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목표유형이 소비자의 지각에 미치는 영향: 목표 일치성과 목표 실행과정의 조절효과
추령,김경민,이인구 한국경영컨설팅학회 2020 경영컨설팅연구 Vol.20 No.3
기존 선행연구에서는 목표유형인 유지목표와 달성목표에 따라 소비자의 지각된 난이도가 상이한 것으로 나타나고 있으나, 본 연구에서는 소비자들의 목표유형이 지각된 난이도와 목표달성가능성에 미치는 영향에 있어서 목표 일치성 및 목표 실행과정의 조건에 따라 지각된 난이도와 목표 달성가능성이 다르게 나타날 수 있는 것으로 예상하였다. 그리고 목표유형이 목표 실행과정 제시순서에 따라 순서효과가 달라지는지를 연구하였다. 본 연구에서는 두 번의 실험이 실시되었고 이원분산분석(two-way ANOVA)방법을 활용하여 제시된 가설이 검증되었다. 연구결과를 보면, 소비자는 목표유형과 목표 일치성 행동에 따라 지각된 난이도와 목표달성가능성을 상이하게 평가할 것이라는 가설1이 지지되었다. 구체적으로, 소비자들은 목표와 일치하는 경우에 유지목표의 지각된 난이도를 더 높게 지각하는 반면에 목표와 불일치하는 경우에는 달성목표의 지각된 난이도를 더 높게 지각하는 것이다. 또한, 목표와 일치하는 경우에는 달성목표의 목표달성가능성을 더 높게 지각하고 반면에 목표와 볼일치하는 경우에는 유지목표의 목표달성가능성이 오히려 더 높게 나타났다. 가설 2는 소비자의 목표유형와 목표 실행과정에 따라 지각된 난이도와 목표달성가능성은 상이할 것이라는 것이고, 가설은 지지되었다. 구체적으로, 유지목표에서는 목표와 일치-불일치하는 경우에 지각된 난이도가 더 높은 반면 달성목표에서는 목표와 불일치-일치하는 경우에 지각된 난이도가 높게 나타났다. 또한, 유지목표에서는 목표와 불일치-일치하는 경우에 목표달성가능성이 더 높은 반면에 달성목표에서는 목표와 일치-불일치하는 경우에 목표달성가능성이 더 높게 나타났다. 가설 3은 목표유형과 목표 실행하는 과정에 순서효과가 발생할 것이라는 가설인데 지지되었다. 구체적으로, 유지목표를 설득 할 때 가장 나중에 제시된 정보가 더 설득효과를 갖는다는 최신효과가 나타난 반면에 달성목표를 설득 할 때 가장 처음에 제시되는 정보가 더 설득효과를 갖는 초기효과가 나타났다. 이러한 연구결과를 바탕으로 하여 본 연구의 이론적, 실무적 시사점을 제시하였다. Previous studies have shown that the perceived difficulty level of consumers is different according to the type of goals which are maintenance goal and attainment goal. In this study, it was expected that perceived difficulty and goal attainment could be different depending on the conditions of goal congruence and goal execution in terms of the effect of the goal type on perceived difficulty and goal attainment. In addition, the authors studied whether the goal type differs depending on the order in which the goal execution process is presented. In this study, two experiments were conducted, and the proposed hypotheses were tested using a two-way ANOVA method. As a result of the study, hypothesis 1 was supported that consumers will evaluate perceived difficulty and goal attainment differently according to goal type and goal congruence behavior. Specifically, consumers tend to recognize the perceived difficulty of the maintenance goal higher when it is consistent with the goal, while perceived difficulty of the attainment goal is higher when they are inconsistent with the goal. And, if the goal is consistent, the goal attainment probability is perceived higher, whereas if the goal is inconsistent, the goal attainment probability of maintenance goal is higher. Hypothesis 2 is that the perceived difficulty and the possibility of achieving the goal will differ depending on the consumer's goal type and target execution process, and the hypothesis was supported. Specifically, in the maintenance goal, the perceived difficulty was higher in the case of match-mismatch with the goal, while in the attainment goal, the perceived difficulty was higher in the case of mismatch-match with the goal. Also, in the maintenance goal, the probability of achieving the goal was higher in the case of mismatch-match with the goal, while in the goal of achievement, the probability of achieving the goal was higher in the case of match-mismatch with the goal. Hypothesis 3 was supported by the argument that the order effect will occur in the process of goal type and goal implementation. Specifically, when persuading the maintenance goal, the recency effect that the most recently presented information has a more persuasive effect appeared, while when persuading the achievement goal, the primacy effect with the more persuasive effect appeared. Based on the results of this study, the theoretical and practical implications of this study were presented.
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조절초점이 소비자 행복에 미치는 영향 : 예측방법과 시간적 거리의 조절효과를 중심으로
추령,김경민 한국전문경영인학회 2018 專門經營人硏究 Vol.21 No.4
Previous studies have reported that, according to promotion focus and prevention focus in regulatory focus, consumers’ predictions of future events are different. Various hypotheses have been established that, regulatory focus has influence not only on product attitudes but also on consumer happiness, and also interaction of forecast methods and temporal distance are expected to affect consumer happiness. In our first experiment, we carried out a 2(regulatory focus: promotion focus/ prevention focus) ×2(prediction method: forecasting/ backcasting) between subject design. Our second experiment 2 was a 2(regulatory focus: promotion focus) ×2(temporal distance: near future/ distance future) between subject study. The first experiment showed a significant interaction between regulatory focus and prediction method on happiness. In other words in the case promotion focus, consumers who use forecasting indicate more influence on happiness than backcasting. However, in the case of prevention focus, it has nothing to do with the prediction method used. Evidently, the second experiment also showed a significant interaction between regulatory focus and temporal distance. Similar to experiment 1, the interaction effect of the two variables was significant as expected. In other words it is found that while promotion focus consumers prefer to select distance future time, consumers of prevention focus prefer to select near future time. These results suggest that because of the influence given by the interaction of consumer characteristics of regulatory focus and prediction method, temporal distance on happiness obtained from the consumption of product, understanding of regulatory focus is important from the strategic marketing aspect. Preceding study is worthwhile for happiness and future prediction in the field of marketing
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