본문 바로가기
KERD
논문KCI 등재

유통업체 적립금 고지시 잔여 사용기간에 따른 소비자 반응 연구

Consumer responses to retailer messages indicating time remaining to use mileage

여은아|신정민
복식문화학회 (The Costume Culture Association)|2016.02|복식문화연구 (The Research Journal of the Costume Culture)|제24권 제1호|pp. 13-26|DOI 10.29049/rjcc.2016.24.1.13

1

조회

0

다운로드

1

인용

0

참고문헌

키워드

태도attitude재구매의도repurchase intention적립금mileage잔여 사용기간혜택지각time remaining to usebenefit perception
주제분류생활과학

초록

The purpose of the present study is to investigate the effect of time remaining to use mileage in the notification message from retailers on consumer responses. A total of 577 consumers participated in experiments involving different notification messages of the time remaining to use mileage. Results showed: 1) a significant difference in mileage benefit perception, positive emotion, negative emotion, attitude toward retailers, and repurchase intention according to the remaining time to use mileages, 2) benefit perception positively affected positive emotion and negatively affected negative emotion; positive emotion positively affected and negative emotion negatively affected attitude toward retailers; and attitude positively affected repurchase intention on retailers, and 3) the remaining time to use mileages moderates the relationship between attitude and repurchase intention. Findings highlighted the importance of timing of the message to notify the consumer as to remaining time to use mileage. In the case of a message indicating long remaining time to use mileage, consumers showed more positive responses toward retailers than did consumers who had a message indicating short remaining time to use mileage. These results can be used as guidelines to select the optimal time to send notification messages of remaining time to use mileage in order to generate positive consumer responses.

Abstract

The purpose of the present study is to investigate the effect of time remaining to use mileage in the notification message from retailers on consumer responses. A total of 577 consumers participated in experiments involving different notification messages of the time remaining to use mileage. Results showed: 1) a significant difference in mileage benefit perception, positive emotion, negative emotion, attitude toward retailers, and repurchase intention according to the remaining time to use mileages, 2) benefit perception positively affected positive emotion and negatively affected negative emotion; positive emotion positively affected and negative emotion negatively affected attitude toward retailers; and attitude positively affected repurchase intention on retailers, and 3) the remaining time to use mileages moderates the relationship between attitude and repurchase intention. Findings highlighted the importance of timing of the message to notify the consumer as to remaining time to use mileage. In the case of a message indicating long remaining time to use mileage, consumers showed more positive responses toward retailers than did consumers who had a message indicating short remaining time to use mileage. These results can be used as guidelines to select the optimal time to send notification messages of remaining time to use mileage in order to generate positive consumer responses.

참고문헌 (60)

