자아조절자원이 유통기한 제품의 이용의도에 미치는 영향 = The Influence of Self-regulatory Resource on Willingness to Use of Product with Expiration Date

다국어 초록 (Multilingual Abstract)

Although expiration date plays an important role in consumption decision, consumers pay not much attention to it. As such, to solve this problem, the current research examined the influence of self-regulatory resource on willingness to use of product that past its expiration date by resource depletion. The result revealed that compared with no resource depletion condition, participants in resource depletion condition showed less willingness to use the product that past its expiration date. However, no difference was found between resource depletion and no depletion condition in product with valid expiration date. Thus, this research suggests, in consumers' health perspective, an potential implication of emphasizing the importance of expiration date by depleting cognitive resources.

국문 초록 (Abstract)

본 연구는 제품 소비에 있어서 유통기한이 중요한 역할을 함에도 불구하고, 많은 소비자가 이에 대한 주의를 기울이지 않는 점에 착안하여, 자아조절 자원의 고갈을 통해 이러한 문제를 해결하였다. 연구 결과, 유통기한이 남은 경우에는 제품 소비의도에 있어서 조절자원의 효과는 나타나지 않았다. 그러나 유통기한이 경과한 경우에는 조절자원이 고갈된 경우가 그렇지 않은 경우보다 더욱 더 제품의 소비의도가 줄어드는 것으로 나타났다. 이는 기존의 조절 자원고갈 연구가 자아조절 실패나 편향된 판단 등을 통해 부정적 결과만을 보여준 것과 달리 긍정적인 효과도 있을 수 있다는 것을 보여주었다는 점에서 이론적으로 의미가 있으며, 소비자의 자아조절 자원을 고갈시킴으로써 유통기한의 중요성을 강조할 수 있다는 점에서 유통기한을 강조하는 마케팅을 사용하는 마케팅 실무자에게도 중요한 시사점을 제공해 준다.

참고문헌 (Reference)

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