• 한국경영과학회지
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• 제38권1호
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• pp.103-121
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• 2013

Since American Airlines's mileage program emerged in market, loyalty programs have gained popularity. Many companies have generated many kinds of reward cards in order to induce precious consumers. As a result, reward cards are very important in consumer goods market and become diversified. In spite of its importance, little is known about how these cards influence consumer's perception. The prior research has not focused on reward card types and psychological variables. Accordingly this research intends to investigate psychological variables such as transaction coupling and sunk cost perception. According to the theory of regulatory focus, promotion focus consumers would point to gain-nongain frame work, but prevention focus consumers would point to loss-nonloss frame work. The paper proved the effect of reward card types and regulatory focus on transaction coupling and sunk cost perception. Based on the results from 2(type of card : visible vs invisible) ${\times}$ 2(regulatory focus: promotion vs prevention) between-subjects factorial design experiments, we found that consumer's transaction coupling and sunk cost perception of visible reward card are better recognized than invisible reward card. In addition, the results show that there is a significant interaction effect between the type of reward card and regulatory focus. Specifically promotion focused consumers tend to reveal better perception than prevention focused consumers in use of invisible cards. However, prevention focused consumers tend to show better perception than promotion focused consumers in use of visible cards. These findings will contribute to significant academic development and practically useful help to marketing managers.

• 벤처창업연구
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• 제11권2호
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• pp.9-19
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• 2016

본 연구에서는 창업효능감이 창업의지에 미치는 영향을 밝히고, 창업효능감과 창업의지의 관계에서 조절초점의 조절효과를 규명하고자 하였다. 향상초점과 예방초점으로 구성된 조절초점이론에 따르면 목표를 달성하는 방법과 동기는 개인별로 다르다. 따라서 본 연구에서는 향상초점 지향적인 대학생들과 예방초점 지향적인 대학생들에 따라 창업효능감이 창업의지에 미치는 영향이 다를 것이라고 가정하였다. 본 연구를 위해 전국 6개의 대학에서 창업교육을 수강한 494명의 대학생들을 대상으로 설문을 실시하였으며, 이중 총 309명의 설문지가 분석에 활용되었다. 분석결과, 창업효능감은 창업의지에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한 창업효능감과 창업의지 관계에서 조절초점이 조절역할을 하는 것으로 나타났다. 즉, 향상초점 지향적인 대학생들은 예방초점 지향적인 대학생들보다 창업효능감이 창업의지에 미치는 정(+)의 영향이 더 강하다는 것을 확인할 수 있었다. 이러한 결과는 창업효능감을 높일 수 있는 교육방법론과 예방초점 지향적인 대학생들을 위한 특화된 창업교육의 필요성을 시사하고 있다.

• 산경연구논집
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• 제10권5호
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• pp.49-58
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• 2019

Purpose - Consumer behaviors or decision-making process has been changing recently as the consumer environment, including mobile everyday life, has changed. In view of this changing consumer smart environment, this study aims to investigate structural relation about the influence omni-channel propensity and regulatory focus on consideration set formation. Research design, data, and methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for university students with experience in purchasing in less than three months. With reference to previous studies, operational definition was made for the questionnaire design. From 2018 Nov. to 2019 Feb. Survey was conducted on the panel consumers who purchase item within that period. 315 collected survey data were used to verify hypotheses except the data that had incorrect values. This data were used for SPSS/AMOS for confirm hypothesis which developed by researcher. Results - The results of this study are as follows. First, Consumers were considering a more heterogeneous alternatives if they were more omni-channel propensity in the process of forming consideration set. Second, Consumers were more conscious of the price if they were more omni-channel propensity Third, Consumers were considering a more newness alternatives if they were more omni-channel propensity in the process of forming consideration set. Meanwhile, The results of the study on regulatory focus and consideration set relationships are as follows. Consumers were considering a more heterogeneous alternatives if they were more promotion focus tendency in the process of forming consideration set. Second, Prevention focus tendency were more conscious of the price in the process of considering alternatives. Third, Consumers were considering a more newness alternatives if they were more promotion focus tendency. Conclusions - Depending on the changing consumer environment, the omni-channel propensity was shown to influence the formation of the consideration set. Also, Regulatory focus of consumers significantly influence to formation of consideration set. this study also contributes to the development of the theory as well as the practical approach with understanding consumer decision process on smart(mobile) environment.

