신경학적 증상을 동반한 수족구병 2례

박기경,최성동,정승연,서병규,강진한,Park, Ki Kung,Choi, Sung Dong,Chung, Seung Yun,Suh, Byung Kyu,Kang, Jin Han 대한소아감염학회 1997 Pediatric Infection and Vaccine Vol.4 No.2

Hand-Foot-Mouth disease, which has a various enanthem-exanthem complex at the tongue, buccal mucosa, hands and feets and buttock area with febrile illness, is usually caused by Coxscakie virus type A(16). Generally, this disease shows self limited course and good prognosis without neurologic manifestations. However, enterovirus 71, which was newly discovered and reported in 1974, can cause the striking features of Hand-Foot-Mouth disease outbreaks and has neuropathogenic potentials of polio-like paralytic illness including aseptic meningitis, meningoencephalitis and respiratory disease. We experienced a case of Hand-Foot-Mouth disease with polyradiculitis manifestations, and a case of Hand-Foot-Mouth disease with meningoencephalitis. Therfore, we report these cases with brief review of related literatures.

ETF와 블랙리터만 모형을 이용한 인핸스드 인덱스 전략

박기경(Gigyoung Park),이영호(Youngho Lee),서지원(Jiwon Seo) 한국경영과학회 2013 經營 科學 Vol.30 No.3

In this paper, we deal with an enhanced index fund strategy by implementing the exchange trade funds (ETFs) within the context of the Black-Litterman approach. The KOSPI200 index ETF is used to build risk-controlled portfolio that tracks the benchmark index, while the proposed Black-Litterman model mitigates estimation errors in incorporating both active investment views and equilibrium views. First, we construct a Black-Litterman model portfolio with the active market perspective based on the momentum strategy. Then, we update the portfolio with the KOSPI200 index ETF by using the equilibrium return ratio and weighted averages, while devising optimization modeling for improving the information ratio (IR) of the portfolio. Finally, we demonstrate the empirical viability of the proposed enhanced index strategies with KOSPI 200 data.

고객만족도 조사 참여가 기업 충성도에 미치는 영향: 고객-기업간 관계규범의 역할

박기경 ( Ki Kyoung Park ) 한국소비자학회 2016 소비자학연구 Vol.27 No.2

기업이 고객에게 시행하는 고객만족도 조사에 대한 소비자 반응을 다룬 선행 연구들은 주로 자기산출타당성에 기반한 관점 혹은 피드백 제공역할로 인한 부정성 확장과 같은 인지적 반응을 보여주었다. 이러한 선행연구들의 결과에 더하여 본 연구는 고객만족도 조사 참여가 기업 충성도에 미치는 영향에 있어서 고객-기업간 관계규범의 역할을 탐구하였다. 즉, 사회심리학 문헌에서 분류하고 있는 교환관계와 공동체적 관계가 갖고 있는 관계규범에 대한 인식차이가 고객만족도 조사 참여에 대한 반응에 차별된 영향을 줄 것임을 보여주고자 하였다. 본 연구모델에 의하면, 기업과의 관계가 교환관계에 놓인 소비자의 경우 호혜성에 기반한 동등성 동기가 강하기 때문에 기업의 고객만족도 조사요청에 대해서 자신에게 어떠한 혜택이 주어지게 될 지에 대한 명확성을 먼저 고려하고, 세부사항에 주목하는 정보처리로 인한 결과가 나타날 것으로 제안하였다. 반면, 공동체적 관계에 놓인 소비자들은 상대방과 친밀하고자 하는 동기가 강하기 때문에 기업의 발전과 번영을 위하는 마음이 우선되고, 추상적 정보처리로 인한 결과가 나타날 것으로 제안해볼 수 있었다. 실험 1에 의하면, 기업과의 관계가 교환관계인 소비자들은 고객만족도 조사 참여여부에 따른 기업 및 서비스 제공자에 대한 충성도에 차이가 나타나지 않는 반면, 공동체적 관계인 소비자들은 고객만족도 조사에 참여하는 조건에서 기업 및 서비스 제공자에 대한 충성도가 더 높게 나타났다. 실험 2에서는 고객만족도 조사에 참여시, 기업과 교환관계에 있는 소비자들은 긍정적인 면을 위주로 평가하게 할 때(vs. 부정적인 면) 기업 및 서비스 제공자에 대한 충성도가 더 높은 반면, 공동체적 관계에 있는 소비자들은 평가극성에 따른 충성도에 차이가 나타나지 않는 결과를 보였다. 본 연구는 관계규범에 대한 기존 연구결과를 마케팅 상황에 적용함으로써 기업이 고객에게 실시하는 고객만족도 조사 참여에 대한 소비자 반응을 좀 더 폭넓게 살펴볼 수 있게 하였다. The existing research related to consumers’ response to participating in customer satisfaction surveys mainly focuses on self-generated validity or negativity enhancement. The author explores the possibility that the relationship type between customer and company might play an important role in influencing a customer``s participation in a customer satisfaction survey on loyalty. Drawing upon relationship norm theory, the author suggests two hypotheses. Hypothesis 1 posits that participants in an exchange relationship with a company have the desire for equality and regard an accurate reciprocal exchange as important, which will show no difference in loyalty regardless of whether the customer participates in such a survey. Whereas those in a communal relationship with a company have intimacy motivation and regard the responsibility for the other party``s welfare as important, which will show greater loyalty when participating in a customer satisfaction survey than not participating in a survey. Hypothesis 2 posits that participants in an exchange relationship tend to pay an attention to detailed information and have an item-specific processing style besides equality motivation, and so will show increased loyalty when they focus on a positive aspect (vs. negative aspect), whereas those in a communal relationship tend to have a holistic processing style besides intimacy motivation and don``t care about the detailed or valence of information. They will not show any difference in loyalty regardless of which aspect of service experience they focus on. The author has adopted a scenario-based experiment and conducted three experiments. In Pilot Study, the choice probability of participating in a customer satisfaction survey among participants in a communal relationship was significantly higher than those choice probability in an exchange relationship. In Experiment 1, the company loyalty of participants in an exchange relationship was not significantly different between the condition of participating in customer satisfaction survey and not taking part in one. On the other hand, that of participants in a communal relationship showed greater loyalty when they participates in a customer satisfaction survey (vs. no participation). In addition, the mediation test confirms that the change of loyalty between relationship types may be attributable to how favorable participants feel toward their participation in a customer satisfaction survey. In Experiment 2, which included customer satisfaction participation only, participants in an exchange relationship showed increased loyalty in the condition where a positive aspect of service is activated than a negative aspect, whereas those in a communal relationship showed no difference between those conditions. The research findings provide a new perspective for customers`` response to customer satisfaction surveys and suggest directions for future research. It is recommended that firms should consider the type of a customer satisfaction survey (i.e., valence of survey), depending on the firm``s characteristics and put them to practical use in designing customer relationship marketing.

