가격을 분할할 것인가? 통합할 것인가? : 부가가격의 수, 판매자 신뢰성, 인지욕구가 소비자 구매의도에 미치는 영향
Price Partitioning or Total Price? The Influences of the Number of Surcharges, Seller Trustworthiness, Consumers' Need for Cognition on Consumers' Purchase Intention
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
본 연구는 분할가격전략에서 부가가격의 수, 판매자의 신뢰성, 소비자 인지욕구가 구매의도에 어떠한 영향을 미치는지에 대해 실증하였다. 본 연구는 자동차수리 서비스업체의 서비스 가격을 세 가지 유형(통합가격, 기본가격과 부가가격 1개, 그리고 기본가격과 부가가격 3개)으로 제시하고, 부가가격의 수에 따라 소비자의 구매의도가 달라지는지를 살펴보았다. 판매자의 신뢰성은 고/저로 시나리오를 조작하였고, 소비자의 인지욕구 수준에 따라 고/저로 집단을 구분하였다. 본 연구는 이 세 가지 요인들이 소비자의 구매의도에 미치는 상호작용효과를 중심으로 탐구하였다. 본 연구결과, 판매자의 신뢰성이 낮거나 소비자의 인지욕구가 낮을 때 부가가격의 수가 너무 많으면, 오히려 통합가격을 제시했을 때보다 구매의도가 크게 낮아졌다. 또한 부가가격의 수, 소비자의 인지욕구, 판매자의 신뢰성의 3원 상호작용 효과를 발견하였다. 인지욕구가 낮은 집단은 판매자의 신뢰성 수준과 관계없이 부가가격의 수가 1개일 때 구매의도가 제일 높게 나타났고, 그 다음 통합, 부가가격 3개 순으로 나타났다. 즉, 부가가격의 수가 3개일 때는 오히려 통합가격보다 구매의도가 크게 낮아졌다. 그러나 인지욕구가 높은 집단은 판매자의 신뢰성 수준에 따라 다른 반응을 보였는데, 판매자의 신뢰성 수준이 높으면 부가가격의 수가 많을수록 구매의도가 증가하였으나, 판매자의 신뢰성 수준이 낮으면 부가가격의 수가 많을수록 구매의도가 감소였다. 이러한 연구결과는 분할가격제시가 항상 통합가격제시보다 긍정적인 효과가 있는 것은 아니며, 판매자의 신뢰성과 소비자의 인지욕구 수준을 고려하여 분할가격정책을 사용해야함을 시사한다.
Abstract
This study investigated effects of the number of surcharges, the seller’s trustworthiness and consumers' need for cognition on consumers’ purchase intention in partitioned pricing strategy. This study presented three types of price presentation (integrated price, base price and one surcharge, base price and three surcharges) and observed how consumers’ purchase intention varied according to the level of seller’s trustworthiness and consumers' need for cognition in case of automobile repair service. This research found two significant 2-way interaction effects. When the level of seller’s trustworthiness was low, presenting too much number of surcharges reduced consumers’ purchase intention significantly, and so consumers’ purchase intention in the three surcharge condition was even lower than in the integrated price condition. In addition, when the level of consumers' need for cognition was low, the result showed similar pattern to the seller’s trustworthiness case. This research also found a significant 3-way interaction effect of the number of surcharges, the seller’s trustworthiness and consumers' need for cognition on consumers’ purchase intention. Consumers’ purchase intention of low cognition group was the highest in one surcharge condition, followed by integrated price and three surcharge condition regardless of the level of seller’s trustworthiness. High cognition group showed different responses depending on the level of the seller's trustworthiness. When the seller's trustworthiness was high, consumers’ purchase intention of high cognition group increased linearly with the number of surcharges. However, when the seller's trustworthiness was low, consumers’ purchase intention of high cognition group decreased with the number of surcharges
참고문헌 (28)
- 매일경제, "새해 달라지는 것, 2012. 12", ~ (2012)
- 주우진, "서비스 & 제품 묶음상품의 공정성 지각 제고를 위한 가격인상 제시 전략", 마케팅연구, 26(2), pp.1~23 (2011), 한국마케팅학회
- Bambauer, Silke, "Should Marketers Use Price Partitioning or Total Prices?", Advances in Consumer Research, 35, pp.262~268 (2008)
- Boulding, William, "A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?", Journal of Consumer Research, 20(1), pp.111~123
- Brynjolfsson, Erik, "Frictionless Commerce? A Comparison of Internet and Conventional Retailers", Management Science, 46(4), pp.563~585 (2000)
