인생경험에서 얻은 이득과 손실에 대한 전반적인 인식과 시간조망이 위험추구 행동에 미치는 영향

국문 초록 (Abstract)

본 연구는 소비자의 위험추구 행동에 영향을 미치는 요인으로써 현재까지의 삶에 대한 전반적인 인식과 앞으로 남은 삶의 길이에 대한 인식의 상호작용을 고찰하였다. 〈연구 1〉은 생물학적 나이와 시간조망이 밀접한 연관성을 가진다는 기존 연구에 따라, 청년 집단과 중•장년 집단을 대상으로 하여 인생에서 전반적으로 잃은 것과 얻은 것 어느 쪽이 더 많다고 생각하는지 측정함으로써, 인생경험 인식과 시간조망, 두 요인이 위험회피 의사결정에 미치는 영향을 살펴보았다. 그 결과, 중•장년 집단은 인생에서 얻은 것이 많다고 생각하는 경우 잃은 것이 많다고 생각하는 경우 보다 높은 위험회피 성향을 보인 반면, 청년 집단에서는 인생경험에 대한 인식에 따른 차이가 나타나지 않았다. 〈연구 2〉는 대학생을 대상으로 시간조망을 조작하여 인생경험 인식과의 상호작용이 위험추구 의사결정에 미치는 영향을 살펴보았다. 그 결과, 〈연구 1〉과 마찬가지로, 한정적인 시간조망 조건에서는 인생에서 얻은 것이 많다고 생각하는 경우 잃은 것이 많다고 생각하는 경우보다 낮은 위험추구 성향을 보였으며, 확장적인 시간조망이 조건에서는 인생경험 인식에 따른 차이가 나타나지 않았다. 본 연구는 기존 위험추구 문헌에서 살펴보지 않았던 인생경험에 대한 전반적인 인식과 시간조망이라는 두 요인의 상호작용효과를 고찰함으로써 소비자의 위험선호에 대한 이해의 폭을 확장하였다.

다국어 초록 (Multilingual Abstract)

We investigated the interactive impact of consumers’ perception of lifetime experience and perceived limitations on time on risk-taking behavior. Based on previous research suggesting the correlation between chronological age and time horizon perspective, study 1 examined the effect of time horizons by recruiting a group of younger versus older adults. Participants’ perception of lifetime experiences was measured by asking them to indicate the extent to which they think there were more gains than losses, or vice versa. The results of study 1 showed that among older adults, people who thought that there were more gains than losses in their life tended to avoid risks compared to those who thought that there were more losses than gains. On the contrary, there was no difference in risk-taking tendency among younger adults. Study 2 tested our hypothesis by manipulating time horizons within a group of undergraduate students. As a result, we obtained the same pattern of results: in the limited time perspective condition, participants who perceived more gains than losses in their life experiences showed a lower likelihood to take risks compared to those who perceived more losses than gains. On the other hand, no significant difference was found in the expansive time perspective condition. Our findings contribute to the literature by addressing two unexplored factors that influence consumers’ risk-taking behavior.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구 1
• Ⅳ. 연구 2
• Ⅴ. 결론
• 참고문헌

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