경찰 승진공정성에 영향을 미치는 요인에 관한 연구

심민규 한국경찰학회 2020 한국경찰학회보 Vol.22 No.1

The promotion system has an important influence on morale cultivation, job motivation, and job satisfaction. For police officers in particular, this promotion system has created various issues both inside and outside the organization. In this situation, this study was conducted to identify how police officers perceive promotion fairness and to determine factors affecting such promotion siege. On the basis of previous studies, promotion siege was confirmed by distributional fairness, procedural fairness and interaction fairness, and promotion influence factors were confirmed through ability, reputation, social qualification, and integrity. As a result, the ability and social qualification factors among promotion influencing factors had an effect on promotion fairness. Also, among the factors affecting promotion, it was analyzed that the negligence had a negative effect on promotion fairness. Reputation has a negative effect on the procedural fairness of promotion. Based on the results of this analysis, policy suggestions such as promotion process by objective factors and transparent promotion process were presented. 승진제도는 경찰공무원의 사기 함양과 업무 동기부여, 직무만족 등과 관련해서 중요한 영향을 미친다. 특히 경찰공무원의 경우 이러한 승진제도로 인해 조직 내외부적으로 다양한 이슈가 생겨왔다. 일반직보다 계급 체계가 많고 복잡한 경찰 공무원의 경우 승진으로 인한 항명파동 등도 발생하고, 승진에 좌절된 경우 조직에 대한 반감 등으로 본인의 업무에 대해서도 소홀할 수 있다. 이러한 상황에서 이 연구는 경찰공무원이 승진공정성에 대한 어떻게 인식하고 있는지와 더불어 이러한 승진공성성에 대해 영향을 미치는 요인을 확인하는 것을 목적으로 수행되었다. 분석결과 승진영향요인 중 능력, 사회적 자격 요인은 승진공정성에 영향을 미치는 것으로 나타났다. 또한 승진영향요인 중 정실은 승진공정성에 부(-)적 영향을 미치는 것으로 분석되었다. 평판의 경우는 승진의 절차적 공정성에 부(-)적 영향을 미치는 것으로 나타났다. 이러한 분석결과를 바탕으로 객관적 요인에 의한 승진 절차와 투명한 승진과정 공개 등과 같은 정책적 제언을 제시하였다.

