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Consumer's Dual Responses to the Taxonomy of Habitual Purchase
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습관적 구매 유형에 따른 소비자의 양면적 반응

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Type
Academic journal
Author
Lee, Eun Kyoung (부경대학교) Jeon, Jung Ok (부경대학교)
Journal
Korean Marketing Association Korean Journal of Marketing Vol.31 No.3 KCI Accredited Journals
Published
2016.8
Pages
47 - 78 (32page)
DOI
10.15830/kmr.2016.31.3.47

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Consumer's Dual Responses to the Taxonomy of Habitual Purchase
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Research history (2)

2016

Consumer’s Dual Responses to the Taxonomy of Habitual Purchase
Lee ,  Eun Kyoung ,  Jeon Korean Journal of Marketing 2016.08 Academic journal

2015

이은경 경영 2015.01 Thesis
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Abstract· Keywords

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This study focused on identifying the differential influence of dual responses based on the types of habitual purchase, and verified the moderating effect of consumption goal, priming effect and ambivalence that are expected to influence habitual purchase. In order to verify the hypotheses, this study conducted 2 experiments based on the main effect of dual responses depending on the types of habitual purchase
The results of the research can be summarized as follows.
Study 1 examined differential influence by each type of habitual purchase regarding consumption goal and verified moderating role depending on general action/inaction priming. First, for consumers with hedonic consumption goal, the verification of Hypothesis 1 confirmed that consumers who habitually purchase the same brand exhibited more positive responses such as cross-buying intention and willingness to pay more compared with consumers habitually purchasing various brands. On the contrary, for consumers with utilitarian consumption goal, consumers habitually purchasing various brands exhibited more intense negative reactions such as replacement purchase intention and low-margin purchase intention compared with consumers who habitually purchase the same brand. Second, the verification of Hypothesis 2 confirmed the intensification of the result of Hypothesis 1 when primed with general action compared with when primed with general inaction.
Study 2 reviewed the difference in reactions between habitual purchase types according to ambivalence while having focus on the effect of hedonic consumption goal of habitual purchase. Upon verifying Hypothesis 3, it was found that the moderating effect of ambivalence depending on habitual purchase types is significant. Specifically, consumers who habitually purchase the same brand reacted sensitively positive responses when consumers’ ambivalence was high. On the contrary, consumers who habitually purchase various brands reacted sensitively negative responses when consumers’ ambivalence was high.
In theoretical viewpoint, this study also has significance academically for it discovered various variables having relevance to habitual purchase while approaching the subject matter in a general viewpoint and considering both positive and negative responses of consumer’s habitual purchase.
In practical viewpoint, this study which focused on the dual responses of consumers according to habitual purchase could help companies to understand consumer’s habit clearly, and seek out a customer habituation strategy in the long-term point of view.
#습관 #습관적 구매 #습관적 구매 유형 #양면적 반응 #소비목표 #예열효과 #양가감정 #Habit #Habitual Purchase #Types of Habitual Purchase #Dual Responses #Consumption Goal #Priming Effect #Ambivalence

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 실험 1
Ⅳ. 실험 2
Ⅴ. 결론
참고문헌

References (61)

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[학술지(정기간행물)] - Aarts, H. / 2000 / Habits as Knowledge Structures: Automaticity in Goal-Directed Behavior / Journal of Personality and Social Psychology 78 (1) : 53 ~ 63 google schola [학술지(정기간행물)] - Adriaanse, M. A. / 2011 / Breaking Habits with Implementation Intentions : A Test of Underlying Processes / Personality and Social Psychology Bulletin 37 (4) : 502 ~ 513 google schola [학술지(정기간행물)] - Albarracín, D. / 2008 / Increasing and Decreasing Motor and Cognitive Output: A Model of General Action and Inaction Goals / Journal of Personality and Social Psychology 95 (3) : 510 ~ 523 google schola [학술지(정기간행물)] - Anand, B. N. / 2004 / Brands as Beacons: A New Source of Loyalty to Multiproduct Firms / Journal of Marketing Research 41 (2) : 135 ~ 150 google schola [학술지(정기간행물)] - Andaleeb, S. S. / 2006 / Customer Satisfaction in the Restaurant Industry: An Examination of the Transaction-Specific Model / Journal of Services Marketing 20 (1) : 3 ~ 11 google schola

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