본 연구는 쾌락재 구매에 대한 죄책감이 기회비용으로 필수품을 고려하는 정도와 쾌락재의 구매의사의 관계를 매개하는지 알아보고자 진행되었다. 첫 번째 연구에서는 서울 소재 대학교에 다니는 93명의 대학생들을 대상으로 설문조사를 실시하였다. 그 결과 필수품을 기회비용으로 고려하는 정도가 높은 참가자들일수록 쾌락재(스포츠 마사지 1회 이용권)에 대한 구매의사를 더 낮게 평가하였다. 이러한 관계를 쾌락재 구매에 대한 죄책감이 매개하는지 검증하기 위해 Baron과 Kenny(1986)가 제안한 절차에 따라 매개분석을 실시하였더니 완전매개효과가 나타났다. 즉, 필수품을 기회비용으로 고려하는 정도가 높은 참가자들일수록 쾌락재 구매에 대해 죄책감을 느끼는 것으로 나타났고, 이는 쾌락재에 대한 구매의사를 낮추었다. 두 번째 연구는 참가자들에게 필수품을 생각하게 하는 것만으로도 쾌락재(커피 내리는 기계)에 대한 구매의사가 낮아질 수 있는지 알아보기 위해 서울 소재 대학교에 다니는 115명의 대학생들을 대상으로 진행되었다. 그 결과 기회비용으로 필수품을 고려하게 한 집단은 어떠한 기회비용도 고려하지 않은 집단보다 쾌락재에 대한 구매의사를 낮게 평가하였다. 연구결과를 토대로 본 연구의 학문적, 실용적 의의 및 제한점에 대해 논의하였다.
The purpose of this study is to understand the effect of opportunity cost consideration about necessities on willingness to purchase indulgences and how indulgence guilt would mediate the relationship. Ninety three undergraduate students from a university in Seoul, Korea participated in Study 1. The results indicated that the more the participants considered opportunity cost about necessities, the less they presented willingness to purchase indulgences and that indulgence guilt had full mediation effect on the relationship between opportunity cost consideration about necessities and willingness to purchase indulgences. That is, participants who had greater opportunity cost consideration about necessities were likely to feel more indulgence guilt and this effect attenuated willingness to purchase indulgences. In Study 2, data were collected from one hundred and fifteen undergraduate students to investigate if willingness to purchase indulgences would decrease when participants were primed to consider necessities as an opportunity cost. As a result, the group primed to consider necessities as the opportunity cost indicated less willingness to purchase indulgences than the other group primed to consider neither necessities nor indulgences as the opportunity costs. Theoretical and practical implications of these results are discussed.
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안서원, 김범준, 박수애 (2008). 고액권 사용에 대한 연구: 만원 10장 ≠ 10만원 1장? 한국심리학회지: 사회 및 성격, 22, 35-43.
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