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[국내논문] 소비자의 부적절한 불평행동에 대한 소비자와 사업자의 인식 차이 연구 : 개인적 요인, 사회적 요인
Difference between Consumers' and Front-line Workers' Perceptions on Consumer Complaint Behavior with Hateful Intentions: Based on the Personal and Social Factor 원문보기

Family and environment research : fer, v.56 no.1, 2018년, pp.15 - 32  

김혜진 (건국대학교 소비자정보학과) ,  이승신 (건국대학교 소비자정보학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

This study analyzes difference in consumers' and front-line workers' perceptions on 'consumer complaint behavior with hateful intentions' though the Co-orientation Model in three dimensions. In addition, we seek to contribute to reducing the conflict between consumers and front-line workers in the s...

주제어

#consumer complaint behavior with hateful intentions   #co-orientation model   #consumers' social responsibility   #personality (social style)  

질의응답

핵심어 질문 논문에서 추출한 답변
상호지향성 모델이란? , 2009). 이렇듯 개인 또는 집단 사이에 특정 대상에 대한 인지적 균형 혹은 합의의 상태를 측정하고 설명하는데 유용한 틀을 제공해 주는 이론이 상호지향성 모델(co-orientation model)이다(Nam & Yeo, 2007). McLeod와 Chaffe (1973)는 상호지향성을 ‘어떤 개념이나 사물 그리고 사람에 대해서 동시에 지향하는 것’이라고 정의하였고, 상호지향성 모델은 자아커뮤니케이션 요소(intrapersonal factor)와 대인커뮤니케이션 요소(interpersonal factor)를 모두 포함하고 있으며, 특정 이슈나 대상에 대한 개인의 인식과 의미 있는 타인(significant others)이 어떻게 생각하고 있는지를 객관적 일치도(agreement), 주관적 일치도(congruence, perceived agreement), 정확도(accuracy) 등 세 가지 변인을 통해 파악하게 된다.
언론에서 파급되는 기업에 대한 부정적인 내용이 기업에 끼치는 악영향은? 이러한 잘못된 행동들이 지속적으로 나타난다면 기업과 소비자, 그리고 사회에 미치는 문제는 심각할 것이다. 특히 언론에서 파급되는 기업에 대한 부정적인 내용은 사실관계가 확인되기 이전에 소비자가 전달한 내용이 여과 없이 전달되기 때문에 기업의 이미지 실추는 물론 막대한 손실을 가져오게 된다.
제품에 불만족이 기업에게 주는 좋은 영향은? 그러나 제품에 불만족이 기업에 악영향만 주는 것은 아니다. 불만족한 소비활동의 결과는 불평행동으로 표출되는데, 소비환경 개선이나 소비자의 후생증진으로 연계되는 선순환작용도 한다. 하지만, 그 행동이 과도하게 되면 선량한 소비자에게 피해를 주는 등의 악영향을 미치기도 한다.
질의응답 정보가 도움이 되었나요?

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