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일반의약품 구매결정과정에서 지각된 위험인식이 위험감소행동에 미치는 영향 : 자기조절초점의 조절효과

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Alternative Title
The Effect of Risk Reduction Behavior on Perceived Risk in OTC Drugs Purchasing Process: the moderating effect of self-regulatory
Abstract
This study aimed to figure out buying decision factory of
OTC(over-the-counter) drugs which consumers are non-experts and to
propose useful data in establishing marketing strategies for OTC drugs by
empirically explaining buying behaviors. Specially, the empirical analysis on
the effect of risk reduction behavior on perceived risk in OTC drugs
purchasing process was performed. In addition, The present study examined
moderating effect of self-regulatory on the relationships between perceived
risk and risk reduction behavior.
The present study's research is performed on OTC drugs except ethical
drug. There are many kinds of OTCs but, in the present study, the study
subjects are limited to pain killer, cold medicine, pain relief patch, nutritional
supplements, mouth freshener, lip care and repelling mosquitoes. Determinantsfor perceived risk and risk reduction behavior were selected from the
determinants which were used in previous study; perceived risk is financial
risk, time risk, psychological risk, and OTCs consumer' risk reduction
behavior is brand loyalty, information search, store loyalty.
To verify the present research problem, survey was performed to
consumers who the purchased OTC drugs before in Jeju and data were
collected from total 382 subjects. SPSS 18.0 was used for data analysis based
on the collected.
Research model of this study was proved to be acceptable through
significant findings from the study are as follows;
First, human service(trust of pharmacist, medication counseling) showed the
highest effect of determinants for purchasing OTC drugs. And the store
loyalty, purchase experience of OTC drugs and word-of-mouth, product
factors come next in order of significance.
Second, if you feel the financial risk in purchasing OTC drugs, consumer
had choose product factors and store brand, and if you feel the performance
risk, had choose human service and purchase experience of OTC drugs and
word-of-mouth, and if you feel the time risk and psychological risk,
consumer had choose product factors, human service, and store brand.
Third, risk reduction behaviors such as information search, brand loyalty,
store loyalty was found to be significant when consumers perceived
performance risk.
Fourth, according to the results of the study on moderating effect of
self-regulatory focus, moderating effect self-regulatory focus was found to be
significant in the relationships between perceived risk and risk reduction
behavior. Individuals with a promotion focus strongly the financial risk,
performance risk, time risk, psychological risk about risk reduction behavior
than individual with a prevention focus.
Therefore, the present study shows how consumers perceived the OTCdrugs purchasing process, how much they perceived risk, risk reduction
behaviors which consumers preferred, and the relationship between perceived
risk and risk reduction behavior are significant in moderating effect according
to the level of self-regulatory focus. Based on the results of the present
study, various academic and practical implications are proposed.
Author(s)
양윤철
Issued Date
2015
Awarded Date
2015. 8
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000007219
Alternative Author(s)
Yang, Yoon Chul
Department
경영대학원 경영학과
Table Of Contents
Ⅰ. 서 론 1
1. 문제제기 및 연구 배경 1
2. 연구 목적 및 방법 4
3. 논문의 구성 6
Ⅱ. 이론적 배경 7
1. 일반의약품의 특성과 구매결정요인 7
1) 일반의약품의 정의와 특성 7
2) 일반의약품 마케팅 환경 9
3) 일반의약품 구매결정요인 12
2. 지각된 위험 19
1) 지각된 위험의 개념 19
2) 지각된 위험의 유형 22
3) 지각된 위험 선행연구 26
3. 위험감소행동 29
1) 위험감소행동의 개념 29
2) 위험감소행동의 유형 31
3) 위험감소행동 선행연구 35
4. 자기조절초점 이론 37
1) 자기조절초점 이론의 개념과 특성 38
2) 성향적, 상향적 조절초점과 조절적 적합성 42
3) 자기조절초점 선행연구 48
Ⅲ. 연구 설계 및 방법 51
1. 연구모형 51
2. 연구가설 52
1) 일반의약품 구매결정요인과 지각된 위험 52
2) 지각된 위험과 위험감소행동 55
3) 일반의약품 구매결정요인과 위험감소행동 56
4) 자기조절초점 조절효과 58
3. 변수의 조작적 정의 및 측정 61
1) 일반의약품 구매결정요인 61
2) 지각된 위험 63
3) 위험감소행동 64
4) 자기조절초점 65
4. 조사 설계 66
1) 조사 방법 66
2) 분석 방법 67
3) 설문의 구성 67
Ⅳ. 실증분석 68
1. 표본의 일반적 특성 68
2. 신뢰도와 타당성 분석 70
1) 측정요인별 타당성 및 신뢰도 검증 70
2) 주요 개념 간 상관관계 75
3. 가설 검증 77
1) 일반의약품 구매결정요인과 지각된 위험 간의 관계 77
2) 지각된 위험과 위험감소행동 간의 관계 81
3) 일반의약품 구매결정요인과 위험감소행동 간의 관계 84
4) 조절초점 요인의 조절효과 87
결 론 101
1. 연구결과의 요약 101
2. 연구의 시사점 103
1) 이론적 시사점 103
2) 실무적 시사점 104
3. 연구의 한계 및 향후 연구 106
* 참고 문헌 107
* 설문지 124
Degree
Master
Publisher
제주대학교 경영대학원
Citation
양윤철. (2015). 일반의약품 구매결정과정에서 지각된 위험인식이 위험감소행동에 미치는 영향 : 자기조절초점의 조절효과
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