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고객보상 프로그램에서 분리 및 통합 프레임의 효과에 관한 연구: 보상수준의 크기를 중심으로

The Influence of Framing on the Effect of Loyalty Program: Focused on the Size of Reward

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한국소비자학회 (Korean Society Of Consumer Studies)|2010.09|소비자학연구 (Journal of Consumer Studies)|제21권 제3호|pp. 143-166

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참고문헌

키워드

심적 회계Mental AccountingBoundary Condition경계조건보상수준Temporal Reframing일시적 재 프레이밍보상 프레임Reward SizeReward Frame
주제분류경제학

초록

이번 연구는 이익 영역에서 일관된 결과를 보이지 않았던 프레이밍 효과를 설명할 수 있는 통합적 관점을 제시하고자 하였다. Thaler(1985)는 이익 영역에서 소비자들이 분리 프레임을 선호한다고 주장하였으나 Soman(1998)은 소비자들이 보상의 액면 가치에 관심을 두게 되어 통합 프레임을 더 가치 있게 생각한다고 주장함으로써 프레이밍 효과에 대해 서로 상반된 견해를 보였다. 따라서 이번 연구는 Gourville(1998)이 손실 영역에서 주장한 일시적재 프레이밍(temporal reframing) 현상이 이익 영역에서도 적용될 수 있을 것이라고 가정하고, 지각된 보상수준과 보상 프레임을 실험을 통해 조작한 다음 이를 통해 지각된 보상수준과 보상 프레임이 고객보상 프로그램에 대한소비자들의 가치 인식에 주는 영향을 살펴보았다. 분석 결과 일상적인 보상수준이라 인식되는 경계조건 내에서는(i.e., 지각된 보상수준이 낮을 때) 소비자들이 통합프레임을 더 선호하였으나 경계조건 밖에서는(i.e., 지각된 보상수준이 높을 때) 분리 프레임을 더 선호하였다. 이러한 결과는 Gourville(1998)이 주장한 일시적 재 프레이밍 원칙이 이익 영역에도 적용될 수 있으며 이익 영역에서의 프레이밍 효과는 Gourville(1998)이 손실 영역에서 주장한 방향과는 반대로 나타남을 확인할 수 있었다.

Abstract

Since there are mixed evidences in the effect of framing in the gain domain, we try to propose the theoretical foundation to incorporate this incongruity by applying the temporal reframing theory proposed by Gourville(1998) into the gain area. According to this point of view, it is expected that an segregated option is preferred since the hedonic pleasure proposed by Thaler(1985) might prevail in building value perception of loyalty program within the high redemption rate condition. However, aggregated option is liked better because the face value proposed by Soman(1998) might work in building value perception of reward program within the relatively low redemption rate condition. It is opposite in the directions of framing effect which was proposed by Gourville(1998) in the loss domain. To test these ideas, we conducted a pre-test and three main studies. The pre-test administered to identify the general perceptions of the redemption rate which are to be considered as boundary condition in the loyalty program. The outcomes show that it is around 5% redemption rate. This research consists of Study 1, Study 2 and Study 3. In Study 1, we apply loyalty program having price discount as reward and manipulate perceived reward size explicitly as two conditions(high: 10% vs. low: 3%). The experimental design adopted in Study 1 could be explained as 2 x 2 between-group design in terms that perception of reward size with 2conditions (high vs. low) and reward frame with 2 conditions (aggregation vs. segregation). The results show that the preference toward a segregated option has relation to the high redemption rate and the subjects with the low redemption rate go for aggregated option. Thus, it could be said that hypothesis 1 and hypothesis 2 are supported in Study 1. Study2 is conducted because the reward frame used in Study 1 might be confounded with the reward timing. Thus, reward scheme providing preemptive reward point is adopted in Study 2 to control the effect of the reward timing in the same experimental context of Study 1. The outcomes of Study 2 also hold the outcomes of Study 1. Study 3 is also conducted because the consumer’s perception of reward size used in Study 1 might be confounded with the boundary condition of reward size. Thus, Study 3 is designed to test hypotheses by incorporating a boundary condition into a experimental design of Study 1 so as to provide a benchmark for comparison. Reward rate with 3 conditions(3%, 5%, and 10%) and reward frame with 2 conditions(aggregation vs. segregation) is adopted as 3 x 2 between-group design in Study 3. The results show that the preference toward a segregated option has relation to the redemption rate with above the boundary condition(10%) and the subjects exposed to the redemption rate on the boundary condition(5%) or under the boundary condition (3%) go for aggregated option. The outcomes of Study 3 also hold the outcomes of Study 1. In summary, this study supports our prediction that the preference toward reward frame could be differed according to the consumer’s perception of reward size. Also it means that two different mental accounting formulas(i.e., hedonic editing vs. face value) might be applied to explain consumer’s value perception of loyalty program in relation to the boundary condition of redemption rate.

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