbehavior in access-based services" 19 (19): 3-21, 2016

59 Demary, V, "Competition in the sharing economy" IW policy 2015

60 Möhlmann, M., "Collaborative consumption : determinants of satisfaction and the likelihood of using a sharing economy option again" 14 (14): 193-207, 2015

61 Koo, M., "Climbing the goal ladder: How upcoming actions increase level of aspiration" 99 (99): 1-13, 2010

62 Ma, Y., "Challenges of collaborative governance in the sharing economy : The case of free-floating bike sharing in Shanghai" 197 : 356-365, 2018

63 Hazée, S., "Burdens of access : Understanding customer barriers and barrier-attenuating practices in access-based services" 20 (20): 441-456, 2017

64 Locke, E. A., "Building a practically useful theory of goal setting and task motivation : A 35-year odyssey" 57 (57): 705-717, 2002

65 Frei, F., "Beyond the Carrot and the Stick : New Alternatives for Influencing Customer Behavior" 8 : 10-12, 2003

66 Liu, S. Q., "Airbnb : Online targeted advertising, sense of power and consumer decisions" 60 : 33-41, 2017

67 Barhdi, F., "Access-based consumption : The case of car-sharing" 39 (39): 881-898, 2012

68 Benoit, S., "A triadic framework for collaborative consumption (CC): Motives, activities and resources and capabilities of actors" 79 (79): 219-227, 2017