외부보상 유형과 추상적 사고수준이 소비자행동에 미치는 영향 = The Effects of the Type of External Reward and AbstractThinking on Consumer Behavior

다국어 초록 (Multilingual Abstract)

This research aimed to examine the effect of abstract thinking as consumer personal characteristics and external compensation type offered to consumers of consumer on the decision making. The consumer with the high level of abstract thinking and the consumer with the low level of abstract thinking have been classified through the Behavioral Identification Form for this, if the consumer behavior is changed according to the type of coupon being one of external compensation has been examined. Provided pre-stamped coupon was expected to be effective for consumers to recognize their goals more easily to further efforts to complete the offer, the higher the level of abstract thinking to expect that the larger this effect was the experiment. The consumer behavior was has become different according to the type of coupon in the same situation as a result of experiment. Specifically, the attraction for the coupon with a stamp provided already was high. This showed the significant result in the group with the high Abstract thinking. The higher the Abstract thinking level is, the behavior has been affected according to the external compensation, and the reachability for the target may be known to be recognized more concretely.

국문 초록 (Abstract)

본 연구는 개인적 특성으로서 소비자의 추상적 사고수준과 소비자에게 제공되는 외부보상 유형이 의사결정에 미치는 영향을 살펴보고자 하였다. 이를 위해 행동정체성 척도를 통해 추상적 사고수준이 높은 소비자와 추상적 사고수준이 낮은 소비자로 구분하였고, 외부 보상물의 하나인 쿠폰의 유형에 따라 소비자 행동이 달라지는지를 살펴보았다. 스탬프가 미리 제공된 쿠폰은 목표달성을 더 쉽게 인식하도록 하여 소비자들이 쿠폰완성을 위한 노력을 더 하도록 하는 효과가 있을 것이라 예상하였고, 추상적 사고수준이 높을수록 이러한 효과가 더 클 것이라고 예상하여 실험을 진행하였다. 실험결과 소비자들은 동일한 상황에서도 쿠폰 유형에 따라 소비자행동이 달랐다. 구체적으로 이미 제공 되어진 스탬프가 있는 쿠폰에 대한 매력도가 높았고, 이는 추상적 사고수준이 높은 집단에서 유의한 결과를 보였다. 추상적 사고수준이 높을수록 외부보상에 따른 행동에 영향을 받으며, 목표에 대한 도달가능성을 더욱 구체적으로 인식함을 알 수 있다.

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