공동공유원리에 따른 가격추론이 질병의 위험지각 및 예방행동에 미치는 효과

Abstract

본 연구는 공동공유원리에 따른 가격추론이 예방행동상황에서 위험지각에 미치는 효과에 대해 살펴보았다. 공동 공유원리는 수요공급에 따른 시장경제원리와 달리, 필요한 사람이라면 개인의 능력과 상관없이 누구나 공유하고, 평 등하게 분배되어야한다는 신념을 말한다. 이에 따라 저가격에서 대해서는 다수가 공유해야하고, 접근 가능하도록 책 정된 가격으로써, 많은 사람들이 필요로 한다는 신호로 지각되므로 질병의 위험지각이 높게 나타날 수 있다. 또한 공동공유원리의 의해 나타나는 위험지각은 접종대상에 대한 다수추론을 통해 지각되므로, 접종할 다수와 접종하지 않은 자신과의 비교는 개인과 관련된 위험을 높일 것이라 보고, 예방행동의도와 정적관계를 보일 것이라 가정하였 다. 이를 확인하기 위해, 총 3개의 연구를 진행하였다. 연구1에서는 생명관련 정도에 따라 생명관련 고/저로 수준 으로 나누고, 가격수준 고/저에 따른 위험지각을 측정하였다(연구1). 연구결과, 생명관련성이 낮을 때 보다 높을 때, 공동공유원리가 더 강하게 나타나는 것을 확인하였으며, 공동공유원리가 나타날 때, 고가격에서 보다 저가격에 서 질병에 대한 위험지각이 높게 나타난 반면, 공동공유원리가 발생하지 않는 생명관련 저 조건에서는 가격이 낮을 때보다높을때, 질병에대한위험지각이높게나타나는것을확인할수있었다. 이는공동공유원리가나타나지않 는 생명관련 저 조건에서는 시장경제원리를 통해 가격을 추론함으로써, 고가격에서는 예방접종에 대한 높은 효과 추론이 위험지각에 영향을 주는 것으로 확인되었다. 연구2에서는 공동공유원리의 효과를 좀 더 명확히 확인해보고 자 생명관련 고 조건을 중심으로, 공동공유원리 억제 유/무와 가격수준 고/저에 대한 이원변량분석을 실시하였다. 그 결과, 공동공유원리를 억제시키지 않았을 때, 고가격에서 보다 저가격에서 질병에 대한 위험지각이 높게 나타나 는 것을 확인할 수 있었으나, 공동공유원리가 억제된 조건에서는 가격수준에 따른 차이가 나타나지 않았다. 마지막 으로 연구3에서는 공동공유원리를 통해 지각된 위험은 예방행동과 정적상관을 보일 것이란 가정을 검증하였다. 그 결과, 가격수준에 따라 사람들은 다수공유목적 추론을 발생하고, 이는 위험지각(지각된 취약성)을 높여 예방행동으 로 이어진다는 것을 이중매개를 통해 확인할 수 있었다.

This study examined effects of pricing inference based on the communal-sharing principle on perceived risks in the preventive healthy behavior situation. Different from the market economy principle, the communal-sharing principle indicates the faith that anybody in need should be able to share goods and they should be equally distributed, regardless of individual abilities. The pricing inference of any goods to be shared should be conducted based on the communal- sharing principle. For example, low-priced goods should be shared by the majority, and the affordable price is perceived as the sign that many people need the goods. In the context, low price in the preventive healthy behavior situation, is preventive healthy behavior necessary for the majority to prevent diseases to which many people are vulnerable. Such diseases are perceived as risk ones for a low price, while inference may not occur from the communal-sharing principle for a high price. In addition, it was assumed that a comparison between the majority to be vaccinated and the self not to be vaccinated would increase risks regarding individuals and have a positive relation with preventive healthy behavior intentions since perceived risks derived from the communal-sharing principle is recognized by majority inference on vaccination targets. In order to test the hypothesis, a total of four studies were implemented. The communal- sharing principle can occur, only if the premise of the recognition for sharing should be goods. A preliminary study explains that the communal-sharing principle should be applied, as it is impossible to price the values of divine goods directly related to life, moral things including live, justice and life. In the same vein, it was assumed that the communal-sharing principle may differentially appear according to the degree to which even medical goods are associated with life. This experimentation was conducted to exhibit that the communal-sharing principle does not always occur, even though preventive healthy behavior is a medical goods, and that effects depending on the level of price may differently appear (study 1). To this end, the degree of a relation with life is divided into high and low and perceived risks were measured according to high/low price level. The findings show that the communal-sharing principle more prominently appears if the relation with life is high rather than low. When the communal-sharing principle appears, perceived risks of diseases for a high price are higher than those for a low price, while in the condition of the low relation with life, where the communal-sharing principle does not occur, perceived risks of diseases for a high price are higher than those for a low price. It was also found that in the condition of the low relation with life, the inference of strong effects on vaccination for a high price has an effect on perceived risks, since price is inferred through the market economy principle. In order to more closely examine effects of the communal-sharing principle, the study 2 conducted two-way ANOVA of whether the communal-sharing principle is controlled or not and highs/lows of price, around high conditions regarding life. Finally, the study 3 tested the hypothesis that perceived risks have positive correlations with preventive healthy behavior through the communal-sharing principle. Preliminary studies explain that perceived risks are not always connected to preventive healthy behavior, though they are higher. By assuming that a comparison between the majority and me may enhance the preventive healthy behavior intention by influencing perceived risks (vulnerability) related with me, this study attempted to verify such a relationship, where a disease may not be led to the preventive healthy behavior intention if it has a weak relation with me, through it is risky. From the findings, the dual mediation result could be verified that the majority inference on vaccination targets occurs in people, leading to preventive healthy behavior by increasing perceived risks (perceived vulnerability).