지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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초록· 키워드
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Financial products entail either gains or losses, and customers’ psychological reaction to these gains and losses affect the selection of the financial products. This study explains the financial customers’ behavior by introducing consumers’ psychological variables such as regulatory focus and construal levels. According to the regulatory focus theory, there are two distinct motivational orientations called promotion focus and prevention focus. And, construal level theory proposes that people use more abstract and higher levels of construal to represent objects that are more distant on psychological distance. We have incorporated these two psychological variables into financial consumer behaviors.
In the experiment 1, the results have showed that promotion focused customers prefer fund products to deposit products, whereas prevention focused customers have showed the opposite result. In the experiment 2, both regulatory focus and construal level were considered. Specifically, under the high level message, promotion focused customers have showed higher preference to fund products than the prevention focused customers, and no significant difference for the deposit products. On the contrary, given the low level message, prevention focused customers have showed higher preference to both fund and deposit products than the promotion focused customers.
Therefore, it comes to the conclusion that it will be efficient for the financial companies to use high level messages for the promotion focused customers and low level messages for the prevention focused customers. Implications and limitations are discussed to establish more effective marketing strategies based on the results of this study.
In the experiment 1, the results have showed that promotion focused customers prefer fund products to deposit products, whereas prevention focused customers have showed the opposite result. In the experiment 2, both regulatory focus and construal level were considered. Specifically, under the high level message, promotion focused customers have showed higher preference to fund products than the prevention focused customers, and no significant difference for the deposit products. On the contrary, given the low level message, prevention focused customers have showed higher preference to both fund and deposit products than the promotion focused customers.
Therefore, it comes to the conclusion that it will be efficient for the financial companies to use high level messages for the promotion focused customers and low level messages for the prevention focused customers. Implications and limitations are discussed to establish more effective marketing strategies based on the results of this study.
목차
Abstract
1. 서론
2. 이론적 배경 및 연구가설
3. 실험 및 연구결과
4. 결론 및 시사점
참고문헌
참고문헌 (27)
참고문헌 신청
1. [학술지(정기간행물)] - 박세훈 / 2009 / 조절적 적합성과 과도한 적합성이 소비자의 선택 연기에 미치는 영향 / 소비자학연구 20 (1) : 151 ~ 175
2. [학술지(정기간행물)] - 천성용 / 2010 / 한국 금융회사 마케팅 현황에 대한 탐색 연구 / 아시아마케팅저널 12 (2) : 111 ~ 133
3. [학술지(정기간행물)] - 하영원 / 2011 / 조절초점이 금융소비자의 투자 행동에 미치는 영향 - 처분효과와 처분 후 위험 대안 선택 행동에 대한 조절초점의 조절적 역할을 중심으로 - / 경영학연구 40 (3) : 605 ~ 631
4. [학술지(정기간행물)] - Aaker, J.L / 2001 / ’I’ Seek Pleasures and ‘We’ Avoid Pains : the Role of Self-regulatory Goals in Information Processing and Persuasion / Journal of Consumer Research 28 (1) : 33 ~ 49
5. [학술지(정기간행물)] - Cesario, J. / 2004 / Regulatory Fit and Persuasion : Transfer from ‘Feeling Right’ / Journal of Personality and Social Psychology 86 (3) : 388 ~ 404
2. [학술지(정기간행물)] - 천성용 / 2010 / 한국 금융회사 마케팅 현황에 대한 탐색 연구 / 아시아마케팅저널 12 (2) : 111 ~ 133
3. [학술지(정기간행물)] - 하영원 / 2011 / 조절초점이 금융소비자의 투자 행동에 미치는 영향 - 처분효과와 처분 후 위험 대안 선택 행동에 대한 조절초점의 조절적 역할을 중심으로 - / 경영학연구 40 (3) : 605 ~ 631
4. [학술지(정기간행물)] - Aaker, J.L / 2001 / ’I’ Seek Pleasures and ‘We’ Avoid Pains : the Role of Self-regulatory Goals in Information Processing and Persuasion / Journal of Consumer Research 28 (1) : 33 ~ 49
5. [학술지(정기간행물)] - Cesario, J. / 2004 / Regulatory Fit and Persuasion : Transfer from ‘Feeling Right’ / Journal of Personality and Social Psychology 86 (3) : 388 ~ 404
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UCI(KEPA) : I410-ECN-0101-2015-320-001364065