경찰공무원의 입직과 승진 관계 분석 및 승진적체 감소방안 모색

남재성,이서영,김홍은,주혁준 한국경찰연구학회 2023 한국경찰연구 Vol.22 No.2

Promotion plays an important role in the development of both individuals and organizations by discovering talent. However, there has been distrust and conflict regarding the promotion system among members who insist that constables are relatively limited and delayed in being promoted. The purpose of this study is to identify problems with the current police promotion system and suggest policy plans to reduce delayed promotion. The study analyzed official and unofficial statistical results on the relationship between promotion and entering the job. After the study, the result shows that rank and personnel management systems need to be improved, under which new officers are unequally distributed in a lower rank. There need to adopt and activate plural class system released by the Police Bureau of the Ministry of Public Administration & Security and the National Police Agency, and guarantee the total number of high-ranking promotion of constables. Secondly, there also need to expand police stations with superintendent general in order to reduce delayed promotion and provide with effective and stable public security services. Third, it is necessary to reduce the current 11 ranks of police officers like corporals or inspectors to reorganize the rank system similar to that of the government officials, which enables to increase the advancement ratio of high-ranking promotion for senior superintendent or more. Forth, the regulation of police officers’ employment and regulation need to be rectified to expand the promotion opportunity based on length of service and increase the rate of promotion for deputy assistant commissioner or more of constables up to 20%. It is both the Police Bureau of the Ministry of Public Administration & Security and the National Police Agency that should arrange concrete and detailed devices and regulations for constables to be timely and equally promoted for their effort and competent. 승진제도는 능력과 재능을 갖춘 구성원의 발굴을 통하여 개인과 조직의 발전을 도모할 수 있는 긍정적인 역할을 한다. 그러나 그동안 경찰 내부에서는 승진제도에 대한 구성원들의 불신과 갈등이 지속적으로 존재하고 있고, 특히 일반 순경 출신 경찰공무원들은 상대적으로 상위직으로의 승진 기회가 제한될 수밖에 없는 현실에 봉착해 있다는 지적이 많다. 따라서 이 연구에서는 경찰공무원의 입직경로와 승진에 대한 관계를 경찰 조직 내외부의 공식, 비공식 통계를 통해 유추하여 현행 경찰공무원 승진체계의 문제점을 분석하고, 이를 통해 승진 적체를 완화할 수 있는 정책적 방안을 모색하고자 하였다. 연구결과, 경찰공무원의 승진 적체를 해소하기 위해서는 첫째, 최근 행정안전부 경찰국과 경찰청이 발표한 바와 같이 복수직급제를 도입․확대하고 일반 순경 출신 경찰관의 고위직 승진기회 총량제를 동시에 실시하여 하위직에 편중되어 있는 경찰의 직급구조와 인력구조를 개선하는 것이 필요할 것으로 나타났다. 둘째, 경찰조직의 심각한 인사적체 현상을 일부 해소하고 보다 효율적이고 안정적인 치안서비스를 제공하기 위해서는 소위 중심경찰서라는 경무관 서장제 적용 경찰서의 확대를 검토할 필요가 있을 것으로 보인다. 셋째, 경감이나 경장 등 현행 11개 경찰계급의 축소를 통해 일반직 공무원과 동일하게 직급 및 계급구조를 재편하여 승진적체의 해소는 물론 총경 이상의 고위직 진출 비율도 향상시키는 방안이 필요할 것이다. 넷째, 「경찰공무원 승진임용 규정」 개정을 통한 경감 근속승진 기회의 확대, 경무관 이상의 고위직 경찰공무원 승진 대상자 중 일반 순경 등 하위직 출신 경찰공무원의 비율을 20% 확대 등 하위직 경찰공무원의 승진 기회가 확대될 수 있도록 해야 할 것이다. 그러므로 향후 행정안전부나 경찰청 등 관계 당국에서는 경찰의 승진적체를 해소할 수 있는 다양한 법․제도적 장치를 마련하여 하위직 경찰공무원들이 그들의 노력과 역량에 따라 승진 등 적절한 인사상 혜택을 받을 수 있도록 해야 할 것이다.

The Effect of Price Promotional Information about Brand on Consumer's Quality Perception: Conditioning on Pretrial Brand

