인터넷 경매에서 감정적 애착의 매개적 역할에 관한 연구

Exploring the Mediating Role of Emotional Attachment in Internet Auctions

입찰자의 행동에 대한 연구는 상당수 진행되어 왔으나, 상대적으로 입찰자의 감정적 측면을 고려한 입찰행동 규명 연구는 소홀했다. 본 연구에서는 애착이론, 자기결정이론, 정교화가능성 모델을 토대로, 인지된 즐거움과 제품관여도가 감정적 애착을 매개로 하여 입찰횟수와 최대입찰가격과의 관계를 연구모형으로 구성하였다. 201명의 실제 인터넷 경매 참여자들을 대상으로 데이터를 수집하였으며, Baron and Kenny(1986)의 매개효과 검증방법을 통해 제안한 가설을 검증하였다. 연구결과, 감정적 애착은 인지된 즐거움과 입찰횟수 및 최대입찰가격과의 관계에서 완전 매개를 하고 있으며, 제품관여도와 입찰횟수간의 관계에서는 부분 매개함을 밝혀냈다.

While previous research have been conducted to explain Internet bidders' behavior, comparatively little research has been conducted on their bidding behavior and the factors that give rise to affective attitude, which was so called emotional attachment. Drawing from several theories such as attachment theory, self determinant theory, and elaboration likelihood model, this study develops and tests a model of the number of bids and maximum bidding price by bidders in Internet auction settings. Our model posits that perceived enjoyment and product involvement affect a bidder's number of bids and maximumbidding price. Survey data collected from 201 Internet auction participants were used to test the model using Baron and Kenny(1986)'s mediation-regression approach. Perceived enjoyment were found to have significant impacts on number of bids and maximum bidding price that was perfectly mediated by emotional attachment. We also found that product involvement has significant impact on numbers of bids that was partiallymediated by emotional attachment. The implications of these findings for both research and practice discussed.