본문 바로가기
KERD
논문KCI 등재

구매 채널과 제품 유형이 공익연계 마케팅의 효과에 미치는 영향

Impact of Shopping Channel and Product Type on the Effectiveness of Cause-related Marketing

서해진|송태호
한국전략마케팅학회 (Korean Strategic Marketing Association)|2022.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제30권 제3호|pp. 61-82

0

조회

0

다운로드

3

인용

0

참고문헌

키워드

Cause-related MarketingProduct Type공익연계 마케팅(CM)공익연계 수준구매 채널제품 유형공익연계 공정성Level of CMShopping ChannelFairness of CM

초록

공익연계 마케팅은 공익적 공헌과 제품 구매가 결합된 형태로, 자선적 관점과 합리적인 구매의 관점을 동시에 적용하여 공익연계 제품에 대한 소비자의 반응을 이해할 필요가 있다. 이에 본 연구는 프로스펙트 이론을 토대로 공익연계 수준이 공익연계 제품에 대한 소비자 반응에 미치는 영향을 분석하였다. 구체적으로, 공익연계 수준(1%, 10%, 25%)에 따라 공익연계 제품에 대한 소비자의 지각된 공정성의 차이를 살펴보았다. 또한 공익연계 마케팅의 효과에 영향을 미치는 요인으로써 구매 채널(오프라인/온라인)과 제품 유형(실용적 제품/쾌락적 제품)의 영향에 대해 각각의 주효과 및 공익연계 수준과의 상호작용 효과를 분석하였다. 사전 조사를 거쳐 USB와 이어폰을 실험 제품군으로 선정하고 가상의 시나리오를 활용한 실험을 진행하였다. 총 397명의 응답을 분석한 결과, 공익연계 수준과 공익연계 제품에 대한 소비자의 지각된 공정성 간에 비선형성이 확인되었다. 구매 채널 변수에 대한 분석 결과에 따르면, 오프라인보다 온라인 채널의 구매 상황에서 소비자의 지각된 공정성이 높았다. 또한, 온라인 채널보다 오프라인 채널에서 공익연계 수준이 공익연계 제품에 대한 지각된 공정성에 미치는 영향이 더 큰 것으로 확인되었다. 마지막으로 공익연계 제품에 대한 소비자의 지각된 공정성이 실용적 제품보다 쾌락적 제품의 경우에 더 높게 나타났고, 공익연계 수준에 따른 지각된 공정성의 차이는 실용적 제품에 대해 유의하였다. 본 연구는 이러한 결과를 바탕으로 시사점 및 향후 연구방향을 논의하였다.

Abstract

Cause-related marketing (CM) is an activity that combines public contributions and product purchase. It is necessary to understand consumer response to CM products by applying the perspectives of both philanthropic behavior and rational purchase. Therefore, this study examined the difference in the perceived fairness of CM products by varying the level of CM (1/10/25%) based on the prospect theory. Furthermore, the study analyzed the effects of shopping channel (offline/online) and product type (utilitarian/hedonic) as the main factors. The interaction effects between the two variables and the level of CM were also examined. After a preliminary test, USB and earphones were selected as stimuli and experiments using fictional scenarios were conducted. Analysis of a total of 397 responses resulted in highlighting the non-linearity between the level of CM and the perceived fairness of consumers toward CM products. The perceived fairness was found to be higher in the online than offline channel context. Moreover, the effect of the level of CM on the consumers’ perceived fairness of CM products was greater in the offline than in the online channel context. Furthermore, consumers' perceived fairness toward CM products was found to be higher in the case of hedonic products than utilitarian products.

