Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

Consumer's Satisfaction of Insurance Consumption: Focusing on Self-determination Theory

소비자의 보험소비만족에 관한 융합연구: 자기결정성 이론을 중심으로

  • 심현정 (미래에셋은퇴연구소) ;
  • 김민정 (서울대학교 생활과학연구소) ;
  • 최현자 (서울대학교 소비자학과)
  • Received : 2017.09.20
  • Accepted : 2018.05.20
  • Published : 2018.05.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to investigate the effect of voluntary purchasing motives on insurance consumer satisfaction. The purpose of this study is to investigate the direct and indirect effects of insurance consumption satisfaction including psychological needs of consumers that induce voluntary purchase motivation based on psychological self-determinism theory. The research hypotheses and models were verified through structural equation analysis using online surveys of 1,225 insurance consumers. As a result of the study, the satisfaction of insurance consumption is increased when purchasing by voluntary purchase motive, in which consumers perceive the necessity of purchasing themselves. The positive perception of insurance consumption autonomy and insurance consumption environment increases the motivation to purchase voluntarily, Respectively. Through this study, it is suggested that excessive marketing of insurance companies and self-confidence of insurance consumers may hinder insurance consumption satisfaction and education of consumption attitudes of financial consumers to raise awareness of autonomous rights and responsibilities of insurance consumers.

본 연구는 보험소비자의 자발적 구매동기가 보험소비만족에 어떠한 영향을 주는지 확인하고자 하였다. 심리학의 자기결정성 이론에 근거하여 자발적인 구매동기를 유발하는 소비자의 심리적 욕구를 포함하여 보험소비만족에 대한 직 간접적 영향을 파악하고자 하였다. 보험소비자 1,225명 대상의 온라인 설문조사 자료를 이용하여 구조방정식 분석을 통해 연구 가설과 모형을 증명하였다. 연구결과, 소비자가 구매의 필요성을 스스로 인지하는 자발적인 구매동기에 의한 구매시 보험소비만족이 높아지고, 보험소비자율성과 보험소비환경에 대한 긍정적 인지는 자발적 구매동기를 높이며, 이를 매개로 소비만족에 기여하는 것으로 나타났다. 본 연구를 통하여 보험회사의 과도한 마케팅과 보험소비자의 자기과신은 보험소비만족을 저해할 수 있으며, 보험소비자의 자율적권리와 책임 인식을 높이는 금융소비자의 소비태도 교육이 필요하다는 시사점이 도출되었다.