  1. Barry J Babin, "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer", Journal of Business Research, 49(2), pp.91~99 (2000), Elsevier BV[DOI]
  2. Barry J. Babin, "Good and bad shopping vibes: Spending and patronage satisfaction", Journal of Business Research, 35(3), pp.201~206 (1996), Elsevier BV[DOI]
  3. Barry J. Babin, "Work and", or Fun: Measuring Hedonic and Utilitarian Shopping Value, 1994, pp.20(4), 644~[DOI]
  4. Richard P. Bagozzi, "Public Service Advertisements: Emotions and Empathy Guide Prosocial Behavior", Journal of Marketing, 58(1), pp.56~ (1994), JSTOR[DOI]
  5. J. Enrique Bigné, "The theme park experience: An analysis of pleasure, arousal and satisfaction", Tourism Management, 26(6), pp.833~844 (2005), Elsevier BV[DOI]
  6. H ONURBODUR, "Belief, Affect, and Attitude: Alternative Models of the Determinants of Attitude", Journal of Consumer Psychology, 9(1), pp.17~28 (2000), Elsevier BV[DOI]
  7. Marian Chapman Burke, "The Impact of Feelings on Ad-Based Affect and Cognition", Journal of Marketing Research, 26(1), pp.69~ (1989), JSTOR[DOI]
  8. Shelly Chaiken, "Heuristic versus systematic information processing and the use of source versus message cues in persuasion.", Journal of Personality and Social Psychology, 39(5), pp.752~766 (1980), American Psychological Association (APA)[DOI]
  9. (2015)[URL]
  10. Peter J. Danaher, "Where, When, and How Long: Factors That Influence the Redemption of Mobile Phone Coupons", Journal of Marketing Research, 52(5), pp.710~725 (2015), American Marketing Association (AMA)[DOI]
  11. Diamond, W, D., "The effect of framing on the choice of supermarket coupons", Advances in Consumer Research, 17(1), pp.488~498 (1990)
  12. Alice H. Eagly, "Cognitive and Affective Bases of Attitudes toward Social Groups and Social Policies", Journal of Experimental Social Psychology, 30(2), pp.113~137 (1994), Elsevier BV[DOI]
  13. Ann Marie Fiore, "Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences", Psychology and Marketing, 17(1), pp.27~54 (2000), Wiley-Blackwell
  14. Fishbein, M., "Beliefs, attitude, intention, and behavior : An introduction to theory and research" (1975), Addison-Wesley
  15. Joseph P. Forgas, "Mood and judgment: The affect infusion model (AIM).", Psychological Bulletin, 117(1), pp.39~66 (1995), American Psychological Association (APA)[DOI]
  16. David R. Fortin, "Clipping coupons in cyberspace: A proposed model of behavior for deal-prone consumers", Psychology and Marketing, 17(6), pp.515~534 (2000), Wiley-Blackwell
  17. Antonio L. Freitas, "Enjoying Goal-Directed Action: The Role of Regulatory Fit", Psychological Science, 13(1), pp.1~6 (2002), SAGE Publications[DOI]
  18. Miguel I. Gómez, "Customer satisfaction and retail sales performance: an empirical investigation", Journal of Retailing, 80(4), pp.265~278 (2004), Elsevier BV[DOI]
  19. 홍희숙, "인터넷 점포의 의류상품환경에 대한 인식이 쇼핑감정과 점포태도에 미치는 영향", 한국의류학회지, 29(3,4), pp.478~490 (2005), 한국의류학회
  20. Howard, J. A., "The theory of buyer behavior" (1969), Willey
  21. 허종호, "쿠폰유효기간에 따른 쿠폰메시지 전략에 관한 연구", 광고연구, (82), pp.177~200 (2009), 한국방송광고공사
  22. Thomas L.H Huskinson, "Individual differences in attitude structure: Variance in the chronic reliance on affective and cognitive information", Journal of Experimental Social Psychology, 40(1), pp.82~90 (2004), Elsevier BV[DOI]
  23. Hyunjoo Im, "An exploration of the cognitive-affective model of satisfaction in a shopping context: A test of competing models", The Service Industries Journal, 31(13), pp.2273~2288 (2011), Informa UK Limited[DOI]
  24. Izard, C. E., "Human emotion" (1977), Plenum Press
  25. Dongsuk Jang, "An examination of restaurant loyalty programs: what kinds of rewards do customers prefer?", International Journal of Contemporary Hospitality Management, 17(5), pp.402~408 (2005), Emerald[DOI]
  26. Kwon Jung, "Online vs. Offline Coupon Redemption Behaviors", International Business & Economics Research Journal (IBER), 9(12), pp.23~36 (2010), Clute Institute[DOI]
  27. 정성민, "모바일 쿠폰에 대한 소비자 심리 반응의 구조적 관계와 종이 쿠폰과의 비교 연구", 경영학연구, 44(1), pp.27~53 (2015), 한국경영학회
