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단일과 통합 포인트 적립 카드 사용 시 소비자 조절초점 효과에 관한 연구

The Effect of Consumer Regulatory Focus on Single and Integrated Point Card

최선경|간형식
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2022.12|상품학연구 (Journal of Product Research)|제40권 제6호|pp. 87-95|DOI 10.36345/kacst.2022.40.6.011

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참고문헌

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regulatory focus조절초점통합 로열티 프로그램포인트 적립카드aggregate loyalty programpoint accrual card
주제분류경영학

초록

과연 소비자는 적립률이 높은 단일 포인트 적립 카드와 적립률이 낮은 통합 포인트 카드 중에서 어떠한 포인트 카드에 대해서 더욱 긍정적인 반응을 보이겠는가? 이러한 의문점을 해소하고자 Higgins (1997)가 제시한 조절 초점(regulatory focus) 이론에 따라 소비자들을 구분하여 연구하였다. 조절 초점이론에 따르면 소비자들의 기본 동기 구조는 향상 초점(promotion focus)과 예방 초점(prevention focus)의 두 가지로 구별될 수 있다. 향상초점 소비자는 목표를 위한 진취성에 초점을 맞추고 변화를 선호하며, 다양성을 추구하기 때문에 적립 및 소진처가 많고 다양하게 제휴된 통합카드를 선호하게 될 것으로 예측된다. 반면에 예방초점 소비자는 안전, 의무, 보호 등의 목표를 가지며 보상이 얼마나 안전하게 실행되는지에 관하여 초점을 맞추고 손실에 민감하기 때문에 안전한 선택, 확정적 이익이라고 할 수 있는 포인트 적립 비율에 민감하게 반응할 것으로 예측하였다. 또한 본 연구에서는 소비자의 통합 포인트 적립 카드와 단일 포인트 적립 카드에 대한 평가, 적립 비율 차이에 대한 인식에 관하여 실험을 통하여 검증하였다. 연구 결과에 따르면 적립비율이 같을 경우 소비자들은 단일 포인트 카드보다 통합 포인트 카드를 보다 긍정적으로 평가하였다. 그러나 단일 포인트 카드의 적립 비율이 통합 포인트 카드보다 클 경우 예방초점 소비자들은 단일 포인트 카드를 더 긍정적으로 평가한 반면에 향상초점 소비자들은 통합 포인트 카드를 더 긍정적으로 평가하였다. 본 연구 결과는 통합 로열티 프로그램에 관한 학문적 연구가 부족한 상황에서 기업의 관리자들에게 전략적 시사점을 줄 수 있을 것이다.

Abstract

Which point card will consumers respond more positively to, a single point card with a high accumulation rate or an integrated point card with a low accumulation rate? In order to solve these questions, consumers were classified and studied according to the regulation focus theory proposed by Higgins (1997). According to the regulatory focus theory, the basic motivation structure of consumers can be divided into two categories: Promotion Focus and Prevention Focus. Promotion-focused consumers are expected to prefer integrated cards with a large number of accumulators and burnout outlets because they focus on initiative for goals, prefer change, and pursue diversity. On the other hand, prevention-focused consumers are expected to react sensitively to the point accumulation ratio, which is a safe choice and definitive profit, because they have goals such as safety, obligation, and protection, and focus on how safely compensation is executed. In addition, in this study, the evaluation of consumers' integrated point cards and single point cards, and the perception of the difference in the accumulation ratio were verified through experiments. According to the results of the study, when the accumulation ratio was the same, consumers evaluated integrated point cards more positively than single point cards. However, when the percentage of accumulation of single point cards was greater than that of integrated point cards, preventive focus consumers rated single point cards more positively, while promotion-focused consumers rated integrated point cards more positively. The results of this study can give strategic implications to corporate managers in a situation where academic research on the integrated loyalty program is insufficient.

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