• 유통과학연구
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• 제12권2호
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• pp.39-47
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• 2014

Purpose - The ultimate goal of a franchise system comes from its win-win strategy. Agency theory uses goal incongruity to examine complex contracting problems between buyers and suppliers. Goal incongruity within a contractual relationship can be defined as the agent's desire not to cooperate. It is the degree to which the contractual terms do not satisfy the agent's goals. The greater the goal incongruity between the agent and the contract, the more likely it is that the agent will meet the terms of the contract. Thus, goal incongruity between buyers and suppliers has close relationships with both behavioral and financial performance. This study tries to examine these relationships in the franchise context using a model including related variables, such as regulatory foci, financial performance, and opportunism, to explain the reasons that not all franchisees perform their best. In particular, the study examines the effects of goal incongruity on regulatory focus, and the effects of regulatory focus on performance and opportunism. In short, the objective is to determine goal incongruity's effect on regulatory foci, and the effect of regulatory focus on performance and opportunism. Research design, data, and methodology - This study used data collected from the franchisee managers of 104 franchisors in South Korea. The franchisors include more than 10 franchisees, the majority of whom have been in business for more than five years. The study also surveyed 104 franchisees, matched with their franchisors for the sake of a dyadic approach. The study used regression analysis to test the hypotheses. Results - H1 and H2 predicted that goal incongruity would decrease promotion focus and increase prevention focus. Supporting H1, the result indicates goal incongruity had a positive effect on promotion focus. However, H2 was not supported. Goal incongruity had no significant effect on prevention focus (β = -.375, t = -4.331 and β = -.145, t = -1.950, respectively). H3 and H4 predicted that promotion focus would increase financial performance and decrease opportunism. Supporting these hypotheses, the results indicate that promotion focus had a positive effect on financial performance and a negative effect on opportunism (β = .771, t = 7.899 and β = -.765, t = -6.778, respectively). H5 and H6 predicted that prevention focus would decrease financial performance and increase opportunism. However, the results do not support these hypotheses. The results indicate that prevention focus had no effects on opportunism or financial performance (β = -.130, t = -1.070 and β = .090, t = .641, respectively). Overall, the evidence generally supported the hypotheses. Conclusion - Goal incongruity between a franchisor and a franchisee increases the franchisee's financial performance and opportunism, and the relationship is mediated by promotion focus. Interestingly, however, prevention focus has no mediating effect between goal incongruity and performance. Even though no significant relation exists between goal incongruity and prevention focus, the results have two implications. First, decreasing goal incongruity can improve financial performance and suppress franchisee opportunism. Second, the relationship between goal incongruity and performance affects promotion-focused franchisees.

• 유통과학연구
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• 제17권1호
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• pp.57-72
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• 2019

Purpose - Current study aimed at investigating customer experience types (gain vs. loss avoidance performance experience and hedonic vs. reliability imagery experience) and their influences on satisfaction and positive emotion as antecedents of customer engagement. It also explored moderation role of regulatory focus in the influence of each experience type on satisfaction and positive emotion. Research design, data, and methodology - 416 Vietnamese local tourists were selected to test hypotheses by structural equation model in AMOS 21.0. Results - First, customers actually achieving gain or avoiding loss are more satisfied. Second, customers with hedonic and reliability imagery experience feel more positive emotion. Third, both positive emotion and satisfaction have positive influences on customer engagement. Last, regulatory focus moderates the positive effects of either gain or loss avoidance performance experience on satisfaction and also moderates the positive effects of either hedonic or reliability imagery experience on positive emotion. Conclusions - Focusing on both cognitive satisfaction and affective emotion resulted from experience, this study could advance customer engagement theory. Managerially, brand managers should induce gain performance and hedonic imagery experience (loss avoidance performance and reliability imagery experience) from promotion (prevention)-focused customers to enhance their engagement.

