가격할인과 보너스팩 판매촉진에 대한 소비자 반응 : 온라인 구매와 판매촉진 수준의 조절효과
Consumer Evaluations of Price Discount and Bonus Pack Promotion : The Moderating Role of Online Purchase Contexts and Sales Promotion Levels
0
조회
0
다운로드
13
인용
0
참고문헌
키워드
초록
판매촉진과 관련된 이전 연구들은 주로 판매촉진의 중요한 두 가지 유형, 가격할인(가격인하 판매촉진)과 보너스팩(가치부가 판매촉진)의 효과에 중점을 두고 진행되어 왔다. 그러나 이와 관련한 연구결과들은 서로 일치하지 않고 있다. 본 연구의 목적은 두 가지 판매촉진 유형과 구매의도 간의 관계를 조절하는 변수들의 영향력을 파악하여 이전 연구결과의 불일치를 설명하는 것이다. 이를 위하여 온라인(오프라인) 구매 상황과 판매촉진 수준이라는 두 가지 조절변수와 판매촉진 유형 간의 상호작용효과를 검증하고자 하였다. 본 연구는 총 3개의 연구로 구성하였다. 연구 1은 판매촉진 유형이 소비자들의 구매의도에 미치는 효과가 온라인과 오프라인 구매 상황에 따라 어떤 차이가 있는 가를 파악하기 위한 것이다. 연구 2는 연구 1의 결과에 대한 일반화를 확인하기 위하여 다른 실험조작물을 이용하여 연구 1의 결과를 확인하기 위한 것이다. 연구 3은 판매촉진 유형과 판매촉진 이익 수준 간의 상호작용 효과를 검증하기 위한 것이다. 연구 1의 결과를 보면 다음과 같다. 오프라인 구매 상황에서는 판매촉진 유형과 구매의도 간에 유의적인 차이가 없는 것으로 나타난 반면에 온라인에서는 가격할인과 보너스팩 판매촉진 간에 유의적인 차이가 있는 것으로 나타나 가설이 지지되었다. 연구 2의 결과는 연구 1의 결과를 지지하고 있다. 연구 3에서는 판매촉진 수준이 높은 경우에는 보너스팩 보다 가격할인 판매촉진에서 소비자들의 구매의도가 높게 나타난 반면에 판매촉진 수준이 낮은 경우에는 두 가지 판매촉진 간에 차이가 없는 것으로 나타났다.
Abstract
Systematic research into promotional effectiveness is important to marketing field because spending on sales promotions continues to be a large part of the marketing communication expenditures for many companies. From an academic approach, most of the previous research has focused on the effectiveness of promotion type: price discount as monetary and bonus pack as nonmonetary promotion. However, results from the previous studies are inconsistent. These inconsistent results may imply further research is needed. This study is to fill this gap by comparing and determining what type of promotion is most effective. The purpose of this study is to test the effects of price discount and bonus pack on purchase intention, and the moderating effects of online or offline purchase contexts and sales promotion level on the relationship between promotion type and purchase intention. According to the research outcomes, the results of study 1 and 2 showed that no differences between the purchase intention of price discount and bonus pack promotions were found on offline purchase context, while purchase intention was higher for price discount on online. These results imply that the price discount may be better than bonus pack promotion with online contexts. Therefore online retailers need to take care when determining appropriate price discounts to attract customers. The results from study 3 suggested that when the sales promotion level was high, the purchase intention of price discount promotion was higher than that of bonus pack. However price discount is not different from bonus pack when the sales promotion offered is low. This study contributes to explaining the inconsistent results found in previous studies
참고문헌 (36)
- 김주영, "판매촉진 수단 유형의 판촉효과 비교", 경영학연구, 34(2), pp.445~469 (2005), 한국경영학회
- 유연재, "가격할인과 보너스 팩 판촉에 대한 소비자 지각과 주관적 가치의 차이", 한국심리학회지: 소비자·광고, 14(2), pp.295~320 (2013), 한국소비자·광고심리학회[DOI]
- 최지은, "판촉의 종류와 제시형태가 소비자 반응에 미치는 영향: 소비자의 인지욕구와 설득지식의 조절역할을 중심으로", 한국심리학회지: 소비자·광고, 14(3), pp.385~408 (2013), 한국소비자·광고심리학회[DOI]
- Alford, L. Bruce, "The Effects of Discount Level, Price Consciousness and Sale Proneness on Consumers’ Price Perception and Behavior Intention", Journal of Business Research, 55(9), pp.775~783 (2002)
- Armstrong, Gary, "Marketing: An Introduction" (2010), Pearson
- Chandon, Pierre, "A Benefit Congruency Framework of Sales Promotion Effectiveness", Journal of Marketing, 64(4), pp.65~81 (2000)
- Chandran, Sucharita, "The Price of ‘Free’-dom : Consumer Sensitivity to Promotions with Negative Contextual Influences", Journal of Consumer Research, 33(3), pp.384~392 (2006)
- Chen, Haipeng, "When More Is Less : The Impact of Base Value Neglect on Consumer Preferences for Bonus Packs over Price Discounts", Journal of Marketing, 76(4), pp.64~77 (2012)
- Chen, Sshih-Fen, "The Effects of Framing Price Promotion Messages on Consumers’Perceptions and Choice Decisions", Journal of Retailing, 74(3), pp.353~372 (1998)
