Human Ecology Research

The Korean Home Economics Association (대한가정학회)
권호 표지
DOI QR코드

DOI QR Code

Influence of Self-Regulatory Resource and Self-Regulatory Modes on Fashion Product Purchase Intention

소비자의 자아조절자원과 자기조절모드가 패션제품의 구매의도에 미치는 영향

  • Baek, So Ra (Department of Fashion Design, Sungkyunkwan University) ;
  • Hwang, Sun Jin (Department of Fashion Design, Sungkyunkwan University)
  • 백소라 (성균관대학교 의상학과) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2015.04.06
  • Accepted : 2015.07.06
  • Published : 2015.10.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined the influence of self-regulatory resource depletion and self-regulatory modes on fashion product purchase intention. Initial research design dealt with differences of the resource depletion effect according to self-regulatory modes. The study used a 2 (self-regulatory resource depletion: depletion/non-depletion) ${\times}$ 2 (regulatory mode: assessment mode/locomotion mode) between-subjects factorial design. Second, the research design empirically analyzed the influence of self-regulatory resource depletion and self-regulatory mode on the fashion product purchase intention by each product group divided by type and involvement of fashion product. The subjects for the initial research were 255 university students in Seoul, Gyeonggi, and Daejeon. The subjects for the second research were 873 university students in Seoul and Daejeon. Collected data were analyzed with SPSS statistical package with reliability analysis, t -test, analysis of variance (ANOVA), and analysis of covariance (ANCOVA). The results were as follows. First, assessment-oriented consumers showed low purchase intentions about fashion products when self-regulatory resources were exhausted than when self-regulatory resource were not exhausted. Locomotion-oriented consumers, indicated no differences in purchase intention about fashion products regardless of self-regulatory resource depletion. Second, influences on purchase intention by self-regulatory resource depletion and self-regulatory mode were different according to the fashion product group. The results of this study implied that strategies should be differentiated when establishing a fashion industry marketing strategy according to the self-regulatory resource depletion and self-regulatory mode of consumers.