• 인지과학
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• 제31권4호
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• pp.137-154
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• 2020

학습 상황에서 개인의 내적 특성은 다양한 방식으로 학습행동에 영향을 준다. 특히 '동기'는 학습자의 목표 설정하 및 전략 선택에 영향을 주는 핵심적인 요소이다. 본 연구는 학습자의 목표지향이 학습 시간 분배 방식에 어떠한 영향을 미치는가를 확인하였다. 참가자들의 목표지향 상태를 달리하기 위하여 관련 변인인 조절초점(regulatory focus)과 지능관점(theories of intelligence)을 측정 및 조작하여 집단을 구분하였다. 두 변인은 각각 접근-회피전략(조절초점에 따른 동기 성향)과 숙달-수행지향적 태도(지능관점에 따른 동기)를 유발하며 학습자의 목표지향(goal orientation) 형성에 영향을 주는 핵심적인 변인으로 알려져 왔다. 실험에서 조절초점은 성향검사점수를 기준으로 두 집단으로 구분하였으며, 조작을 통해 지능관점의 차이를 일시적으로 유발하여 두 변인 간의 상호작용을 확인하였다. 참가자들은 일련의 스페인어-한국어 단어 쌍을 학습한 후 재학습하고 싶은 항목을 선택하여 자유롭게 학습순서를 결정할 수 있었다. 단어 쌍은 어렵거나 쉬운 항목들로 구성되어 있었으며, 학습자들은 원한다면 같은 단어를 여러 번 학습할 수 있었다. 결과에서, 조절초점과 지능관점에 따라 학습 초반에 어려운 단어를 선택하는 비율의 상호작용 효과가 나타났다. 즉, 향상초점-증진조건의 참가자들은 향상초점-불변조건의 참가자들에 비해 학습 초반에 어려운 단어를 배치하는 비율이 높았으며, 예방초점인 학습자들은 지능관점의 영향을 받지 않았다. 이러한 결과는 학습자의 목표지향에 따라 학습 전략을 세우는 방식이 다를 수 있음을 보여준다.

• 디지털융복합연구
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• 제14권3호
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• pp.445-452
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• 2016

본 연구에서는 사람들이 흔히 경험하는 사회비교와 자기비교의 두 과정을 비교하여 살펴보고, 이와 관련된 이론들이 어떻게 응용될 수 있는지를 시사하고자 하였다. 이를 위해 사회비교이론에 해당하는 이론으로서 사회비교 이론과 자기평가유지모형을, 그리고 자기비교이론이라 할 수 있는 제어이론, 자기차이이론, 조절초점이론 및 시점비교이론을 차례로 개관하였다. 사회비교와 자기비교의 과정은 차이가 있지만, 이 두 비교 모두, 자기평가, 정서, 동기 및 행동에 영향을 미친다는 점에서는 유사하다. 사회비교와 자기비교에 관련된 연구들이 교육문제, 건강문제, 경제정의 및 대인관계 등에 대하여 지니는 응용적 함의들을 논의하였다.

• Asia Marketing Journal
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• 제15권4호
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• pp.51-60
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• 2014

Previous research on loyalty program has verified the factors that influence redemption behavior and the understanding of the mechanism of redemption behavior with academic and practical implications. However, these research has not proven boundary conditions in which the phenomena can be strengthened or weakened- that is, the moderating effect remains unclear. The inclusion of moderating variables can provide a more extensive understanding of the mechanism of this behavior from academic and managerial perspectives alike. Therefore, this current research proposes regulatory focus as a moderating variable, which has received scarce attention in the study of loyalty program behavior, especially individual characteristic variables that, in turn, affect the consumers' purchasing behavior in various ways. Previous research on consumer decision making investigates the differential role of regulatory focus as a series of stages. Regulatory focus theory posits that people depend on the two types of regulatory focus when pursuing goals: promotion focus vs. prevention focus. The former induces tendencies to recognize a goal as a hope and ideal, as something that satisfies the need for accomplishment, and to be sensitive to the presence of a positive outcome of the match and to match the pursuit of goals. On the other hand, the latter tends to regard a goal as the responsibility or obligation to achieve the goal, has a tendency to avoid failure to meet a target, and is sensitive to the presence of the negative consequences that do not reach the target. The following propositions are suggested: 1) The effect of higher accumulation effort level on delaying point redemption speed will be relatively more pronounced for customers with prevention focus. 2) The effect of higher accumulation effort level on large redemption unit size will be relatively more pronounced for customers with prevention focus. 3) The effect of higher accumulation effort level on hedonic redemption ratio will be relatively more pronounced for customers with promotion focus. Therefore, this research provides a moderating variable that has the potential to be used as a reference for market segmentation and affects the relationship between point accumulation effort and three sides of point redemption behavior. On this basis, the direction for the future research on this issue is recommended. Future research could verify these propositions conducting a survey of customers' propensity of regulatory focus in conjunction with the history of the loyalty program of data. This would provide a more realistic effect on the usage behavior of loyalty program consumers by providing useful implications for both marketing practitioners and researchers.

