공급자 전환 의사결정에서의 선택적 정보 처리: 조절 초점의 관점에서

초록

The purpose of this study is to find out how information is selectively processed and used in decision- making by the individual traits of the decision maker in the enterprise. To this end, we investigated the impact of the regulatory focus on selective information processing and the supplier switching decision-making which is one of the essential decisions for firms due to the globalization of the business and the expansion of corporate size. Four scenario based surveys formed of loss-benefit information and formal-informal source information were conducted. The results of the study show the interaction effect of the scenario and the regulatory focus. People with strong propensity for promotion-focus tended to make decisions selectively using information related to promotion focus, while those with strong propensity for prevention-focus tended to make decisions using information related to prevention focus. In particular if any of the information focus and the focus of the information source fit the individual's regulatory focus, the supplier switching intention was higher than if not. This shows that corporate decision makers also selectively process and utilize information that matches their regulatory focus. This study contribute to examine the influence of selective information processing by applying the regulatory focus theory which has been applied in various marketing and consumer psychology studies on supplier switching decision-making.

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