자기선물 상황과 귀인차원이 쾌락적 제품의 선택에 미치는 영향

Abstract

People reward themselves with self-gifting when they succeed in achieving their goals or, in contrast, comfort themselves with self-gifting when they fail in achieving their goals. This study investigates the effect of self-gifting context and the dimension of attribution on the choice of hedonic products. To achieve the research goals we select four product categories that people frequently purchase when self-gifting and makes four choice sets that consist of hedonic option and utilitarian option. We assume that the choice share of hedonic products will increase in success situation rather than in failure situation. We also suppose the interaction effect between self-gifting situation and the dimension of attribution. The scenario-based experiment results show that success situation in which people give gifts to themselves as rewards after succeeding in test has higher choice share rate of hedonic products than failure situation in which people give gifts to themselves for comfort after failing in test. In addition, research shows that the interaction effect between self-gifting situation and the dimension of attribution is significant. While the choice share rate of hedonic products increases considerably in success situation caused by people"s own effort, it deceases significantly in failure situation caused by their lack of effort (internal attribution). On the other hand, when the result is due to extrinsic circumstance (external attribution), success or failure situation has little influence on the choice share rate of hedonic products.