건강 기능성 식품의 섭취량 제시 방법이 구매 의도에 미치는 영향
The Effect of Intake Framing of Dietary Supplements on Purchase Intention
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본 연구는 건강 기능성 식품의 섭취량 프레이밍이 구매 의도에 미치는 영향을 살펴보았다. 대부분의 건강 기능성 식품은 장기간 반복적인 소비를 필요로 하기 때문에 제품 효능과 관련된 속성뿐만 아니라 꾸준히 반복적으로 제품을 섭취할 수 있을지에 대한 소비자 자신의 자신감 여부가 구매 의도에 큰 영향을 미친다 . 본 연구는 가격 할인 프레이밍에서 사용되는 확장 프레이밍을 이용하여 제품 섭취량 정보를 범위로 제시하였을 경우 미래 제품 섭취에 대해 예상된 반복감을 낮출 수 있을 것으로 예측하였다. 또 지각된 반복감이 미래의 지속적 반복 소비에 대한 자신감에 긍정적 영향을 주어 구매의도를 높일 것으로 예상하였다. 실증 실험 결과 예측한 바와 같이 섭취량 정보를 범위로 제시하였을 경우 단일 숫자로 제시하였을 경우보다 구매의도가 높은 것으로 나타났다. 또한 이러한 섭취량 프레이밍 효과는 예상된 반복감과 지속적 반복 소비에 대한 자신감으로 이중매개 되었다.
Abstract
The current study examines the influence of the intake framing on the purchase intention of dietary supplements. Most supplementary products require repeated consumptions over the long time to realize their true benefits. Thus, the consumers’ confidence whether they can persistently take those products is an important consideration in making purchase decisions along with the quality of the products. The current study assumes that the change of intake framing can influence the consumers’ level of confidence and therefore purchase intention. Applying the presentation strategy in tensile price, we suggest that expanding framing (presenting intake amount in range) will lower the feeling of repetition towards the future repeated consumption. Lower level of feeling of repetition in turn will increase the confidence in persistent consumption and therefore purchase intention. Empirical study supported the prediction showing that presenting daily intake amount in range had positive influence to purchase intention and the effect is mediated by feeling of repetition and confidence in persistent consumption.
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