비접촉구매상황하에서 부가서비스가격프레이밍이 가격공정성, 서비스태도 및 제품태도에 미치는 영향
The effect of service price framing in an augmented product on price fairness, service and product attitude
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초록
본 연구는 비접촉구매상황하에서 부가서비스가격프레이밍(통합 vs. 분리)이 소비자의 가격공정성지각, 서비스 및 제품태도에 미치는 영향을 살펴보고, 부가서비스가격프레이밍이 가격공정성지각에 미치는 영향이 서비스전문성에 따라 어떻게 달라지는지를 살펴보고자 하였다. 이를 위하여 가격프레이밍과 서비스전문성을 고려한 4가지형태의 자극물과 일반화를 위한 각 형태별 2개의 제품을 선정하여 최종 8가지 형태의 자극물을 제작하여 설문지조사를 실행하였다. 연구결과, 분리프레이밍이 통합프레이밍보다 서비스태도 및 제품태도에 호의적인 것으로 나타났다. 이러한 영향은 가격공정성 및 서비스태도를 매개로하는 심리적 메커니즘이 작용하고 있음을 확인하였다. 지각된 서비스전문성은 부가서비스가격프레이밍이 가격공정성지각에 미치는 영향을 조절하고 있다는 결과도 확인하였다. 이러한 연구결과는 부가서비스가격프레이밍이 서비스태도에 미치는 영향은 가격공정성지각에 의해 완전매개되고 있다는 점에서 서비스태도를 호의적으로 유도하기 위해서는 반드시 가격공정성이 지각되어야 함을 시사해주고 있다. 그러나 향후에는 지불방법을 포함한 가격프레이밍에 대하여 본 연구와는 비대칭적인 연구결과를 도출해보고자 한다.
Abstract
This study examined the impact of additional service price framing(aggregated vs. separated) on price fairness, service and product attitude under no-contact purchase situation, and how the impact of additional service price framing on price fairness perception depends on service professionalism. Studies have showed that separated framing is more favored on service and product attitude than aggregated one. This effect was confirmed that the psychological mechanisms, the mediating roles of price fairness and service attitude, are acting. It also confirmed that the perceived service professionalism moderates the effect of price framing on the price fairness. These findings suggest that the price fairness must be perceived to induce the favorable service attitude in that the relationship between additional service price framing and service attitude is fully mediated by price fairness. In addition, the service expertise will be considered when establishing a marketing strategy because the effect of additional service price framing on price fairness perception showed a greater difference when the service professionalism is highly perceived.
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