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NTIS 바로가기Journal of information technology applications & management = 한국데이타베이스학회지, v.23 no.4, 2016년, pp.101 - 116
한수진 (Hoseo Univ., Department of Business Administration) , 강소라 (Hoseo Univ., Department of Business Administration)
In this paper, we suggested a model that reflects the role played by the consumer's regulatory focus (promotion focus and prevention focus) as determinant factors of trust in the Web site. Also, we considered the moderating effects of consumers' purchasing experience toward online shopping. We condu...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
자아조절이란 무엇인가? | 자아조절(Self-regulation)은 개인이 자신들의 생각이나 지각을 적절한 목표 혹은 표준에 맞추는 과정을 의미한다[Brockner and Higgins, 2001]. 과거의 쾌락주의적 관점에서는 행동은 즐거움을 찾거나 혹은 고통을 피하기 위한 목적에서 동기부여 된다고 설명한다[Lewin, 1951]. | |
효과적인 소매 관리의 기본은 무엇인가? | 효과적인 소매 관리의 기본은 기업의 제품이나 서비스에 대한 소비자의 직, 간접적인 긍정적 경험의 창조이다[Carbone and Haeckel, 1994; Grewal et al., 2009]. | |
촉진초점과 예방초점의 관점에 따른 차이점에는 무엇이 있는가? | 촉진초점과 예방초점은 다음의 네 가지 관점에서 차이점을 나타내고 있다. 첫째, 서로 상이하면서도 명확한 목적을 추구하기 때문에 이를 달성함에 있어 상이한 전략적 접근방식을 사용하게 된다. 즉, 촉진초점은 목표 획득의 접근전략을 사용하지만, 예방초점의 경우에는 목표획득을 위한 회피전략을 사용하게 된다[Higgins, 1998]. 둘째, 개인이 만족하기 위하여 탐색하고 추구하는 욕구(needs)의 차이이다. 촉진초점의 경우에는 성장욕구에 초점을 맞춘 반면, 예방초점은 안전의 욕구에 초점을 두게 된다[Higgins and Silberman, 1998]. 셋째, 개인이 성취하고자 노력하는 목적의 차이이다. 촉진 초점의 개인은 열정이나 성취를 강조하며, 긍정적인 결과의 존재 획득이 목적이다. 반면, 예방초점의 개인은 부정적이거나, 만족스럽지 않은 결과를 예방하는 것이 목적이며, 따라서 부정적인 결과의 존재유무를 강조하게 된다. 넷째, 개인이 중요하게 여기는 심리적 상황의 차이이다. 촉진초점은 긍정적 결과를 통한 희열, 즐거움의 심리적 상황을 유지하고자 하지만, 예방초점은 안도감, 평안함을 유지하고자 한다. 정리하면, 향상초점은 이득을 성취하고자 하는 동기에 의해 개인의 이상과 열망 등 목표를 위해 기꺼이 위험을 감수하는 조절기제이며, 예방초점은 손실을 피하고자 하는 방어적 동기로 인해 위험을 회피하고자 하는 조절기제[Crowe and Higgins, 1997]라고 할 수 있다. |
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