고객만족도 조사 참여가 기업 태도에 미치는 효과

박기경(Park, Kikyoung),류강석(Ryu, Gangseog) 한국마케팅학회 2018 마케팅연구 Vol.33 No.1

기업이 고객대상으로 시행하는 고객만족도 조사는 서비스 품질향상이라는 목적 하에 기업의 직원 관리를 위한 내부 목적으로도 사용된다. 본 연구는 선행연구 결과에 더하여 기업이 내부 목적으로 고객만족도 조사 결과를 활용함을 명시하는 것이 기업 태도에 어떤 차별된 영향을 미치게 될지를 고객-기업 간 관계규범을 조절변수로 설정하여 심리적 기제와 함께 고찰하였다. 또한 고객만족도 조사 실시 목적 유형이 다를 때 기업 태도의 변화도 함께 살펴보았다. 첫 번째 가설 및 연구결과에 따르면, 기업과 교환 관계인 고객은 고객만족도 조사 실시가 기업 내부 목적과 연계됨을 알면 그러한 사실을 알지 못한 조건에 비하여 덜 호의적인 기업 태도를 보이는 반면, 공동체 관계인 고객은 더 호의적인 기업 태도를 보였다. 아울러 본 상호작용 결과는 고객만족도 조사 실시에 대한 호의성이 매개되었고, 실제 이용경험이 있는 서비스를 대상으로 한 설문조사에서도 나타났다. 두 번째 가설은 고객만족도 조사 참여결과를 직원 보상과 연계된 목적 대비 직원의 교육훈련 확인 목적으로 활용하였을 때의 기업 태도에 관한 것이다. 연구결과에 의하면, 기업과 교환 관계인 고객들은 고객만족도 조사 실시의 목적이 직원들의 교육훈련 확인을 위한 것일 때 직원 보상을 위함인 조건에 비하여 더 호의적인 기업 태도를 보였다. 이에 반해, 기업과 공동체 관계에 놓인 고객들은 고객만족도 조사 실시목적의 유형 간 차별된 기업 태도를 보이지 않았다. 이 결과는 고객만족도 조사 실시 목적을 사후적으로 알게 되었을 때도 동일하게 나타났다. 본 연구는 고객만족도 조사를 실시할 때 고객에게 제공되는 정보의 차이만으로 만족도 조사와 기업에 대한 반응에 유의한 영향을 미친다는 점을 발견하여 학문적 공헌점과 실무적 시사점을 제공하였다. In this paper, we examine how customers’ participating in satisfaction surveys would affect their attitudes toward the firm differently depending on the purposes of the survey, and how relational norms between the customer and the firm would moderate this relationship. The results of Study 1, using an experiment, revealed that participants who were in exchange relationships with a firm showed less favorable attitudes toward the firm when the purpose of the satisfaction survey they participated in was the firm’s internal uses (i.e., rewarding employees), compared to when the survey purpose was not specified. In contrast, participants who were in communal relationships showed more favorable attitudes toward the firm when the purpose of the survey was the firm’s internal uses. Study 2 used a survey method and replicated these results. In Study 3, in which the internal purposes of the customer satisfaction surveys were categorized into two types, we found that participants in exchange relationships showed more favorable attitudes toward the firm when the survey purpose was employee training than employee rewarding, whereas participants in communal relationships showed little differences in their attitudes regardless of the kinds of the purpose. Study 4 replicated these results using a survey method, in which customers came across the potential purposes of the survey in a news article after participating in a survey. Moreover, we found that the effects on attitudes toward the firm, reported in Study 1 and 3, were mediated by participants’ reactions to the survey. This research contributes to the literature and practices by suggesting that subtle changes in the information provided to the customers who participate in firms’ surveys will have a significant impact on their responses to the survey and the firm.

