소비자의 저장강박행동에 따른 양면적 반응에 관한 실증 연구

This study focused on identifying the relationship between compulsive hoarding behavior and consumers' dual responses and defining roles of reward type and self-monitoring. The results of the research can be summarized as follows. The verification of Hypothesis 1 confirmed that consumers with high compulsive hoarding showed lower altruistic disposal and higher purchase hiding compared to consumers with low compulsive hoarding. The verification of Hypothesis 2 showed that in the case of consumers with high compulsive hoarding, gaining social reward from disposing possessions led to higher altruistic disposal and lower purchase hiding compared to when personal reward was to be gained. In the case of consumers with low compulsive hoarding, there was no difference in responses according to the reward type. The verification of Hypothesis 3 showed that in the case of consumers with high compulsive hoarding, consumers with high self-monitoring resulted in higher altruistic disposal and lower purchase hiding. In the case of consumers with low compulsive hoarding, there was no difference in responses according to the self-monitoring. The main significance of this study is that it identified the internal motive of compulsive hoarding consumers from the perspective of easing compulsive hoarding behavior and examined the relationship of compulsive hoarding behavior and follow-up responses to expand knowledge of relevant studies, while providing important implications for establish consumption patterns with a virtuous circle for organizations, companies and society.