보상물 선택맥락에 따른 차별적 보상물 선호에 관한 연구 = A Study of Differential Decision Making of Rewards on Choice Task

국문 초록 (Abstract)

본 연구는 Dhar와 Wertenbroch(2000)가 제시한 획득의 선택과업과 포기의 선택과업에 따라 실용적 속성과 쾌락적 속성으로 구분된 보상물의 선택결과가 어떻게 차별적으로 나타나는지 규명하고 있다. 특히, 지금까지 보상물선택에 있어 중요한 영향요인으로 작용해 온 소비자의 노력수준(Kivetz & Simonson, 2002)을 통제하였는데, 이를 통해 보상물선택에 영향을 줄 수 있는 또 다른 요인을 찾을 수 있게 되었다. 연구결과를 살펴보면, 먼저, 획득의 선택과업에서는 쾌락적 속성의 보상물보다 실용적 속성의 보상물에 대한 선호도가 높게 나타났다. 반면, 포기의 선택과업에서는 실용적 속성의 보상물보다 쾌락적 속성의 보상물에 대한 선호도가 높게 나타났다. 이러한 현상을 설명하기 위해 본 연구에서는 인간이 느끼는 부정적 감정의 일종인 죄책감(획득의 선택과업)과 경제학적으로 설명이 난해한 소비자행동을 심리학적인 측면에서 재해석한 손실회피(포기의 선택과업)이론을 사용하였다. 이러한 연구결과를 통해, 이론적 토대 위에서 고객 지향적인 보상물(customer-oriented rewards)을 디자인할 수 있는 기틀이 마련되었다. 한편, 고객보상프로그램 관련 연구자와 실무자에게 이론적, 실무적 시사점을 제공할 수 있게 되었고, 더불어 연구의 한계점을 통해 향후 연구방향을 제시할 수 있게 되었다.

다국어 초록 (Multilingual Abstract)

To achieve the research objectives, we investigated the main effects of the main strategic variables such as reward types on consumer decision making of rewards under the different two kinds of choice task to get rewards. This study aims to provide with marketing managers a customer value-based framework of reward program and some guidelines for the better management of the reward program.
The results of this study show that under acquisition choice task, customers prefer utilitarian rewards than hedonic rewards. On the other hand, under forfeiture choice task, customers prefer hedonic rewards than utilitarian rewards. This result implys that the two theories such as guilty and loss aversion theory could be served as the underlying background for designing the customer-oriented rewards. At the end, the theoretical and practical contributions and limitations are discussed, and also the future research opportunity is suggested.

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