이민훈,임항섭 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.3

Price promotion typically reduces the price for a given quantity or increases the quantity available at the same price, thereby enhancing value and creating an economic incentive to purchase. It often is used to encourage product or service trial among nonusers of products or services. Thus, it is important to understand the effects of price promotions on quality perception made by consumer who do not have prior experience with the promoted brand. However, if consumers associate a price promotion itself with inferior brand quality, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. More specifically, low qualitative perception through price promotion will undercut the economic and psychological incentives and reduce the likelihood of purchase. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. Previous literatures on the effects of price promotions on quality perception reveal inconsistent explanations. Some focused on the unfavorable effect of price promotion on consumer's perception. But others showed that price promotions didn't raise unfavorable perception on the brand. Prior researches found these inconsistent results related to the timing of the price promotion's exposure and quality evaluation relative to trial. And, whether the consumer has been experienced with the product promotions in the past or not may moderate the effects. A few studies considered differences among product categories as fundamental factors. The purpose of this research is to investigate the effect of price promotional informations on consumer's unfavorable quality perception under the different conditions. The author controlled the timing of the promotional exposure and varied past promotional patterns and information presenting patterns. Unlike previous researches, the author examined the effects of price promotions setting limit to pretrial situation by controlling potentially moderating effects of prior personal experience with the brand. This manipulations enable to resolve possible controversies in relation to this issue. And this manipulation is meaningful for the work sector. Price promotion is not only used to target existing consumers but also to encourage product or service trial among nonusers of products or services. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. If consumers associate a price promotion itself with inferior quality about unused brand, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. In addition, if the price promotion ends, the consumer that have purchased that certain brand will likely to display sharply decreased repurchasing behavior. Through a literature review, hypothesis 1 was set as follows to investigate the adjustive effect of past price promotion on quality perception made by consumers; The influence that price promotion of unused brand have on quality perception made by consumers will be adjusted by past price promotion activity of the brand. In other words, a price promotion of an unused brand that have not done a price promotion in the past will have a unfavorable effect on quality perception made by consumer. Hypothesis 2-1 was set as follows : When an unused brand undertakes price promotion for the first time, the information presenting pattern of price promotion will have an effect on the consumer's attribution for the cause of the price promotion. Hypothesis 2-2 was set as follows : The more consumer dispositionally attribute the cause of price promotion, the more unfavorable the quality perception made by consumer will be. Through test 1, the subjects were given a brief explanation of the product and the brand before they were provided wit... Price promotion typically reduces the price for a given quantity or increases the quantity available at the same price, thereby enhancing value and creating an economic incentive to purchase. It often is used to encourage product or service trial among nonusers of products or services. Thus, it is important to understand the effects of price promotions on quality perception made by consumer who do not have prior experience with the promoted brand. However, if consumers associate a price promotion itself with inferior brand quality, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. More specifically, low qualitative perception through price promotion will undercut the economic and psychological incentives and reduce the likelihood of purchase. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. Previous literatures on the effects of price promotions on quality perception reveal inconsistent explanations. Some focused on the unfavorable effect of price promotion on consumer's perception. But others showed that price promotions didn't raise unfavorable perception on the brand. Prior researches found these inconsistent results related to the timing of the price promotion's exposure and quality evaluation relative to trial. And, whether the consumer has been experienced with the product promotions in the past or not may moderate the effects. A few studies considered differences among product categories as fundamental factors. The purpose of this research is to investigate the effect of price promotional informations on consumer's unfavorable quality perception under the different conditions. The author controlled the timing of the promotional exposure and varied past promotional patterns and information presenting patterns. Unlike previous researches, the author examined the effects of price promotions setting limit to pretrial situation by controlling potentially moderating effects of prior personal experience with the brand. This manipulations enable to resolve possible controversies in relation to this issue. And this manipulation is meaningful for the work sector. Price promotion is not only used to target existing consumers but also to encourage product or service trial among nonusers of products or services. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. If consumers associate a price promotion itself with inferior quality about unused brand, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. In addition, if the price promotion ends, the consumer that have purchased that certain brand will likely to display sharply decreased repurchasing behavior. Through a literature review, hypothesis 1 was set as follows to investigate the adjustive effect of past price promotion on quality perception made by consumers; The influence that price promotion of unused brand have on quality perception made by consumers will be adjusted by past price promotion activity of the brand. In other words, a price promotion of an unused brand that have not done a price promotion in the past will have a unfavorable effect on quality perception made by consumer. Hypothesis 2-1 was set as follows : When an unused brand undertakes price promotion for the first time, the information presenting pattern of price promotion will have an effect on the consumer's attribution for the cause of the price promotion. Hypothesis 2-2 was set as follows : The more consumer dispositionally attribute the cause of price promotion, the more unfavorable the quality perception made by consumer will be. Through test 1, the subjects were given a brief explanation of the product and the brand before they were provided with a 2x2 ...

