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.
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.
변지은, 이수정, 유재호, 이훈구 (1997). 개인의 인지적 종료 욕구와 정서에 대한 인식 정도가 직무 스트레스에 미치는 영향. 한국심리학회지: 산업 및 조직, 10(2), 55-77.
신봉섭, 박주영 (2006). 제품유형에 따른 소비자의 구매위험지각이 정보탐색수준에 미치는 영향-지식수준의 조절역할을 중심으로. 마케팅과학연구, 16(3), 143-167.
신종칠 (2004). 서비스제공자특성, 서비스 및 소비자특성이 관계혜택에 미치는 영향에 관한 연구. 소비자학연구, 15(3), 133-154.
양 윤, 백수원 (2003). 인터넷 쇼핑에서의 지각된 위험과 소비자 특성. 한국심리학회지: 소비자․광고, 4(2), 73-103.
이영원 (2007). 소비자의 지각 위험 및 상품 관여도가 정보채널 평가에 미치는 영향. 한국언론학보, 51(2), 426-525.
정승렬, 강영신, 이춘열 (2007). 인터넷 쇼핑몰의 사이트 특성과 사용자의 특성이 지각된 위험과 구매의도에 미치는 영향. 정보처리학회논문지D, 14-D(4), 407-420.
최은영 (2006). 남성 소비자의 의복 연출 자신감과 연출 정보 탐색에 관한 연구: 부산 시내 20대 남성을 중심으로. 복식문화연구, 14(4), 596-608.
한민희, 현용진, 김문용 (2003). 혁신제품에 대한 소비자 반응에 영향을 미치는 선행변수에 관한 연구: 소비자의 전문성, 혁신의 연속성, 광고메시지 유형을 중심으로. 한국경영과학회 2003년 하계학술대회, 1-23.
황윤용 (2006). 소비자의 자신감이 자기의존적 정보탐색선호도에 미치는 영향: 불확실성의 매개적 역할을 중심으로. 소비자학연구, 17(4), 145-170.
Alba, J. W. & Hutchinson, W. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13(March), 441-454.
Amichai-Hamburger, Y., Fine, A., & Goldstein, A. (2004). The Impact of Internet Interactivity and Need for Closure on Consumer Preference. Computers in Human Behavior, 20, 103-117.
Anderson, J. C. & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411 -423.
Anne-Sophie, C. (2002). Perceived Risk and Risk- Reduction Strategies in Internet Shopping. International Review of Retail, Distributional and Consumer Research, 12(4), 375-394.
Aqueveque, C. (2006). Extrinsic Cues and Perceived Risk: The Influence of Consumption Situation. Journal of Consumer Marketing, 23(5), 237-247.
Assael, H. (2001). Consumer Behavior and Marketing Action(6th ed). Ohio: Thomson Learning.
Bansal, H. S. & Voyer, P. A. (2000). Word-of-Mouth Processes within a Services Purchase Decision Context. Journal of Service Research, 3(2), 166-178.
Bearden, W. O. & Teel, J. (1980). An Investigation of Personal Influences on Consumer Complaining. Journal of Retailing, 56(Fall), 3-20.
Bearden, W. O., Hardesty, D. M., & Rose, R. L. (2001). Consumer Self-Confidence: Refinements in Conceptualization and Measurement. Journal of Consumer Research, 28(June), 121-134.
Beatty, S. E. & Smith, S. M. (1987). External Search Effort: An Investigation across Several Product Categories. Journal of Consumer Research, 14, 83-95.
Bennett, P. D. & Harrell, G. D. (1975). The Role of Confidence in Understanding and Predicting Buyers' Attitudes and Purchase Intentions. Journal of Consumer Research, 2(September), 110-117.
Chang, H. H. & Chen, S. W. (2008). the Impact of Online Store Environment Cues on Purchase Intention: Trust and Perceived Risk as a Mediator. Online Information Review, 32(6), 818-841.
Chelminski, P. & Coulter, R. A. (2007). On Market Mavens and Consumer Self-Confidence: A Cross-Cultural Study. Psychology and Marketing, 24(1), 69-91.
Cho, J. & Lee, J. (2006). An Integrated Model of Risk and Risk-Reducing Strategies. Journal of Business Rsearch, 59, 112-120.
Correll, J., Spencer, S. J., & Zanna, M. P. (2004). An Affirmed Self and an Open Mind: Self-Affirmation and Sensitivity to Argument Strength. Journal of Experimental Social Psychology, 40, 350-356.
Cox, D. F. (1967). Risk Taking and Information Handling in Consumer Behavior. Boston: Harvard University Press.
