earticle

영어

This study analyzed the psychological process from consumption desire into purchase. For this purpose, I analyzed several theories and models on consumption desire and drew a model of transition from consumption desire to purchase. The desire-purchase model was structured by logical combination and application of cognitive dissonance theory and cognitive balance theory, after reflecting on the conflicts and dynamics in the existing theories concerning consumption desire. Cognitive dissonance could explain the conflict of consumption desire and consumption control. Heider's cognitive balance theory could explain the process and mechanism of how the conflict of cognitive dissonance status turns into well harmonized and balanced status through dynamic process. Specifically, this process of transition can be divided into two mechanism: purchasing facilitation and non-purchasing facilitation. Purchasing facilitation mechanism consists of the mechanism of strengthening consumption desire and the mechanism of weakening consumption control. Non-purchasing facilitationmechanism, on the other hand, consists of the mechanismof strengthening consumption control and the mechanism of weakening consumption desire. On the one hand, the former leads to purchasing by rationalizing and justifying consumption desire, and neutralizing and dissolving consumption control. While, the latter ends up with non-purchasing by emphasizing and awakening consumption control, and reducing consumption desire. The detailed results of the investigation show that the mechanism of strengthening consumption desire as a purchasing facilitator contains benefit-cost framing, necessity emphasis, entitlement, emphasis of ritual, and non-purchasing regret. The mechanism of weakening consumption control includes an emphasis on altruism, an emphasis on economy, price discount, and the disposal of existing consumption objects. The mechanism of strengthening consumption desire as a non-purchasing facilitation mechanism includes guilty feeling, purchasing regrets, control by others, conflict of purchasing list, emphasis on saving money, and monitoring of expenses. The mechanism of weakening consumption desire includes avoidance of stimulation, emphasis on practicality, purchasing of substitution, and distraction. The result of network analysis on network structure of purchasing transition mechanism showed that the network of purchasing facilitation mechanism simply had a single line structure while non-purchasing facilitation mechanism had relatively complicated spider web structure. This indicates that consumers can turn their consumption desires into purchase with one or two simple rationalization or justification, while the control of consumption desire requires various strategies at a time. This study has its significance in analyzing the essential causes that drive consumption and decision making process, starting from some fundamental and philosophical questions on consumer as a human being, by adopting the concept of consumption desire and applying into consumer studies. This study explained the fundamentals of desire toward consumption behavior and dynamic psychological process toward purchasing based on its in-depth investigation and research on human desire. In particular, this study adopted various consumer research techniques that can investigate depth psychology, so that it provides the basis for future researches on the motivations of consumption in depth. The Desire-purchase model that this study introduced is a consumer decision making model that considers both consumption desire and consumption control. This model provides logical reasoning on psychological complication and dynamic psychological process between consumption desire and consumption control based on the process where internal consumption desire turns into actual purchasing. Finally, this study will contribute to researches on consumer studies to find out consumption motivations and to widen research methods and subjects of consumer study as it tried to conceptualize and analyze the abstract concept of consumption desire objectively

한국어

본 연구는 먼저 심리적인 소비욕망이 실제의 구매로 전환되는 심리적 과정을 이론적으로 모델화하여 살펴보았 다. 이를 위해 기존의 소비욕망에 대한 여러 이론과 모델들을 분석하여 소비욕망-구매 전환모델을 도출하였다. 소비욕망-구매 전환모델은 소비욕망에 관한 기존 이론과 모델들에서 나타나는 갈등성과 역동성의 측면에 초점을 맞추어서 인지부조화이론과 인지균형이론의 논리적 결합과 적용을 통하여 도출하였다. 소비욕망과 소비제어의 갈 등상태는 인지부조화이론을 적용하여 설명하였고, 소비욕망과 소비제어의 인지부조화적 갈등상태가 역동적 과정 을 통해 조화․균형 상태로 변동되는 과정과 기제는 Heider의 인지균형이론을 통해 설명하였다. 구체적으로 이러한 변동 과정은 구매로의 촉진기제와 비구매로의 촉진기제로 나뉘어진다. 구매로의 촉진기제에 는 소비욕망 강화와 소비제어 약화의 기제가 있고, 비구매로의 촉진기제에는 소비욕망 약화와 소비제어 강화의 기제가 있다. 전자는 소비욕망을 합리화, 정당화시키거나 소비제어를 중화, 해제시킴으로써 구매로 연결되는 반 면, 후자는 소비제어를 강조, 환기하거나 소비욕망 자체를 축소, 감소시킴으로써 비구매로 연결된다. 이러한 이론적 모델화를 토대로 구체적인 실증 조사를 하였다. 도출된 결과에 대해 구체적으로 살펴보면, 구매 로의 촉진 기제로서 소비욕망 강화의 기제에는 이익-비용 프레이밍, 필요강조, 자격부여, 의례 강조, 비구매 후회 등이 있었고, 소비제어 약화의 기제에는 이타성 강조, 검약성 강조, 가격 할인, 기존 소비물 처분 등이 있었다. 비구매로의 촉진 기제로서 소비제어 강화의 기제에는 죄책감 형성, 구매 후회, 타인에 의한 통제, 소비목록 충돌, 저축 강조, 지출 모니터링 등이 있었고, 소비욕망 약화의 기제에는 자극회피, 실용성 강조, 대체품 구매, 관심 전 환 등이 있었다. 연결망 분석을 통해 구매전환기제의 연결 구조를 분석한 결과, 구매로의 촉진 기제의 연결망은 비교적 단순한 단선적 구조로 되어 있는 반면 비구매로의 촉진 기제의 연결망은 비교적 복잡한 거미줄망의 구조로 되어 있었다. 구매로의 촉진기제에서 가장 두드러지게 나타난 것은 필요강조의 기제였고, 비구매로의 촉진기제에서 가장 강도 가 강하게 나타난 것은 죄책감형성의 기제였다.