구매연기로 인한 손실지각과 구매이익가능성이 유발하는 자기책임감 및 희망과 극복행동 = Emotions Induced by Loss Perception and Profibability of Purchase in the Context of Purchase Delay and Coping Behaviors

국문 초록 (Abstract)

소비자들은 제품을 구매함에 있어 여러 가지 이유로 구매를 연기하게 되고 연기과정에서 구매 후 소비에서 느
끼는 감정과 서로 다른 감정을 경험하게 된다. 마케터는 구매를 연기한 잠재고객에게 마케팅노력을 효율적으로
하기 위해 구매연기자의 극복행동을 연구할 필요가 있다. 본 연구는 기존 연구에서 다루지 않았던 구매연기상황
에서 소비자가 구매제약요인을 어떻게 극복하는지를 밝히고, 감정유형의 매개역할관점에서 구매연기상황을 극복
하기 위해 사용하는 전략이 소비자가 느끼는 구체적인 감정유형과 연관됨을 밝혔다. 검증결과, 희망은 수단적 지
지전략과 행동전략에 영향을 미치고, 자기책임감은 수단적인 지지전략을 탐색하게 하고 행동극복전략에는 영향이
없었다. 그리고 구매연기상황에서 자기책임감을 유발하는 원인으로 자기 및 타인손실, 희망을 유발하는 원인으로
이익가능성이 밝혀졌다. 또한 수단적 지지를 많이 탐색할수록, 자원능력이 커질수록 행동으로 극복하려는 의도가
강함을 보여주었다.
따라서 기업의 마케팅 관리자가 마케팅자극을 구성할 때 구매를 연기한 소비자에게 구매연기로 인한 손실가능
성에 의한 자기책임감과 이익가능성에 의한 희망을 촉진시켜 사회적 수단의 지지를 확보하고, 적극적인 행동전략
을 수행할 수 있도록 해야 함을 의미한다.

다국어 초록 (Multilingual Abstract)

Consumers don't always purchase product at the moment they need them. Sometimes
they choose another time to do. It happens in any situation for various reasons through
which consumers experience various feeling that differ from those in post-purchase
context. There are many marketing measures marketers can take to manage this group of
consumers. This article aim to find out how consumers cope with purchasing restraints.
We focus on people's behavioral response which mediated by emotions they experience
from delaying purchase. Our study shows that the experience of feeling hope can lead to
seeking instrumental support and taking action while experience of feeling
self-accountability can lead to seeking instrumental support but taking no action to cope.
And the results show that the reason why people feel self-accountability in the context of
purchase delay is the perceived loss of self and other people close to me, and the reason
causing hope is the perceived profitability. We also find that people who seek more
instrumental support and have more resource ability are more likely to cope with action.
Above result implies that for consumers who have the experience of purchase delay,
marketers should help them realize the possibility of benefit which can induce the feeling
of hope, or help them realize the possibility of loss which can induce the feeling of
self-accountability. Both of the emotions can lead to seeking social support and taking
action.

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