왜 우리는 타인들과 함께 행동하는가: 목표지향행동과 집단정체감 (Why We Do Things Together with Others: Goal Directed Behavior and Group Identity)

서지정보

· 발행기관 : 한국소비문화학회
· 수록지 정보 : 소비문화연구 / 12권 / 4호 / 71 ~ 90페이지
· 저자명 : 이규현, 리차드 바고찌

초록

소비자행동은가족, 친구, 동료들사이에서소집단행동으로나타나는경우가많다. 본연구는이러한소집단에
서소비자들이왜함께행동하려는의도를가지는가에대한의도적사회행위(intentional social action)를
이해하기위해서어떠한예측치들이설명력이높은가에관심을가지고연구하였다. 소비자들이함께행동하려
고할때, 암묵적이거나명시적으로공동목표를가지고행동하려고한다. 그리고그들이소속하고있는집단에
정체감을형성하고있기때문에본연구는목표지향행동과집단정체감을중심으로소집단에서함께행동하려는
의도에어떠한행동요소들이결정적으로영향을미치는가를분석하였다.
이와같이목표지향상황에서함께행동하려는의도에영향을미치는변수들은계획된행동이론의예측치들인
태도, 주관적규범, 지각된행동통제에첨가하여성공에대한기대와실패에대한기대를표현하는긍정적기대
감정과부정적기대감정을포함시켰다. 이들이태도와주관적규범과함께욕구에영향을미친다고보았다. 그
리고과거행동과집단정체감이욕구와의도양쪽에영향을미친다는모형을개발하여실증적검토를하였다.
실증적분석은LISREL을사용하면서구조방정식모형으로분석하였다. 목표지향행동모형에서포함시키지않
은집단정체감변수를포함하여분석한목표지향행동과집단정체감결합모형분석에서집단정체감의효과는한
국자료에서는뚜렷하게나타났으나, 미국자료에서는전혀나타나지않았다.
이러한실증적결과는집단정체감의측정요소들인인지적, 감정적, 평가적요소들이한국소비자들의의도적사
회행위에서매우중요하게작용하는요소로서이에집중된마케팅믹스전략을수립할필요성이있음을시사한
다. 특히, 한국에서소비자들을대상으로마케팅을하는기업들의경우, 집단정체감을강조한제품개발과확산
전략이타당하지만, 미국의경우는그렇게효율적이아닐수있음을시사한다. 이러한소집단행동에서목표지
향행동과집단정체감에관한연구는앞으로온라인공동체, 브랜드공동체등공동체행동연구와관련하여연구
를확장할수있다. 또한한국과미국뿐만아니라일본과중국소비자행동연구로확장할필요가있다.

영어초록

To explain intentional social behavior in small group, we construed intentions to apply to the group
setting and developed two major models to explain consumers’ goal-directed behavior. One is the model
of goal directed behavior and the other model is the model of goal directed behavior plus group
identification. To develop these models, we added five variables based on the theory of planned behavior.
These variables include anticipated positive emotion, anticipated negative emotion, past behavior, desire,
group identification. In the first model, anticipated emotion elicited by the prospects of goal success
and/or goal failure affects desire, and desires affects we-intention. In the second model, group
identification affects desire and we-intention.
An empirical study is conducted to compare Korean data with American data. Sample is taken from 180
Korean undergraduate students and 130 American undergraduate students to understand goal directed
behavior in restaurant choice. Data are analyzed by structural equational modeling using LISREL. We
found that in Korean data, group identification is a significant predictor in group intentions under
suggested model. However, in American data, this is not a predictor at all. This result shows that group
identification is a determinant factor to understand goal-directed behavior in interdependent society such
as Korea. This study shows that the connection of goal-directed behavior and group identification
represents a topic of immense potential for understanding small group behavior in interdependent society
like Korea. The findings of this study are applicable to group behavior of other country like Japan and
China. This study is limited to restaurant choice behavior. The findings are applicable to other choice
behavior like leisure, shopping ,traveling, and group behavior in brand community.

참고자료

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