참고문헌 (76)

  1. 박은아, "단순 할인과 기부 연계 할인의 효과 비교: 이타성, 제품유형에 따른 차이", 한국심리학회지: 소비자·광고, 17(4), pp.851~873 (2016), 한국소비자·광고심리학회[DOI]
  2. 서해진, "메시지 프레임이 공익연계마케팅의 효과에 미치는 영향에 관한 연구 - 공익연계마케팅의 양면성을 중심으로", 경영학연구, 44(3), pp.767~799 (2015), 한국경영학회
  3. 서해진, "공익연계마케팅의 양면적 특성과 메시지 프레임의 효과에 관한 연구 제품 유형의 조절 효과", 경영학연구, 48(2), pp.435~462 (2019), 한국경영학회
  4. 서해진, "자기해석수준에 따른 사회적 책임 활동의 차별적 효과: 브랜드 계층 구조의 관점에서", 상품학연구, 36(1), pp.113~122 (2018), 한국상품학회[DOI]
  5. 송태호, "고객생애가치와 고객자산의 측정에서 경쟁 요인의 역할에 대한 탐색적 연구 : 교차 측정을 통한 실증 비교", 서비스마케팅저널, 13(2), pp.99~109 (2020), 서비스마케팅학회
  6. 송태호, "경쟁 시장 환경에서 고객 관계 관리 전략의 차별적 효과에 관한 연구: 통신 산업 사례", 경영학연구, 49(2), pp.205~330 (2020), 한국경영학회[DOI]
  7. 이영란, "기부연계촉진전략에서 제품가격과 기부수준의 관계", 고객만족경영연구, 22(1), pp.57~75 (2020), 한국고객만족경영학회[DOI]
  8. 조용석, "공익연계 광고의 메시지 소구 유형과 기부수준의 명확성 정도가 광고효과에 미치는 영향", 한국광고홍보학보, 7(4), pp.347~372 (2005), 한국광고홍보학회
  9. 조형기, "공익연계마케팅에서의 제품속성 및 기부제시방식에 따른 소비자의 기부수준인식", 생산성연구: 국제융합학술지, 24(4), pp.93~119 (2010), 한국생산성학회[DOI]
  10. 홍재원, "증권업의 온라인과 오프라인간 가격수용범위(latitude of price acceptance) 차이에 관한 연구", Journal of Global Scholars of Marketing Science(마케팅과학연구), (13), pp.71~88 (2004), 한국마케팅과학회
  11. Alba, J, "Interactive Home Shopping : Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces", Journal of Marketing, 61(3), pp.38~53 (1997)
  12. Arora, N, "Embedded Premium Promotion: Why It Works and How to Make It More Effective", Marketing Science, 26(4), pp.514~531 (2007)
  13. Bolton, L. E, "How Do Price Fairness Perceptions Differ across Culture?", Journal of Marketing Research, 47(3), pp.564~576 (2010)
  14. Brynjolfsson, E, "Frictionless Commerce? A Comparison of Internet and Conventional Retailers", Management Science, 46(4), pp.563~585 (2000)
  15. Burnett, M. S, "Conceptualizing Guilt in the Consumer Decision‐Making Process", Journal of Consumer Marketing, 11(3), pp.33~43 (1994)
  16. Campbell, J. L, "Why Would Corporations Behave in Socially Responsible Ways? An Institutional Theory of Corporate Social Responsibility", Academy of management Review, 32(3), pp.946~967 (2007)
  17. Chaabouni, A, "Cause-related Marketing : Scepticism and Warm Glow as Impacts of Donation Size on Purchase Intention", International Review on Public and Nonprofit Marketing, 18(1), pp.129~150 (2021)
  18. Chang, C. T, "To Donate or Not to Donate? Product Characteristics and Framing Effects of Cause‐Related Marketing on Consumer Purchase Behavior", Psychology & Marketing, 25(12), pp.1089~1110 (2008)
  19. Chu, J, "An Empirical Analysis of Shopping Behavior across Online and Offline Channels for Grocery Products : The Moderating Effects of Household and Product Characteristics", Journal of Interactive Marketing, 24(4), pp.251~268 (2010)
  20. Cone communication, "2017 Cone Communications CSR STUDY" (2017)
  21. Cone communication, "2021 Ushers in a New Era of Corporate Activism" (2021)
  22. Du, Zhongyou, "A Comparison of Donation’s Price Fairness Perception Across Online and Offline Purchase Contexts", Master, pp.2019
  23. Erim, Y, "Influence of Kinship on Donors' Mental Burden in Living Donor Liver Transplantation", Liver Transplantation, 18(8), pp.901~906 (2012)
  24. Folse, J. A. G, "Cause-relating Marketing : The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences and Participation Intentions", Journal of Retailing, 86(4), pp.295~309 (2010)
  25. Cause-related marketing: Designing Successful Campaigns, "Fries, A. J", University of Cologne, ~ (2010)
  26. Grewal, D, "The Effects of Price-comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions", Journal of Marketing, 62(2), pp.46~59 (1998)
  27. Habel, J, "Warm Glow or Extra Charge? The Ambivalent Effect of Corporate Social Responsibility Activities on Customers’ Perceived Price Fairness", Journal of Marketing, 80(1), pp.84~105 (2016)
  28. Hagtvedt, H, "Gilt and Guilt : Should Luxury and Charity Partner at the Point of Sale?", Journal of Retailing, 92(1), pp.56~64 (2016)