구매 혜택을 제공하는 프로모션 종류가 SNS 프로모션 참여 의도에 미치는 영향 : 가격할인 vs 현물 보상 프로모션 참여에 대한 인식된 사회적 가치의 매개효과를 중심으로

최강준(Choi, Kangjun),안동균(Ahn, Dongkyun) 한국상품학회 2021 商品學硏究 Vol.39 No.3

최근 경험재를 판매하는 많은 업체들은 소비자들의 참여를 유발하는 SNS 마케팅을 진행하고 있다. 이러한 SNS 마케팅의 내용은 소비자들이 SNS에 제품을 업로드할 경우 판매자로부터 가격할인이나 현물보상 등의 혜택을 제공받는 것이다. 이러한 SNS 프로모션은 현실에서 많이 사용되고 있음에도 불구하고, 이와 관련된 연구는 매우 부족한 실정이다. 이에, 본 연구는 경험재를 중심으로 SNS 프로모션이 소비자의 프로모션 참여의도에 미치는 영향에 대해 살펴보았다. 이를 위해 본 연구는 두 번의 온라인 실험을 하였다. 먼저, 실험 1의 결과 SNS 활용도가 낮은 소비자는 가격할인 SNS 프로모션에 대해서 SNS 참여 의도가 더 높아지는 것으로 나타났다. 그러나, SNS 활용도가 높은 실험 참가자들의 경우, 프로모션 방식에 따른 프로모션 참여의도의 차이가 나타나지 않았다. 또한, 실험 2에서는 이러한 효과가 실험 참가자들이 인지하는 프로모션 유형에 대한 사회적 가치의 차이에서 발생한다는 것을 보여주었다. 특히, 본 연구는 SNS 활용도가 높은 실험 참가자들의 경우, 가격할인 SNS 프로모션에 대해 자신이 인지하는 사회적 가치가 위협받는다고 생각하는 것을 밝혀내었다. 마지막으로 본 연구는 위의 결과들을 해석하고, 이론적 시사점에 대해 제시하며, 실무자들에게 효과적인 SNS 프로모션의 방법에 대해서 제안하였다. Recently, many companies that sell experience goods often conduct promotions that ask consumers to share the contentswith the goods in their socialmedia for generating viral. The social media marketing is providing price discounts or in-kind rewards when consumers share the contents about the goods. Although the social media is a pervasive instrument of marketing promotion, research on social media promotion is very scarce. Therefore, the current research attempt to find out the effect of SNS promotion on consumer’s participation intention of promotion by using two online experiments. In Experiment 1, we demonstrate that when participantswho make less use of social media are provided price discount promotion, their participation intention for SNS promotion are increased. However, for participants who make more use of social media, there is no significant difference in participation intention of promotion between the promotion types. In Experiment 2, we confirm that these effects are caused by the level of participants’ perceived social value toward the SNS promotions. To be more specific, participants who make more use of social media, think their social value are threatened by price discount promotion. We suggest that theoretical and practical implications about effective SNS promotion.

The Effect of Price Promotional Information about Brand on Consumer's Quality Perception : Conditioning on Pretrial Brand

Minhoon Lee,Hang Seop Lim 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.3

