U자형 목표 구배 가설: 고객 충성 프로그램에의 응용

국문 초록 (Abstract)

최근까지 목표 구배 가설을 마케팅 프로그램, 특히 고객 충성 프로그램에 접목하려는 일련의 연구들이 있어 왔지만, 아직까지 관련 연구들에 여러 한계점들이 존재한다. 본 연구에서는 이러한 한계점들을 극복하기 위해, 전망이론과 관련 이론들을 바탕으로 고객 충성 프로그램의 상황에 적용할 수 있는 비선형적(U 자형) 목표 구배 가설과 그 작동 원리를 제안하고자 한다. 본 연구에서 제안된 비선형적 목표 구배 가설은 기존의 연구들에서 제시한 것과 다른 형태의 비선형적 목표 구배 현상의 가능성을 제시하는 것은 물론, 기존 연구들과 달리 비선형적 목표구배 가설의 적용을 위한 가정들이 더 이상 필요하지 않은 좀 더 일반화된 비선형적 목표 구배 가설을 제안하는 것으로써 그 가치가 있다. 마지막으로는, 고객 충성 프로그램에 본 연구에서 제안한 비선형적 목표 구배 가설을 활용하는 방안에 대하여 논의한다.

다국어 초록 (Multilingual Abstract)

While evidence exists supporting the goal-gradient hypothesis in human behavior and marketing phenomena, our specific understanding of goal-gradient behavior and marketing applications to customer loyalty programs is still limited. To overcome these limitations, this study, using prospect theory, proposes a U-shaped goal-gradient hypothesis as the most appropriate underlying mechanism to apply to customer loyalty programs. This U-shaped goal-gradient hypothesis extends previous non-linear goal-gradient hypotheses and incorporates their sources of non-linearity. Finally, managerial implications for customer loyalty programs are discussed.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 목표 구배 가설에 대한 기존 연구
• Ⅲ. 이론 및 모형
• Ⅳ. 결론 및 한계
• 참고문헌

참고문헌 (Reference)

1 Tversky, Amos, "Weighting Risk and Uncertainty" 102 (102): 269-283, 1995

2 Koo, Minjung, "The Small-area Hypothesis : Effects of Progress Monitoring on Goal Adherence" 39 (39): 433-509, 2012

3 Hull, Clark L., "The Rats’ Speed of Locomotion Gradient in theApproach to Food" 17 (17): 393-422, 1934

4 Prelec, Drazen., "The Probability Weighting Function" 66 : 497-527, 1998

5 Hull, Clark L., "The Goal-Gradient Hypothesis and Maze Learning" 39 (39): 25-43, 1932

6 Kivetz, Ran, "The Goal-Gradient Hypothesis Resurrected : Purchase Assceleration, Illusionary Goal Progress, and Customer Retention" 43 (43): 39-58, 2006

7 Nunes Joseph C., "The Endowed Progress Effect : How Artificial Advancement Increases Effort" 32 (32): 504-512, 2006

8 Toure-Tillery, Maferima, "The End Justifies the Means, but Only in the Middle" 141 (141): 570-, 2012

9 Kivetz, Ran, "The Effects of Effort and Intrinsic Motivation on Risky Choice" 22 : 477-502, 2003

10 Toure-Tillery, Maferima, "The Course of Motivation" 21 (21): 414-423, 2011

11 송태호, "The Application of the Goal-Gradient Hypothesis and the Temporal Construal Theory to Customer Loyalty Programs - Goal Gradient Hypothesis and Temporal Construal Theory" 한국마케팅학회 16 (16): 1-12, 2014

12 Feather, Norman T., "Success Probability and Choice Behavior" 58 (58): 257-266, 1959

13 Irwin, Francis W., "Studies in Object Preferences: I. The Effect of Temporal Proximity" 33 (33): 64-72, 1943

14 Irwin, Francis W., "Studies in Object Preferences : the Effect of Temporal Proximity upon Adults' Preferences" 59 : 458-462, 1946

15 Bonezzi, Andrea, "Stuck in the Middle The Psychophysics of Goal Pursuit" 22 (22): 607-612, 2011

16 Kahneman, Daniel, "Prospect Theory: An Analysis of Decision Under Risk" 47 : 263-291, 1979

17 Abdellaoui, Mohammed, "Parameter-free Elicitation of Utility and Probability Weighting Functions" 46 (46): 1497-1512, 2000

18 Adams, Stacy J., "Inequity in Social Exchange" 2 : 267-299, 1965

19 Brown, Judson S., "Gradients of Approach and Avoidance Responses and Their Relation to Level of Motivation" 41 (41): 450-465, 1948

20 Heath, Chip, "Goals as Reference Points" 38 (38): 79-109, 1999

21 Filer, Robert J., "Frustration, Satisfaction and Other Factors Affecting the Attractiveness of Goal Objects" 47 (47): 203-212, 1952

22 Hatfield, Elaine, "Equity: Theory and Research" Allyn and Bacon, MA 1978

23 Kivetz, Ran, "Earning the Right to Indulge : Effort as a Determinat of Customer Preferences toward Frequency Program Rewards" 39 (39): 155-170, 2002

24 Koo, Minjung, "Dynamics of Self-regulation : How(Un)accomplished Goal Actions Affect Motivation" 94 (94): 183-, 2008

25 Wu, George, "Curvature of the Probability Weighting Function" 42 (42): 1676-1690, 1996

26 Kahneman, Daniel, "Choices, Values, and Frames" 39 (39): 341-, 1984

27 Shugan, Steven M., "Brand Loyalty Programs：Are They Shams?" 24 (24): 185-193, 2005

28 Tversky, Amos, "Advances in Prospect Theory : Cumulative Representation of Uncertainty" 5 (5): 297-323, 1992

29 Bleichrodt, Han, "A Parameterfree Elicitation of the Probability Weighting Function in Medical Decision Analysis" 46 (46): 1485-1496, 2000