온라인 포인트 활용에 대한 소비자 선호에 관한 연구:소비자 조절초점, 포인트 적립수준 및 적립과정의 영향
Preference for Betting in the On-line Mileage Program: Consumers' Regulatory Focus, Level of and Process of Point Earning
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본 연구에서는 최근 온라인 쇼핑몰에서 등장한 새로운 판매촉진활동, 즉 포인트를 걸고 내기에 참여할 수 있는 판촉활동에 대하여 소비자가 어떤 반응을 보이는지 두 개의 실험을 통하여 고찰하였다. 사전조사와 두 개의 실험결과 모두에서 소비자의 조절초점이 중요한 역할을 하는 것으로 나타났다. 즉, 향상초점보다는 방어초점을 지닌 소비자가 적립대안 (vs. 내기대안)을 더욱 선호하였다. 이러한 결과는 방어초점 소비자의 손실회피 성향으로 인한 기존대안 선호현상 및 소유효과, 그리고 달성확률에 대한 높은 가중치부여 등에 기인하는 것으로 추론할 수 있었다. 또한 실험 1에 의하면, 소비자가 현재 적립한 포인트 양이 많을수록 적립대안을 더욱 선호하며, 그 효과는 방어초점 소비자에게서 더욱 강하게 나타났다. 그리고 이 상황에서는 목표 근접성이 중요한 역할을 하는 것으로 제시되었다. 실험 2에서는, 포인트를 적립하는 과정에서 소비자가 투입한 노력의 질이 포인트 활용에 영향을 미치는 것으로 보고되었다. 즉 매몰비용효과와 심적회계현상 등에 의하여, 동일한 수준의 포인트를 적립하였더라도 노력을 많이 투입한 경우 소비자들은 적립대안을 더욱 많이 선택하였다. 마지막으로, 소비자선호 및 판매촉진전략과 관련하여 본 연구결과가 제시하는 이론과 실무에 대한 시사점 및 향후연구방향이 논의되었다.
Abstract
In two experiments and a pilot study, we attempt to examine how consumers respond to a new sales promotion activity, that is, consumers can choose to bet their earned point for a larger reward, recently introduced in on-line shopping malls. The results show that participants in prevention focus preferred keeping the point they earned to betting it more than those in promotion focus across all three studies. This effect could be attributable to their susceptibility to loss aversion, which is related to status quo bias, endowment effect, and higher weights on probability or feasibility. In Experiment 1, it was also found that participants chose the keeping option more as the amount of points accumulated increased. And this effect was more pronounced for prevention-focused consumers. We argue that this was in part due to the fact that individuals tend to maintain or enhance their efforts as they are approaching their goal. The findings of Experiment 2 demonstrate the effect of the quality of efforts that consumer make in obtaining the reward points. Participants showed a stronger preference for keeping the point when they spent more efforts in its earning process, which could be explained by sunk cost effect and mental accounting principle. Finally, we discuss the theoretical and practical implications of the findings, and limitations as well as future research directions.
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