  28. Byung-Do Kim, "Reward Programs and Tacit Collusion", Marketing Science, 20(2), pp.99~120 (2001), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
  29. 김주영, "차별적 판촉인식에 따른 판촉가치평가", 유통연구, 11(1), pp.21~40 (2006), 한국유통학회
  30. Kim, K. S., (2010), Hannarae
  31. 김성은, "지각된 인터넷 패션 쇼핑몰 특성이 긍정적 쇼핑 감정과 관계의 질에 미치는 영향", 복식문화연구, 22(1), pp.73~85 (2014), 복식문화학회[DOI]
  32. 김상희, "소비자의 정서적 즐거움과 인지적 즐거움: 인지와 감정의 동적관계", 경영학연구, 40(2), pp.255~295 (2011), 한국경영학회
  33. 김태희, "온라인 쿠폰 혜택이 소비감정, 브랜드 태도 및 재방문 의도에 미치는 영향", 관광학연구, 32(5), pp.167~186 (2008), 한국관광학회
  34. Richard C. Leventhal, "Customer loyalty programs: are they fair to consumers?", Journal of Consumer Marketing, 23(7), pp.458~464 (2006), Emerald[DOI]
  35. 이현화, "유통업체의 위치기반 모바일 쇼핑서비스 제공에 대한 소비자 반응 : PAD 감정모델과 정보의 상황관련성을 중심으로", 유통연구, 17(2), pp.63~92 (2012), 한국유통학회[DOI]
  36. Lee, J. S., "Research on the influences coupon promotion consumption judgment, brand attitude, and re-visit intention: With a focus on family restaurants", master, pp.2007
  37. 이정실, "외식업체의 전단광고 감정적 반응이 광고태도, 상표태도, 구매의도에 미치는 영향", 관광레저연구, 18(3), pp.231~250 (2006), (사)한국관광레저학회
  38. 이승연, "보상물의 순효과 증대를 위한 보상물 제공시점 및 유형 선정기준에 관한 연구: 브랜드 명성의 역할 중심으로", 마케팅연구, 25(3), pp.193~211 (2010), 한국마케팅학회
  39. Jorna Leenheer, "Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members", International Journal of Research in Marketing, 24(1), pp.31~47 (2007), Elsevier BV[DOI]
  40. Lim, Y. W., "The effect of sales promotions in the internet shopping malls", Journal of Consumer Studies, 15(1), pp.159~184 (2004)
  41. RONALD MacDONALD, "CONSUMPTION, COINTEGRATION AND RATIONAL EXPECTATIONS: SOME AUSTRALIAN EVIDENCE", Australian Economic Papers, 29(54), pp.40~52 (1990), Wiley-Blackwell[DOI]
  42. Haim Mano, "Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction", Journal of Consumer Research, 20(3), pp.451~ (1993), Oxford University Press (OUP)[DOI]
  43. Mehrabian, A., "An approach to environmental psychology" (1974), MIT Press
  44. Beth E. Meyerowitz, "The effect of message framing on breast self-examination attitudes, intentions, and behavior.", Journal of Personality and Social Psychology, 52(3), pp.500~510 (1987), American Psychological Association (APA)[DOI]
  45. 나윤서, "항공사 마일리지혜택과 마케팅커뮤니케이션이 고객의 마일리지 사용의도에 미치는 영향에 관한 연구 - 가치인식의 조절효과를 중심으로 -", Tourism Research, 39(3), pp.323~347 (2014), 한국관광산업학회
  46. Nunes, J. C., "Your loyalty program is betraying you", Harvard Business Review, 84(4), pp.124~131 (2006)
  47. 오경화, "의류업체의 마일리지 제도가 브랜드 충성도에 미치는 영향", 한국의류학회지, 27(3), pp.384~394 (2003), 한국의류학회
  48. 박봉규, "e-Business에서의 마일리지프로그램이 신뢰와 관계몰입을 통해 브랜드애호도에 미치는 영향", 한국콘텐츠학회 논문지, 5(4), pp.28~35 (2005), 한국콘텐츠학회
  49. 박세훈, "보상 진행률, 보상프로그램 크기, 포인트 적립크기 정보가 소비자의 보상물 선택 행동에 미치는 영향", 소비자학연구, 25(3), pp.45~68 (2014), 한국소비자학회
  50. (2015)[URL]
  51. Partch, K., "Electronic marketing : Promises to keep", Supermarket Business, 49(10), pp.25~32 (1994)
  52. John W. Payne, "Adaptive strategy selection in decision making.", Journal of Experimental Psychology: Learning, Memory, and Cognition, 14(3), pp.534~552 (1988), American Psychological Association (APA)[DOI]
  53. Michael L. Rothschild, "Behavioral Learning Theory: Its Relevance to Marketing and Promotions", Journal of Marketing, 45(2), pp.70~78 (1981), JSTOR[DOI]
  54. Schwarz, N., "The psychology of action: Linking cognition and motivation to behavior", pp.119~145 (1996), Guilford
  55. 신혜선, "보상물 프로그램의 미래보상크기가 보상물 가치인식에 미치는 영향에 관한 연구 : 고객충성도 조절효과 중심으로", 대한경영학회지, 27(2), pp.243~262 (2014), 대한경영학회
  56. 신일기, "광고소구유형에 따른 소비자 태도 및 구매의도에 미치는 영향 시간적 거리감과 시간압박의 역할을 중심으로", 광고연구, (102), pp.150~180 (2014), 한국광고홍보학회
  57. 손준상, "인터넷쇼핑에서 느낌감정과 인지평가가 웹충성도에 미치는 영향에 관한 연구", 대한경영학회지, 20(1), pp.153~174 (2007), 대한경영학회
  58. 송형철, "인터넷쇼핑몰에서 판매촉진으로 유발된 소비자의 감정반응이 상표태도와 구매의도에 미치는 영향", 글로벌경영학회지, 5(3), pp.137~155 (2008), 글로벌경영학회[DOI]
  59. 서문식, "인터넷 쇼핑몰 특징과 감정적 반응과의 관계에 관한 연구", 마케팅연구, 17(2), pp.113~145 (2002), 한국마케팅학회
  60. Yaacov Trope, "Temporal construal.", Psychological Review, 110(3), pp.403~421 (2003), American Psychological Association (APA)[DOI]

