[논문]주식 투자자의 운에 대한 믿음과 주식 투자 서비스에 관한 만족도, 충성도 간의 관계에 관한 연구

주재우; 김보영

doi:10.5762/kais.2012.13.7.3000

주식 투자자의 운에 대한 믿음과 주식 투자 서비스에 관한 만족도, 충성도 간의 관계에 관한 연구
The Relationship Between Belief In Luck of Stock Traders and Satisfaction and Loyalty of Stock Trading Services 원문보기

한국산학기술학회논문지 = Journal of the Korea Academia-Industrial cooperation Society, v.13 no.7, 2012년, pp.3000 - 3006

초록
AI-Helper

본 연구는 주식 투자자의 운에 대한 믿음이 주식 투자 서비스에 관한 만족도와 충성도에 영향을 미치는지를 고찰하였다. 구체적으로 본 연구에서는 행운에 관한 비합리적인 믿음을 가진 주식 투자자들이 (예, 나는 운이 좋은 사람이다) 행운에 관한 합리적인 믿음을 가진 주식 투자자들에 비하여 (예, 운은 존재하지 않는다) (1) 온라인 주식투자 서비스에 더욱 만족하며 (2) 온라인 주식 투자 서비스를 더 오래 이용하려 하는지를 검증하였다. 412명의 국내 온라인 주식 투자자들을 대상으로 한 설문조사 결과 본 연구의 두 가설이 지지되었다. 본 연구의 결과는, 기존 연구에서 다루어지지 않은 소비자의 심리적 요인이 서비스에 관한 만족도나 충성도를 결정하는 의미있는 요인임을 밝혀냈으며, 또한 주식 투자 서비스 운영자들에게도 실무적 시사점을 제공하였다는 데에 의의가 있다.

Abstract ▼ AI-Helper

We investigate whether the belief in good luck of stock traders influences their satisfaction with and their loyalty to a stock trading service. In particular, we tested whether the online stock traders who have irrational beliefs in good luck (e.g., I am a lucky person) (1) are satisfied with their online stock trading service more strongly and (2) stay with it longer than the online stock traders who have rational beliefs in good luck (e.g., luck does not exist). We have tested satisfaction, loyalty, and belief in good luck among 412 online stock traders and tested our two hypotheses. Our findings contribute to the academic research on service satisfaction and loyalty as well as provide implications to online stock trading service providers.

주제어

AI 본문요약
AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

가설 설정

07, p < .05), supporting hypothesis 2. These findings support our hypotheses that irrational belief in luck plays a role in increasing satisfaction and loyalty.
Hypothesis 1: When consumers have irrational beliefs in luck, they are more likely to be satisfied with a given service than when they have rational beliefs in luck.
Hypothesis 2: When consumers have irrational beliefs in luck, they are more likely to be loyal to a given service than when they have rational beliefs in luck.

성능/효과

We followed Darke and Freedman (1997b) and divided the data set into two groups using the median score of BIGL. Data showed that the minimum of the sum of the 12 BIGL scores was 15 and its maximum was 71, with its average of 46.04 and its median of 47. Accordingly, 208 respondents who scored 47 or greater belonged to the high BIGL group (irrational beliefs in luck) and the remaining 204 respondents who scored smaller than 47 belonged to the low BIGL group (rational beliefs in luck).
First, the high BIGL group (3.80) reported that they were more confident about selecting stocks better than others than the low BIGL group (3.41, F = 13.56, p < .01).
Note that the average BIGL scores between the two groups differed statistically, suggesting our median split was performed successful (high BIGL group = 52.72 vs. low BIGL group = 39.24, F = 4.12, p < .05).
50). Our findings about the three questions suggest that the online stock traders who had irrational beliefs in luck did not invest more effort but were more confident about their decisions than the online stock traders who had rational beliefs in luck.

후속연구

Next, we test our hypothesis by collecting the data from over 400 online stock traders. Finally, we conclude with the general discussion about the contributions, the implications, and the limitations of the present work, as well as suggestions for future research.

