주식 투자자의 운에 대한 믿음과 주식 투자 서비스에 관한 만족도, 충성도 간의 관계에 관한 연구

The Relationship Between Belief In Luck of Stock Traders and Satisfaction and Loyalty of Stock Trading Services

  • Joo, Jae-Woo (College of Business Administration, Kookmin University) ;
  • Kim, Bo-Young (College of Business Administration, Kookmin University)
  • 투고 : 2012.05.02
  • 심사 : 2012.07.12
  • 발행 : 2012.07.31


본 연구는 주식 투자자의 운에 대한 믿음이 주식 투자 서비스에 관한 만족도와 충성도에 영향을 미치는지를 고찰하였다. 구체적으로 본 연구에서는 행운에 관한 비합리적인 믿음을 가진 주식 투자자들이 (예, 나는 운이 좋은 사람이다) 행운에 관한 합리적인 믿음을 가진 주식 투자자들에 비하여 (예, 운은 존재하지 않는다) (1) 온라인 주식투자 서비스에 더욱 만족하며 (2) 온라인 주식 투자 서비스를 더 오래 이용하려 하는지를 검증하였다. 412명의 국내 온라인 주식 투자자들을 대상으로 한 설문조사 결과 본 연구의 두 가설이 지지되었다. 본 연구의 결과는, 기존 연구에서 다루어지지 않은 소비자의 심리적 요인이 서비스에 관한 만족도나 충성도를 결정하는 의미있는 요인임을 밝혀냈으며, 또한 주식 투자 서비스 운영자들에게도 실무적 시사점을 제공하였다는 데에 의의가 있다.


Rationality;Belief in Good Luck;Satisfaction;Loyalty


연구 과제 주관 기관 : Kookmin University


  1. Anderson, Eugene, Claes Fornell, and Roland Rust, "Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services", Marketing Science, 16, 2, pp. 129-145, 1997.
  2. Bearden, William and Jesse Teel, "Selected Determinants of Consumer Satisfaction and Complaint Reports", Journal of Marketing Research, 20, February, pp. 21-28, 1983.
  3. Bitner, Mary, "Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses", Journal of Marketing, 54, April, pp. 69-82, 1990.
  4. Boulding, William, Ajay Kalra, Richard Staelin, and Valerie Zeithaml, "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions", Journal of Marketing Research, 30, February, pp. 7-27, 1993.
  5. Bryant, Everitt and Jaesung Cha, "Crossing the Threshold", Marketing Research, 8, 4, pp. 20-28, 1996.
  6. Cohen, John, Chance, "Skill and Luck: The Psychology of Guessing and Gambling", Pelican, London, UK, 1960.
  7. Darke, Peter and Jonathan Freedman, "The Belief in Good Luck Scale", Journal of Research in Personality, 31, pp. 486-511, 1997a.
  8. Darke, Peter and Jonathan Freedman, "Lucky Events and Beliefs in Luck: Paradoxical Effects on Risk-Taking", Personality and Social Psychology Bulletin, 23, pp. 378-388, 1997b.
  9. Day, Ralph, "Modeling Choices Among Alternative Responses to Dissatisfaction", in Advances in Consumer Research, T. Kinnear, ed. Ann Arbor, MI: Association for Consumer Research, pp. 438-444, 1984.
  10. Fournier, Susan, "Consumers and Their Brands: Developing Relationship Theory in Consumer Research", Journal of Consumer Research, 24, March, pp. 343-373, 1998.
  11. Ganesh, Jaishankar, Mark Arnold, and Kristy Reynolds, "Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers", Journal of Marketing, 64, July, pp. 65-87, 2000.
  12. Garbarino, Ellen and Mark Johnson, "The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationship", Journal of Marketing, 63, April, pp. 70-87, 1999.
  13. Hayano, David, "Strategies for the Management of Luck and Action in an Urban Poker Parlour", Urban Life, 6, pp. 475-488, 1978.
  14. Henslin, James, "Craps and Magic", American Journal of Sociology, 73, pp. 316-330, 1967.
  15. Heider, Fritz, "The Psychology of Interpersonal Relations", Wiley, New York, 1958.
  16. Howard, John and Jagdish Sheth, "The Theory of Buyer Behavior", New York: John Wiley & Sons, 1969.
  17. Jones, Thomas and Earl Sasser Jr., "Why Satisfied Customers Defect", Harvard Business Review, 73, November/December, pp. 88-99, 1995.
  18. Keaveney, Susan, "Customer Switching Behavior in Service Industries: An Exploratory Study", Journal of Marketing, 59, April, pp. 71-82, 1995.
  19. Kelley, Scott, Douglas Hoffman, and Mark Davis, "A Typology of Retail Failures and Rediscoveries", Journal of Retailing, 69, Winter, pp. 429-452, 1993.
  20. Keren, Gideon and Willem Wagenaar, "On the Psychology of Playing Blackjack: Normative and Descriptive Considerations with Implications for Decision Theory", Journal of Experimental Psychology, 114, pp. 133-158, 1985.
  21. Lo, Andrew, "Market Efficiency: Stock Market Behavior in Theory and Practice", Vol 1., Lyme, N.H.: Edward Elgar Publishing, 1997.
  22. Mano, Haim and Richard Oliver, "Assessing the Dimensionality and Structure of Consumption Experience: Evaluation, Feeling, and Satisfaction", Journal of Consumer Research, 20, December, pp. 451-466, 1993.
  23. Mittal, Vikas and Jerome Katrichis, "Distinctions between New and Loyal Customers", Marketing Research, 12, Spring, pp. 27-32, 2000.
  24. Newman, Joseph and Richard Werbel, "Multivariate Analysis of Brand Loyalty for Major Household Appliances", Journal of Marketing Research, 10, November, pp. 404-409, 1973.
  25. Oliver, Richard, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, 17, November, pp. 460-469, 1980.
  26. Oliver, Richard, "Whence Consumer Loyalty?", Journal of Marketing, 63, pp. 33-44, 1999.
  27. Pritchard, Duncan and Mathew Smith, "The Psychology and Philosophy of Luck", New Ideas in Psychology, 22, 1, pp. 1-24, 2004.
  28. Reichheld, Frederick, "Loyalty-Based Management", Harvard Business Review, 71, March/April, pp. 64-73, 1993.
  29. Rust, Ronald and Anthony Zahorik, "Customer Satisfaction, Customer Retention, and Marketing Share", Journal of Retailing, 69, Summer, pp. 193-215, 1993.
  30. Stewart, Thomas, "A Satisfied Customer Isn't Enough", Fortune, 136, July 21, pp. 112-113, 1997.
  31. Szymanski, David and David Henard, "Customer Satisfaction: A Meta-Analysis of the Empirical Evidence", Journal of the Academy of Marketing Science, 29, 1, pp. 16-35, 2001.
  32. Weiner, Bernard, "An Attribution Theory of Achievement Motivation and Emotion", Psychological Review, 92, pp. 548-573, 1985.
  33. Westbrook, Robert and Michael Reilly, "Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction", in Advances in Consumer Research, Richard P. Bagozzi and Alice M. Tybout, eds. AnnArbor, MI: Association for Consumer Research, pp. 256-261, 1983.
  34. Yi, Youjae, "A Critical Review of Consumer Satisfaction", in Review of Marketing 1990, Valarie A. Zeithaml ed., Chicago, Il: American Marketing Association, pp. 68-123, 1990.