- Diamond, D. William, "Just What Is A ‘Dollar’s Worth’? Consumer Reactions to Price Discounts Vs. Extra Product Promotions", Journal of Retailing, 68(3), pp.254~270 (1992)
- Diamond, D. William, "The Effect of Framing on the Choice of Supermarket Coupons", Advances in Consumer Research, 17, pp.488~493 (1990)
- Diamond, D. William, "The Framing of Sales Promotions : Effects on Reference Price Change", Advances in Consumer Research, 16, pp.241~247 (1989)
- Drozdenko, Ronald, "Risk and Maximum Acceptable Discount Levels", Journal of Product and Brand Management, 14(4), pp.264~270 (2005)
- Dubey, Jayashree, "Personal Care Products:Sales Promotion and Brand Loyalty", The Journal of Contemporary Management Research, 8(1), pp.52~71 (2014)
- Grewal, Dhruv, "The Contingent Effects of Semantic Price Cues", Journal of Retailing, 90(2), pp.198~205 (2014)
- Grewal, Dhruv, "Communicating Price Information through Semantic Cues : The Moderating Effects of Situation and Discount Size", Journal of Consumer Research, 23(2), pp.148~155 (1996)
- Gwinner, Kevin, "Relational Benefits in Services Industries : The Customer’s Perspective", Journal of the Academy of Marketing Science, 26(2), pp.101~114 (1998)
- Hardesty, David, "Consumer Evaluations of Different Promotion Types and Price Presentations:The Moderating Role of Promotional Benefit Level", Journal of Retailing, 79(1), pp.17~25 (2003)
- Heath, B. Thmothy, "Mental Accounting and Changes in Price : The Frame Dependence of Reference Dependence", Journal of Consumer Research, 22(1), pp.90~97 (1995)
- Heilman, M. Carrie, "Pleasant Surprises : Consumer Response to Unexpected In-Store Coupons", Journal of Marketing Research, 39(2), pp.242~252 (2002)
- Kahneman, Daniel, "Prospect Theory : An Analysis of Decision Under Risk", Econometrica, 47(2), pp.263~291 (1979)
- Lee, Jung Eun, "High versus Low Online Price Discounts:Effects on Customers’ Perception of Risks", Journal of Product and Brand Management, 23(6), pp.401~412 (2014)
- Lee, Khai Sheang, "E-Retailing versus Physical retailing : A Theoretical Model and Empirical Test of Consumer Choice", Journal of Business Research, 56(11), pp.877~885 (2003)
- Mishra, Arul, "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)
- Mittal, Banwari, "Measuring Purchase-decision Involvement", Psychology and Marketing, 6(2), pp.147~162 (1989)
- Nunes, C. Joseph, "Incommensurate Resource : Not Just More of the Same", Journal of Marketing Research, 40(1), pp.26~38 (2003)
- Palazon, Mariola, "Effectiveness of Price Discounts and Premium Promotions", Psychology &Marketing, 26(12), pp.1108~1129 (2009)
- Peter, J. Paul, "A Comparative Analysis of Three Consumer Decision Strategies", Journal of Consumer Research, 2(1), pp.29~37 (1975)
- Sinha, Indrajit, "Consumers’ Perceptions of Promotional Framing of Price", Psychology &Marketing, 17(3), pp.257~275 (2000)
- Tan, Soo Jiuan, "While Stocks Last!"Impact of Framing on Consumers’ Perception of Sales Promotions", Journal of Consumer Marketing, 21(5), pp.343~355 (2004)
- Thaler, H. Richard, "Mental Accounting and Consumer Choice", Marketing Science, 4(3), pp.199~214 (1985)
- Verhagen, Tibert, "The Influence of Online Store Beliefs on Consumer Online Impulse Buying : A Model and Empirical Application", Information & Management, 48(8), pp.320~327 (2011)
- Vijayasarathy, R. Leo, "Print and Internet Catalog Shopping : Assessing Attitudes and Intentions", Internet Research : Electronic Networking Applications and Policy, 10(3), pp.191~202 (2000)
- Xu, Yin., "Effects of Price Discounts and Bonus Packs on Online Impulse Buying", Social Behavior and Personality, 42(8), pp.1293~1302 (2014)
- Yi, Youjae, "Segregation vs Aggregation in The Loyalty Program : The Role of Perceived Uncertainty", European Journal of Marketing, 47(8), pp.1238~1255 (2013)
- Zhang, Xiaoni, "The Role of Impulsiveness in A TAM-Based Online Purchasing Behavior Model", Information Resources Management Journal, 19(2), pp.54~68 (2006)