  29. Hirschman, E. C, "Hedonic Consumption : Emerging Concepts, Methods and Propositions", Journal of Marketing, 46(3), pp.92~101 (1982)
  30. Holbrook, M. B, "The Experiential Aspects of Consumption : Consumer Fantasies, Feelings, and Fun", Journal of Consumer Research, 9(2), pp.132~140 (1982)
  31. Human, D, "Who Receives What? The Influence of the Donation Magnitude and Donation Recipient in Cause-related Marketing", Journal of Nonprofit & Public Sector Marketing, 24(2), pp.141~160 (2012)
  32. "Executive Summary" (2020)[URL]
  33. Kahneman, D, "Valuing Public Goods: The Purchase of Moral Satisfaction", Journal of Environmental Economics and Management, 22(1), pp.57~70 (1992)
  34. Kau, A. K, "Typology of Online Shoppers", Journal of Consumer Marketing, 20(2), pp.139~156 (2003)
  35. Khan, U, "Licensing Effect in Consumer Choice", Journal of Marketing Research, 43(2), pp.259~266 (2006)
  36. Kivetz, R, "Advances in Research on Mental Accounting and Reason-based Choice", Marketing Letters, 10(3), pp.249~266 (1999)
  37. Kivetz, R, "Earning the Right to Indulge : Effort as a Determinant of Customer Preferences toward Frequency Program Rewards", Journal of Marketing Research, 39(2), pp.155~170 (2002)
  38. Kollmann, T, "Cannibalization or Synergy? Consumers' Channel Selection in Online–offline Multichannel Systems", Journal of Retailing and Consumer Services, 19(2), pp.186~194 (2012)
  39. Kureshi, S, "Testing the Influence of Message Framing, Donation Magnitude, and Product Category in a Cause-related Marketing Context", Journal of Marketing Communications, 26(3), pp.268~289 (2020)
  40. Kurt, D, "The Influence of Friends on Consumer Spending : The Role of Agency–Communion Orientation and Self-monitoring", Journal of Marketing Research, 48(4), pp.741~754 (2011)
  41. Larson, L. R, "Consumer Search and Satisfaction with Mental Health Services", Journal of Services Marketing, 30(7), pp.736~748 (2016)
  42. Leszczyc, P. T. P, "Charitable Motives and Bidding in Charity Auctions", Management Science, 56(3), pp.399~413 (2010)
  43. Lichtenstein, D. R, "Correlates of Price Acceptability", Journal of Consumer Research, 15(2), pp.243~252 (1988)
  44. Lin-Healy, F, "Cheapened Altruism : Discounting Personally Affected Prosocial Actors", Organizational Behavior and Human Decision Processes, 117(2), pp.269~274 (2012)
  45. Lynch Jr, J. G, "Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution", Marketing Science, 19(1), pp.83~103 (2000)
  46. Martin, W. C, "Price Fairness Perceptions and Customer Loyalty in a Retail Context", Journal of Business Research, 62(6), pp.588~593 (2009)
  47. Mazumdar, T, "Effects of Price Uncertainty on Consumer Purchase Budget and Price Thresholds", Marketing Letters, 3(4), pp.323~329 (1992)
  48. Mazumdar, T, "Reference Price Research : Review and Propositions", Journal of Marketing, 69(4), pp.84~102 (2005)
  49. Ming, J, "How Social Presence Influences Impulse Buying Behavior in Live Streaming Commerce? The Role of SOR Theory", International Journal of Web Information Systems, 17(4), pp.300~320 (2021)
  50. Mishra, A, "The Influence of Price Discount versus Bonus Pack on the Preference for Virtue and Vice Foods", Journal of Marketing Research, 48(1), pp.196~206 (2011)
  51. Müller, S. S, "How Much to Give?—The Effect of Donation Size on Tactical and Strategic Success in Cause-related Marketing", International Journal of Research in Marketing, 31(2), pp.178~191 (2014)
  52. Okada, E. M, "Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods", Journal of Marketing Research, 42(1), pp.43~53 (2005)
  53. Pracejus, J. W, "The Role of Brand", Cause Fit in the Effectiveness of Cause-related Marketing Campaigns, 2004, pp.57(6), 635~640