관련 논문AI추천

상품과 보상물의 편익 일치성과 보상물 제공시점이 고객보상 프로그램 선호도에 미치는 영향전호성한국소비문화학회 · 소비문화연구2012 · 제15권 제1호시간한정과 수량한정 할인이 구매의도에 미치는 효과: 소비자의 조절초점과 처리 수월성의 역할류강석, 박기경한국소비자학회 · 소비자학연구2021 · 제32권 제3호How desirable is the medium? Effect of point accumulation scheme on consumer lo scheme on consumer loyalty toward reward program박유진한국마케팅학회 · 아시아마케팅저널2023 · 제24권 제4호불만족 상황에서의 보상방식이 소비자의 반응회복에 미치는 영향의 차이에 관한 연구김숙희, 김용호대한경영정보학회 · 경영과 정보연구2014 · 제33권 제2호The Effects of Promotion Type on Persuasion: Moderating Role of Temporal Distance and Message Framing김요한, 김정현, 윤성호한국지역언론학회 · 언론과학연구2012 · 제12권 제4호보상 프로그램, 어떻게 실행해야 하는가?: 제품 유형, 보상 시기, 보상 내용의 효과나준희, 이창환한국상품학회 · 상품학연구2018 · 제36권 제1호

이 간행물의 다른 논문 (9건)

현대 아웃도어웨어 디자인 개발에 관한 연구: 방한재킷을 중심으로김영선, 한상경pp. 1-12패션소재의 감성표현요소 선호도와 패션이미지 선호도의 관련성박용, 최종명, 김여원pp. 27-40해외 인터넷 쇼핑몰에서 패션상품을 직접 구매하는 소비자의 쇼핑 가치에 따른 위험 지각과 만족도김용숙pp. 41-53헝가리 남성복식 변천에 대한 연구조현진pp. 54-6620~30대 인도네시아 소비자의 의복행동과 한국 패션브랜드에 대한 태도나성민, 이규혜pp. 67-78
원문 보기