Cox, D. F. & Rich, S. U. (1964). Perceived Risk and Consumer Decision Making-The Case of Telephone Shopping. Journal of Marketing Research, 1(February), 32-39.
Dash, J. F., Schiffman, L. G., & Berenson, C. (1976). Risk- and Personality-Related Dimensions of Store Choice. Journal of Marketing, 40(January), 32-39.
Dowling, G. R. (1986). Perceived Risk: The Concept and Its Measurement. Psychology and Marketing, 3(Fall), 193-210.
Dowling, G. R. & Staelin, R. (1994). A Model of Perceived Risk and Intended Risk-Handling Activity. Journal of Consumer Research, 21(June), 119-134.
Dulebohn, J. H. (2002). An Investigation of the Determinants of Investment Risk Behavior in Employee-Sponsored Retirement Plans. Journal of Management, 28(1), 3-26.
Duncan, C. P. & Olshavsky, R. W. (1982). External Search: The Role of Consumer Beliefs. Journal of Marketing Research, 19, 32-43.
Edwards, J. A. (2003). The Interactive Effects of Processing Preference and Motivation on Information Processing: Causal Uncertainty and the MBTI in a Persuasion Context. Journal of Research in Personality, 37, 89-99.
Erdem, T. & Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31(1), 191-199.
Espejel, J., Fandos, C., Flavian, C. (2009). The Influence of Consumer Degree of Knowledge on Consumer Behavior: The Case of Spanish Olive Oil. Journal of Food Products Marketing, 15(1), 15-37.
Furse, D. H., Punj, G. N., and Stewart, D. W. (1984). A Typology of Individual Search Strategies among Purchasers of New Automobiles. Journal of Consumer Research, 10, 417-432.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (2006). Multivariate Data Analysis with Reading, 6th ed., New York: Macmillan Publishing Company.
Hisrich, R. D., Dornoff, R. J., & Kernan, J. B. (1972). Perceived Risk in Store Selection. Journal of Marketing Research, 9, 435-439.
Houghton, D. C. & Grewal, R. (2000). Please, Let's Get an Answer - Any Answer: Need for Cognitive Closure. Psychology and Marketing, 17(11), 911-934.
Howard, J. A. & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York: Wiley.
Jacoby, J. & Kaplan, L. (1972). Components of Perceived Risk. Advances in Consumer Research, Vol. 3, 382-383.
Kahneman, D., Slovic, P., & Tversky, A. (1982). Judgemental under Uncertainty: Heuristics and Biases(Eds.). Cambridge, UK: Cambridge University Press.
Katila, A., Keskinen, E., Hatakka, M., & Laapotti, S. (2004). Does Increased Confidence Among Novice Drivers Imply a Decrease in Safety? The Effects of Skid Training on Slippery Road Accidents. Accident Analysis and Prevention, 36, 543-550.
Kiel, G. C. & Layton, R. A. (1981). Dimensions of Consumer Information Seeking Behavior. Journal of Marketing Research, 18(May), 233-239.
Kruglanski, A. W. & Freund, T. (1983). The Freezing and Unfreezing of Lay Inferences: Effects of Impressional Primacy, Ethnic Stereotyping, and Numerical Anchoring. Journal of Experimental Social Psychology, 19, 448-468.
Kruglanski, A. W. (1990). Lay Epistemic Theory in Social-Cognitive Psychology. Psychological Inquiry. 1(3), 181-197.
Kruglanski, A. W. (2004). The Psychology of Closed-Mindedness. NY: Psychology Press.
Kruglanski, A. W., Atash, M. N., De Grada, E., Mannetti, L., Pierro, A., & Webster, D. M. (1997). Psychological Theory Testing Versus Psychometric Nay-Saying: Comment of Neuberg et al.'s(1997) Critique of the Need for Closure Scale. Journal of Personality and Social Psychology, 73, 1005-1016.
Kruglanski, A. W. & Webster, D. M. (1996). Motivated Closing of the Mind: “Seizing” and “Freezing”. Psychological Review, 103(2), 263- 283.
Kruglanski, A. W., Webster, D. M., & Klem, A. (1993). Motivated Resistance and Openness to Persuasion in the Presence or Absence of Prior Information. Journal of Personality and Social Psychology, 65(5), 861-876.
Langer, E. J. (1983). The Psychology of Control. Beverly Hills, CA: Sage.
Laroche, M., McDougall, G. H. G., Bergeron, J., & Yang, Z. (2004). Exploring How Intangibility Affects Perceived Risk. Journal of Service Research, 6(4), 373-389.