• 지식경영연구
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• 제22권2호
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• pp.33-53
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• 2021

모바일 앱 사용이 확대되면서 사용자 프라이버시 침해에 대한 염려는 증가되고 있지만 사용자들은 앱을 사용하기 위해 개인정보를 기꺼이 공개하고 있다. 본 연구는 조절초점성향과 프라이버시계산이론을 바탕으로 사용자의 앱 사용의도에 영향을 미치는 동기요인을 제시한다. 제시한 연구모델을 검증하기 위해 헬스 앱을 사용하는 전국의 성인 151명을 대상으로 설문 데이터를 수집하였으며, PLS-SEM 기법을 이용하여 분석을 진행하였다. 연구결과에 따르면 조절초점 두 성향 중 향상초점성향은 정보프라이버시염려와 프라이버시위험에 부의 영향을 미쳤으며, 예방초점성향은 정보프라이버시 염려에 정의 영향을 주었다. 정보프라이버시염려는 모바일 앱 사용의도에 부의 영향을 미쳤으며 프라이버시이익과 프라이버시지식은 모바일 앱 사용의도에 정의 영향을 미쳤다. 마지막으로 모바일 앱 사용의도는 모바일 앱 지속사용의도에 정의 영향을 미쳤다. 본 연구는 앱 사용자의 조절초점성향이 정보프라이버시염려에 미치는 영향관계의 차이를 규명하였으며 이에 따른 모바일 앱 사용의도의 영향을 확인하였다.

• 벤처창업연구
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• 제10권6호
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• pp.215-223
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• 2015

국내외적으로 청년인구의 높은 실업률은 매우 심각한 사회적 문제가 되고 있다. 창업은 고용창출 효과가 매우 크고 신기술과 신사업 발굴과 아울러 창의적 혁신인재를 육성할 수 있는 일석이조의 효과를 지니고 있다. 따라서 대학생의 창업을 진작시킬 수 있는 방안을 밝히기 위한 연구는 아무리 강조해도 지나치지 않을 것이다. 최근 심리학 및 마케팅에서 연구가 진행되기 시작한 조절초점이론은 아직 기업가정신 및 창업연구에 적용된 적이 없는 개념이다. 본 연구에서는 창업에 관심이 있는 대학생들을 대상으로 개인의 조절초점성향과 기업가정신 및 창업의도 간의 관계를 실증연구를 통해 살펴보았다. 본 연구를 통해 확인한 내용은 다음과 같다. 첫째, 이익에 민감하고 위험추구와 새로운 것을 좋아하는 촉진초점성향을 보이는 사람들은 기업가정신 추구와 창업의도를 보일 것이라고 가설을 설정했고 실증연구를 통해 이를 확인했다. 둘째, 손실에 대해 민감한 방어초점성향을 보이는 사람들과 기업가정신 및 창업의도 간에 부(-)에 관계가 있을 것이라고 가설을 세웠지만 가설이 모두 기각되었다. 즉, 손실에 민감한 방어초점성향을 지닌 사람들이 일반인에 비해 기업가정신과 창업의도에 있어 더욱 부정적인 것은 아니라는 것으로 해석될 수 있을 것이다. 셋째, 무수한 선행연구들과 마찬가지로 기업가정신은 창업의도에 유의한 영향을 미친다는 것을 확인할 수 있었다.