자아해석(Self-Construal) 유형이 위험추구 행동에 미치는 영향

Abstract

The Influence of Self-Construal on Risk-taking Behavior

By Seo, Ok-rim Advisor : Prof. Park Jong-Chul Ph.D. Department of Business Administration, Chosun University

Abstracts

This research examined how self-construal influenced the consumers' risk-taking behavior in an experimental setting. Also, this study investigated the moderating role of tie strength in the relations of self-construal and risk-taking behavior. The experimental results also showed that participants of independent self-construal have more risk-taking behavior regardless of tie strength. Also, participants of interdependent self-construal have more risk-taking behavior in the case of strong ties.

Key words: self-construal, interdependent self-construal, independent self-construal, risk-taking behavior