- Burman, Bidisha, "Partitioned Pricing : Can We Always Divide and Prosper?", Journal of Retailing, 83(4), pp.423~436 (2007)
- Cacioppo, John T., "The Need for Cognition", Journal of Personality and Social Psychology, 42(1), pp.116~ (1982)
- Carlson, Jay P., "Examining Differences in Consumer Reactions to Partitioned Prices with a Variable Number of Price Components", Journal of Business Research, 61(7), pp.724~731 (2007)
- Campbell, Margaret C., "Perceptions of Unfairness : Antecedents and Consequences", Journal of Marketing Research, 36(2), pp.187~199 (1999)
- Dodds, William B., "The Effects of Price, Brand, and Store Information on Buyers' Product Evaluations", Journal of Marketing Research, 28(3), pp.307~319 (1991)
- Grewal, Dhruv, "The Effect of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions", Journal of Retailing, 74(3), pp.331~352 (1998)
- Hamilton, Rebecca W., "When 2+2 Is Not the Same as 1+3 : Variations in Price Sensitivity Across Components of Partitioned Prices", Journal of Marketing Research, 45(4), pp.450~461 (2008)
- Hitch, Graham J., "The Role of Short-term Working Memory in Mental Arithmetic", Cognitive Psychology, 10(3), pp.302~323 (1978)
- Hogarth, Robin M., "Order Effects in Belief Updating : The Belief-Adjustment Model", Cognitive Psychology, 24(1), pp.1~55 (1992)
- Jacowitz, Karen E., "Measures of Anchoring in Estimation Tasks", Personality and Social Psychology Bulletin, 21(11), pp.1161~1166 (1995)
- Janiszewski, Chris, "The Influence of Price Discount Framing on the Evaluation of a Product Bundle", Journal of Consumer Research, 30(4), pp.534~546 (2004)
- Johnson, Michael D., "The Effect of Price Bundling on Consumer Evaluation of Product Offerings", International Journal of Research Marketing, 16(2), pp.129~142 (1999)
- Lee, Yih H., "Partitioned Pricing in Advertising: Effects of Brand and Retailer Attitudes", Marketing Letter, 13(1), pp.27~40 (2002)
- Morwitz, Vicki G., "Divide and Prosper : Consumers' Reactions to Partitioned Price", Journal of Marketing Research, 35(4), pp.453~463 (1998)
- Mowen, John C., "The 3M Model of Motivation and Personality: Theory and Empirical Applications to Consumer Behavior" (2000), Kluwer
- Nalebuff, Barry, "Why Not? How to Use Everyday Ingenuity to Solve Problems Big and Small" (2003), Harvard Business School Press
- Tversky, Amos, "Judgment Under Uncertainty : Heuristics and Biase", Science, 185(4157), pp.1124~1131 (1974)
- Sheng, Shibin, "Partitioning or Bundling? Perceived Faireness of the Surcharge Makes a Difference", Psychology and Marketing, 24(12), pp.1025~1041 (2007)
- Striving, Mark, "An Empirical Analysis of Price Endings with Scanner Data", Journal of Consumer Research, 24(1), pp.57~67 (1997)
- Stremersch, S, "Strategic Bundling of Products and Prices: A New Synthesis for Marketing", Journal of Marketing, 66(1), pp.55~72 (2002)
- Xia, Lan, "Price Partitioning on the Internet", Journal of Interactive Marketing, 18(4), pp.63~73 (2004)
- Yadav, Manjit S., "How Buyers Evaluate Product Bundles: A Model of Anchoring and Adjustment", Journal of Consumer Research, 21(2), pp.342~353 (1994)
- Yadav, Manjit S., "Bundle Evaluation in Different Market Segments: The Effects of Discount Framing and Buyers’ Preference Heterogeneity", Journal of the Academy of Marketing Science, 23(3), pp.206~215 (1995)