프로젝트관리 방법론 도입에 대한 행동경제학적 영향 : Coupling과 Heuristic 관점으로

초록

This study solves the reasons of irrational choice of adopters from the perspectives of behavior economics with coupling and heuristic in introduction of project management methodology. There are many researches on the project management methodology such as project management performance and project management maturity. However, there is a lack of research on the behavioral intent before introducing the project management methodology. Therefore, we have studied how the benefits and costs of adopting the methodology affect the intention to introduce the project management methodology. This study clarifies the behavioral economic impacts of introducing project management methodology based on previous studies on existing couplings and heuristics, This study considers ‘Perceived Benefit’, ‘Perceived Cost’, ‘Coupling’,‘Anchoring and Adjustment Heuristic’, ‘Representative Heuristic’, ‘Availability Heuristic’ and ‘Intention to Introduce’ as key variables. The research model of this study was verified through exploratory factor analysis, confirmatory factor analysis, reliability analysis, structural equation analysis, and regression analysis through 129 survey questionnaires sent to person who is using the project management methodology. The main results are as follows. First, It was found that the perceived benefits had a negative impact on the coupling and that the person was more likely to associate with a perceived cost than perceived benefit. That is, it is more cost sensitive than the benefit in coupling. Second, Perceived costs have a strong correlation and a negative impact on the intention to introduce. The stronger the coupling, the lower the intention to introduce. Third, Heuristic acts as a moderating variable on the influence of coupling on the intention to introduce. In other words, not only the benefits and costs, but also your own standards, representative characteristics, and recent experience affect decision making. The significance of the study is verifying irrational decision making on the intention to introduce a project management methodology from a behavioral economics perspective.

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