기대-불일치 패러다임에서 예상의 영향력에 관한 연구 : 브랜드 경험유무와 측정시점 시간간격의 조정적 역할 = The Influences of Anticipation in the Expectancy-Disconfirmation Paradigm : Moderating Roles of Brand Experiences and Measuring Time Interval

국문 초록 (Abstract)

소비자 만족결정 과정을 설명하기 위하여 기대 - 불일치 패러다임이 개발된 이후 이 패러다임내의 연구단위들 간의 관계에 관해 많은 연구들이 수행되었다. 이러한 관계들 중에서 기대(본 연구에서는 예상)의 영향력은 여러 연구들에서 다르게 나타났다. 본 논문은 기대 - 불일치 패러다임 내에서 예상의 영향력이 브랜드 경험과 측정시점 시간간격에 따라 어떻게 달라지는지를 조사하기 위하여 수행된 두 연구결과를 보고한다. <연구 1>에서 특정 브랜드 유경험 소비자의 경우 예상은 지각된 성과에 정(正, +)의 영향을 미치지만 무경험 소비자의 경우 그 영향은 나타나지 않았다. 또한 유경험 소비자의 경우 예상은 지각된 성과와 예상일치성의 매개에 의해 만족에 영향을 미치지만 무경험 소비자의 경우 예상은 만족에 영향을 미치지 않는 것으로 나타났다. <연구 2>는 예상이 지각된 성과, 일치성, 그리고 만족에 미치는 영향이 예상 측정 시점과 지각된 성과, 일치성, 그리고 만족 측정 시점 간의 시간 간격에 따라 어떻게 달라지는지를 조사한 것이다. 이 연구에서 예상이 일치성에 미치는 영향력은 기대대로 시간간격이 긴 경우보다 짧은 경우에 더 크게 나타났다. 예상이 지각된 성과와 만족에 미치는 영향은 시간간격이 긴 경우보다 짧은 경우에 더 크게 나타났지만 그 차이는 통계적으로 유의적이지 않았다.

다국어 초록 (Multilingual Abstract)

After expectancy-disconfirmation paradigm was developed to explain the process of consumer satisfaction decision, a lot of studies were performed for the relationships of constructs in this paradigm. Among the relationships of those constructs, the influences of expectation(anticipation in this study) did not appear to be consistent in several studies. Two studies were conducted to investigates how brand experiences and measuring time interval moderate the influences of anticipation in the expectancy-disconfirmation paradigm. In the first study, (1) in the case of experienced consumers, anticipation appeared to positively influence perceived performance whereas in the case of unexperienced consumers, anticipation did not; and (2) in the case of experienced consumers, anticipation appeared to influence satisfaction with the mediation of perceived performance and congruency whereas in the case of unexperienced consumers, anticipation did not. The second study was regarding how the influences of anticipation on perceived performance, congruency, and satisfaction vary with the time interval between the time of measuring anticipation(t1) and the time of measuring perceived performance, congruency, and satisfaction(t2). In this study, as expected, anticipation appeared to influence congruency more in the case that the time interval was short than it was long. Although anticipation appeared to influence perceived performance and satisfaction more in the case that the time interval was short than it was long, the difference was not statistically significant.

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