open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
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.
Adler, L, (1978) Key Repair Service Factors for Consumer Durable Goods, Journal of Marketing Research
Arbuckle, J. , (1997) Amos Users' Guide Version 3.6, Chicago: Smallwaters Corporation
Averill, J. R, (1973) Personal Control over Aversive Stimuli and Its Relationship to Stress, Psychological Bulletin
Bandura, A, (1997) Self-Efficacy: The Exercise of Control, New York: W.H.Freeman
Bellizzi, J. A, (1986) Convenience Consumption and Role Overload Convenience, Journal of the Academy of Marketing Science
Bentler, P. M, (1979) Models of Attitude-Behavior Relations, Psychological Review
Berry, L. L. , (1980) Services Marketing Is Different. Business Horizon,
Bettman, J. R, Constructive Consumer Choice Processes, Journal of Consumer Research
Biehal, G. J, (1983) Customers Prior Experiences and Perceptions in Auto Repair Choice, Journal of Marketing
Biehal, G. J, (1983) Information Accessibility as a Moderator of Consumer Choice, Journal of Consumer Research
Boekaerts, M. , (1997) Self-Regulated Learning: A New Concept Embraced by Researchers, Policy Makers, Educators, Teachers, and Students, Learning and Instruction
Borkowski, J. G. , (1996) Metacognition: Theory or Chapter Heading? , Leaning and Individual Differences
Bristor, J. M, (1990) Enhanced Explanations of Word of Mouth Communications: The Power of Relationships, Research in Consumer Behavior
Bronner, R. , (1982) Decision Making Under Time Pressure, Lexington, MA: Lexington Books
Brown, L. G, (1989) The Strategic and Tactical Implications of Convenience in Consumer Product Marketing, The Journal of Consumer Marketing
Brown, L. G. , (1990) Convenience in Services Marketing, The Journal of Services Marketing
Browning, J. M, (1985) Do-It-Yourself Consumers: Segmentation Insights for Retailers, Journal of Consumer Marketing
Brunswick, G. J. , (1992) An Empirical Test of the Internal Market/External Market Model,
Burger, J. M. , (1985) Desire for Control and Achievement-Related Behaviors, Journal of Personality and Social Psychology
Bush, A, (1987) Media Habits of the Do-It-Yourselfers, Journal of Advertising Research
Corno, L, (1983) The Role of Cognitive Engagement in Classroom Learning and Motivation, Educational Psychologist
Cox, D. F, (1967) Risk Handling in Consumer Behavior-An Intensive Study of Two Cases, in Risk Taking and Information Handling in Consumer Behavior, Cambridge, MA: Harvard University Press
Crosby, L. A, (1990) Relationship Quality in Services Selling: An Interpersonal Influence Perspective, Journal of Marketing
Dahl, D. W, (2001) Embarrassment in Consumer Purchase: The Roles of Social Presence and Purchase Familiarity, Journal of Consumer Research
Dorsch, M. J, (2000) Consumer Intentions to Use a Service Category , Journal of Services Marketing
File, K. M, (1994) Word-of-Mouth Effects in Professional Services Buyer Behavior , Services Industries Journal
Freiden, J. B, (1989) Prepurchase Information-Seeking for Professional Services, The Journal of Service Marketing
Gatchel, R. J, (1976) Psychological Correlates of Learned Helplessness in Man, Journal of Abnormal Psychology
Ghingold, M, (1986) Questioning the Unquestioned Importance of Personal Service in Services Marketing: Discussion and Implication , Paper presented at American Marketing Association Services Conference
Greatorex, M, (1994) Modeling Consumer Risk-Reduction Preferences from Perceived Loss Data, Journal of Economic Psychology
Harackiewicz, J. M, (1993) Achievement Goals and Intrinsic Motivation. Journal of Personality and Social Psychology,
Hill, C. J, (1988) Differences in the Consumer Decision Process for Professional Vs. Generic Services, The Journal of Service Marketing
Hilton, R. W, (1981) The Determinants of Information Value: Synthesizing Some General Results, Management Science
Hirschman, E. C. , (1987) People as Products: Analysis of a Complex Marketing Exchange, Journal of Marketing
Hong, E, (2001) Construct Validation of a Trait Self-Regulation Model, International Journal of Psychology
Hornik, J, (1982) Retailing Implications of the Do-It-Yourself Consumer Movement, Journal of Retailing
Houston, F. S, (1987) Marketing and Exchange, Journal of Marketing
Jacoby, J, (1994) Tracing the Impact of Item-by-Item Information Accessing on Uncertainty Reduction, Journal of Consumer Research