Keywords

References

  1. Capgemini. (2014). Future value chain 2022. http://www.theconsumergoodsforum.com/
  2. E-daily. (2014). Korea's insurance consumer confidence is the lowest in the world.
  3. Financial Supervisory Service. (2016). Financial Cases and Counseling Trends.
  4. Y. J. Jang & H. C. Choe. (2013) A Study on the Decision Making Process of Insurance Consumer : A Grounded Theory Approach. Journal of Consumer Studies, 24(5), 171-204.
  5. M. H. Oh. (2010). A Study on the Customer Relationship Management of Life Insurance Companies; focused on insurance planner's and customer relationships. Chonnam Nationtal University, Masters thesis.
  6. Y. Hur. (1997). A Study on the Consumer Attitudes Toward personal Line of Business. The Journal of Risk Management, 7, 43-74.
  7. Korea Insurance Research Institute. (2016). Insurance Consumer Survey
  8. C. K. Ahn & O K. Kwon. (2009). A Study on the Determinants of Insurance Service Loyalty. Journal of insurance and finance, 20(1), 39-74.
  9. D. R. Kim. (2012). An Empirical Study on the Influence of Hedonic Utilitarian Service Attributes on Consumers' Purchasing Behavior : Focused on Credit Card Users. Sungkyunkwan University, Ph.D. thesis.
  10. B. H. Ji, M. J. Kim, M. J. Kim, S. W. Nam, K. J. Lee, S. C. Jung, H. C. Choe & K. J. Han. (2013). Analyzing the types of consumer complaints in the life insurance industry and strengthening consumer protection
  11. H. J. Kwon & K. C. Lee. (2006). An Exploratory Study on Consumer Autonomy. Journal of Consumer Studies, 17(3), 59-78.
  12. E. L Deci. & R. M. Ryan. (2000). The "What" and "Why" of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227-268. https://doi.org/10.1207/S15327965PLI1104_01
  13. E. L. Deci. & R. M. Ryan. (2010). Self‐determination. John Wiley & Sons, Inc..
  14. M. H Lee & A. Y. Kim. (2008). Development and Construct Validation of the Basic Psychological Needs Scale for Korean Adolescents: Based on the Self-Determination Theory. Korean Journal of Social Personality Psychology, 22(4), 157-174.
  15. H. J. Lee, H. J Cho & H. C. Choe. (2014). Impact of Insurance Literacy and Self-Determination on Life Insurance Consumers' Regret. Journal of Consumer Studies, 25(5).
  16. B. G. Kim & M. W. Jin. (2014). The Effects of Shopping Tourists' Value on Voluntary Performance through Satisfaction. Korean Journal of Business Administration, 27(1), 97-112.
  17. J. Feinberg. (1973). Some conjectures about the concept of respect. Journal of Social Philosophy, 4(2), 1-3. https://doi.org/10.1111/j.1467-9833.1973.tb00163.x
  18. U. M. Dholakia. (2006). How customer self-determination influences relational marketing outcome: evidence from longitudinal field study. Journal of Marketing Research, 43(1), 109-120. https://doi.org/10.1509/jmkr.43.1.109
  19. K. O. Kim, H. J. Yoo, & S. J. Nam. (2006). Development of a Purchase Motivation Scale Based on Self-Determination Theory. Journal of Korean Home Management Association, 24(1), 71-82.
  20. K. O. Kim. (2007). Consumption Life Well-Being of the Contemporary Consumers : An Application of the Self-Determination Theory. Journal of Consumer Studies, 18(4), 47-65.
  21. R. A. Westbrook. (1980). A rating scale for measuring product/service satisfaction. The Journal of Marketing, 44(4), 68-72. https://doi.org/10.2307/1251232
  22. S. L. Schmidt & J. B. Kernan(1985). The many meanings (and implications) of "satisfaction guaranteed.". Journal of Retailing, 61(4), 89-108.
  23. C. Fornell, & W. T. Robinson. (1983). Industrial organization and consumer satisfaction/dissatisfaction. Journal of Consumer Research, 9(4), 403-412. https://doi.org/10.1086/208934
  24. S. Y. Kuh. (1996). A Study on Consumer Satisfaction with Medical Service. Journal of Korean Marketing Association, 11(2), 67-90.
  25. R. L. Oliver. (1977). Effect of Expectation and Disconfirmation on Postexposure product Evaluations: An Alternative Interpretation. Journal of Applied Psychology, 62, 480-486. https://doi.org/10.1037/0021-9010.62.4.480
  26. G. A. Churchill, Jr. & C. Suprenatn. (1982). An Investigation Into the Determinants of Consumer Satisfaction. Journal of Marketing Research, 19(November), 491-504. https://doi.org/10.2307/3151722
  27. D. K. Tse & P. C. Wilton. (1988). Models of consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25(May), 204-212. https://doi.org/10.2307/3172652
  28. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1998). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. In Handbuch Dienstleistungsmanagement Gabler Verlag. 449-482.
  29. S. Y. Kuh. (1999). A Study on the Effect of Service Ambiguity on the Formation Process of Consumer Satisfaction. Asia Marketing Journal, 1(4), 76-104.
  30. Youjae Yi. (1997). A study on the difference between products and services in customer satisfaction formation process. Journal of Consumer Studies, 8(1), 101-118.
  31. K. O. Huh, S. M. Park, & K. Y. Park. (2012). Investigating factors influencing consumers' attitude and knowledge about insurance, and consumers' satisfaction in the purchase stage of insurance. Financial Planning Review, 5(3), 37-58.
  32. S. C. Woo. (1998). The Comparative Analysis of Consumer Satisfaction between Life & Non-Life Insurance. Journal of Korean Insurance Academic Society, 51, 299-331.
  33. S. W. Kim, I. Baek, & T. Y. Jang. (2012). The Effects of Insurance Choice Attributes on Customer Satisfaction, Relationship Quality and Behavioral Intentions. Journal of Industrial Economics and Business, 25(2), 1905-1939.
  34. S. Cheng, K. R. Lee & S. J. Lee. (2017). Study on Chinese Repurchase Intention of Group-buying Social Commerce:The Moderating Role of Shopping Habit. Journal of the Korea Convergence Society, 8(12), 169-181.