구전활동이 전달자의 감정에 미치는 영향: 구전극성과 구전동기의 역할

박기경 ( Ki Kyoung Park ),류강석 ( Gang Seong Ryu ) 한국소비자학회 2011 소비자학연구 Vol.22 No.4

구전연구의 오랜 전통에도 불구하고, 구전활동이 전달자에게 미치는 영향에 관한 연구는 거의 이루어지지 않았다. 이에 본 연구에서는 구전 이전과 비교하여 구전 이후에 전달자의 감정이 어떻게 변화하는지 실험적인 방법을 사용하여 고찰하였다. 감정조절(긍정감정의 유지와 부정감정의 회복)과 책임감 문헌이 이론적 배경으로 사용되었고, 전달자의 감정변화를 결정하는 영향요인으로서 구전의 극성과 구전동기의 초점 두 가지가 제시되었다. 본 연구의 실험결과에 의하면, 만족한 소비자가 긍정적 구전을 하면, 구전동기가 자아초점인 경우 소비자의 긍정적 감정이 강화되고, 타인초점인 경우 소비자의 긍정적 감정이 약화되는 것으로 나타났다. 반면, 불만족한 소비자가 부정적 구전을 하면, 자아초점인 경우 소비자의 부정적 감정이 약화되고, 타인초점인 경우 소비자의 부정적 감정이 강화되는 것으로 나타났다. 이러한 결과는 구전동기에 따라 구전에 포함된 감정노출의 정도가 달라지고, 그것이 감정변화에 미치는 효과가 구전극성에 따라 다른 방향으로 작용하는 기제에 의하여 일정 부분 설명되는 것으로 분석되었다. 본 연구는 이론적인 측면에서 구전현상을 이해하기 위한 새로운 시각과 결과를 제공하고, 기존의 감정조절 문헌을 구전상황으로 확장하는 이론적인 기여를 제공한다. 또한 기업이 구전마케팅 전략을 수립할 때, 구전대상인 신규고객뿐만 아니라 구전을 수행 하는 기존고객의 반응도 고려해야 함을 강조하며, 이를 위한 몇 가지 실무적인 제안을 하고자 한다. Despite its long tradition of research on word-of-mouth (WOM), little is known about the impact of WOM on communicators` responses as opposed to those of recipients. In the early literature, scholars were mainly interested in studying the critical role that WOM played in the diffusion of new products and in examining the influential effects that WOM had on various responses of its recipients(e.g., memory, involvement, attitude). They also suggested several moderators and explored potential mechanisms for those effects. On the other hand, some researchers identified what factors were related to or influenced consumers` intention to engage in WOM(e.g., satisfaction, market maven). To fill this gap in the literature, this research is to investigate how a communicator`s affect will change after compared to before engaging in WOM, using experimental approaches. Specifically, the present study differs from previous ones in (1) dealing with WOM which is more comprehensive post-purchase behavior than complaint, (2) focusing on emotions as a key determinant to a communicator`s post-WOM responses, (3) directly comparing satisfaction and dissatisfaction in a single setting, and (4) proposing the motive of WOM as a moderator. Findings from research on complaint behavior could provide some insights in understanding the research problem. For example, Nyer and Gopinath(2005) found that dissatisfied customers who made a complaint toward the company were less likely to spread negative WOM than those who did not. Also Tax, Brown and Chandrashekaran(1998) showed that if a company addressed complaints of dissatisfied customers in a fair fashion, their loyalty tended to increase (i.e., recovery paradox). Emotions were assumed to play an important role in affecting postcomplaint behavior in those studies(e.g., relief by venting). Thus, we employ emotional regulation as one of the theoretical underpinnings to derive our predictions. Emotional regulation refers to maintaining, expressing and controling emotional states(Gross 1998). It is based on hedonic principle; people are inherently motivated to maintain it when they``re in positive emotions or to recover it toward positive emotions if they``re in negative mood. There are two strategies for maintaining positive mood. First, people do avoid or do not pay attention to any information threatening current positive state. Second, they tend to recall the positive aspects of the event repeatedly(e.g., savoring). On the other hand, negative emotional recovery is closely related to the concept of catharsis suggested by Freud. He argued that psychological recovery could be obtained by venting negative emotions like anger. According to the clinical psychology literature, if an individual exposes the trauma or stressful experiences to others, his cognitive structure will be reconstructed, which reduces the frequency of intrusive thoughts. It is also known that just sharing their experiences with others provides certain benefits and value to people. However, they need to disclose or express their emotions in the communication in order to enjoy the recovery effect. The other relevant construct is accountability that can be defined as the internal expectation to justify individuals` behavior. Accountability also serves as social pressure or anxiety for people to manage their impressions in social contexts(Tetlock 1992). Individuals who feel accountable for their communication tend to follow more complex processing style. Drawing upon emotional regulation theory(i.e. affect maintenance and recovery effects) and the notion of accountability, the authors propose the valence of and motive of WOM as the determinants of the change that occurs to a communicator`s affective responses in the WOM context. The valence of WOM is directly related to appraisal of consumption experience as satisfaction or dissatisfaction, whereas the motive of WOM can be classified to be self-oriented or other-oriented. Self-oriented motives include managing one`s self-image and expressing emotions that consumers have experienced during their purchase or consumption. Other-oriented motives are that consumers engage in WOM to help their friends make the best choice. These discussions lead to the development of hypotheses. Specifically, if