DOI QR코드

DOI QR Code

Consumer regrets of online direct overseas buying experience

온라인 해외직접구매 경험 소비자의 후회 연구

  • 김명진 (전북과학대학교 호텔관광바리스타과)
  • Received : 2018.06.08
  • Accepted : 2018.09.19
  • Published : 2018.09.30

Abstract

This study was conducted to propose a marketing solution for overseas online direct purchase market customer's relatively low satisfactory level in services provided, compared to that in domestic market. From the investigation, we have obtained the following results. First, relationships between regret level, regret effort, and repetition intention support that attitudes toward purchasing may be different when the regret is settled. Second, consumer's innovativeness is very important as a leading variable for regret. Third, unlike consumer regret previously known to lead dissatisfaction and negative behavior, regret also can cause repetitive purchasing through different regretting processes.

해외 온라인 직접구매 시장에서 소비자의 인지부조화는 어떤 방향으로 연구되고 있는가에 대한 물음과 국내에 비해서 서비스 측면에서 낮은 해외 온라인 직접구매 시장의 소비자 만족도에 대한 마케팅적 해결책을 제시하고자 본 연구를 수행하였다. 이러한 상황에서 연구를 수행한 결과는 다음과 같다. 첫째, 본 연구의 핵심개념인 후회정도, 후회해소노력, 반복구매의향, 전환구매의향 간의 관계는 모두 지지되었다. 이는 후회해소 과정을 거치는 경우에는 그렇지 않는 경우보다 구매에 대한 태도가 다르게 나타날 수 있다는 점을 시사하고 있다. 둘째, 후회에 대한 선행변수인 소비자혁신성에 대한 중요성을 확인하였다. 셋째, 소비자 후회는 지금까지 불만족으로 이어져 부정적 행동을 한다고 알려졌지만 다양한 후회해소과정을 거치면 반복구매로 이어질 수 있다는 것을 확인하였다.

