할인크기와 조절초점에 따른 팽창가격할인 효과에 관한 비교분석
Comparative Analyses on the Effects of Tensile Price Discounts by Discount Size and Regulatory Focus
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초록
본 연구는 특정 상표에 대한 팽창가격할인 정보를 제공할 때 할인방식, 할인크기 및 소비자 조절초점이 소비자반응에 미치는 영향을 분석한다. 본 연구의 주요 목적은 할인방식에 따른 소비자 반응이 할인크기 및 조절초점에따라 달라지는가를 분석하는데 있다. 이를 위해 본 연구는 팽창가격할인과 관련된 선행연구를 고찰한 다음 네 가지연구가설을 제안하는데, 두 가지 가설은 할인방식과 할인크기의 주 효과에 관한 것이고, 나머지 가설은 할인방식과할인크기 및 할인방식과 조절초점의 상호작용효과에 관한 것이다. 본 연구는 연구가설을 검증하기 위해 실험방식을 통한 실증적인 자료를 수집했다. 실험설계에서 할인방식과 할인크기는 개체간 변수로 조작되었다. 할인방식은 최대할인, 범위할인, 최소할인 세 가지로 구분되고, 할인 크기는 높은 수준의 할인율(40-70%)과 낮은 수준의 할인율(10-40%)로 구분된다. 그 결과 모두 6개의 실험집단이 구성되었고 집단별로 서로 다는 할인방식과 할인크기가 제시되었다. 한편, 소비자들의 조절초점은 이에 대한 설문항목들에대한 응답결과를 바탕으로 사후적으로 구분되었다. 본 연구는 설정된 가설을 검증하기 위해 ANOVA 분석을 실시했다. 할인방식, 할인크기 및 조절초점은 주 효과로설정되었고, 할인방식과 할인크기 및 할인방식과 조절초점은 상호작용 효과로 설정되었다. 그 결과, 소비자는 할인율의 크기가 클수록 할인정보에 더 호의적인 것으로 나타났고, 할인방식이 소비자 반응에 미치는 영향은 할인율의크기에 따라 다르게 나타나는 것으로 나타났으며, 소비자들은 조절초점에 따라 할인방식에 대해 다르게 반응하고있음이 확인되었다. 마지막으로 본 연구는 연구의 결과를 요약하였고, 본 연구결과의 학술적 및 실무적 시사점을 제시했으며, 마지막으로 연구의 한계점과 후속연구방향을 제안했다.
Abstract
This study analyzed the effects of tensile price reduction type, discount size and consumers'regulatory focus on various types of consumer responses. Minimum discount announcement provides more specific information about the products to be discounted and thus minimum discount claims can be perceived more attractive. Recognizing these phenomena, we proposed differential effects of tensile price reductions by discount size and regulatory focus. We proposed four hypotheses based on prior studies about framing effects and regulatory focus. We propose 1) main effects of discount type, 2) main effects of discount size, 3) interaction effects between discount type and discount size and 4) interaction effects between discount type and regulatory focus. To test these research hypotheses, this study conducted experimental designs. Two hundred fifty undergraduate students were assigned to one of the six experimental groups. Discount type(minimum discount, range discount, and maximum discount) and discount size(10-40%discount, 40-70% discount) were manipulated as between-subject factors. In addition, ten items were developed to measure participants' regulatory focus. We classified participants into prevention focus or promotion focus based on their responses to regulatory goal. We attempted to provide more specific information about price reductions by naming the products to be discounted at the advertisements. We asked the participants to review the price reduction claims carefully and measured their evaluations. Dependent variables were perceived savings, attitude toward the deal and purchase intention of discount claims. Referring to prior research, we developed nine items to measure the dependent variables. Seven point differential semantic type scales were used to measure the nine items. Hypotheses relating to the dependent variables of perceived savings, attitude toward the deal and purchase intention were examined by ANOVAs followed by contrast between treatment groups. First, we confirmed the effects of tensile price reductions. Perceived savings, attitude toward the deal and purchase intention became higher when advertisements claimed a maximum or a range level of savings than when those claimed a minimum level of savings. Second, we found significant main effects of discount size. As expected, larger discount size led consumers to evaluate the discount claims more favorably. Third, we found significant interaction effects between discount claim types and discount size. When small size of discount range were announced we found significant differences in consumer evaluations between discount claim types(minimum discount < range discount < maximum discount). These results reconfirmed prior studies about tensile pice reductions. On the contrary, there were no significant differences between discount claim types when large size of discount range were announced. Forth, we found significant interaction effects between discount type and regulatory focus confirming regulatory fit effects. The results of this study contribute to the literature as the first attempt to examine the effects of tensile price reductions for specific brands. The results of our study also suggest that consumers' reactions to tensile price claims are affected by the discount size and consumers'regulatory focus. We summarized the study results and discussed the managerial implications for store managers. We also indicated the limitations of this study, and suggested the future research directions.
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