행위의도에 영향을 미치는 확장된 서비스 규범개념과 조절변수에 대한 고찰 = A Study of the Extended Service Norm Constructs Influencing Behavioral Intention and a Moderating Variable in Service Purchasing Situation

다국어 초록 (Multilingual Abstract)

The purpose of this study is to develop a service norm construct influencing behavioral intention in
a service purchasing situation and investigate how the construct is related with other constructs in
the theory of planned action model. Furthermore, a moderating variable, self-monitoring concept, in
the model is considered.
As a result, the influence of attitude, subjective norm, and perceived control on behavioral intention
were all significant. Other consumers' norm was a significant factor affecting behavioral intention.
Service provider norm, however, was not significant. In addition, self-monitoring played a moderating
role in the model.
The implication of this study is that service company or manager should consider service customer
compatibility because focal customers are conscious that they face other customer's response.
Key words: Service providers’ norm, Other customers’ norm, Self-monitoring, Behavioral intention

국문 초록 (Abstract)

본 연구의 목적은 서비스 이용구매상황에서 기존의 행위예측모델에서 고려되지 않았던 서비스 규범개념을 정립하고 관련 개념들과의 영향관계를 파악하는 것이다. 아울러 태도와 규범개념이 행위의도에 미치는 상대적 영향력을 조절하는 변수에 대해 고찰하고자 한다.
연구결과를 살펴보면, 기존의 계획된 행위이론에서 제시했던 소비자 태도, 주관적 규범, 지각된 행위통제는 이용구매의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구에서 새롭게 확장된 개념으로 제시한 참여고객 규범 또한 이용구매의도에 영향을 미치는 것으로 나타났다. 하지만 새롭게 확장된 개념으로 제시한 서비스제공자 규범은 이용구매의도에 영향을 미치지 않는 것으로 나타났다.
아울러 자기 감시성의 조절효과를 x² 차이검증을 통해서 비교한 결과, 서비스제공자 규범과 참여고객 규범이 행위의도에 미치는 영향력에 대한 자기 감시성의 조절효과가 있는 것으로 나타났다.
본 연구는 소비자들이 서비스시스템 내에 있는 다른 참여고객의 반응을 의식한다는 것을 고려하여 주요 고객층들이 서로 잘 어우러질 수 있는 서비스 고객관리에 만전을 기해야 한다는 시사점을 제시하였다.

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