단수가격의 효과: 가격수준과 브랜드 인지도의 조절효과
Effect of Odd-Price: Moderating Role of Price Level and Brand Awareness
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단수가격에 관한 연구가 많이 이루어진 미국의 화폐 단위는 달러($)와 센트(¢), 두 가지로 표시한다. 하지만 우리나라의 경우 원(￦) 단위가 유일하며, 1원 단위는 일반적인 현금 거래에서 통용되지 않는 화폐 단위이다. 이처럼 기본적인 화폐 단위에 대한 차이가 있기 때문에 미국의 단수가격의 효과에 관한 실험 결과를 우리나라의 가격 연구에 그대로 받아들일 수 없다. 또한 단수가격의 효과에 관한 기존 연구들은 일반적으로 관여도가 낮은 저가격 제품을 대상으로 하고 있다. 따라서 우리나라의 경우에도 저가격 제품일 때 소비자의 가격에 대한 태도가 긍정적인지에 관한 연구와, 저가격 제품과 비교해 고가격 제품에서 단수가격을 사용하는 경우 그 효과가 달라지는지에 관한 연구를 하고자 한다. 실험 결과, 저가격 제품에서는 선행 연구에서처럼 단수가격에 대한 소비자의 태도가 정수 가격에 대한 소비자의 태도 보다 긍정적이었지만, 고가격 제품에서는 단수가격에 대한 소비자의 태도가 정수가격에 대한 소비자의 태도 보다 부정적으로 나타남을 증명하였다. 그러나 브랜드 인지도와 소비자의 가격에 대한 태도는 서로 상관이 없는 것으로 나타났다.
Abstract
Odd-price effect has been mainly applied to the goods with lower level price because consumers do not process the price information elaborately in the low involvement situation. Additionally as consumers have a tendency to process the price information from the left to the right digit, they perceive the goods with odd-price as much cheaper. The meaning of odd-price has some difference between U.S. and Korea. Usually odd-price in U.S. means 9-ending price. In Korea, odd-price should not be 9-ending price because unit "won" in price is perceived as a very small amount, the price strategy with 9-ending can not used. Thus, the odd-price should be the price ending at least 10 won. For that reason we can’t apply the same concept used in U.S. to the Korean market. Based on the previous studies, I was concerned that odd-price policy still had an effect on the consumer attitude in Korean currency and that it could be applied to the goods with high level price. Additionally I checked how the brand moderates the effect of odd-price because brand could give some trust for the justification of the strategy.
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