satisfied customers engage in WOM for self-oriented motives, they tend to attend to and express their emotions vividly during WOM. Then their positive emotions are reinforced and their self image can be boosted, which leads to increases in positive emotions. However, in other-oriented WOM, consumers would focus on objective information as opposed to emotional information. Moreover, they might feel accountable for the potential consequences of their WOM. These are likely to result in decreases in positive emotions after WOM. On the other hand, if dissatisfied customers engage in WOM by self-oriented motives, expressing and venting their negative emotions would give them the catharsis effect. Their negative emotions are likely to be reduced. For other-oriented WOM in which more factual information is transmitted, communicators would not get much emotional recovery. This combined with the elevated level of accountability would aggravate their negative emotions. We also propose that the amount of emotional disclosures in WOM and communicator``s perceptions of accountability mediate the change of emotions in WOM. We used a 2(the valence of WOM: positive vs. negative) X 2(the motive of WOM: self-oriented vs. other-oriented) X 2(time of emotions: before WOM vs. after WOM) mixed design with the first two as between-subject factors and the last as a within-subject variable. The main dependent variable was WOM communicator`s emotions. In the beginning, participants were asked to recall the most satisfied or dissatisfied consumption incidence that they had recently experienced (i.e., manipulation of WOM valence). And participants` emotional responses were measured about the recalled experience using a scale adapted from CES(Consumption Emotion Set, Richins 1997). An hour later, participants performed a WOM transmission task; they wrote a WOM message about their consumption experiences to their friends. In the instruction for this task, WOM motive was manipulated by using concrete examples of either self- or other-motives. After the WOM transmission, they completed the same scale used earlier for emotional responses. To test the main hypotheses, we ran separate analyses for each valence of WOM; repeated measures ANOVA was performed on the emotional responses with WOM motive as a betweensubjects factor and time of emotions as a within-subjects factor. The analyses produced a significant interaction between WOM motive and emotion time for both valence conditions. As to positive WOM, satisfied participants showed more positive affective responses after(vs. before) engaging in WOM if their WOM motive was self-oriented(4.61 vs. 4.97; F(1,46)=3.81, p<.10), whereas they revealed less positive emotions when their motive was other-oriented (5.01vs.4.57; F(1,46)=6.35, p<.05). As for negative WOM, dissatisfied participants`` emotions became less negative after(vs. before) WOM in self-oriented WOM(3.82 vs. 3.33; F(1,53)= 4.76, p<.05), whereas their negative emotions became stronger after other-oriented WOM(3.72 vs. 4.16; F(1,53)=4.77, p<.05). Regarding amount of emotional exposures in WOM as a potential mediator, first, participants tended to included more emotional expressions in the self- than other-oriented WOM(positive WOM condition: 1.74(self) vs. 0.96(other); F(1,46) =5.63, p<.05; negative WOM condition: 1.68(self) vs. 0.96(other); F(1,53)=7.02, p<.05). In addition, the mediation tests confirmed that the change of emotions could be attributable in part to how much a communicator expressed his feelings in the WOM transmission. The more he exposed, positive emotions became more positive, and negative emotions became less negative. However, accountability could not explain the effect as another mediator. The research findings provide a new perspective and knowledge for better understanding of WOM, and extend emotional regulation theory to the area of WOM. Emotional recovery effect in psychology has typically been examined in the context of strong private feelings like trauma. Our research demonstrate that similar effects could be observed for less intensive emotions like consumption-related ones. Moreover, we formally tested the mediation effects of emotional expressions, which had been mostly assumed in the existing literature. Lastly, we identified the motive of WOM as an important moderator that could be applicable for both positive and negative experiences. These findings also have several implication for managers. It is recommended that firms should not consider only generating positive responses from new customers(i.e., WOM recipient), but also exerting positive influences to existing customers(i.e., WOM communicator) in designing WOM marketing strategies. For example, firms should encourage satisfied customers to express their emotions vividly. Also, they need to devise reward programs for referrals to help WOM communicators relieve the psychological burden including accountability. In addition, appropriate venues or channels should be provided for dissatisfied customers to express their negative emotions easily without being exposed to other consumers.