Keywords

References

  1. Tsiros, M. and Mittal, V., "Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making," Journal of Consumer Research, vol. 26, no. 4, pp. 401-417, 2000. https://doi.org/10.1086/209571
  2. Landman, Janet, "Regret and Elation Following Action and Inaction," Personality and Social Psychology Bulletin, vol. 13, no. 4, pp. 524-536, 1987. https://doi.org/10.1177/0146167287134009
  3. Zeelenberg, Marcel, "On the Importance of What Might Have Been : Psychological Perspective on Regret and Decision Making," Ph.D. dissertation in Department of Social Psychology, Amsterdam, The Netherlands: University of Amsterdam, 1996.
  4. Tsiros, Michael, "Effect of Regret on Post-Choice Valuation: The Case of More than Two Alternatives," Organizational Behavior and Human Decision Processes, vol. 76, pp. 48-69, 1998. https://doi.org/10.1006/obhd.1998.2793
  5. Simonson, Itamar, "The Influence of Anticipating Regret and Responsibility on Purchase Decisions," Journal of Consumer Research, pp. 105-118, June. 1992.
  6. Sudgen, Rober, "Regret, Recrimination and Rationality," Theory and Decision, vol. 19, pp. 77-99, July. 1985. https://doi.org/10.1007/BF00134355
  7. Frijda, N., P. Kuipers and E. Schure , "Relations among Emotion, Appraisal and Emotional Action Readiness," Journal of Personality and Social Psychology, vol. 57. no.2, pp. 212-228, 1989. https://doi.org/10.1037/0022-3514.57.2.212
  8. Roseman, Ira J., Wiest Cynthia, and Swartz Tamara, "Phenomenology, Behaviors, and Goals Differentiate Discrete Emotions," Journal of Personality and Social Psychology, vol. 67, no. 2, pp. 206-211, 1994. https://doi.org/10.1037/0022-3514.67.2.206
  9. Kardes, Frank R. "Consumer Behavior and Managerial Decision Making," Addison-Wesley Educational Publishers, Inc, pp. 201-250, 2001.
  10. Krishnamurthy, Parthasarathy and Anuradha, Sivaraman, "Counterfactual Thinking and Advertising Responses," Journal of Consumer Research, vol. 28, no. 4, pp. 650-658, 2002. https://doi.org/10.1086/323736
  11. Kirmani, Amna and Akshay R. Rao, "No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality," Journal of Marketing, vol. 64, no. 2, pp. 66-79, Apr. 2000. https://doi.org/10.1509/jmkg.64.2.66.18000
  12. Keaveney, S. M., "Customer switching behavior in service industries:An exploratory study," Journal of Marketing, vol.59, no.2, pp. 71-82, 1995. https://doi.org/10.1177/002224299505900206
  13. Bansal, H. S. and Taylor, S., "Investigating the Relationship Between Service Quality, Satisfaction and Swiching Intentions," Development in Marketing Science, vol. 20, pp. 304-313, 1997.
  14. 김익태, "소비자 상표전환의 측정 결정요인," 제일기획, 60-65쪽, 1992년.
  15. 안민영, "인터넷 쇼핑몰에서의 소비자 상표전환의도에 관한 연구," 서울여자대학교 석사학위논문, 2002년 2월
  16. 김근배,임병훈, "패널자료를 통해 나타난 소비자의 소매업태간 점포선택행위에 대한연구," 유통연구, 제4권, 제1호, 17-29쪽, 1999년 6월
  17. Huffman, Cynthia D., Barbara Loken, James Ward, "Knowledge and Context Effects on to typicality and Attitude Judgements," Advances in Consumer Research, Vol.17, pp. 257-265, 1990.
  18. Michael, Steve M., Chalrs Dev, "An Empirical Study of Brand Switching for a Retail Service," Journal of Retailing, Vol.70, pp. 267-281, 1999.
  19. 권해성, "소비자 특성 및 제품특성에 따른 가격민감도 차이에 관한연구," 연세대학교 석사학위논문, 2002년 2월
  20. 이학식, 안광호, 하영원, "소비자행동:마케팅전략적 접근," 법문사, 2001년.
  21. E. M. Rogers, "Diffusion of Innovations, 3rd ed, New York," The Free Press, pp.1-100, 1983.
  22. B. Joseph & S. J. Vyas, "Concurrent Validity of a Measure of Innovative Cognitive Style," Journal of the Academy of Marketing Science, vol. 12, no. 2, pp. 159-175, 1984. https://doi.org/10.1007/BF02729494
  23. C. R. Snyder & H. L. Fromkin, "Uniqueness: The Human Pursuit of Difference," New York: Plenum Press, pp. 1-100, 1980.
  24. 정다미, 이충권, "온라인 커뮤니티 사이트의 지속적 사용의도에 영향을 미치는 요인에 관한 연구," 스마트미디어저널, 제4권, 제1호, 44-51쪽, 2015년 3월
  25. Kirton, M. J., "Adaptors and Innovators," Journal of Applied Psychology, vol. 61, pp. 622-629, 1976. https://doi.org/10.1037/0021-9010.61.5.622
  26. 이화영, "소비자 혁신성을 활용한 관광지 선택 영향연구," 경기대학교 석사학위논문, 2013년 2월
  27. Roese, Neal J., "The Functional Basis of Counterfactual Thinking," Journal of Personality and Social Psychology, vol. 66, pp. 805-818, 1994. https://doi.org/10.1037/0022-3514.66.5.805
  28. Aronson, E. & Mills, J. "The effect of severity of initiation on liking for a group," Journal of Abnormal and Social Psychology, vol. 59, pp. 177-181, 1959. https://doi.org/10.1037/h0047195
  29. Chaudhuri and M. B. Holbrook, "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty," Journal of Marketing, vol. 65, no. 2, pp. 81-93, 2001. https://doi.org/10.1509/jmkg.65.2.81.18255
  30. Valarie A. Zeithaml, Leonard L. Berry and A. Parasuraman, "The Behavioral Consequences of Service Quality," Journal of Marketing, vol. 60, no. 2, pp. 31-46, 1996. https://doi.org/10.1177/002224299606000104