Price promotion typically reduces the price for a given quantity or increases the quantity available at the same price, thereby enhancing value and creating an economic incentive to purchase. It often is used to encourage product or service trial among nonusers of products or services. Thus, it is important to understand the effects of price promotions on quality perception made by consumer who do not have prior experience with the promoted brand. However, if consumers associate a price promotion itself with inferior brand quality, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. More specifically, low qualitative perception through price promotion will undercut the economic and psychological incentives and reduce the likelihood of purchase. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. Previous literatures on the effects of price promotions on quality preception reveal inconsistent explanations. Some focused on the unfavorable effect of price promotion on consumer's perception. Bit others showed that price promotions didn't raise unfavorable perception on the brand. Prior researches found these inconsistent results related to the timing of the price promotion's exposure and quality evaluation relative to trial. And, whether the consumer has been experienced with the product promotions in the past or not may moderate the effects. A few studies considered differences among product categories as fundamental factors. The purpose of this research is to investigate the effect of price promotional informations on consumer's unfavorable quality perception under the different conditions. The author controlled the timing of the promotional exposure and vatied past promotional patterns and information presenting patterns. Unlike previous researches, the author examined the effects of price promotions setting limit to pretrial situation by controlling potentially moderating effects of prior personal experience with the brand. This manipulations enable to resolve possible controversies in relation to this issue. And this manipulation is meaningful for the work sector. Price promotion is not only used to target existing consumers but also to encourage product or service trial among nonusers of products or services. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. If consumers associate a price promotion itself with inferior quality about unused brand, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. In addition, if the price promotion ends, the consumer that have purchased that certain brand will likely to display sharply decreased repurchasing behavior. Through a literature review, hypothesis 1 was set as follows to investigate the adjustive effect of past price promotion on quality perception made by consumers; The influence that price promotion of unused brand have on quality preception made by consumers will be adjusted by past price promotion activity of the brand. In other words, a price promotion of an unused brand that have not done a price promotion in the past will have a unfavorable effect on quality perception made by consumer. Hypothesis 2-1 was set as follows : When an unused brand undertakes price promotion for the first time, the information presenting pattern of price promotion will have an effect on the consumer's attribution for the cause of the price promotion. Hypothesis 2-1 was set as follows : The more consumer dispositionally attribute the cause of price promotion, the more unfavorable the quality perception made by consumer will be. Through test 1, the subjects were given a brief explanation of the product and the brand before they were provid 典型的价格促?是指降低一定?量?品的价格或以相?的价格?得更多?量的?品, ?而增加价?和?造??的激???。 价格促??常用?鼓??有消???品或服?的用??用?品或服?。 因此, 理解价格促??那些???有使用?促?品牌的消?者的此品牌?量?知的影?是?重要的。 然而, 如果消?通?价格促??得的?品的?量不好, 促?可能?不到用??的刺激方法?增加??的效果。 相反?有可能?生。 具???, 通?价格促?消?者?生低的?量的?知?削弱??的和心理上的激?, 減少??的可能性。 因此, ?市???人???理解品牌的价格促?信息如何影?消?者?此品牌的?量的不良?知是非常重要的。 先前的有?价格促???量?知的影?的硏究有不一致的解?。一些是?注格促??消?者?知的不利影?。 但是其他的硏究?示价格促???有提高消?者?品牌的不良?知。之前的硏究???些不一致的?果和价格促??光的?机以及相?的??得出的?量??有?。而且, 消?者是否????品促?都可能????些影?。一些硏究把?品?別的不同作?基本的因素。 本硏究的日的是探?在同的情?下, 价格促?信息?消?者的不良的?量?知?生的影?。作者?制了促?曝光的?机,?去的各?促?形式以及信息?布的方式。 ?以往的硏究不同, 作者通?控制以前?人使用此?品的??的?在??作用???事先?定限制的价格促?的影?。 ??的操作可二解決相?的有可能?生的??。 ??方法???工作方面也是有意?的。价格促?不?适用于已存在的目?消?者, 而且可以鼓??有使用??品和服?的消?者??此?品或服?。因此, ?市???人???理解品牌的价格。?信息如何影?消?者?此品牌的?量的不良?知是非常重要的。如果?有使用???品牌的消?者通???得价格促?的?品的?量不好, 促?可能?不到用??的刺激方法?增加??的效果。 相反?有可能?生。?外, 知果价格促??束, ??了???品的消費者可能會出?明?的減少再??行?。 通?文?回?, 假?1用?探?消費者通??去的价格促??得的?量?知的??作用。 消?者??有使用?的品牌的价格促?而?生的量?知的影??被此品牌?去的价格促?活?所??。?句??, 消?者會??有?行?价格促?的?有使用?的品牌?生不良的?量?知。 假?2-1 : 未使用?的用牌?行首次价格促?的?候, 价格促?的信息?布的方式?影?价格促?的成?。 假?2-2 : 消?者越不在意价格促?的原因, 越容易??品的?量?生不良的?知。 通???1, ?要地解?了?品和品牌在提供四?价格促?形式之前?解??明了每?价格促?