생산과정 상상과 소비자 조절초점이 농산물의 지각된 품질에 미치는 영향

박기경(Park, Kikyoung) 한국상품학회 2021 商品學硏究 Vol.39 No.4

지역 경제 활성화와 신선한 농산물 수요에 대한 관심이 커지면서 농산물 브랜드 전략의 중요성도 함께 높아지고 있다. 본 연구는 심적 시뮬레이션 이론에 근거하여 농산물의 품질을 호의적으로 지각하는 조건을 탐구하였다. 즉 농산물의 생산과정과 관련한 상상을 유발하는 브랜드 수식어구의 효과가 소비자 조절초점과 상호작용을 갖고 있음을 발견하였다. 실험 결과에 따르면 향상초점 소비자는 생산과정에 대한 상상이 잘 유발되는 브랜드 수식 어구 조건에서 제시된 농산물의 품질을 더 호의적으로 지각하는 반면, 예방초점 소비자는 생산과정 상상을 유발하는 브랜드 수식 어구에 따른 품질 지각의 차이를 보이지 않았다. 이와 같은 결과에는 맛에 대한 상상과 지각된 위험이 일정 부분 심리적 기제 역할을 하는데, 이 두 가지 심리적 기제는 조절초점에 따라 분리되어 나타남을 발견하였다. 본 연구는 라이브 커머스의 활황 등으로 농산물의 다양한 판매방식이 가능한 환경에서 개인농가와 관련 기업에게 농산물 브랜드 전략을 수립하는데 필요한 실무적 시사점을 제공하였다. With the recent increase in interest in regional economic revitalization and fresh food consumption, the importance of brand strategies of agricultural products has received much attention. This study explores how the interaction effects between the production-process imagery and consumers’ regulatory focus occur. According to results, promotion-focused participants perceived higher quality of presented agricultural products under the brand tagline in which the production-process imagery is induced (vs. without the production-process imagery). In contrast, prevention-focused participants perceived no different quality of them regardless of the production-process imagery. The imagery of the final benefit of agricultural products and the perceived risk appeared as the psychological mechanisms of these results. And these two mechanisms were appeared separately depending on each of consumers’ regulatory focus. This study provides practical implications for individual farmers and companies to establish the brand strategies of agricultural products with the boom of live streaming commerce.

미래 혜택발생의 시점제시가 금융상품 태도에 미치는 영향

박기경(Park, Kikyoung),박종철(Park, Jong Chul) 한국마케팅학회 2017 마케팅연구 Vol.32 No.2

본 연구는 대표적인 두 가지 금융상품(high profit/high-risk fund product vs. low-risk insurance product)을 토대로, 미래 혜택 제시시점과 상품 특성이 소비자의 투자의도(가입의도)에 미치는 효과를 고찰하였다. 게다가 이들 관계에서 금융상품 특성과 소비자의 조절초점 간 적합성을 함께 고찰함으로서 기존 연구와의 차별점을 제시하였다. 두 가지 실험을 통해 발견된 결과를 요약하면 다음과 같다. 먼저 기간제시 조건에 비하여 시점제시 조건에서 해당상품의 투자의도(가입의도)가 더 높게 나타났다. 그리고 예방초점 소비자들은 기간제시 조건에 비하여 시점제시 조건에서 편드상품에 대한 투자의도가 더 높은 것으로 나타났으며, 향상초점 소비자들은 기간제시 조건에 비하여 시점제시 조건에서 보험상품에 대한 가입의도가 더 높은 것으로 나타났다. 또한, 기간제시 조건보다 시점제시 조건에서 미래 금융상품의 혜택을 상상하는 정도가 높게 나타났다. 그리고 펀드상품의 경우 예방초점 소비자들은 기간제시 조건에 비하여 시점제시 조건에서 상상정도가 더 높게 나타났으며, 보험상품의 경우 향상초점 소비자들은 기간제시 조건에 비하여 시점제시 조건에서 상상정도가 더 높은 것으로 나타났다. 본 연구는 금융상품의 혜택에 대한 예측상상이 잘 이루어지는 조건을 탐구함으로써 마케팅에서 이루어진 금융상품에 대한 소비자 반응뿐만 아니라 상상정도 및 심적 시뮬레이션 관련 연구를 확장하였다. 아울러 금융상품 판매전략을 시행할 때 유용할 수 있는 전략을 제안할 수 있는 실무적 시사점을 제시하고자 하였다. This study explored the effect of future benefit-offering times and product features on consumers" investment intention(intent to buy) based on two types of financial products(high profit/high-risk fund product vs. low-risk insurance product). Different from the past studies, in this study we tested that regulatory fit plays an essential moderating role in the relationship among the product features, benefit-offering times and invest intention(intent to buy). According to two experiment results, the participants exhibited higher positive intent to buy financial products in the condition of offering a date compared to offering duration. Furthermore, prevention-focused consumers exhibited higher positive investment intention to funds in the condition of offering a date compared to offering duration, whereas promotion-focused consumers exhibited higher positive intent to buy insurance products in the condition of offering a date compared to offering duration. Also, the participants showed higher positive future-benefit imagery in the condition of offering a date, compared to offering duration. And, prevention-focused consumers showed higher positive future-benefit imagery in the condition of offering a date compared to offering duration in the case of fund products, whereas promotion-focused consumers showed higher positive future-benefit imagery in the condition of offering date compared to offering duration in the case of insurance products. Findings from two experiments expand previous findings about imagery, mental simulation, and regulatory focus and suggest diverse tactics to financial corporations in the area of marketing and new insights regarding imagery relevant studies.

