Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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Effects of Regret in Consumer Failure Situation: Moderation of Self-Compassion

소비자 실패 상황에서 후회의 효과: 자기자비의 조절 효과

  • Lee, Seongsoo (Department of Counseling Psychology and Social Welfare, Sun Moon University) ;
  • Woo, Seok Bong (Department of Industrial and Advertising Psychology, Daejeon University)
  • 이성수 (선문대학교 상담심리사회복지학과) ;
  • 우석봉 (대전대학교 산업광고심리학과)
  • Received : 2019.07.22
  • Accepted : 2019.09.20
  • Published : 2019.09.28
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Abstract

In this study, we examined whether the intention to choose varies according to the experience of the regret of consumers when experiencing a failure in the status quo or non-status quo, and how self-compassion plays a moderating role in this relationship. A experiment was conducted to achieve the purpose of the study. First, this study also confirmed that regret was a mediator between dissatisfaction with choice outcomes and behavioral intentions. Second, like previous studies, this study confirmed the effect of status quo in general. However, it can be seen that the effect depend on self-compassion. Or, the regrets of those with high self-compassion and their future behavioral intentions did not change significantly whether it was wrong due to maintaining on or changing of the status quo. On the other hand, those with low self-compassion showed the bigger differences, so they were typically showing the status quo effect.

본 연구는 현상유지 또는 현상변화의 상황에서 실패를 경험할 때, 소비자들의 후회 경험에 따라 향후의 선택유지의도 또는 선택변경의도는 어떻게 달라질 것인지, 또한 자기자비라는 개인차 변인이 이러한 관계에서 어떻게 조절적 역할을 할 것인지 규명하고자 하였다. 이를 위해 시나리오를 이용한 실험을 진행하였다. 첫째 연구 결과로서 후회는 선택결과의 불만족 경험과 행동의도 사이에서 매개변인의 역할을 하고 있었다. 둘째, 선행연구들처럼 본 연구도 일반적으로 현상유지효과를 확인하였다. 그러나 그 효과는 자기자비에 따라 달라짐을 알 수 있었다. 즉 자기자비가 높은 사람들은 현상유지 상황이든 현상변화 상황이든 후회와 향후 행동의도가 크게 달라지지 않았다. 반면, 자기자비가 낮은 사람들은 그 차이가 크게 나타나고 있다. 이들은 전형적으로 현상유지효과를 보이고 있다.

Keywords

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