Keywords

References

  1. Agrawal, N., & Wan, E. W. (2009). Regulating risk or risking regulation? Construal levels and depletion effects in the processing of health messages. Journal of Consumer Research, 36(3), 448-462. http://dx.doi.org/10.1086/597331
  2. Ahn, K. H., Hwang, S. J., & Jung, C. J. (2010). Fashion marketing. Seoul: Soohaksa.
  3. Avnet, T., & Higgins, E. T. (2003). Locomotion, assessment, and regulatory fit: Value transfer from "how" to "what". Journal of Experimental Social Psychology, 39(5), 525-530. http://dx.doi.org/10.1016/s0022-1031(03)00027-1
  4. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. http://dx.doi.org/10.1086/209376
  5. Baek, M. Y. (2012). A study on the licensing effect in purchase situation of fashion product: The moderating effect of selfregulatory mode and goal type(Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea.
  6. Baek, S., Hwang, S., & Yeo, J. (2013). The effect of consumers' selfregulatory mode on time-scarcity promotion. Korean Journal of Consumer and Advertising Psychology, 14(3), 471-487.
  7. Baek, S., Hwang, S., & Yeo, J. (2014). The effect of consumers' self-regulatory modes and scarcity messages on fashion product evaluations. The Research Journal of the Costume Culture, 22(1), 99-111. http://dx.doi.org/10.7741/rjcc.2014.22.1.099
  8. Barone, M. J., & Miniard, P. W. (2002). Mood and brand extension judgments: Asymmetric effects for desirable versus undesirable brands. Journal of Consumer Psychology, 12(4), 283-290. http://dx.doi.org/10.1207/15327660260382324
  9. Baumeister, R. F., & Heatherton, T. F. (1996). Self-regulation failure: An overview. Psychological Inquiry, 7(1), 1-15. http://dx.doi.org/10.1207/s15327965pli0701_1
  10. Baumeister, R. F., Heatherton, T. F., & Tice, D. M. (1994). Losing control: How and why people fail at self-regulation. San Diego, CA: Academic Press.
  11. Bruyneel, S., Dewitte, S., Vohs, K. D., & Warlop, L. (2006). Repeated choosing increases susceptibility to affective product features. International Journal of Research in Marketing, 23(2), 215-225. http://dx.doi.org/10.1016/j.ijresmar.2005.12.002
  12. Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15(2), 210-224. http://dx.doi.org/10.1086/209158
  13. Choi, J. Y., Choi, Y. S., & Jang, E. Y. (2011). The moderating effect of self-regulatory resources on the relationship between the online word-of-mouth and product attitude. Korean Journal of Consumer and Advertising Psychology , 12(3), 499-524.
  14. Dewitte, S., Bruyneel, S., & Geyskens, K. (2009). Self-regulating enhances self-regulation in subsequent consumer decisions involving similar response conflicts. Journal of Consumer Research, 36(3), 394-405. http://dx.doi.org/10.1086/598615
  15. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer behavior(7th ed.). Fort Worth, TX: The Dryden Press.
  16. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101. http://dx.doi.org/10.2307/1251707
  17. Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 995-1006. http://dx.doi.org/10.1037/0022-3514.79.6.995
  18. Kim, N. G. (2002). An analysis of perceived risk on CATV home shopping evolving with fashion goods classification: Using FCB grid model(Unpublished master's thesis). Chung-Ang University, Seoul, Korea.
  19. Kim, S. Y. (2002). Research of customers' information search when they purchase clothes product: In the point of acquiring information about practical product and pleasant product. Journal of Design Research, 1(1), 123-134.
  20. Kivetz, R., & Simonson, I. (2002). Self-control for the righteous: Toward a theory of precommitment to indulgence. Journal of Consumer Research, 29(2), 199-217. http://dx.doi.org/10.1086/341571
  21. Kruglanski, A. W., Thompson, E. P., Higgins, E. T., Atash, M. N., Pierro, A., Shah, J. Y., et al. (2000). To "do the right thing" or to "just do it": Locomotion and assessment as distinct self-regulatory imperatives. Journal of Personality and Social Psychology, 79(5), 793-815. http://dx.doi.org/10.1037/0022-3514.79.5.793
  22. Lee, J. Y., & Im, S. A. (2012). The effects of self-regulatory resources and construal levels on the choices of zero-cost products. Asia Marketing Journal, 13(4), 55-76.
  23. Lim, B. H., Ahn, K. H., & Joo, Y. W. (2003). The empirical study of the relative influence of brand personality and product attributes in the brand choice. Korea Marketing Review, 18(4), 1-21.
  24. Mannetti, L., Leder, S., Insalata, L., Pierro, A., Higgins, T., & Kruglanski, A. (2009). Priming the ant or the grasshopper in people's mind: How regulatory mode affects inter-temporal choices. European Journal of Social Psychology, 39(6),1120-1125. http://dx.doi.org/10.1002/ejsp.601
  25. Muraven, M., & Baumeister, R. F. (2000). Self-regulation and depletion of limited resources: Does self-control resemble a muscle? Psychological Bulletin, 126(2), 247-259. http://dx.doi.org/10.1037/0033-2909.126.2.247