소비자의 조절초점, 상품구색의 크기, 그리고 선택모드가 금융상품 선택에 미치는 영향

박기경(Park, Kikyoung),류강석(Ryu, Gangseog),박종원(Park, Jongwon) 한국마케팅학회 2015 마케팅연구 Vol.30 No.4

상품구색의 크기와 관련한 효과에 관한 기존문헌은 대부분 선택과업 및 선택대안에 대한 소비자의 지각과 확신, 그리고 만족에 초점을 두고 있었다. 본 연구는 금융상품을 대상으로 상품구색의 크기와 조절초점, 그리고 선택모드의 세 가지 변수가 소비자의 선택패턴 자체에 어떤 영향을 미치는지 고찰함으로써 기존 연구결과를 확장하고자 하였다. 먼저, 가설 1에서는, 상품구색의 크기가 증가하는 경우, 향상초점 소비자는 선택효용을 높게 지각하고, 의사결정에 대해 과부하를 느끼지 않기 때문에, 선택하는 대안의 종류에 차이가 발생하지 않는 반면, 예방초점 소비자는 유발된 어려움에 대하여 더욱 체계적이고 적극적인 방식으로 대처함으로써 기존보다 위험대안을 선택할 확률이 높아질 것으로 예측하였다. 하지만, 제시된 대안 수가 많더라도, 예방초점 소비자가 자신의 성향에 적합한 선택모드인 제거방식(vs. 선택방식)을 사용하면, 선택 어려움을 낮게 지각하고, 안전대안을 더 선택하는 반면, 향상초점 소비자는 선택모드의 영향을 받지 않을 것으로 예상하였다(가설 2). 실험 1의 결과에 의하면, ‘선택하지 않음’이라는 대안이 제공되는지의 여부에 상관없이, 예방초점 소비자는 상품구색의 크기가 큰(vs. 작은) 조건에서 위험대안을 더 많이 선택하였고, 향상초점 소비자는 선택에 차이를 보이지 않았다. 또한, 예방초점 소비자는 대안 수가 많아지더라도 특정 대안을 선택하는 것을 포기하지 않았다. 대안 수가 많은 조건을 대상으로 실시된 실험 2에서는, 예방초점 소비자는 제거방식(vs. 선택방식)을 사용하여 의사결정하는 경우, 과업수행의 어려움을 덜 느끼고, 평소 성향과 일치하는 안전대안을 더 많이 선택하는 반면, 향상초점 소비자는 어떤 선택모드를 이용하더라도 유사한 선택결과를 보여주었다. 마지막으로, 연구의 결론으로서, 상품구색의 크기 및 조절초점 문헌에 대한 학문적인 기여, 소비자의 금융상품 선택 및 금융기관의 상품판매에 관한 실무적인 시사점, 그리고 연구의 한계점과 향후 연구에 대한 방향을 제시하였다. Based upon the observation that the existing research on assortment size mainly focuses on studying its impact on consumers" perceptions of the task difficulty and their confidence in or satisfaction with the chosen alternative, the authors draw attention to choice patterns of consumers for financial products and examine the interaction effects of assortment size, consumer regulatory focus, and choice mode. Hypothesis 1 posits that promotion-focused consumers will not show differences in their choice patterns when making a choice under a larger(vs. smaller) assortment size because they would perceive a higher level of choice utilities, which offsets the potential choice overloads. On the other hand, preventionfocused consumers will choose risky options to a greater extent since they would perform the choice task in a more systematic and elaborative style when dealing with a larger assortment size. Moreover, in Hypothesis 2, prevention-focused consumers are expected to perceive the decision task easier and to choose more of safe options when utilizing a rejecting(vs. choosing) mode in making their choices, whereas no influence of choice mode is predicted for promotion-focused consumers. The results of Experiment 1A and 1B support H1: the choice probability of prevention-focused participants for safe options was significantly lower when eight(vs. two) options were provided, whereas that of promotionfocused participants did not differ. The effects remained similar regardless of the availability of ‘no choice’ option, and prevention-focused respondents did not give up their choices in the larger assortment size. In Experiment 2, which included a larger choice set only, prevention-focused participants perceived less decision difficulty and chose a greater proportion of safe options when using a rejecting mode. In conclusion, the authors present the study"s contributions to the literature on assortment size and regulatory focus, practical implications for consumer choices of and marketing of financial products, and directions for future research.

