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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 산경연구논집 산경연구논집 제10권 제4호
발행연도
2019.1
수록면
57 - 66 (10page)

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Purpose - Present study aimed at investigating the factors that may affect consumers' decision confidence and decision comfort inducing choice commitment taken place at the stage of post-decision/pre-outcome. This study explored whether there are positive effects of dominance and instrumentality of chosen product on the decision confidence, and also identified whether there are positive effects of choice easiness and goal achievement-related affect felt at the chosen product on the decision comfort. Research design, data, and methodology – Portable digital camera as experimental product was used. 260 data were collected from college students. Four were removed from the analyses because they did not complete the questionnaire. Eighteen were removed because they indicated not experiencing the camera in the past. 238 data were used at the analyses to verify hypotheses by structural equation model in AMOS 21.0. Results - First, both of the consumers' decision confidence and decision comfort positively affected choice commitment. Second, the dominance as well as the instrumentality had positive impact upon the decision confidence. Third, the choice easiness and goal achievement-related affect felt at the chosen product had positive impact on the decision comfort. In sum, present study identified the mediation roles of the decision confidence in the effects of both dominance and instrumentality of the chosen product on forming choice commitment, and also found the mediation roles of the decision comfort in the effects of choice easiness and goal achievement-related affect felt at the product on forming choice commitment. Conclusions - Focusing on the stage of post-decision/pre-outcome in decision making process, present study contributes to advancing the choice commitment theories by exploring the positive effects of both dominance and instrumentality of chosen product on the decision confidence, and by finding the positive effects of both choice easiness and goal achievement-related affect felt at the chosen product on the decision comfort. Marketers should promote their products’ dominance and instrumentality by showing the superior roles of their product attributes in achieving consumption goal, and should help consumers feel comfort by making choice process easier and giving information that could help feel the goal achievement-related affect at their product chosen.

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참고문헌 (39)

참고문헌 신청
Anderson, C. J. / 2003 / The psychology of doing nothing : Forms of decision avoidance result from reason and emotion / Psychological Bulletin 129(1):139~167 google schola Anderson, J. R. / 1973 / Human associative memory / Winston and Sons google schola Arvidsson, A. / 2015 / Brand public / Journal of Consumer Research 42(5):727~748 google schola Bettman, J. R. / 1993 / Correlation, conflict, and choice / Journal of Experimental Psychology. Learning, Memory, and Cognition 19(4):931~951 google schola Bettman, J. / 1991 / Handbook of Consumer Behavior / Prentice-Hall :50~84 google schola

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