Current Issues in Evaluating Health Promotion Programme Using Traditional Korean Medicine in Korea

한동운,김유금,이영호 대한한의학회 2008 대한한의학회지 Vol.29 No.5

Purpose:The aim of this study is to identify current situation and issues of outcome measures to evaluate the public health programs using traditional medicine by public health centers in Korea. Method:This study analyse and review existing data and documents related to traditional Korean medicine and health policy using contents analysis method. To collect the information on outcome measures evaluating the programmes, this study reviewed annual reports for health promotion programmes using traditional Korean medicine(HP-TKM) of Hub public health centers, as pilot public health centers, which have implemented the health promotion programmes collectively. Additionally, the review included research articles, government documents and book chapters on the topics related assessments in health promotion. Results:HP-TKM are stroke prevention education, smoke free program, health promotion according to Four Constitutional Medicine, home visiting treatment, etc. However, there are only a few studies of traditional medicine focused health promotion evaluation strategies. The benefits of health promotion programs using TKM can be categorized as non-health benefit, physiological, psychological and physical effects. To manage and monitor the intervention programmes efficiently, attention should be given to developing relevant and valid outcome measures for evaluating the programmes by government and public health center. Conclusion:Up to now, considering number of researchers, research projects undertaken or published articles and reports, within traditional Korean medicine there is a lack of capacity in research. Thus, government should pay more attention to developing relevant and valid outcome measures for evaluating the programs. Purpose:The aim of this study is to identify current situation and issues of outcome measures to evaluate the public health programs using traditional medicine by public health centers in Korea. Method:This study analyse and review existing data and documents related to traditional Korean medicine and health policy using contents analysis method. To collect the information on outcome measures evaluating the programmes, this study reviewed annual reports for health promotion programmes using traditional Korean medicine(HP-TKM) of Hub public health centers, as pilot public health centers, which have implemented the health promotion programmes collectively. Additionally, the review included research articles, government documents and book chapters on the topics related assessments in health promotion. Results:HP-TKM are stroke prevention education, smoke free program, health promotion according to Four Constitutional Medicine, home visiting treatment, etc. However, there are only a few studies of traditional medicine focused health promotion evaluation strategies. The benefits of health promotion programs using TKM can be categorized as non-health benefit, physiological, psychological and physical effects. To manage and monitor the intervention programmes efficiently, attention should be given to developing relevant and valid outcome measures for evaluating the programmes by government and public health center. Conclusion:Up to now, considering number of researchers, research projects undertaken or published articles and reports, within traditional Korean medicine there is a lack of capacity in research. Thus, government should pay more attention to developing relevant and valid outcome measures for evaluating the programs.

