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소비자의 거래커플링 지각과 소비행동의 적극성이 선구매 서비스의 획득가치와 만족에 미치는 영향에 관한 탐색적 연구
박소진 ( Park So Jin ),최낙환 ( Choe Nag Hwan ) 한국소비자학회 2004 소비자학연구 Vol.15 No.1
In the study of transaction coupling and consumer behavior it is argued that the cognition of consumer`s transaction coupling would affect the consumer`s decision of whether they will consume the products previously purchased. This research finds that the cognition of consumers` transaction coupling affect the activeness of consumption behavior and satisfaction. We classify the transaction coupling which is a mental accounting process, into `coupling before consumption` and `coupling during consumption`. Also we divide the activeness of consumption behavior into `the activeness of consumption-supporting behavior` and `the activeness of consumption-process behavior`. To be more specific, this research provides a multi-relationship model of coupling before consumption and coupling during consumption, and further models the activeness of consumption-supporting behavior, the activeness of consumption-process behavior, acquisition utility, and satisfaction. In order to verify the model and hypotheses, we conducted a survey. The respondents were consumers who had been purchased traveling service recently in C area of South Korea. We analyzed our research model utilizing LISLEL 8.30 and SPSS 10.0. The research findings indicate that in case of advance purchase of service product, consumer`s coupling-before-consumption positively affects the activeness of consumption-supporting behavior, and the activeness of consumption-supporting behavior is positively significant to the activeness of consumption-process behavior. Finally, it is verified that the activeness of consumption-process behavior affects consumer satisfaction directly or indirectly through acquisition utility.
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