과업유형이 정보제품의 선호에 미치는 영향 = The Effects of Types of Task on Information Goods` Preference

다국어 초록 (Multilingual Abstract)

This study examines how the types of task influence consumers’ preference of information goods. Specifically, we focus on consumers’ preference between a superior option in the dimension of perceived security and a superior option in the dimension of tailored functionality. The results show that when consumers rate options for the choice, the importance of the perceived security dimension is increasing, thus they are more likely to prefer a superior option in the dimension of perceived security. While, when consumers rate options for overall evaluation, the importance of the perceived security dimension is decreasing, thus they are more likely to prefer a superior option in the dimension of functionality. In particular, the security dimension plays more important role in determining consumers’ preference of information goods. Furthermore, we test the effects of a warning message of privacy on consumers`` preference of information goods. When consumers are exposed to a warning message, the differential effects of task types on consumers’ preference are attenuated. They are more likely to prefer a superior option in the dimension of perceived security.

참고문헌 (Reference)

1 이지은, "가격할인 시 할인 기간이 소비자의 구매의도에 미치는 영향 : 시간적 거리의 조절역할을 중심으로" 한국마케팅관리학회 16 (16): 73-99, 2011

2 Knetsch, Jack., "Willingness to Pay and Compensation Demanded:Experimental Evidence of an Unexpected Disparity in Measures of Value" 99 (99): 507-521, 1984

3 Hsee, Christopher K., "Will Products Look More Attractive When Presented Separately Or Together?" 25 (25): 175-186, 1998

4 Anderson, Ross, "Why Information Security is Hard — An Economic Perspective" 358-, 2001

5 Cummings, R. G., "Valuing Environmental Goods: An Auessment of the Contingent Valuation Method" Rowman and Allanbeld 1986

6 Weir, Catherine S., "User Perceptions of Security, Convenience and Usability for Ebanking Authentication Tokens" 28 : 47-62, 2009

7 D’ Arcy, John., "User Awareness of Security Countermeasures and Its Impact on Information Systems Misuse : a Deterrence Approach" 20 (20): 79-98, 2009

8 Schultz, Eugene., "Usability and Security : an Appraisal of Usability Issues in Information Security Methods" 20 (20): 620-634, 2001

9 Sagristano, Michael., "Time-dependent Gambling : Odds Now, Money Later" 131 (131): 364-376, 2002

10 De Riet, "Time Is an Amazingly Variable Amount of Money: Endowment and Ownership Effects in the Subjective Value of Working Time" 20 (20): 383-405, 1999

11 Hoorens, Vera., "Time Is an Amazingly Variable Amount of Money: Endowment and Ownership Effects in the Subjective Value of Working Time" 20 (20): 383-405, 1999

12 Tversky, Amos., "The framing of Decisions and the Psychology of Choice" 211 (211): 453-458, 1981

13 Eyal, Tal., "The Pros and Cons of Temporally Near and Distant Action" 86 (86): 781-795, 2004

14 Fisher, Irving, "The Money Illusion" Adelphi 1928

15 Knetsch, Jack, "The Endowment Effect and Evidence of Nonreversible Indifference Curves" 79 (79): 1277-1284, 1989

16 Cavusoglu, Huseyin., "The Effect of Internet Security Breach Announcements on Market Value : Capital Market Reactions for Breached Firms and Internet Security Developers" 9 (9): 69-104, 2004

17 Novemsky, Nathan., "The Boundaries of Loss Aversion" 42 (42): 19-128, 2005

18 Trope, Yaacov., "Temporal Construal" 110 (110): 403-421, 2003

19 Ratneshwar S., "Substitution in Use and the Role of Usage Context in Product Category Structures" 28 (28): 281-295, 1991

20 Kim, Byung Cho., "Security versus Convenience? An Experimental Study of User Misperceptions of Wireless Internet Service Quality" 53 : 1-11, 2012

21 Zauberman, Gal., "Resource Slack and Propensity to Discount Delayed Investments of Time Versus Money" 134 (134): 23-37, 2005