판매촉진 수단 유형의 판촉효과 비교

김주영(Ju Young Kim),민병필(Byung Phil Min) 한국경영학회 2005 經營學硏究 Vol.34 No.2

The impact and usage of sale promotion in marketing have been increasing out rapidly. However, marketing academicians pay not much attention to this area since a new type of sales promotion is introduced in every day and there is not much promotion-related data stored. The reason why academics don’t catch up real marketing world is lack of framework to compare, evaluate, and create promotional tools. The paper proposes a new structure of sales promotion tools and compares the effectiveness of various sales promotion tools based on the structure. The structure of sales promotion tools is composed by three factors, characteristics of benefit, time of benefit endorsement, and precondition for benefit. The first factor divides promotional tools into the ones that give customers monetary benefits by discount and the others that give non-monetary benefits. The second factor divides promotional tools into the ones that give customers benefits immediately right after they agree to take promotion and the others that give benefits a certain period time later, for example, you can use it next visit. The third factor divides promotional tool into the ones that give benefits to the customers who can satisfy certain conditions, and the others that give benefits without any condition. Various promotional tools could be classified into one of eight categories in this structure.If one understands the characteristics of each category in this structure, such as how much effective it is on increasing sale volume and on communicating with customers under different situations, marketing people can select a proper promotional tool for his marketing objective in a given situation.Based on this framework, the paper try to find out effectiveness of three factors on both sale and communication. Sales effect consists of brand switching, sale volume increase, and repurchase intention, and communication effect consists of attitude for sales promotion, attitude for brand, and purchase intention. The paper develop hypothesis that price discount is better than non-monetary benefit, immediate benefit is better than delayed benefit, and conditional benefit is better than non-conditional benefit from existing theories, such as prospect theory, mental accounting, and self perception theory. The study conducts a questionnaire survey with experimental elements. It shows 8 different SPAD(sales promotional advertising) to subjects and gets measures about their evaluations. Number of respondents is 237 and most of them are students. The result shows that price discount type, immediate benefit type and conditional benefit type are more effective than the other type in the same factor for most cases. However, promotional tool of non-conditional benefit is better in brand switching situation. This study suggests that marketers should provide consumers with a price discount rather than non-monetary benefit. The reason behind this is that price discount is perceived as sacrifice reduction (pay less) rather than benefit increase (unexpected money) and sacrifice reduction is usually perceived as more salient than benefit increase. Therefore marketers need to develop a promotion tool that consumer tends to perceive as sacrifice reduction. The results also shows that immediate benefit can be perceived as sacrifice reduction and delayed benefit as benefit increase since immediate benefit may be perceived as slashing price paid. Conditional promotion needs consumer’s involvement and it becomes more effective in making sales and communication. In order to generalize this result, one has to apply it to many other situations with different promotional tools in a stricter experimental design.

