분리 프레이밍 하에서 의사결정 방식 및 효과의 영향요인

Abstract

This paper suggests a new decision making process of consumers when Pennies-a-Day framing is offered. Gouville(1998) suggested that only if the daily payment is small Pennies-a-Day framing can increase compliance of transaction. However, following studies showed that larger daily payment amount or monthly payment also can increase compliance of transaction under Pennies-a-Day framing. Then, there arises a question, what is compared with the larger payments. If small and ongoing expenses are compared with, contrast occurs and compliance of transaction can be decreased. Therefore, when larger daily payment amount or monthly payment is offered under Pennies-a-Day framing, the positive impact of Pennies-a-Day framing can not be explained by Gouville(1998)'s two-step decision-making process. This study divides decision-making process under Pennies-a-Day framing into two cases; 'expense level comparison' and 'reference price comparison.' First, if the benefit of transaction is low, small and ongoing expenses are compared with. Second, if the benefit of transaction and daily payment amount is high, reference price of service which gives similar benefit and has similar payment period is compared with. On the other hand, some researchers argued that consumers will also evaluate the total price (sum of daily payment amounts) under Pennies-a-Day framing, and the number of consumers evaluating the total price will be different according to the level of daily payment amount. This argument is also different with the Gouville's two-step decision-making process and needs more investigation. With this background, we practiced a lab experiment. The experiment is 2 (framing: Pennies-a-Day, Aggregate) × 4 (payment amount: small, medium-small, medium-large, and large) between subjects design. We additionally asked to only the subjects who are offered Pennies-a-Day framing whether they evaluated the total price or not. The results of analysis are as follows: First, Pennies-a-Day framing results in higher compliance of transaction when the payment amount is small, medium-small, and medium-large. Second, the number of subjects who evaluate the total price is independent from the payment amount. Third, whether subjects evaluate the total price affects the level of transaction compliance. However, the sign of impact is different according to the amount of daily payment. When the daily payment amount is small, medium-small, and large, the transaction compliance of subjects who evaluate the total price is lower. When the daily payment amount is medium-large the transaction compliance of subjects who evaluate the total price is higher.