자아해석이 분할가격전략에 대한 소비자 평가에 미치는 영향
The Effects of Self-Construals on Consumer Evaluations of Partitioned Pricing
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초록
분할가격전략에 대한 지금까지의 연구결과는 분할가격전략이 소비자들에게 호의적인 반응을 이끌고 더 나아가 수요를 증진시킬 수 있다고 주장하였다. 본 연구는 분할가격전략의 효과에 대한 새로운 경계조건으로 자아해석을 제안하고자 하였다. 실험 1에서는 서로 다른 두 개 국가의 문화(즉, 미국과 한국)로 자아해석을 조작하였고, 자아해석과 가격전략의 상호작용 효과를 살펴보고자 하였다. 실험 2에서는 점화를 이용하여 자아해석을 일시적으로 활성화시키는 방법을 사용하였으며, 종합적 사고방식이 자아해석과 가격전략의 상호작용을 매개하는 효과를 검증하고자 하였다. 실험 1에서는 독립적 자아해석이 강한 소비자들(즉, 미국인)은 제품 혹은 서비스의 가격이 통합가격보다 분할가격으로 제시되었을 때 구매의도가 더 높게 나타난 반면, 상호의존적 자아해석이 강한 소비자들(즉, 한국인)은 분할가격보다 통합가격으로 제시되었을 때 구매의도가 더 높게 나타났다. 실험 2에서는 자아해석과 가격전략의 상호작용 효과가 다시 한 번 지지되었다. 또한, 자아해석과 가격전략이 구매의도에 미치는 영향을 종합적 사고방식이 매개하는 것으로 밝혀졌다. 즉, 소비자들이 상호의존적 자아해석이 강할 때에는 그들의 사고방식 또한 종합적으로 사고하는 경향이 강화되면서 분할가격전략보다는 통합가격전략일 때 구매의도가 더 높아졌다. 반면, 소비자들이 독립적 자아해석이 강할 때에는 그들의 사고방식 또한 종합적으로 사고하는 경향이 약화되면서(혹은 분석적으로 사고하는 경향이 강화되면서) 통합가격전략보다는 분할가격전략일 때 구매의도가 더 높아졌다. 위의 실험 결과는 기업이 가격전략(분할가격 혹은 통합가격)을 구사함에 있어 소비자들의 자아해석 혹은 사고방식을 고려해야 한다는 실무적 시사점을 제공한다.
Abstract
Research on partitioned pricing argues that dividing the price can generate more favorable evaluations and further higher demand compared to an all-inclusive combined price. This study identified a boundary condition for the effectiveness of partitioned pricing by examining the role of self-construals. Experiment 1 was intended to investigate the interaction effect of self- construal and pricing strategy, and self-construal was manipulated by including participants from two different national cultures (i.e., the U.S. and Korea). Experiment 2 was intended to examine that holistic thinking style mediated this interaction effect, and self-construal was situationally activated by priming. Experiment 1 showed that while consumers with independent self-construal (i.e., Americans) were more willing to purchase when a price was partitioned than when combined, while consumers with interdependent self-construal (i.e., Koreans) were more willing to purchase when a price was combined than when partitioned. In addition, Experiment 2 supported again the interaction effect of self-construal and pricing strategy and demonstrated that holistic thinking style mediated the effects of self-construal and pricing strategy on purchase intention. These results provide managerial implications that marketers should consider consumers' self-construals and their thinking styles in implementing pricing strategies.
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