깜짝쿠폰 제공이 소비자의 대안평가에 미치는 영향에 관한 연구
A Study of the Effects of Surprise Coupons on Alternative Evaluation
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초록
본 연구는 뜻밖의 깜짝쿠폰 제공이 구매자로 하여금 추가적 혜택을 제공받았다고 인식하게 만들고 이러한 혜택이 쿠폰의 가치와 구매평가에 긍정적 영향을 미치게 된다는 점에 기초하여 고객이 사전에 매체를 통해 접하게 된 쿠폰과 매장 내에서 깜짝 제공된 쿠폰의 서로 다른 제공방식이 구매결정에 대한 만족, 지각된 가치, 공정성 지각에 어떠한 영향을 미치는가와 쿠폰의 유효기간 및 인지욕구에 따른 조절적 역할을 살펴보았다. 실증분석을 위해 283명을 대상으로 실험에 의한 측정(8개 집단)을 진행하였으며 우선 실험대상이 될 제품을 선정하기 위한 사전조사를 실시하였다. 본 연구는 이원분산분석(2way-ANOVA)을 통해 쿠폰 제공방식(매체쿠폰 vs 깜짝쿠폰)과 유효기간(○ vs ×) 혹은 인지욕구(고 vs 저)에 대한 2×2 실험설계를 통해 실증 분석하였다. 실험연구를 통해 고객의 구매결정에 대한 반응을 측정해본 결과 깜짝 제공된 쿠폰은 더 높은 구매만족 및 지각된 가치를 제공하며 쿠폰 제공자에 대한 공정성 지각 또한 높은 것으로 나타났다. 그리고 유효기관과 인지욕구에 따른 조절적 상호작용 효과는 유의하지 않았지만 쿠폰 유효기간의 제약조건과 고객의 인지욕구는 각각 구매만족과 지각된 가치 및 공정성에 대한 인식에 유의한 영향을 미치는 것으로 나타났다. 따라서 사전에 인지된 매체쿠폰과 뜻밖에 제공된 쿠폰은 고객의 구매후의 평가에 유의한 차이가 있는 것으로 나타났으며 이는 쿠폰을 통한 프로모션 활용 시 제공방식 및 구성에 중요한 의미를 부여할 것으로 보인다.
Abstract
This research aims to investigate how consumers differ in their interpretation of advertised and “surprise” (or unexpected) next-purchase checkout coupons as delayed rewards or immediate losses based on promotion context and coupon availability restrictions. Laboratory experiments examine how consumers respond to next-purchase coupons. In this study, next purchase coupon types (advertised; unexpected) vs NFC (high; low) vs coupon start date restriction (restricted; unrestricted to future start date) between-subjects experimental design was used to examine the impact on purchase satisfaction, perceived promotion value, and perceived retailer fairness. Study indicates that unexpected next-purchase coupons lead to higher purchase satisfaction but lower perceptions of retailer fairness compared to advertised coupons and Consumer predisposition toward effortful thought(NFC) amplifies the impact of unrestricted availability on perceptions of retailer unfairness. Furthermore, this effect is stronger on purchase satisfaction and perceived value for unrestricted unexpected next-purchase coupons. Results imply that advertised and unexpected next-purchase coupons differ in their impact on postpurchase outcomes of consumers. Differences in competing brand promotions and coupon availability restrictions lead to interpretations of next-purchase coupons as immediate loss vs delayed gains.
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