  54. Pracejus, J. W, "On the Prevalence and Impact of Vague Quantifiers in the Advertising of Cause-related Marketing(CRM)", Journal of Advertising, 32(4), pp.19~28 (2003)
  55. Rohm, A. J, "A Typology of Online Shoppers Based on Shopping Motivations", Journal of Business Research, 57(7), pp.748~757 (2004)
  56. Seo, H, "The Differential Motivation and Context Effects of Cause-related Marketing in the Hotel Industry: The Moderating Role of Consumption Value", International Journal of Hospitality Management, 95, pp.102721~ (2021)
  57. 서해진, "Effect of Cause-Related Marketing in the Chinese Market: Moderating Effects of Product Type and Regional Characteristics", 아시아마케팅저널, 22(3), pp.29~50 (2020), 한국마케팅학회
  58. Septianto, F, "The Impact of Gratitude (vs Pride) on the Effectiveness of Cause-related Marketing", European Journal of Marketing, 55(6), pp.1594~1623 (2021)
  59. Shavitt, S, "Attitude Functions in Advertising : The Interactive Role of Products and Self-monitoring", Journal of Consumer Psychology, 1(4), pp.337~364 (1992)
  60. Song, T. H, "The Dynamic Effect of Customer Equity across Firm Growth : The Case of Small and Medium-sized Online Retailers", Journal of Business Research, 69(9), pp.3755~3764 (2016)
  61. Strahilevitz, M. A, "The Effects of Product Type and Donation Magnitude on Willingness to Pay More for a Charity-linked Brand", Journal of Consumer Psychology, 8(3), pp.215~241 (1999)
  62. Strahilevitz, M. A, "Donations to Charity as Purchase Incentives : How Well they Work May Depend on What You are Trying to Sell", Journal of Consumer Research, 24(4), pp.434~436 (1998)
  63. Subrahmanyan, S, "Effects of Price Premium and Product Type on the Choice of Cause Related Brands : a Singapore Perspective", Journal of Product & Brand Management, 13(2), pp.116~124 (2004)
  64. Taute, H, "Feeling Good! Doing Good! An Exploratory Look at the Impulsive Purchase of the Social Good", Journal of Marketing Theory and Practice, 12(2), pp.16~27 (2004)
  65. Thaler, R. H, "Mental Accounting Matters", Journal of Behavioral Decision Making, 12(3), pp.183~206 (1999)
  66. Vaidyanathan, R, "Using Commitments to Drive Consistency: Enhancing the Effectiveness of Cause‐Related Marketing Communications", Journal of Marketing Communications, 11(4), pp.231~246 (2005)
  67. Van den Brink, D, "The Effect of Strategic and Tactical Cause‐Related Marketing on Consumers' Brand Loyalty", Journal of Consumer Marketing, 23(1), pp.15~25 (2006)
  68. Varadarajan, P. R, "Cause-related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy", Journal of Marketing, 52(3), pp.58~74 (1988)
  69. Wang, L, "Chinese Consumers' Response toward Cause-Related Marketing: A Com parison between the Coastal and Inland regions", Master, pp.2016
  70. Wind, Y, "Convergence Marketing", Journal of Interactive Marketing, 16(2), pp.64~79 (2002)
  71. Winterich, K. P, "Warm Glow or Cold, Hard Cash? Social Identity Effects on Consumer Choice for Donation Versus Discount Promotions", Journal of Marketing Research, 48(5), pp.855~868 (2011)
  72. Wolk, A, "Multi-channel Price Differentiation: An Empirical Investigation of Existence and Causes", International Journal of Research in Marketing, 27(2), pp.142~150 (2010)
  73. Yoo, D, "The Dual Processing of Donation Size in Cause-related Marketing (CRM): The Moderating Roles of Construal Level and Emoticons", Sustainability, 10(11), pp.4219~ (2018)
  74. Zeithaml, V. A, "ACR North American Advances. 11", pp.612~616 (1984), Association for Consumer Research
  75. Zemack-Rugar, Y, "When Donating is Liberating : The Role of Product and Consumer Characteristics in the Appeal of Cause-related Products", Journal of Consumer Psychology, 26(2), pp.213~230 (2016)
  76. Zhao, M, "Mental Simulation and Product Evaluation : The Affective and Cognitive Dimensions of Process versus Outcome Simulation", Journal of Marketing Research, 48(5), pp.827~839 (2011)

