초록

본 연구는 소비자의 정체성과 일치하지 않는 선물하기 상황에서 선물을 주고받는 관계를 규정짓는 관계규범이 정체성 위협에 어떠한 영향을 미치는지 살펴보았다. 더 나아가 선물하기 행동의 동기와 선물유형이 소비자 정체성 위협에 어떠한 영향을 미치는지 확인하였다. 연구 1는 2(관계규범: 교환/공동) x 2(선물-자아정체성 일치유형: 일치/불일치)의 설계로 실험이 수행되었고, 연구 2는 2(선물동기: 의무적/자발적) x 2(선물-자아정체성 일치유형: 일치/불일치) x 2(선물유형: 쾌락재/실용재)의 설계로 실험이 수행되었다. 연구 결과, 소비자 자신의 정체성과 일치하지 않는 선물을 주어야 하는 상황에서 공동관계가 더 높은 정체성 위협을 발생시켰다. 마찬가지로 선물과 자아정체성이 불일치하는 상황에서 자발적 선물동기를 가진 소비자는 쾌락재 선물을 할 때 더 높은 정체성 위협을 경험하였다. 연구결과를 바탕으로 시사점과 향후 연구에 대해 논의하였다.

키워드

선물하기, 관계규범, 자아정체성, 정체성위협, 선물동기, 선물유형

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