Purpose - Present study aimed at investigating the factors that may affect consumers' decision confidence and decision comfort inducing choice commitment taken place at the stage of post-decision/pre-outcome. This study explored whether there are positive effects of dominance and instrumentality of chosen product on the decision confidence, and also identified whether there are positive effects of choice easiness and goal achievement-related affect felt at the chosen product on the decision comfort.
Research design, data, and methodology – Portable digital camera as experimental product was used. 260 data were collected from college students. Four were removed from the analyses because they did not complete the questionnaire. Eighteen were removed because they indicated not experiencing the camera in the past. 238 data were used at the analyses to verify hypotheses by structural equation model in AMOS 21.0.
Results - First, both of the consumers' decision confidence and decision comfort positively affected choice commitment. Second, the dominance as well as the instrumentality had positive impact upon the decision confidence. Third, the choice easiness and goal achievement-related affect felt at the chosen product had positive impact on the decision comfort. In sum, present study identified the mediation roles of the decision confidence in the effects of both dominance and instrumentality of the chosen product on forming choice commitment, and also found the mediation roles of the decision comfort in the effects of choice easiness and goal achievement-related affect felt at the product on forming choice commitment.
Conclusions - Focusing on the stage of post-decision/pre-outcome in decision making process, present study contributes to advancing the choice commitment theories by exploring the positive effects of both dominance and instrumentality of chosen product on the decision confidence, and by finding the positive effects of both choice easiness and goal achievement-related affect felt at the chosen product on the decision comfort. Marketers should promote their products’ dominance and instrumentality by showing the superior roles of their product attributes in achieving consumption goal, and should help consumers feel comfort by making choice process easier and giving information that could help feel the goal achievement-related affect at their product chosen.

Abstract
 1. 서론
 2. 이론의 검토와 가설의 설정
  2.1. 의사결정의 확신성 및 안락감과 선택몰입
  2.2. 의사결정의 확신성 및 안락감에 영향요인
 3. 연구방법
  3.1. 실험설계, 실증대상 제품의 선정 그리고 조사의유형
  3.2. 제품 별로 속성정보의 제시와 제품선택 결정
  3.3. 경쟁대체안의 지배성과 선택한 제품의 수단성의측정
  3.4. 선택 의사결정의 용이성과 선택제품에서 목적감정의 측정
  3.5. 선택 의사결정의 확신성과 안락감의 측정
  3.6. 선택 몰입의 측정과 설문응답에 주의한 정도의측정
 4. 자료의 수집 및 기초분석과 가설의 검증
  4.1. 자료의 수집과 기초분석
  4.2. 가설의 검증
 5. 결론
  5.1. 연구의 요약 및 결론
  5.2. 연구의 시사점과 한계
 References

• Nak-Hwan Choi(Department of Business Administration, Chonbuk National University) | 최낙환