차별적 판촉에 대한 소비자의 구매 후 반응: 판촉 주체와 지각된 파워의 역할
The Effect of Differentiated Promotion on Post-Purchase Responses: The Role of Promotion Source and Consumers’ Perceived Power
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초록
본 연구는 상품을 구매한 후 차별적 판촉을 통해 해당 상품이 다른 고객에게 더 유리한 조건으로 판매되고 있다는 정보를 접하게 된 소비자가 자신의 구매에 대해 어떤 구매 후 반응을 보이는지 고찰하였고, 고객의 구매 후 반응은 촉진 활동의 주체(구매 브랜드 vs. 경쟁 브랜드)와 소비자의 파워 수준(고 vs. 저)에 따라서 다르게 나타날 것으로 예상하였다. 실험결과에 의하면, 파워 수준이 낮은 고객은 구매 브랜드(vs. 경쟁 브랜드)가 차별적 판촉을 제공할 때 기존 구매에 대한 만족도가 더 낮은 반면, 파워 수준이 높은 고객의 만족도에는 판촉주체가 유의한 영향을 미치지 않았다. 또한 행동적 충성도의 경우, 파워 수준이 높은 고객은 경쟁 브랜드(vs. 구매 브랜드)가 차별적 판촉을 제공할 때 충성도가 더 낮은 반면, 파워 수준이 낮은 고객은 판촉주체에 따른 충성도 차이가 나타나지 않았다. 나아가, 이러한 효과는 고객이 차별적 판촉에 대해 지각하는 공정성에 의해 매개되었고, 특히 파워 수준이 낮은 고객에게 매개 효과가 강하게 나타나는 조절작용이 보고되었다. 본 연구결과는 최근 널리 시도되고 있는 차별적 판촉에 관한 연구를 소비자의 구매 후 반응으로 확장하고, 소비자 파워 문헌에 새로운 지식을 추가하며, 효과적인 판촉전략을 수립하기 위한 실무적 시사점을 제공한다.
Abstract
This research examined how consumers would respond to the differentiated promotion of the product they had just purchase, especially when the promotion was more beneficial to other consumers. We proposed that the effect of differentiated promotion source (own vs. competitor brand) on consumers’ post-purchase responses would be moderated by consumers' perceived power (high vs. low). Our experiment demonstrated that participants with low power were less satisfied with the purchased product when its own brand (vs. competitor brand) offered differentiated promotion, whereas participants with high power didn’t show any significant difference on their post-purchase satisfaction. In addition, participants with high power showed less behavioral loyalty when the competitor brand (vs. own brand) offered the differentiated promotion while participants with low power didn’t show any significant difference on behavioral loyalty. Moreover, these moderated effects were mediated by consumers' perception of (un)fairness, and this mediation relationship was found to be stronger in the low-power condition. Our research extended the previous findings on differentiated promotions to consumers' post-purchase responses, added new insights to the consumer power literature, and provided guidelines for the design of differentiated marketing strategy.
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