기업의 정보제공이 고객의 거래의도에 미치는 영향: 정보유형, 구매경험, 그리고 자기노출의 역할

박기경 ( Park Kikyoung ),류강석 ( Ryu Gangseog ) 한국소비자학회 2020 소비자학연구 Vol.31 No.4

인터넷과 모바일의 등장으로 기업과 고객 간에 소통하는 정보의 양이 증가했을 뿐만 아니라 정보의 종류도 다양해지고 있다. 본 연구는 기업이 새로이 등장한 매체를 통해 고객에게 제공하는 정보의 유형을 거래 관련 정보와 사회적 정보로 구분하고, 이러한 정보의 제공이 고객의 기업에 대한 반응에 어떤 영향을 미치는지 고찰했다. 특히 이러한 영향관계는 고객의 제품구매 경험과 자기노출 여부에 따라서 조절되고, 고객이 지각하는 정보의 적절성과 기업의 친밀성이 매개할 것으로 예상하였다. 본 연구의 실험결과에 의하면, 가설이 예측한 바와 같이 3원 상호작용이 유의하게 나타났다. 첫째, 고객이 제품을 구매한 적이 없어 기업과의 관계가 형성되지 않은 상황에서 자신의 정보를 기업에게 노출하는 것은 관계를 시작하려는 의향을 보이는 것이므로, 기업이 거래 관련 정보를 제공할 때 고객은 적합하다고 지각하고, 높은 거래의도를 나타내었다. 반면, 고객이 자기노출을 하지 않는 것은 기업과의 관계를 시작할 의향이 낮다는 신호이므로 거래와 관련되지 않는 사회적 정보를 제공받을 때 고객은 기업에 대해 일반적인 친근함을 느끼고, 높은 거래의도를 보여주었다. 둘째, 고객이 제품을 구매한 경험이 있으면 이미 기업과의 관계를 형성하고 있는 것으로 간주할 수 있고, 이런 상황에서 고객의 자기노출은 구매경험이 없는 상황과 다른 의미를 지니게 된다. 즉, 고객이 자기정보를 제공하지 않는 것은 기업과 상업적 지인의 관계를 유지하고자 하는 것이므로 지속적으로 거래 관련 정보를 제공할 때 고객은 정보 적절성을 높게 지각하고, 거래의도도 높은 방향으로 형성하였다. 반면 고객이 자기노출하는 것은 기업과의 기존 관계를 더욱 발전시키고 상업적 친구로 나아가려는 의향을 표시하는 것이므로, 기업이 특별함과 친밀감을 줄 수 있는 사회적 정보를 제공할 때 고객은 높은 거래의도를 나타내었다. 더불어, 거래 관련 정보의 제공이 거래의도에 미치는 영향은 고객이 지각하는 정보 적절성을 통하고, 사회적 정보 제공의 효과는 고객이 지각하는 기업 친밀성이 매개하는 것으로 분석되었다. 본 연구는 새로이 등장한 매체를 통한 기업의 정보제공 효과에 대해 고객반응의 관점에서 새로운 연구결과를 제공하고, 기업이 효과적인 마케팅커뮤니케이션 전략을 실행하기 위한 유용한 시사점을 제시할 것이다. Firms have made use of various methods to communicate with their customers to give favorable impressions to and to build good relationships with them. The emergence of new technologies like social networking sites brought significant changes to firms’ communication practices. Practitioners seem to have a strong belief that firms’ active communication with customer is largely beneficial, which has also received support from academic research. In this research, we examine which type of information that firms provide is more effective in affecting customers’ transaction intentions, and how customers’ disclosure of their own information and purchasing experience moderate this relationship. In understanding the information exchange between firms and customers, we primarily rely on self-disclosure theory. Self-disclosure refers to individuals’ communicating their thoughts, feelings, and even secrets with others, and is an important means for developing relationships. Individuals follow two main principles in regards to self-disclosure; first, people exchange different types of information depending on the stage of the relationship. They have a propensity to exchange superficial information in the early stages, whereas they share information about more sensitive and serious topics, and the amount of sharing increases in the later stages. Second, disclosure behavior signals individuals’ intentions to develop a relationship to the other party. Applying self-disclosure theory to marketing context, we adopt the common classification of firms’ information, which is categorized as exchange-specific (e.g., new products) or social(e.g., employees’ fun facts). We expect that customers are likely to interpret each type of information differently and to respond correspondingly, depending upon their purchasing experience and type of the relationship that customers have toward the firm. We conducted an experiment to test the hypotheses and explore potential mechanisms of the proposed effect. The experiment used 2(firm’s information type: social vs. exchange-specific) x 2(purchase experience: no vs. yes) x 2(customer disclosure: no vs. yes) between-subjects design. A total of two-hundred-and-four participants from Korea were randomly assigned to each of the eight conditions. According to the results, for customers who have not provided their information, they showed a higher transaction intention when they received social information of firms compared to exchange-specific information. On the contrary, for those who have provided their information to firms, they showed a higher transaction intention when they received exchange-specific information of firms compared to social information. The above results were different for customers who have already purchased a firm’s offering. For customers who have purchasing experience and have not provided their information to firms they showed a higher transaction intention when they received exchange-specific(vs. social) information, though the result was not statistically significant, whereas for those who have not purchasing experience and provided their information to firms showed a higher transaction intention when they received social(vs. exchange-specific) information. In addition, this study confirmed that the different psychological mechanisms - intimacy toward a firm and relevance of information provided by a firm - played mediating roles in each conditions. The current research extends the previous findings on the effects of the firm’s information provisions by examining the interaction between types of information and customer disclosure, and by suggesting conditions in which each type is more effective. Moreover, we demonstrate that self-disclosure theory can be useful in understanding business-to-customer interactions. Lastly, although most of the previous studies employed survey methods in off-line contexts, we used an experimental approach in an on-line context, which allowed us to explore potential mechanisms in a rigorous manner.

