성공 혹은 실패한 구매경험이 관련성 없는 제품의후속 구매결정에 미치는 영향: 자아 효능감 및 지불용의가격에 대한 시간적 자아의 조절효과

The present study investigates the influence of recollecting a successful versus an unsuccessful purchase experience on consumer self-efficacy and willingness-to-pay amount in the subsequent purchase decision for an unrelated product. The present study suggests that activation of the temporal-self during the recollection of purchase experience serves as a moderator that determines the spill-over effect of (un)successful purchase experience on self-efficacy for the subsequent purchase and willingness-to-pay amount for the chosen alternative in the subsequent purchase decision across purchase domains. Specifically, it is predicted that the recollection of successful (vs. unsuccessful) purchase experience improves self-efficacy for the subsequent purchase decision and increases willingness-to-pay amount for the chosen alternative in the subsequent decision, particularly when the future-self (vs. past-self) is activated and thus is used as a referent for processing the purchase experience. Study one was conducted for testing H1 suggesting the moderating effect of the activation of future-self (vs. activation of past-self vs. non-activation of temporal-self) for the spill-over effect of recollecting a successful (vs. an unsuccessful) purchase experience on self-efficacy in the subsequent purchase decision for an unrelated product. Study two was conducted for testing H2 suggesting the moderating effect of the activation of future-self (vs. activation of past-self) on the willingness-to-pay amount for the chosen alternative in the subsequent purchase decision for an unrelated service. Study one showed that the participants who recollected successful (vs. unsuccessful) purchase experiences reported higher levels of self-efficacy in the subsequent purchase decision for a laundry detergent when they activated future-selves (vs. when they activated past-selves or when they did not activate the temporal-self) during the recollection of purchase experience. Study two showed that the participants who recollected successful (vs. unsuccessful) purchase experiences reported a greater amount of willingness- to-pay for the alternative they chose in the subsequent purchase decision for a prix fix menu when they activated future-selves (vs. when they activated past-selves).