  26. Muraven, M., Shmueli, D., & Burkley, E. (2006). Conserving selfcontrol strength. Journal of Personality and Social Psychology, 91(3), 524-537. http://dx.doi.org/10.1037/0022-3514.91.3.524
  27. Muraven, M., Tice, D. M., & Baumeister, R. F. (1998). Self-control as limited resource: Regulatory depletion patterns. Journal of Personality and Social Psychology, 74(3), 774-789. http://dx.doi.org/10.1037/0022-3514.74.3.774
  28. Orehek, E., Mauro, R., Kruglanski, A. W., & van der Bles, A. M. (2012). Prioritizing association strength versus value: The influence of self-Regulatory modes on means evaluation in single goal and multigoal contexts. Journal of Personality and Social Psychology, 102(1), 22-31. http://dx.doi.org/10.1037/a0025881
  29. Park, C. W., & Mittal, B. (1985). A theory of involvement in consumer behavior: Problems and issues. Research in Consumer Behavior, 23, 201-232.
  30. Park, S., & Kim, M. Y. (2010). The influence of purchase quantity and timing on consumer choice between hedonic and utilitarian options. Korea Marketing Review, 25(3),137-168.
  31. Park, S. H. (2005). Guilt effects on consumer choice between hedonic and utilitarian products. Korea Marketing Review, 20(2), 21-44.
  32. Park, S. H., Lim, G. Y., & Sohn, Y. W. (2013). The effect of opportunity cost consideration on willingness to purchase: The mediating role of indulgence guilt. Korean Journal of Consumer and Advertising Psychology, 14(1), 1-23.
  33. Pierro, A., Giacomantonio, M., Pica, G., Kruglanski, A. W., & Higgins, E. T. (2011). On the psychology of time in action: Regulatory mode orientations and procrastination. Journal of Personality and Social Psychology, 101(6), 1317-1331. http://dx.doi.org/10.1037/a0025943
  34. Pierro, A., Leder, S., Mannetti, L., Higgins, E. T., Kruglanski, A. W., & Aiello, A. (2008). Regulatory mode effects on counterfactual thinking and regret. Journal of Experimental Social Psychology, 44(2), 321-329. http://dx.doi.org/10.1016/j.jesp.2007.06.002
  35. Ratchford, B. T. (1987). New insights about the FCB grid. Journal of Advertising Research, 27(4), 24-38.
  36. Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-313. http://dx.doi.org/10.1086/209452
  37. Schmeichel, B. J., Demaree, H. A., Robinson, J. L., & Pu, J. (2006). Ego depletion by response exaggeration. Journal of Experimental Social Psychology, 42(1), 95-102. http://dx.doi.org/10.1016/j.jesp.2005.02.005
  38. Schmeichel, B. J., & Vohs, K. D. (2009). Self-affirmation and selfcontrol: Affirming core values counteracts ego depletion. Journal of Personality and Social Psychology, 96(4), 770-782. http://dx.doi.org/10.1037/a0014635
  39. Sela, A., Berger, J., & Liu, W. (2009). Variety, vice, and virtue: How assortment size influences option choice. Journal of Consumer Research, 35(6), 941-951. http://dx.doi.org/10.1086/593692
  40. Shafir, E., Simonson, I., & Tversky, A. (1993). Reason-based choice. Cognition, 49(1-2), 11-36. http://dx.doi.org/10.1016/0010-0277(93)90034-S
  41. Song, S. Y., & Park, J. W. (2009). The effects of self regulatory resource and task type on making a decision between a vice and a virtue. Journal of Consumer Studies, 20(4), 1-25.
  42. Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446. http://dx.doi.org/10.1086/209519
  43. Vohs, K. D., Baumeister, R. F., Schmeichel, B. J., Twenge, J. M., Nelson, N. M., & Tice, D. M. (2008). Making choices impairs subsequent self-control: A limited-resource account of decision making, selfregulation, and active initiative. Journal of Personality and Social Psychology, 94(5), 883-898. http://dx.doi.org/10.1037/0022-3514.94.5.883
  44. Vohs, K. D., & Faber, R. J. (2007). Spent resources: Self-regulatory resource availability affects impulse buying. Journal of Consumer Research, 33(4), 537-547. http://dx.doi.org/10.1086/510228
  45. Vohs, K. D., & Heatherton, T. F. (2000). Self-regulatory failure: A resource-depletion approach. Psychological Science,11(3), 249-254. http://dx.doi.org/10.1111/1467-9280.00250
  46. Vohs, K. D., & Schmeichel, B. J. (2003). Self-regulation and the extended now: Controlling the self alters the subjective experience of time. Journal of Personality and Social Psychology, 85(2), 217-230. http://dx.doi.org/10.1037/0022-3514.85.2.217
  47. Wan, E. W., Rucker, D. D., Tormala, Z. L., & Clarkson, J. J. (2010). The effect of regulatory depletion on attitude certainty. Journal of Marketing Research, 47(3), 531-541. http://dx.doi.org/10.1509/jmkr.47.3.531
  48. Watson, D. (2000). Mood and temperament. New York, NY: Guilford Press.
  49. Watson, D., Clark, L. A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: The PANAS scales. Journal of Personality and Social Psychology, 54(6),1063-1070. http://dx.doi.org/10.1037/0022-3514.54.6.1063
  50. Wertenbroch, K. (1998). Consumption self-control by rationing purchase quantities of virtue and vice. Marketing Science, 17(4), 317-337. http://dx.doi.org/10.1287/mksc.17.4.317
  51. Yeo, J. S. (2005). Scarcity effects in marketing(Unpublished doctoral dissertation). Korea University, Seoul, Korea.