인터넷 경매과정에서 입찰자의 입찰지속의지 영향요인에 관한 연구: 몰입의 에스컬레이션을 중심으로 (Empirical Analysis of the Cognitive Map-based 6 SigmaProject Evaluation Framework)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 36권 / 5호 / 1359 ~ 1385페이지
· 저자명 : 박상철, 김종욱

초록

본 연구는 인터넷 경매 상에서 비합리적이면서 비경제성을 띠는 입찰자의 행동과 이의 원인을 규명하는 것을 목적으로, 그동안 심리학과 조직행동이론에서 자주 원용되었던 Staw(1981)의 몰입의 에스컬레이션의 개념을 도입하여 인터넷 경매과열현상에서 나타날 수 있는 입찰자의 비합리적이면서 비경제적인 입찰행동을 설명하였다.
이를 위하여 입찰자가 인터넷 경매에서 중요하게 고려하는 요인들을 기존 이론 및 연구를 탐색하여 제품관여도, 인지된가격공정성, 입찰노력을 제안하였으며, 몰입의 에스컬레이션과 관련하여 이의 영향변수로 심리적 매몰비용, 자기정당성, 완료효과를 제시하였다. 실증분석 결과, 제품관여도 및 인지된 가격공정성이 높을수록 입찰자의 입찰노력은 높아지는 것으로 나타났다. 더불어 입찰노력이 많아질수록 심리적 매몰비용과 자기정당성에 긍정적인 영향을 미치는 것을 확인하였으며, 이들 간의 관계에 있어 완료효과가 조절적 영향이 있음을 확인하였다. 또한 심리적 매몰비용과 자기정당성이 높을수록 입찰지속의지에 강한 영향을 미치는 것으로 나타났다.

영어초록

The growth of the Internet C2C transactions continues because it provides an effective mechanism for an exchange of information between buyers and sellers. As the results, Internet C2C auction markets have become the most active segment of Internet markets.
Most previous Internet auction studies have focused on examining the determinants of auction success or closing prices. However, there has been little previous research which investigates dark-side factors such as overbidding behavior in the Internet C2C transactions.
For this reason, this study attempted to find situations with the escalation of commitment to bid using Internet auction systems and also examines whether the bidder’s bidding is irrational or not. In particular, it can be explained by applying escalation of commitment in order to explain the auction process such as the “going, going, gone period” with competition in Internet C2C auctions.
In order to verify the research model, this study, firstly, considered the following constructs such as product involvement, and perceived fairness of opening price on a listed product as the necessary determinants for bidding efforts into a specific auction. Secondly, this study considered willingness to continue bidding as a final dependent variable in order to explain the escalation of commitment. It reflects a decision maker’s escalation behavior in terms of persistence perspective. The key factors of escalation of commitment–psychological sunk costs and self-justification may surface the internet auction sites. Thus, a bidder’s behavior also views a behavior as highly affected by the escalation of commitment as an irrational product of human motivational systems.
From this surrounding, this study found that there exist the escalation satiations in the internet auction market. It implies irrational charged overbidding because of psychological sunk costs (for example, invested time, bids and energy etc), self-justification (bidding behavior which may feel a need to justify actions) and completion effect (for example, time pressure)as the moderating role in the relationships among psychological sunk costs, self-justification and willingness to continue bidding in drawing an inference from those findings.
The escalation of commitment in this study can capture a kind of a bidder’s irrational behavior in the auction process. According to the results of this study, internet auction bidders do not behave rationally at all times especially those using internet C2C auctions.
Based upon these results, this study could suggest that escalation of commitment in the auction would provide another step toward understanding influences of cognitive and emotional factors in decision-making in the auction sites.

참고자료

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