스포츠 소비자의 경기에 대한 예상된 즐거움 평가에 경기결과불확실성이 미치는 영향: 해석수준이론과 메시지 타입을 중심으로 = Outcome Uncertainty as Psychological Distance in Decision Making: A Construal-Level Perspective

국문 초록 (Abstract)

이 연구는 경기결과불확실성이 스포츠 팬이 인지하는 예상된 즐거움에 어떤 영향을 미치는지 확인하기 위해 진행되었다. 경기결과불확실성을 해석수준이론의 가설적 (hypothetical distance) 거리로 재해석하였으며, 이에 따른 메시지 적합성이 소비자가 인지하는 예상된 즐거움에 어떤 영향을 미치는지 확인했다. 연구목적 달성을 위해 2번의 실험 연구를 진행했다. 첫 번째 실험에서는 총 114명의 자료가 분석에 활용되었다. 실험자극물로는 전문가가 제시하는 경기 승률과 베팅율을 활용했다. 연구 결과 경기결과불확실성이 높은 그룹은 낮은 그룹에 비해 높은 예상된 즐거움을 보였다. 하지만, 낮은 경기결과불확실성 그룹에서 승리와 패배에 따른 차이는 발생하지 않았다. 두 번째 실험은 총 100명의 자료가 분석에 활용되었다. 경기결과불확실성에 따른 메시지 타입 (본질적 vs. 비본질적)이 스포츠 팬이 인지하는 예상된 즐거움에 영향을 미쳤다. 높은 경기결과불확실성 집단에서는 메시지에 따른 차이가 발생하지 않았으나, 낮은 경기결과불확실성 집단에서는 메시지에 따른 차이가 발생했다. 연구 결과는 낮은 경기불확실성 상황에서 구단이 어떤 메시지를 제시하는지 효과적인지 제시함으로써 실질적 마케팅 자료로 활용될 수 있을 것이다.

다국어 초록 (Multilingual Abstract)

The purpose of the study was to determine how game outcome uncertainty influences the expected enjoyment of sport fans. The outcome uncertainty of the game was interpreted as the hypothetical distance of the construal level theory, and the effect of message match on consumers' expected enjoyment was examined. Two experiments were conducted to accomplish the purpose of the research. In the first study, 114 data were utilized for analysis. As experimental stimuli, experts presented the winning rate and betting odds of the game. According to the results of the study, the group with high outcome uncertainty showed higher expected enjoyment than the group with less outcome uncertainty. However, there was no difference between victory and defeat in the low uncertainty group. In the second experiment, a total of 100 data were analyzed. Message type based on the uncertainty of the game outcome (what vs. how) affected sports fans' expected enjoyment. In the group with high outcome uncertainty, there was no difference according to message type, but there was a significant difference in the group with low outcome uncertainty. The study's findings can be implemented as practical marketing strategies by suggesting the club's messages in times of low game outcome uncertainty.

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