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단수가격의 효과에 미치는 영향요인에 대한 고찰: ‘Magnitude’의 효과를 중심으로

Investigating Factors Influencing Odd Price Effect: Focusing on the Effect of Magnitude

이은영|박종철
한국소비자학회 (Korean Society Of Consumer Studies)|2013.12|소비자학연구 (Journal of Consumer Studies)|제24권 제4호|pp. 1-22

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참고문헌

키워드

구매의도가격대단수가격odd pricepurchase intentionsleft-digit effect라운드 가격왼쪽 자릿수 효과번들 크기round price(even price)price rangebundle size
주제분류경제학

초록

본 연구는 단수가격과 관련된 기존 연구를 바탕으로 국내 상황을 고려한 단수가격의 효과를 고찰하였다. 특히, 기존 연구와 다르게 ‘제품 가격대에 대한 크기’와 ‘번들에 대한 크기’에 따라 소비자들이 지각하는 단수가격의 효과가 달라질 것으로 예상하였으며, 이를 검증하기 위해 네 가지 실험을 진행하였다. 그 결과 먼저, 기존 연구와 동일하게 라운드 가격보다는 단수가격 제품에 대한 구매의도가 더 높게 나타났다. 그리고 <실험 1>과 <실험 2>의 상호작용 결과에 의하면, 단수가격의 효과는 가격대에 따라 다르게 나타났다. 즉, 단수가격의 경우 천원대 제품보다 만원대 제품에서 구매의도가 더 높게 나타났다. 그리고 <실험 3>과 <실험 4>의 결과에 의하면, 단수가격의 효과는 제품의 번들 크기에 따라 달라지는 것으로 나타났다. 즉 응답자들은 번들의 크기가 커질수록 단수가격으로 제시된 제품을 더 저렴하다고 지각하였으며(<실험 3>), 구매의도 또한 더 높게 지각하였다(<실험 4>).

Abstract

Most of the research in odd prices were about prices in dollar amount($). In this study we examined the effect of odd price on purchase intentions in domestic situations(won amount, ₩). Odd price is defined as a little amount smaller than round price(ex. $5 → $4.99) and is also referred as ‘nine-ending price'. In this research, for example, we regard odd price as ₩990 for ₩1,000 round price and ₩9,900 for ₩10,000 round price. Numerous studies investigated the effect of odd price on price recall, price perception, purchase intentions, etc. Most of them revealed that odd prices have positive effect on marketing related dependent variables. Specifically odd price does have an impact on sales increase according to perceiving or remembering of left most digits or regarding those odd prices as sale price. Some have suggested that product category or exposure of information(sales cue) play a moderating role on odd price effect. Another stream of research suggests several psychological mechanisms supporting the effect of odd prices. First, odd prices draw attention of the illusion that the price might be cheap. Second, odd price delivers the signal that the price is sale price or the price might be lower than usual. Third, drop-off effect is occurred because consumers might just ignore or round down the right most digits of odd prices. Different from previous studies, we postulate that the price level(magnitude) and bundle size (magnitude) play an essential moderating role in relationship between odd price and purchase intentions. We conducted four studies to support our hypothesis. First, study 1 & 2 revealed that as price level increases, consumers tend to evaluate in a more positive manner to the product with odd price than with round or even price. But these positive effects were weakened when the price level was low. In study 3, though we hypothesized moderating role of bundle size on odd price effect, we found no interaction of odd price and bundle size. But we found interaction of odd price and bundle size in study 4. As a result, we found that the effect of odd price changed according to the size of the bundle(marginally sig.). The respondents considered the product with odd price lower when the size of the bundle grew larger. We may draw several theoretical and practical contributions. Theoretically, we developed a step further in research in odd price and its related studies. Also, considering domestic situation, we proposed a new moderating variable such as price level and bundle size into odd price research. Empirically, we can provide useful information to firms about their pricing strategy. Specifically, firms can apply their nine-ending price strategy differently according to their price level. We provide evidence that it is not effective to apply odd price strategy to every level of prices of their product or services. Also, it is effective to apply odd pricing strategy to new product when its pronouncing is not in close future. For bundled product, it is better to present in larger bundle size in odd price each (total price: ₩9,900 > unit price: ₩990☓10EA) since customers would perceive its price as low.

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