소비자의 구매 결정 과정에 관한 많은 연구들의 기본 전제는 소비자는 이미 구매를 결정했다는 것이다. 선행연구들은 이러한 전제를 바탕으로 소비자가 특정 대안, 즉 특정 브랜드를 어떻게 선택하는가를 이해하고자 하였다. 그러나 소비자가 소비 관련 의사사결정을 할 때 결정 과정 초기에 결정해야 할 것 중 하나는 구매할 것인가 아니면 소비자 스스로 직접 할 것인지가 될 것이다. 소비자의 이러한 구매 초반부에서의 자기수행 결정을 이해하기 위해, 본 연구는 가설적 자기수행 모형을 제안하고 대학생들의 외국어 학습 서비스 구매 여부를 대상으로 하여 모형을 검증하였다. 연구결과를 살펴보면, 자기수행에 따른 위험지각, 서비스 수행에 대한 통제욕구 및 자기조절은 소비자의 자기충족적 수행 경향성을 설명하는 결정요인임을 알 수 있었다. 또한 본 연구를 위해 선택된 서비스 특성(서비스 수행을 위한 정보접근성, 서비스 수행의 전문성지각, 가격 지각), 상황 특성(이전 경험, 시간압박) 및 소비자 특성(편리지향성)이 위험지각, 통제욕구 및 자기조절을 통해 간접적으로 자기수행 경향성에 영향을 미치고 있다는 것을 알 수 있었다. 이러한 결과를 바탕으로 몇 가지 시사점이 논의되었다.
Basic assumption of studies as to consumer's decision making process for purchasing is that they made a decision for purchase already. Based on this preposition those studies try out to understand how consumer choose specific alternative, or brand. However, in decision making pertaining to consumption, one of consumer's decisions in the early stage of process is whether purchasing from provider or self-performing the service performance they want. To understand this early purchasing-or-self performing decision, we proposed hypothetical self-performance model and tested that model using educational service for foreign language of unversity students. Results are that determinants of self-sufficient performance disposition are perceived risk on self-performance, desire for control on service performance, and self-regulation. In addition, several service characteristics(accessibility to information for service performance, perceived professionalism, perceived price), situational characteristics(previous experience, time pressure), and consumer characteristics(convenience orientation) influenced indirectly self-performance disposition through perceived risk on self-performance, desire for control, and self-regulation. Several implications were discussed based on these results.
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