상품구색에 따른 선택어려움과 예상된 후회감이 구매연기의도에 미치는 영향 = The Effects on Purchase Deferral of Choice Difficulty and Anticipated Regret on Assortment Size of Product

국문 초록 (Abstract)

기업의 다양한 제품출시와 경쟁우위를 점하기 위한 노력에 의해 소비자는 구매시점에 고민해야 하는 대안이 너무 많아 어떤 상품을 사야할지 고민하는 소비자가 최근 늘고 있다. 많은 대안을 접한 소비자는 그 중에서 어떤 상품이 자신의 필요를 가장 잘 충족시켜 줄 수 있는지 몰라서 혹은 어떤 상품의 품질이 가장 좋은지 몰라서 구매를 연기하거나 포기하는 경우도 많다. 이러한 소비자의 구매연기와 관련한 선행연구에서 상당부분 그 원인이 규명되어지고 있지만, 여전히 소비자의 구매연기에 대한 설명은 부족하다. 이에 본 연구에서는 유통업체가 제공하는 상품구색에 대한 소비자의 평가가 선택의 어려움과 예상된 후회감과 같은 부정적 감정에는 어떤 영향을 미치는지, 그리고 이러한 선행변수가 소비자의 구매연기의도에 어떤 영향을 미치는지를 구체적으로 살펴보았다. 연구결과, 상품구색 평가가 선택의 어려움에 부(-)의 영향을 미치는 것으로 나타났으나, 예상된 후회감과 구매연기 의도에는 직접적인 영향을 미치지는 않았다. 본 연구의 가설과 마찬가지로 구매과정에서 선택의 어려움을 많이 경험할수록 예상된 후회감이 높은 것으로 나타났으며, 통계적으로도 유의하였다. 그러나 구매과정에서 선택의 어려움을 많이 느낄수록 구매연기 의도가 낮아질 것이라는 본 연구에서의 예상과 달리, 선택의 어려움은 구매연기의도에는 직접적인 영향을 미치지 않는 것으로 나타났다. 마지막으로 예상된 후회감이 구매연기 의도에 미치는 영향을 살펴본 결과, 기존연구 결과와 마찬가지로 예상된 후회감이 높을수록 구매연기의도도 높아지는 것을 알 수 있었다.

다국어 초록 (Multilingual Abstract)

Now days, more consumer can not choose a product which they want to buy than before, because there are larger assortments for their choice at the point of purchase. The reason is that many companies have launched variety new products for customer and for competitive advantage. So, many consumers defer or give up their purchase, because they don't know which one can give satisfaction with high quality for them and can satisfy their needs. And also, it is not enough to explain the cause of purchase deferral of consumer though several studies have found other reasons. So, at this research, we want to investigate that the effects on purchase deferral of choice difficulty about product assortment offer of distribution companies and anticipated regret on assortment size of product. The result support that the evaluation of product assortment size influence negatively the difficulty of choice. And the evaluation of product assortment size does not influence directly the anticipated regret and the intention of purchase deferral. The experience of choice difficulty can higher influence the anticipated regret. And it is same direction of the hypothesis of this study. Also, it is significant level statistically. At this research, researchers predicted that the more difficulty of choice can influence to reduce the intention of purchase deferral. But, it is false. At the result, the difficulty of choice does not influence directly the intention of purchase deferral. Lastly, like the precede studies, higher anticipated regretmake the higher purchase deferral.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 기존연구 검토 및 가설설정
• Ⅲ. 연구방법
• Ⅳ. 연구결과 분석
• Ⅴ. 결론
• 참고문헌
• Abstract

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