해석수준이론의 적용에 관한 동향 분석

Abstract

This study was conducted with the aim of exploring the trend of Construal Level Theory through comparative analysis of Korean and Chinese thesis in relation to Construal Level Theory, and helping to establish research status and direction of future research. To achieve the purpose of this study, thesis published in Korea related to the level of Construal were analyzed. From 2015 to August 2020, a total of 59 Korean papers were selected from among the papers published by Koreanstudies Information Service System(KISS), DBpia, RISS, and The National Assembly Library Was analyzed and utilized. In addition, from 2015 to August 2020, a total of 67 studies related to Construal Level Theory were analyzed and utilized in CNKI that China's largest thesis site. In terms of presentation type, the most frequent research papers were found in academic journals, and research was conducted through actual market review by setting a scenario in the research method, and qualitative research was found to be the most. The criteria for analyzing the psychological distance of the collected research are 'high-level construal/ low-level construal', 'Self-construal', 'Temporal Distance', 'Space Distance', 'Social Distance', 'hypotheticality', 'Mixed ( Using two or more psychological distances)', and 'high-level construal/ low-level construal' and 'Mixed' occupied a high proportion. In addition, the criteria for grasping the research content field of the Construal level theory are 'consumer detection', 'consumer evaluation', 'consumer decision making', 'product type', 'product attitude', 'price', 'brand', ' Advertisement' and 'others' were presented. Research related to consumers, products, and advertisements appeared to be covered the most. Accordingly, this study intends to grasp the current state of research on Construal level theory in Korea and China, and to clarify trends and trends in the application of Construal level theory. According to the results of the review, it was found that Korean and Chinese Construal level theory used more than two psychological distances in many cases. The Korean Construal level theory used advertising as a content area among thesis used by mixing two or more psychological distances, but the Chinese interpretation level theory used more than two psychological distances to study consumer decision-making. It was found to be used a lot in the field.