희소성과 브랜드 신뢰도, 제품 유형 및 조절초점이 소비자 구매의도에 미치는 영향에 관한 연구
Effects of Scarcity, Brand Credibility, Product Type, and Regulatory Focus on the Consumer’s Purchase Intention
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본 연구는 희소성을 공급희소성과 수요희소성으로 구분하여 각기 비희소성에 비하여 소비자 구매의도 증대에 기여하는지 분석하고자 한다. 본 연구는 희소성 효과에 있어서 이론적, 실무적으로 중요한 의미를 가지는 조절변수들의 효과를 분석하기 위하여 브랜드 신뢰도(높음/낮음)와 제품 유형(실용재/상징재) 및 조절초점(촉진초점/예방초점)을 조절변수로 도입한다. 본 연구는 연구방법으로서 실험을 사용하고, 실험에 있어서 희소성과 브랜드 신뢰도 및 제품 유형은 조작 변수이며 조절초점은 측정 변수이다. 실험 디자인은 3x2x2 집단간 디자인이 사용되고, 세 가지 조작 변수의 조합에 따라 12가지 광고물이 실험 자극으로서 사용된다. 본 연구의 주요 결과는 다음과 같다. 첫째, 공급희소성과 수요희소성은 각기 비희소성 상황에 비하여 소비자의 구매의도를 증대시켜주는 것으로 나타났다. 둘째, 브랜드 신뢰도가 높은 경우 공급희소성이 비희소성에 비하여 더 효과적으로 나타났지만, 수요희소성과는 유의적인 차이를 보이지 않았다. 그리고 브랜드 신뢰도가 낮은 경우 희소성 효과는 유의적으로 나타나지 않았다. 셋째, 희소성과 조절초점의 상호작용 그리고 희소성과 제품 유형의 상호작용은 소비자 구매의도에 유의적 차이를 가져오지 않는 것으로 나타났다. 공급희소성과 수요희소성이 모두 비희소성 상황에 비하여 더 효과적이라고 할 수 있다. 다만 희소성 효과와 브랜드 신뢰도의 상호작용효과로 인하여 브랜드 신뢰도가 높은 판매자가 희소성 메시지를 제시할 때 소비자의 구매의도가 증대될 수 있다. 본 연구는 대학생을 대상으로 한 실험조사라는 점과 대학생들에게 주로 사용되는 두 가지 제품을 실험 자극으로 사용하였다는 한계점이 있다.
Abstract
This study analyzes if scarcity(supply scarcity and demand scarcity) increases the consumer’s purchase intention. To investigate moderating effects of variables which are theoretically and practically important in scarcity effects the study employs brand credibility(high/low), product type(utilitarian/symbolic), and regulatory focus(promotion focus/ prevention focus) as moderating variables. This study uses experiment as a research method, and it manipulates scarcity(supply/demand/no-scarcity), brand credibility(high/low) and product type(utilitarian/symbolic) and measures subjects’ regulatory focus. The experimental design is 3×2×2 between-subjects design, and 12 advertisements are developed by combining three manipulated variables. Major findings of this study can be summarized as follows. First, supply scarcity and demand scarcity increased consumer purchase intention more than no scarcity situation, respectively. Second, when brand credibility was high supply scarcity increased purchase intention more than no scarcity, however, did not show any difference with the demand scarcity. And scarcity effect was not statistically significant when brand credibility was low. Third, interaction between scarcity and product type and that between scarcity and regulatory focus did not significantly influence purchase intention. This study indicates that both supply scarcity and demand scarcity are more effective than no scarcity in increasing consumer purchase intention. However, marketers with high brand credibility can effectively influence consumer purchase intention, because of the interaction of scarcity and brand credibility. There are limitations in that this research employed university students as subjects and two product categories, as experimental stimuli, which are mainly used by students.
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