인터넷 경매과정에서 입찰자의 입찰지속의지 영향요인에 관한 연구 = 몰입의 에스컬레이션을 중심으로

국문 초록 (Abstract)

본 연구는 인터넷 경매 상에서 비합리적이면서 비경제성을 띠는 입찰자의 행동과 이의 원인을 규명하는 것을 목적으로, 그동안 심리학과 조직행동이론에서 자주 원용되었던 Staw(1981)의 몰입의 에스컬레이션의 개념을 도입하여 인터넷 경 매과정현상에서 나타날 수 있는 입찰자의 비합리적이면서 비경제적인 입찰행동을 설명하였다. 이를 위하여 입찰자가 인터넷 경매에서 중요하게 고려하는 요인들을 기존 이론 및 연구를 탐색하여 제품관여도, 인지된 가격공정성, 입찰노력을 제안하였으며, 몰입의 에스컬레이션과 관련하여 이의 영향변수로 심리적 매몰비용, 자기정당성, 완료효과를 제시하였다. 실증분석 결과, 제품관여도 및 인지된 가격공정성이 높을수록 입찰자의 입찰노력은 높아지는 것 으로 나타났다. 더불어 입찰노력이 많아질수록 심리적 매몰비용과 자기정당성에 긍정적인 영향을 미치는 것을 확인하였으 며, 이들 간의 관계에 있어 완료효과가 조절적 영향이 있음을 확인하였다. 또한 심리적 매몰비용과 자기정당성이 높을수 록 입찰지속의지에 강한 영향을 미치는 것으로 나타났다.

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