나에게 발생한 긍정적인 일은 기부를 증가시키는가? - 통제소재의 역할을 중심으로

박기경 ( Park Kikyoung ) 한국소비자학회 2016 소비자학연구 Vol.27 No.4

기부에 대한 소비자 반응을 다룬 연구들은 주로 기부상황에서 발생되는 감정의 영향 혹은 설득커뮤니케이션 관점에서 기부의도에 영향을 주는 요인들을 중심으로 이루어져 왔다. 이러한 선행연구들의 결과에 더하여 본 연구는 기부자의 통제소재와 기부자가 경험한 사건의 극성이 기부행동에 어떠한 결합효과를 나타내는지 탐구하고자 하였다. 구체적인 가설로써 설명하면, 내적통제소재를 가진 소비자들은 유사한 조건의 타인과 달리 자신만 긍정적 사건을 경험하면, 익명의 대상에 대한 호혜성을 실현하고자하여 적극적인 기부행동을 보이게 될 것인 반면, 외적통제소재를 가진 소비자들은 자신에게 일어난 일의 대부분이 외부 힘에 의해 발생한다는 판단때문에 경험한 사건의 극성에 따른 차별된 기부행동을 보이지 않게 될 것으로 제안하였다. 실험결과를 요약해보면, 내적통제소재를 가진 소비자들은 긍정적 사건을 경험할 때 부정적 사건을 경험할 경우에 비하여 높은 기부선택과 기부의도를 보이는 반면, 외적통제소재의 소비자들은 경험한 사건의 극성에 따른 차별된 반응이 나타나지 않았다. 이러한 결과는 지각된 호혜성이 매개하는 것으로 나타났으며, 1+1 기부마케팅 프로모션 참여 상황에서도 동일하게 도출되었다. 본 연구는 통제소재이론을 기부상황으로 확장하면서 새로운 결과를 이끌어내었을 뿐 아니라, 기부발생 동기에 대한 새로운 관점의 탐구결과를 제시하였다. Donation-relevant studies have mainly focused on the response by emotion evoked from the situation which donees are confronted with. To add new findings to these previous researches, this research pays attention to the effect of consumers` locus of control and the valence of experienced event on donation behavior. Drawing upon theory of locus of control and the characteristics of donation behavior, the author suggests two hypotheses. Hypothesis 1 posits that individuals in an internal control will be aware of anonymous others and perceive reciprocity, which will increase the likelihood of donation when they experience positive event(vs. negative event). By contrast, individuals in an external control think the consequences around themselves are caused by external targets or agency. Thus, they will show no difference in donation behavior regardless of the valence of what they experience. Following the above reasoning, it is expected that perceived reciprocity will mediate the interaction between locus of control and the valence of experienced event(Hypothesis 2). The author has adopted a scenario-based experiment and conducted two experiments. In Experiment 1, the likelihood of donation and its intention of participants in an internal control was significantly higher when they were in the condition of a positive event than in a negative event. Whereas participants in an external control did not show different responses between conditions. Additionally, the mediation test confirmed that perceived reciprocity was attributable to the change of donation intention among the interaction effect. In Experiment 2, previous results were replicated in the marketing promotion including donation. In conclusion, consumers` donation behaviors can be different depending on the locus of control and the valence of experienced event. The research findings present another motive toward donation and apply locus of control to marketing area.