쾌락적 제품과 실용적 제품의 묶음판매 전략이 소비자 구매의도에 미치는 영향 연구: 구매가격제시 프레이밍과 온/오프라인 구매를 중심으로
The Study on the Influence of Bundled Sales Strategy of Hedonic and Utilitarian Products on Consumer Purchase Intention: Focused on Pricing Framing and On / Offline Purchasing Environment
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참고문헌
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초록
본 연구는 보다 효과적인 묶음판매 전략을 구축할 수 있는 실무적 시사점을 제공하고자, 소비자들의 묶음제품에 대한 구매심리에 중점을 맞추어 묶음제품의 유형에 따라서 어떻게 가격을 제시해주고, 어떤 경로를 통해 제품을 구매하는 것이 묶음판매 전략의 큰 효과를 가져 올 수 있는지 실험을 통해 검증하였다. 검증결과, 첫째, 쾌락적 제품의 묶음판매 전략은 실용적 제품의 묶음판매보다 소비자들의 구매의도에 더 큰 영향을 미쳤다. 둘째, 전체가격제시 프레이밍은 실용적 제품의 묶음판매보다 쾌락적 제품의 묶음판매 구매의도에 더 크게 영향을 미쳤다. 셋째, 분할가격제시 프레이밍은 쾌락적 제품의 묶음판매보다 실용적 제품의 묶음판매 구매의도에 더 크게 영향을 미친 것을 확인하였다. 넷째, 온라인과 오프라인 모두 쾌락적 묶음제품이 실용적 묶음제품보다 구매의도에 더 큰 영향을 미침을 발견하였다. 이는 묶음판매 전략의 주 효과가 가격할인이라는 점에 있어서 저렴하게 두 개 이상의 제품을 구매할 수 있다는 묶음제품 판매로 인한 편익에 소비자들의 마음이 집중되어 구매채널의 차이 없이 쾌락적 묶음제품의 효과가 더 크게 났다.
Abstract
This study provides a practical implication for establishing a more effective sales strategy. We focused on buying psychology of bundled products of consumers and tested them through experiments. How to present the price according to the type of bundled product is effective, and how to buy the product through a certain path can have a great effect on the bundling sales strategy. First, the bundle sales strategy of hedonic products had a greater effect on consumers' purchase intention than bundled sales of utilitarian products. Second, overall pricing framing has a greater impact on bundle purchase intentions of hedonic products than bundled sales of utilitarian products. Third, the presentation of the price as a split has more influence on the purchase intention of bundle sales of utilitarian products. Fourth, both online and offline, hedonic products have more influence on purchase intention than utilitarian bundled products. This is because the consumers' minds were concentrated on the convenience of purchasing products cheaply through the bundle sales strategy, so the effect of the bundle of hedonic products was greater without any differences in the purchase channels.
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