너의 기쁨이 나의 기쁨?: 구매성공귀인에 따른 긍정적 감정의 양면성 (Your Pleasure Leads to My Pleasure?: Double Face of Positive Emotion by Attributions of a Successful Purchase)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 44권 / 5호 / 1391 ~ 1420페이지
· 저자명 : 김상희

초록

본 연구는 구매성공상황에서 성공에 대한 고객귀인, 감정적 반응, 행동과의 관계에 관한 것으로 성공에 따른 고객의 귀인과정에 대해 살펴보고자 한다. 선행연구들은 고객이 구매에 성공했을 경우 긍정적 감정을 경험하고 이러한 감정은 긍정적행동을 유발한다고 제시하여 왔다. 즉 고객의 성공은 긍정적 고객반응을 유발시키므로 이는 기업의 성공을 가져온다는 것이다. 그러나 구매에 성공한 고객이 경험한 긍정적 감정이 고객의 행동적 반응에 모두 긍정적인 영향을 미치는 것은 아니다. 성공시 고객은 성공에 대한 귀인과정을 거치며 성공의 원인을 무엇으로 돌리는가에 따라 상이한 감정을 경험할 수 있다. 이러한 감정들은 비록 긍정적이라 하더라도 고객행동에 상이한 영향을 미친다. 다시 말해 기업에게 유리한 행동을 유발할 수도 있지만 유리하지 않은 행동을 유발할 수도 있다. 따라서 본 연구는 ‘고객(너)의 기쁨이 기업(나)의 기쁨이 될수 있는지’에 대한 의문을 던지고 이를 통해 성공에도 불구하고 기업에게 유리한 행동을 하지 않는 고객에 대한 해답을찾고자 한다. 본 연구는 고객의 구매성공시 고객귀인으로 능력, 노력, 그리고 판매원 도움을 제시하고자 하며 귀인으로인한 감정적 반응으로 유능감, 안심, 고마움을 제시하고자 한다.
연구결과 구매성공상황에서 능력귀인은 유능감을, 노력귀인은 안심을, 그리고 판매원 도움귀인은 고마움을 유발시키는 것으로 나타났다. 유능감은 재방문의도에 부정적인 영향을 미치는 것으로 나타났고 구전의도에 유의한 영향을 미치지 않는것으로 나타났다. 안심은 재방문의도에 긍정적인 영향을 미치는 것으로 나타났지만 구전의도에는 유의한 영향을 미치지않는 것으로 나타났다. 고마움은 재방문의도와 구전의도 모두에 긍정적인 영향을 미치는 것으로 나타나 고마움의 중요성에 대한 재인식의 기회를 제공하였다.
이러한 결과는 비록 고객에게는 긍정적 감정일지라고 기업측면에서는 긍정적이지 않을 수도 있음을 밝히고 있다. 즉 구매에 성공한 고객이 경험하는 긍정적 감정 모두가 긍정적 행동을 유발시키는 것이 아니라 성공의 귀인과정에서 경험하는 긍정적 감정은 기업관점에서 긍정적 행동을 유발할 수도 있지만 그렇지 않을 수도 있음을 제시하고 있다. 이는 고객의 긍정적 감정에 관한 재고찰의 기회를 제공하고 있으며 특히 성공의 원인에 따른 긍정적 감정의 특성과 이로 인해 나타나는 행위적 측면에 대한 심도 있는 고찰의 기회를 제공하고 있다.

영어초록

This study aims to investigate the relationship among customer attributions, emotional responses, and behavioral responses in a successful purchase situation and to understand the process of attribution made by customers in terms of success. Prior researches suggested that a successful purchase induces customers to experience positive emotions, which may cause positive behavior.
In other words, customers' success may cause positive customer reactions, which can bring success to the company. However, all of the positive emotions experiencing in a successful purchase situation don’t induce positive behavior responses. Customers go through an attribution process for success and can experience different emotions according to what they attribute the success to. These emotions, though being positive, can have different effects on customer behavior. In other words, they can cause behavior, both favorable and unfavorable to the company. So this study aims to question ‘can the customer's pleasure lead to the company's pleasure?’ and to find a way to deal with customers who make behavior unfavorable to the company, despite success.
This study intends to present ability, efforts, and salesperson's helping as customer attributions in case of customers' making a successful purchase and competence, relief, and thankfulness as emotional responses to the attributions.
This study has the following objectives: First, to understand customer attributions in a successful purchase situation. This study intends to divide attributions of a successful purchase into three categories-ability, efforts, and salesperson's helping-and present the likelihood of the three customer attributions in a successful purchase situation. Second, to determine what emotion is caused according to what the success is attributed to in a successful purchase situation. This study intends to present competence, relief, and thankfulness as emotional responses and determine which attribution causes what emotional response. Third, to determine how emotional responses caused by attributions affect behavioral responses. In other words, this study intends to determine how emotional responses caused by attributions, such as competence, relief, and thankfulness, affect behavior. By doing this, it intends to indicate that even positive emotions may not cause positive customer behavior and to explore the reasons why customers make a behavioral response unfavorable to the company, despite the success. That is, this study tries to question ‘can your (customer's) pleasure lead to my (company's) pleasure?’ and find an answer to this question.
This study obtained the following results: First, customers experienced competence in a successful purchase situation when they attributed the success to their ability and experienced relief when they attributed it to their efforts. This result demonstrates that even internal attributions may lead to different emotions according to whether the success is attributed to ability or to efforts. Second, they experienced thankfulness when they attributed the success to salesperson's helping in a successful purchase situation. This result demonstrates that salesperson's positive helping in a customer purchase situation makes it more likely to attribute a successful purchase to the salesperson's helping, thus allowing the customer to experience thankfulness.
Third, competence decreased revisit intention and had no impact on word-of-mouth intention.
The attribution of a successful purchase to one's own ability makes one experience positive emotions, such as pride and confidence; however, since these emotions result from awareness of one's innate, and possibly persistent, ability, it must be very likely to succeed again in making a choice in the future. This makes it less likely to choose a certain alternative constantly and more likely to do more diverse types of challenging behavior. Ultimately, the intention to revisit the same store may decrease. Competence had no impact on word-of-mouth intention.
Contrary to the hypothesis, this result demonstrates that the experience of competence may not lead to positive word-of-mouth to others. It can imply that competence increases the intention to informthe present success through communication with others but doesn't lead to recommendation to visit the store or provision of positive information about the store during this process. In other words, communication with others is simply a channel to inform one's own achievement, not a means to recommend a store. Fourth, relief increased revisit intention and had no impact on word-of-mouth intention. This result demonstrates that the experience of relief may increase the need to keep the psychological balance constant among customers. So it induces them to avoid diverse types of challenging behavior and to choose the same alternative constantly. In other words, it increases revisit intention. However, this result implies that while relief contributes to the constant use of the same alternative, it has no impact on positive recommendation of a store to others. It also implies that relief, which is a psychologically balanced and stable state, causes no intention to make positive communication with others. Fifth, thankfulness increases both revisit intention and word-of-mouth intention. This result demonstrates that the attribution of a successful purchase to the salesperson's helping makes one experience thankfulness, which then increases the need to make a reward through revisit and word-of-mouth.
To put the results together, some emotions, though being positive for the customer, may not be positive for the company. In other words, positive emotions during the attribution process for success may or may not cause positive behavior from the corporate perspective. These results provide opportunities to reconsider customers' positive emotions and to give in-depth consideration to the characteristics of positive emotions according to the causes of success and the resultant behavioral aspects.

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