참고문헌 (34)

Anderson, Eugene, Claes Fornell, and Roland Rust, "Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services", Marketing Science, 16, 2, pp. 129-145, 1997.

상세보기
Bearden, William and Jesse Teel, "Selected Determinants of Consumer Satisfaction and Complaint Reports", Journal of Marketing Research, 20, February, pp. 21-28, 1983.

상세보기
Bitner, Mary, "Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses", Journal of Marketing, 54, April, pp. 69-82, 1990.

상세보기
Boulding, William, Ajay Kalra, Richard Staelin, and Valerie Zeithaml, "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions", Journal of Marketing Research, 30, February, pp. 7-27, 1993.

상세보기
Bryant, Everitt and Jaesung Cha, "Crossing the Threshold", Marketing Research, 8, 4, pp. 20-28, 1996.
Cohen, John, Chance, "Skill and Luck: The Psychology of Guessing and Gambling", Pelican, London, UK, 1960.
Darke, Peter and Jonathan Freedman, "The Belief in Good Luck Scale", Journal of Research in Personality, 31, pp. 486-511, 1997a.

상세보기
Darke, Peter and Jonathan Freedman, "Lucky Events and Beliefs in Luck: Paradoxical Effects on Risk-Taking", Personality and Social Psychology Bulletin, 23, pp. 378-388, 1997b.

상세보기
Day, Ralph, "Modeling Choices Among Alternative Responses to Dissatisfaction", in Advances in Consumer Research, T. Kinnear, ed. Ann Arbor, MI: Association for Consumer Research, pp. 438-444, 1984.
Fournier, Susan, "Consumers and Their Brands: Developing Relationship Theory in Consumer Research", Journal of Consumer Research, 24, March, pp. 343-373, 1998.

상세보기
Ganesh, Jaishankar, Mark Arnold, and Kristy Reynolds, "Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers", Journal of Marketing, 64, July, pp. 65-87, 2000.
Garbarino, Ellen and Mark Johnson, "The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationship", Journal of Marketing, 63, April, pp. 70-87, 1999.

상세보기
Hayano, David, "Strategies for the Management of Luck and Action in an Urban Poker Parlour", Urban Life, 6, pp. 475-488, 1978.

상세보기
Henslin, James, "Craps and Magic", American Journal of Sociology, 73, pp. 316-330, 1967.

상세보기
Heider, Fritz, "The Psychology of Interpersonal Relations", Wiley, New York, 1958.
Howard, John and Jagdish Sheth, "The Theory of Buyer Behavior", New York: John Wiley & Sons, 1969.
Jones, Thomas and Earl Sasser Jr., "Why Satisfied Customers Defect", Harvard Business Review, 73, November/December, pp. 88-99, 1995.
Keaveney, Susan, "Customer Switching Behavior in Service Industries: An Exploratory Study", Journal of Marketing, 59, April, pp. 71-82, 1995.
Kelley, Scott, Douglas Hoffman, and Mark Davis, "A Typology of Retail Failures and Rediscoveries", Journal of Retailing, 69, Winter, pp. 429-452, 1993.

상세보기
Keren, Gideon and Willem Wagenaar, "On the Psychology of Playing Blackjack: Normative and Descriptive Considerations with Implications for Decision Theory", Journal of Experimental Psychology, 114, pp. 133-158, 1985.

상세보기
Lo, Andrew, "Market Efficiency: Stock Market Behavior in Theory and Practice", Vol 1., Lyme, N.H.: Edward Elgar Publishing, 1997.
Mano, Haim and Richard Oliver, "Assessing the Dimensionality and Structure of Consumption Experience: Evaluation, Feeling, and Satisfaction", Journal of Consumer Research, 20, December, pp. 451-466, 1993.

