구매시 지각된 위험과 정보탐색에 대한 소비자 자신감과 인지적 종결욕구의 영향 = Roles of Consumer Self-Confidence and Cognitive Need for Closure on Relationship between Perceived Risk and Information Search in Purchasing

다국어 초록 (Multilingual Abstract)

This study examined how consumer self-confidence and cognitive need for closure influence consumers' perceived risk and information search in purchase situations. Five hypotheses were proposed and the data using scenarios of imagined digital camera purchase was collected from 213 students attending universities in Seoul metropolitan area. The data analysis showed that higher need for closure participants perceived higher level of risk in a purchase situation. Also, the higher the participants' consumer self-confidence and the perceived risk, the more information search was found. However, contrary to the expectations, the effect of consumer self-confidence on the perceived risk and the effect of the need for closure on information search were found statistically insignificant. Thus, it could be concluded that the need for closure was mediated by the perceived risk to affect the information search, while the consumer confidence directly influenced the information search without being mediated by the perceive risk. At the end, theoretical and practical implications from this study were discussed.

국문 초록 (Abstract)

본 연구는 구매 상황에서 소비자들이 지각하는 위험과 정보탐색 수준에 자신감과 인지적 종결욕구가 어떠한 영향을 미치는지 알아보고자 하였다. 이를 위해 대학생들에게 가상의 디지털 카메라 구매 시나리오를 제시하고 응답하게 하였다. 분석 결과, 소비자의 인지적 종결욕구가 높을수록 구매시 지각하는 위험도 높은 것으로 나타났다. 또한 소비자의 자신감 수준과 위험 지각 수준이 높을수록 정보탐색의 정도도 높은 것으로 나타났다. 그러나, 지각된 위험에 대한 자신감의 영향과 정보탐색에 대한 종결욕구의 영향은 유의하지 않은 것으로 나타났다. 결과적으로 소비자의 심리적 확신과 관련된 두 변수 중 종결욕구는 지각된 위험을 매개로 정보탐색에 영향을 미치지만, 소비자 자신감이라는 내적 특성은 지각된 위험을 매개로 하지 않고 직접 정보탐색에 영향을 미치는 것으로 나타났다. 이러한 결과를 바탕으로 연구의 이론적 및 실무적 시사점을 논의하였다.

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