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ISSN : 1229-8778
본 연구는 선택 대안의 수와 제시형태가 소비자의 비선택 옵션에 대한 선택에 어떤 영향을 미치는지를 살펴보았다. 연구결과, 선택 대안의 수가 늘어남에 따라 비선택 비율이 줄어드는 것(선택 비율이 증가하는 것)을 알 수 있었다. 통계적으로 유의하지는 않았지만, 선택 대안의 수가 선택․비선택에 미치는 영향은 대안의 제시형태별로 다르게 나타났다. 대안이 아주 적거나 많은 경우에는 동시 제시조건보다 순차 제시조건에서 비선택의 비율이 더 높게 나타났다. 그리고 대안을 동시에 제시한 경우에는 대안의 수가 늘어남에 따라 비선택 비율이 증가하다 감소하는 역U자 형태를 보인 반면, 대안을 순차적으로 제시할 경우에는 3개 대안에서 6개 대안으로 대안의 수가 증가할 때 비선택 비율이 감소하다가, 대안의 수가 9개로 늘어났을 때에는 비선택 비율이 증가하는 U자 형태를 보였다. 마지막으로 본 연구결과의 결과를 바탕으로 실무적 시사점과 연구의 한계점 및 미래 연구방향에 대해 논의하였다.
This research focused on the impact of the number of alternatives and presentation format on the likelihood of purchase from the choice set. The preference for the no choice option decreased as the number of alternatives increased. and it became higher when the alternatives form an efficient set, especially, presented sequentially than simultaneously. When alternatives were presented simultaneously, the participants' preference for the no choice option, as expected, showed an inverted U-shaped trend, first increased and then decreased. When alternatives were presented sequentially, there was a U-shaped trend. The participants' preference for the no-choice option were decreased from three to six alternatives and increased from six to nine alternatives. It concluded with a discussion of the implications of the research findings and directions for future research.
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