상세보기
Mittal, Vikas and Jerome Katrichis, "Distinctions between New and Loyal Customers", Marketing Research, 12, Spring, pp. 27-32, 2000.
Newman, Joseph and Richard Werbel, "Multivariate Analysis of Brand Loyalty for Major Household Appliances", Journal of Marketing Research, 10, November, pp. 404-409, 1973.

상세보기
Oliver, Richard, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, 17, November, pp. 460-469, 1980.

상세보기
Oliver, Richard, "Whence Consumer Loyalty?", Journal of Marketing, 63, pp. 33-44, 1999.

상세보기
Pritchard, Duncan and Mathew Smith, "The Psychology and Philosophy of Luck", New Ideas in Psychology, 22, 1, pp. 1-24, 2004.

상세보기
Reichheld, Frederick, "Loyalty-Based Management", Harvard Business Review, 71, March/April, pp. 64-73, 1993.
Rust, Ronald and Anthony Zahorik, "Customer Satisfaction, Customer Retention, and Marketing Share", Journal of Retailing, 69, Summer, pp. 193-215, 1993.

상세보기
Stewart, Thomas, "A Satisfied Customer Isn't Enough", Fortune, 136, July 21, pp. 112-113, 1997.
Szymanski, David and David Henard, "Customer Satisfaction: A Meta-Analysis of the Empirical Evidence", Journal of the Academy of Marketing Science, 29, 1, pp. 16-35, 2001.

상세보기
Weiner, Bernard, "An Attribution Theory of Achievement Motivation and Emotion", Psychological Review, 92, pp. 548-573, 1985.

상세보기
Westbrook, Robert and Michael Reilly, "Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction", in Advances in Consumer Research, Richard P. Bagozzi and Alice M. Tybout, eds. AnnArbor, MI: Association for Consumer Research, pp. 256-261, 1983.
Yi, Youjae, "A Critical Review of Consumer Satisfaction", in Review of Marketing 1990, Valarie A. Zeithaml ed., Chicago, Il: American Marketing Association, pp. 68-123, 1990.

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증

주식 투자자의 운에 대한 믿음과 주식 투자 서비스에 관한 만족도, 충성도 간의 관계에 관한 연구
The Relationship Between Belief In Luck of Stock Traders and Satisfaction and Loyalty of Stock Trading Services 원문보기

초록
AI-Helper

Abstract ▼ AI-Helper

주제어

AI 본문요약
AI-Helper

가설 설정

성능/효과

후속연구

참고문헌 (34)

이 논문을 인용한 문헌

저자의 다른 논문 :

관련 콘텐츠

원문 보기

원문 URL 링크

오픈액세스(OA) 유형

이 논문과 함께 이용한 콘텐츠

AI-Helper ※ AI-Helper는 오픈소스 모델을 사용합니다.

선택된 텍스트

연합인증

주식 투자자의 운에 대한 믿음과 주식 투자 서비스에 관한 만족도, 충성도 간의 관계에 관한 연구 The Relationship Between Belief In Luck of Stock Traders and Satisfaction and Loyalty of Stock Trading Services 원문보기

초록 AI-Helper

Abstract ▼ AI-Helper

주제어

AI 본문요약 엑셀 다운로드 AI-Helper

가설 설정

성능/효과

후속연구

참고문헌 (34)

이 논문을 인용한 문헌

저자의 다른 논문 :

주재우 (4) 김보영 (6)

관련 콘텐츠

원문 보기

원문 URL 링크

오픈액세스(OA) 유형

이 논문과 함께 이용한 콘텐츠

AI-Helper ※ AI-Helper는 오픈소스 모델을 사용합니다.

선택된 텍스트

주식 투자자의 운에 대한 믿음과 주식 투자 서비스에 관한 만족도, 충성도 간의 관계에 관한 연구
The Relationship Between Belief In Luck of Stock Traders and Satisfaction and Loyalty of Stock Trading Services 원문보기

초록
AI-Helper

AI 본문요약
AI-Helper