Johnson, J. E. , (1984) Psychological Interventions and Coping with Surger ; Handbook of Psychology and Health: Social Psychological Aspects of Health, Vol.4, Hillsdale, NJ: Erlbaum
Kahneman, D, (1979) Prospect Theory: An Analysis of Decision under Risk, Econometrica
Kanfer, F. H, (1981) The Role of Self-Regulation ; Behavior Therapy for Depression: Present Status and Future Directions, New York: Academic
Kruglanski, A. W, (1985) Knowing What to Do: On the Epistemology of Actions ; Action Control: From Cognition to Behavio, Springer-Verlag, Berlin, The Federal Republic of Germany
Kuhl, J, (1986) Motivation and Information Processing: A New Look at Decision Making, Dynamic Change, and Action Control ; in Handbook of Motivation and Cognition, Foundations of Social Behavior, Richard M Sorrentino and Tory Higgins, New York Guilford Press
Larson, J, (1993) Getting Professional Help, American Demographics
Lavin, M. , (1993) Wives' Employment, Time Pressure, and Mail/Phone Order Shopping: An Exploratory Style, Journal of Direct Marketing
Lichtenstein, D. R, (1988) Correlates of Price Acceptability, Journal of Consumer Research
Lovelock, C. , (1983) Classifying Services to Gain Strategic Marketing Insights, Journal of Marketing
Lusch, R. F, (1992) A General Framework for Explaining Internal vs. External Exchange , Journal of the Academy of Marketing Science
Mandrik, C. A. , (1996) Consumer Heuristics: The Tradeoff Between Processing Effort and Value in Brand Choice, Advances in Consumer Research
Markus, H, (1987) The Dynamic Self- Concept: A Social Psychological Perspective, Annual Review of Psychology
Mitchell, V-W. , (1993) Risk Perception and Reduction in the Purchase of Consumer Services , Service Industries Journal
Morganosky, M. , (1986) Cost- Versus Convenience- Oriented Consumers: Demographic, Lifestyle, and Value Perspective, Psychology and Marketing
Murray, H. A. , (1938) Explorations in Personality, New York: Oxford University Press
Murray, K. B, (1991) A Test of Services Marketing Theory: Customer Information Acquisition Activities, Journal of Marketing
O'Connor, G. C, (1994) The Need for Control in the Service Sector, Journal of Applied Business Research
Park, C. W, (1994) Consumer Knowledge Assessment, Journal of Consumer Research
Parker, J. R, (1984) The Do-It-Yourself Movement: An Element of the Shadow Economy, Economic Review
Piet, S. , (1987) What Motivates Stunt Men?, Motivation and Emotion
Reilly, M. D, (1982) Working Wives and Convenience Consumption, Journal of Consumer Research
Riecken, G, (1993) Who Uses Prepared Foods? Psychographic and Demographic Correlates. Developments in Marketing Science: Volume XⅥ , Academy of Marketing Science
Rosenbaum, M, (1985) Learned Helplessness and Learned Resourcefulness: Effects of Noncontingent Success and Failure on Individuals Differeing in Self-Control Skills, Journal of Personality and Social Psychology
Shils, E. A, (1965) Charisma, Order and Status. American Sociological Review ,
Sheth, J. N, (1995) Relationship Marketing in Consumer Markets: Antecedents and Consequences, Journal of the Academy of Marketing Science
Soberon-Ferrer, H. , (1991) Determinants of Household Expenditures for Services, Journal of Consumer Research
Stern, B. B, (1992) Surrogate Money Managers in the 1990s: Marketing Strategy for Financial Services Retailers, Services Industries Journal
Stern, B. B, (1992) Surrogate Money Managers in the 1990s: Marketing Strategy for Financial Services Retailers, Services Industries Journal
Thompson, S. C. , (1981) Will It Hurt Less If I Can Control It? A Complex Answer to a Simple Question, Psychological Bulletin
Triandis, H. C. , (1980) Values, Attitudes, and Interpersonal Behavior. In & Eds), Nebraska Symposium on Motivation, Vol, 27 , University of Nebraska Press, Lincoln
Veroff, J, (1980) Social Incentives: A Life Span Developmental Approach, New York: Academic Press
Wolfinbarger, M, (2001) Shopping Online for Freedom, Control and Fun, California Management Review
Woodruff, R. B, (1983) Modeling Customer Satisfaction Processes Using Experienced-Based Norms, Journal of Marketing Research
Zeithaml, V. A. , (1981) How Consumer Evaluation Processes Differ Between Goods and Services: In Marketing of Services, Chicago: American Marketing Association
Zimmerman, B. J. , (1990) Self-Regulated Learning and Academic Achievement: An Overview, Educational Psychologist