Leone, C. & Wallace, H. M. (1999). The Need for Closure and the Need for Structure: Interrelationships, Correlates, and Outcomes. Journal of Psychology, 133(5), 553-562.
Locander, W. B. & Hermann, P. W. (1979) The Effect of Self-Confidence and Anxiety on Information Seeking in Consumer Risk Reduction. Journal of Marketing Research, 16(2), 268-285.
Lorr, M. (1991). A Redefinition of Dominance. Personality and Individual Difference, 12(9), 877-879.
Lwin, M. O. & Williams, J. D. (2006). Promises, Promises: How Consumer Respond to Warranties in Internet Retailing. The Journal of Consumer Affairs, 40(2), 236-260.
Mannetti, L., Pierro, A., & Kruglanski, A. W. (2007). Who Regret More After Choosing a Non-Status-Quo Option? Post Decisional Regret Under Need for Cognitive Closure. Journal of Economic Psychology, 28, 186-196.
Newman, J. W. & Staelin, R. (1973). Information Sources of Durable Goods. Journal of Advertising Research, 13, 19-29. .
Prasad, V. K. (1975). Socioeconomic Product Risk and Patronage Preferences of Retail Shoppers. Journal of Marketing, 39(July), 42-47.
Russo, J. E. & Schoemaker, P. J. H. (1992). Managing Overconfidence. Sloan Management Review, 33(2), 7-17.
Schaninger, C. M. (1976). Perceived Risk and Personality. Journal of Consumer Research, 3 (September), 95-100.
Schmidt, J. B. & Spreng, R. A. (1996). A Proposed Model of External Consumer Information Search. Journal of the Academy of Marketing Science, 24(3), 246-256.
Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S., White, K., & Lehman, D. R. (2002). Maximizing Versus Satisficing: Happiness Is a Matter of Choice. Journal of Personality and Social Psychology, 83(5), 1178-1197.
Sherman, D. K. & Cohen, G. L. (2006). The Psychology of Self-Defence: Self-Affirmation Theory. In M. P. Zanna(eds.), Advances in Experimental Social Psychology (Vol. 38, pp. 183-242). San Diego, CA: Academic Press.
Shiloh, S., Koren, S., & Zakay, D. (2001). Individual Differences in Compensatory Decision-Making Style and Need for Closure as Correlates of Subjective Decision Complexity and Difficulty. Personality and Individual Differences, 30(4), 699-710.
Sitkin, S. B. & Pablo, A. L. (1992). Reconceptualizing the Determinants of Risk Behavior. Academy of Management Review, 17, 9-39.
Spielberger, C. D. (1966). Anxiety and Behavior. New York: Academic Press.
Srinivasan, N. & Ratchford, B. T. (1991). An Empirical Test of a Model External Search for Automobiles. Journal of Consumer Research, 18, 233-242.
Stajkovic, A. C. (2006). Development of a Core Confidence-Higher Order Construct. Journal of Applied Psychology, 91(6), 1208-1224.
Stevick, R., A., Martin., K. & Showalter, L. (1991). Importance of Decision and Postdecision Dissonance: A Return to the Racetrack. Psychological Reports, 69(2), 420-422.
Sujan, M. (1985). Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments. Journal of Consumer Research, 12(June), 31-46.
Tiedens, L. Z. & Linton, S. (2001). Judgment under Emotional Certainty and Uncertainty: The Effects of Specific Emotions on Information Processing. Journal of Personality and Social Psychology, 81, 973-988.
Vermeir, I. & van Kenhove, P. (2005). The Influence of Need for Closure and Perceived Time Pressure on Search Effort for Price and Promotional Information in a Grocery Shopping Context. Psychology and Marketing, 22(1), 71-95.
Vermeir, I., van Kenhove, P., & Hendrickx, H. (2002). The Influence of Need for Closure on Consumer's Choice Behavior. Journal of Economic Psychology, 23, 703-727.
Vincent, M. & Zikmund, W. G. (1976). An Experimental Investigation of Situational Effects on Risk Perception. Advances in Consumer Research, 3, 125-129.
Webster, D. M. & Kruglanski, a. W. (1994). Individual Differences in Need for Cognitive Closure. Journal of Personality and Social Psychology, 67(6), 1049-1062.
Youn, S. (2005). Teenagers' Perceptions of Online Privacy and Coping Behaviors: A Risk-Benefit Appraisal Approach. Journal of Broadcasting & Electronic Media, 49(1), 86-110.
Zach, L. (2005). When Is “Enough” Enough? Modeling the Information-Seeking and Stopping Behavior of Senior Arts Administrators. Journal of the American Society for Information Science and Technology, 56(1), 23-35.
.png){kind=logo}
