본 연구는 소비자의 인지적/정서적 의사결정 방식이 랜덤박스의 구매의도에 미치는 영향을 검증하고자 하였다. 구체적으로 본 연구에서는 개인의 인지적/정서적 의사결정 성향과 광고메시지로 유도한 인지적/정서적 의사결정 방식이 랜덤박스 구매의도에 미치는 영향을 확인하고자 하였다. 연구 1 에서는 개인이 지닌 의사결정 성향이 랜덤박스 구매의도에 미치는 영향을 확인하였다. 81명을 대상으로 한 연구 결과, 정서적 의사결정 성향이 높을수록 랜덤박스의 불확실성을 긍정적으로 평가하여 더 높은 랜덤박스 구매의도를 보일 것이라는 가설이 지지되었다. 반면, 개인의 인지적 의사결정 성향이 높을수록 랜덤박스의 위험성을 높게 인식하여 낮은 랜덤박스 구매의도를 보였다. 연구2에서는 광고메시지를 활용한 점화된 의사결정 방식이 랜덤박스 구매의도에 미치는 영향을 확인하고 의사결정 방식과 위험성 평가가 랜덤박스 구매의도에 미치는 영향에 대한 랜덤박스 할인 단서의 조절된 매개 효과를 검증하였다. 연구 결과, 광고메시지 유형이 랜덤박스 구매의도에 미치는 영향에 대한 긍정적 불확실성의 매개효과와 위험성 평가와 할인단서의 조건부 매개효과가 나타났다. 구체적으로 할인단서가 있는 조건에서는 의사결정 방식에 따른 위험성평가와 구매의도의 차이가 줄어들었다. 연구 결과를 바탕으로 한계점 및 추후연구방향과 연구의 시사점을 논의하였다.
The purpose of this study was to verify the effect of the decision mode on the consumer's willingness to buy for Random Box. Specifically, it was intended to identify the effect of individuals' cognitive/affective decision-making styles and cognitive/affective decision mode induced by advertising messages on their willingness to purchase random box. Two studies were conducted and study 1 identified the mediating role of positive uncertainty and risk assessment with the decision-making styles on the willingness to purchase random box. Study 2 examined the effect of decision mode induced through advertising message and discount cue on positive uncertainty, risk assessment and willingness to purchase random box. Result indicated that willingness to purchase random box was mediated by positive uncertainty. Conditional mediation effect of discount cue and risk assesment were identified. It was found that in the discount cue condition, the difference between advertising message condition on the risk assessment and the willingness to purchase random box was reduced. The implications, limitations, and future research directions were discussed.
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