관련 논문AI추천

한국과 중국시장에서 공익연계마케팅의 효과 비교서해진, 송태호대한경영정보학회 · 경영과 정보연구2019 · 제38권 제4호공익연계 마케팅(CRM) 메시지 제시 여부가 제품평가에 미치는 영향에 관한 연구: 광고소구유형과 제품유형의 조절효과를 중심으로최윤식, 최자영한국소비자학회 · 소비자학연구2011 · 제22권 제3호공익연계 마케팅 평가에서 공익제시유형의 효과: 소비자의 진정성 지각김경진, 나준희, 오만덕한국상품학회 · 상품학연구2009 · 제27권 제3호공익연계마케팅에 대한 손실 지각과 기부 프레이밍이 소비자 태도에 미치는 효과이경탁, 이희욱한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2017 · 제25권 제4호소비자는 어느 정도까지 기부 비율을 수용할까?: 이타성, 제품유형에 따른 구매의도 차이권윤수, 박은아이화사회과학원 · 사회과학연구논총2017 · 제33권 제2호기부 수혜자 유형과 소비자 조절초점이 공익연계 마케팅의 제품태도와 구매의도에 미치는 영향남아영한국상품학회 · 상품학연구2020 · 제38권 제2호

이 간행물의 다른 논문 (4건)

럭셔리브랜드에 대한 전자구전이 브랜드구매의도에 미치는 영향: 정서적애착의 매개효과최철재pp. 1-18인플루언서에 대한 진정성 지각과 준사회적 관계 인식이 인플루언서 옹호상품 구매의도에 미치는 영향송상연, 이윤재pp. 19-32쇼트클립 품질이 사용자 만족, 지속적 사용의도와 정보공유의도에 미치는 영향 -광고의 지각된 침입성 조절변수 중심으로-비위린, 박영아pp. 33-60중소기업의 기술역량과 영업역량이 기업성과에 미치는 영향김정한, 김상덕, 김한준, 남기훈pp. 83-100
원문 보기