22 Heyman, Gene M., "Resolving the Contradictions of Addiction" 19 (19): 561-510, 1996

23 Kahneman, Daniel., "Prospect Theory : An Analysis of Decision under Risk" 47 : 263-291, 1979

24 Loewenstein, George F., "Preferences for Sequences of Outcomes" 100 (100): 91-108, 1993

25 Arora, Ashish., "Optimal Policy for Software Vulnerability Disclosure" 54 (54): 646-656, 2007

26 Sood, Sanjay., "On Decisions That Lead to Decisions : Direct and Derived Evaluations of Preference" 31 (31): 17-25, 2004

27 Zhao, Min., "Mental Simulation and Preference Consistency over Time : The Role of Process-Versus Outcome-Focused Thoughts" 44 (44): 379-388, 2007

28 Thaler, Richard, "Mental Accounting and Consumer Choice" 4 (4): 199-214, 1985

29 Hsee, Christopher K., "Medium Maximization" 30 (30): 1-14, 2003

30 Kannan, Karthi., "Market for Software Vulnerabilities? Think Again" 51 (51): 726-740, 2005

31 Tversky, Amos., "Loss Aversion in Riskless Choice : A Reference-Dependent Model" 106 (106): 1039-1061, 1991

32 White, Katherine., "It's the Mind-Set That Matters : The Role of Construal Level and Message Framing in Influencing Consumer Efficacy and Conservation Behaviors" 48 (48): 472-485, 2011

33 Barsalou, Lawrence W., "Ideals, central tendency, and frequency of instantiation as determinants of graded structure in categories" 11 (11): 629-654, 1985

34 Ratneshwar S., "Goal-Derived Categories and the Antecedents of Across-Category Consideration" 23 (23): 240-250, 1996

35 Kahneman, Daniel., "Fairness as a Constraint on Profit-Seeking : Entitlements in the Market" 76 (76): 728-741, 1986

36 Goldstein, WilliamM., "Expression Theory and the Preference Reversal Phenomena" 94 (94): 236-254, 1987

37 Kahneman, Daniel., "Experimental Tests of the Endowment Effect and the Coase Theorem" 98 (98): 1325-1348, 1990

38 Cavusoglu, Hasan., "Efficiency of Vulnerability Disclosure Mechanisms to Disseminate Vulnerability Knowledge" 33 (33): 171-185, 2007

39 Lee, Angela, "Effects of Implicit Memory on Memory-Based Versus Stimulus-Based Brand Choice" 39 (39): 440-454, 2002

40 Urban, Glen L., "Design and Marketing of New Products, 2nd ed" Prentice Hall 1993

41 Barsalou, Lawrence W., "Deriving Categories to Achieve Goals" 27 : 1-64, 1991

42 Malkoc, Selin A., "Deferring Versus Expediting Consumption : The Effect of Outcome Concreteness on Sensitivity to Time Horizon" 43 (43): 618-627, 2006

43 Thaler, Richard, "Daniel Kahneman and Amos Tversky" Cambridge University Press 2000

44 Tversky, Amos., "Contingent Weighting in Judgment and Choice" 95 (95): 371-384, 1988

45 Herrnstein, Richard J., "Choice over Time" Russell Sage Foundation 235-264, 1992

46 Read, Daniel., "Choice Bracketing" 19 (19): 171-197, 1999

47 Simonson, Itamar, "Choice Based on Reasons : The Case of Attraction and Compromise Effects" 16 (16): 158-174, 1989

48 Van Dijk. Eric., "Buying and Selling Exchange Goods: Loss Aversion and the Endowment Effect" 17 (17): 517-524, 1996

49 Payne, John W., "Behavioral Decision Research : AConstructive Processing Perspective" 43 : 87-131, 1992

50 Nowlis, Stephen M., "Attribute-Task Compatibility as a Determinant of Consumer Preference Reversals" 34 (34): 205-218, 1997

51 Telang, Rahul., "An Empirical Analysis of the Impact of Software Vulnerability Announcements on Firm Stock Price" 33 (33): 544-557, 2007

52 Huber, Joel., "Adding Asymmetrically Dominated Alternatives : Violations of Regularity and the Similarity Hypotheses" 9 (9): 90-98, 1982

53 Diana K Smetters., "ACM workshop: new security paradigms workshop" ACM Press 82-89, 2002