보너스팩 對 가격할인이 선한 식품과 악한 식품의 선호에 미치는 영향: 제시순서 효과 對 준거점수준 효과
The Impact of Bonus Pack versus Price Discount on the Preference for Virtue and Vice Foods: Effect of Presentation Order versus Effect of Level of Reference Point
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본 연구에서는 준거점으로 단위가격과 패키지가격을 사용하고 제시순서(품목먼저 vs. 가격먼저)와 준거점의 수준(낮은 수준 vs. 높은 수준)을 조작하여서 보너스팩과 가격할인이 선한 식품과 악한 식품의 선호에 미치는 영향을 살펴보았다. 연구결과는 다음과 같다. 첫째, 소비자들은 건강에 좋은 선한 식품에 있어서 준거점으로 제시되는 단위가격과 촉진제공물의 패키지가격에서 품목먼저(vs. 가격먼저) 제시조건을 선호하지만, 맛이 좋은 악한 식품에 있어서는 품목먼저(vs. 가격먼저) 제시조건에 대한 선호 효과가 사라지는 것으로 나타났다. 둘째, 판매 촉진 시에 준거점으로 제시되는 정규패키지 제공물과 촉진패키지 제공물의 패키지가격 정보의 제시순서(품목먼저 vs. 가격먼저)는 선한 식품이건 악한 식품이건 모두 소비자의 선호에 영향을 미치지 못하지만, 준거점의 수준(낮은 수준 vs. 높은 수준)은 선한 식품과 악한 식품의 선호에 차별적 영향을 미치는 것으로 나타났다. 즉 소비자들은 선한 식품에 있어서 낮은 수준(vs. 높은 수준)의 준거점을 선호하지만, 악한 식품에 있어서는 낮은 수준(vs. 높은 수준)의 준거점에 대한 선호 효과가 사라지는 것으로 나타났다. 궁극적으로 소비자들은 선한 식품에 있어서 보너스팩(vs. 가격할인)을 선호하지만, 악한 식품에 있어서는 보너스팩(vs. 가격할인)에 대한 선호 효과가 사라지는 것으로 나타났다. 마지막으로 본 연구결과가 제시하는 이론적, 실무적 시사점을 제시하고 연구의 한계와 미래의 연구 방향에 대해서도 논의하였다.
Abstract
In this research, we explore how bonus pack and price discount can influence the preference for healthy(virtue) and tasty(vice) foods by using a unit price or package price for reference point and manipulating presentation order(item-price vs. price-item) and level of reference point(low level vs. high level). The research findings are as follows. First, when sellers communicate a unit price for reference point(i.e., regular offer without any promotion) and a package price for promotional offer, consumers prefer item-price ordering condition to price- item ordering condition for virtue foods but they do not prefer item-price ordering condition to price-item ordering condition for vice foods. Second, when sellers communicate a package price for reference point(i.e., regular package offer without any promotion) and a package price for promotional package offer, the effects of presentation order(item-price vs. price-item) on preference does not hold for virtue and vice foods but level of reference point(low level vs. high level) can influence differently the preference for virtue and vice foods. That is, consumers prefer low-level reference point condition to high-level reference point condition for virtue foods but they do not prefer low-level reference point condition to high-level reference point condition for vice foods. Eventually, consumers prefer a bonus pack to a price discount for virtue foods but they do not prefer a bonus pack to a price discount for vice foods. Finally, we discuss the theoretical and practical implications of our findings and develop directions for future research.
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