반복 소비에 대한 시간수축 완화 효과 : 일상 활동 제시가 반복 소비를 요하는 실용적 제품 구매 의도에 미치는 영향 = Interrupting Time-Contraction of Repeated Consumptions: How the Presentation of Mundane Activities Influence Purchase Intention of Repeatedly Consumed Utilitarian Products

국문 초록 (Abstract)

많은 제품들은 반복적으로 소비를 통해서만 궁극적인 소비 목표를 달성할 수 있다. 소비자들은 동일한 경험이 반복되면 지겨움을 경험하여 지속적인 소비 욕구가 감소할 것으로 예상한다. 특히 자기 통제를 바탕으로 지속적 소비를 해야만 소비 목표를 달성할 수 있는 실용적 제품의 경우 미래에 반복 소비를 지속할 수 있을지에 대한 자기 평가가 반복 소비 제품의 구매 의사 결정에 큰 영향을 미치게 된다. 흥미롭게도 사람들은 미래의 반복 사건이 예측할 때 그 사건 사이에 시간적 차이를 과소 평가하고 이러한 시간수축 경향이 미래 소비 사건에 대한 반복감을 과잉지각하게 초래한다. 본 연구에서는 소비자들로 하여금 반복 소비 사건 사이에 존재하는 시간적 차이를 지각하도록 하여 미래 소비에 대하여 예측되는 반복감을 낮추는데 주목하고자 한다. 특히 제품 광고 시 반복 소비 사건 사이에 흔히 발생하는 일상 활동을 상기시키는 방안을 통하여 예상된 반복감과 소비 지속 자신감을 상승시켜 구매 의도를 높일 수 있다고 예상하고 실증 실험을 통하여 이를 검증하였다. 실험 결과 예측한 바와 같이 광고문에 일상 활동이 제시 되었을 때 그렇지 않았을 때보다 예상된 반복감이 낮아지고 제품에 대한 구매 의도가 상승되었다. 또한 일상 활동 제시 효과는 예상된 반복감과 소비 지속 자신감으로 이중매개 되었다.

다국어 초록 (Multilingual Abstract)

For many products in the market consumption goals can be achieved only through repeated consumption. People predict that repeated experiences will reduce their enjoyment and desire to continue. Thus, especially for the products that require self-control to sustain repeated consumption, consumers’ evaluation of whether they can continue repeated consumption is an important factor to consider in purchase decisions of those products. Interestingly, people underestimate the time interval between the events when predicting future repetitive consumptions. This time-contraction tendency led people to perceive the degree of repetition to be greater than their actual experiences. In the current study, we attempt to make the inter-consumption interval salient and lower the feeling of repetitions. In particular, we aim to influence the feeling of repetition by reminding mundane activities which take place between the consumption events. As predicted, the result of the empirical experiment shows the presence of mundane activities in an ad lowers the feeling of repetition and increases the purchase intention. In addition, the effect of mundane activities was sequentially mediated by the anticipated feeling of repetition and confidence in continuing consumption.

목차 (Table of Contents)

• I. 서론 II. 이론적 배경 및 가설설정 III. 연구방법 IV. 결과 IV. 결론

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