기프트 프로모션에서 무료 증정품의 개수는 많을수록 좋을까? 프로모션 메시지 프레이밍 방식과 무료 증정품 개수의 이중적 역할을 중심으로

안동균,박세범 한국마케팅학회 2022 마케팅연구 Vol.37 No.4

Offering a variety of free gifts has been one of major sales promotion techniques to date employed by numerous companies as consumers are provided with strong short-term incentives for purchase. Although a great deal of research has identified the positive effect of such gift with purchase promotions, relatively little, however, is known about boundary conditions and plausible underlying processes under which offering free gifts with promotions affects consumer attitude toward sales promotions as well as purchase intention. Our research thus aims to investigate whether offering more free gifts would enhance or undermine an attitude toward a gift-with-purchase promotion and purchase intention depending on how such promotion message is framed, and how the perceived level of brand status would moderate such effect between the number of free gifts offered and the different types of gift promotion message framing (Study 1). In addition, the current research further examines how the level of perceived fit between a target product and free gifts offered would moderate an interactive effect of offering more free gifts and the different types of gift promotion message framing on an attitude toward a gift promotion and purchase intention (Study 2). Study 1 employs a 2(promotion message framing: bundled vs. separate) × 2(the number of free gifts offered: one vs. five) × 2(brand status: low vs. high) between- subjects design. The results of Study 1 show that when brand status is low, offering one (vs. five) free gift(s) along with a bundled (vs. separate) promotion message frame can affect more positive impact on an attitude toward the gift promotion and purchase intention as well. When the brand status is high, however, providing one free gift regardless of the gift promotion framing leads to a more positive attitude toward the promotion, which unfortunately is not carried forward to purchase intention. Also, the results of Study 2 which employs a 2(promotion message framing: bundled vs. separate) × 2(the number of free gifts offered: one vs. five) × 2(perceived fit: low vs. high) between-subjects design further demonstrate that offering one (vs. five) free gift(s) along with a bundled (vs. separate) promotion message frame can enhance consumer attitude toward the gift promotion and purchase intention when the perceived fit between the target product-the free gifts is low. The findings, however, reveal that offering five free gifts has a positive impact when the perceived fit is high. Last, we offer relevant theoretical contributions and practical implications made from the experimental findings of this research for further investigation. 오늘날 많은 회사들이 단기적 구매 유인책의 하나로 제품 구매 시 소비자에게 무료 증정품(Free Gifts)을 제공하는 기프트 프로모션(Gift-with-Purchase Promotion)을 활발하게 사용해 왔다. 선행 연구들은 이와 같은 기프트 프로모션의 긍정적 효과를 확인하였지만, 아직까지 기프트 프로모션이 소비자의 프로모션에 대한 태도와 핵심 제품의 구매의도에 영향을 미치는 경계 조건과 메커니즘을 밝혀낸 연구는 제한적인 실정이다. 이에 본 연구는 두 번의 실험 연구를 통해 무료 증정품 제공이 소비자의 프로모션에 대한 태도와 핵심 제품의 구매의도에 미치는 영향을 실증적으로 규명함에 있어서, 프로모션 메시지의 프레이밍 방식과 무료 증정품 개수를 중심으로 브랜드 지위의 조절 효과(실험 1)와 핵심 제품과 무료 증정품 사이의 지각된 적합도의 조절 효과(실험 2)를 살펴보고자 한다. 실험 1은 2(프로모션 메시지 프레이밍 방식: 번들 vs. 분리) × 2(무료 증정품 개수: 한 개 vs. 다섯 개) × 2(브랜드 지위: 낮음 vs. 높음)의 집단 간 실험 디자인을 채택하였다. 실험 결과, 브랜드 지위가 낮을 경우 번들(vs. 분리) 프로모션 프레이밍을 사용할 때에는 한 개(vs. 다섯 개)의 무료 증정품을 제공하는 것이 기프트 프로모션에 대한 소비자의 프로모션에 대한 긍정적 태도와 핵심 제품의 높은 구매의도를 이끌어 낸다는 것을 확인하였다. 그러나, 브랜드 지위가 높을 경우 프로모션 프레이밍 방식에 상관없이 한 개의 무료 증정품을 제공하는 것이 소비자의 프로모션에 대한 태도를 제한적으로 유의하게 향상 시켰지만, 이러한 태도가 소비자의 최종 구매의도까지 이어지지는 않았다. 실험 2는 2(프로모션 메시지 프레이밍 방식: 번들 vs. 분리) × 2(무료 증정품 개수: 한 개 vs. 다섯 개) × 2(지각된 적합성: 낮음 vs. 높음)의 집단 간 실험 디자인을 채택하였다. 실험 결과, 핵심 제품과 무료 증정품의 지각된 적합성이 낮은 경우 번들(vs. 분리) 프로모션 프레이밍이 사용될 때에는 한 개(vs. 다섯 개)의 무료 증정품을 제공하는 것이 기프트 프로모션에 대한 소비자의 프로모션에 대한 긍정적 태도와 핵심 제품의 높은 구매의도를 이끌어 낸다는 것을 보여 주었다. 반면, 핵심 제품과 무료 증정품 간 지각된 적합성이 높을 경우 기프트 프로모션 메시지 프레이밍 방식에 상관없이 다섯 개의 무료 증정품을 제공하는 것이 보다 더 효과적이라는 것을 실증하였다. 마지막으로 본 연구는 이러한 실험 결과들이 내포하는 이론적 의의와 실무적 기여점에 대한 논의를 통해 향후 연구를 위한 시사점을 제공하고자 한다.

제휴 프로모션에 관한 탐색적 연구

이은미,박현희,전중옥 한국마케팅학회 2011 ASIA MARKETING JOURNAL Vol.13 No.1

In today's market scenario, consumers are bombarded with similar promotional messages. It means that managers have to pay attention to promotion strategy to create strong effect as well as to break through the monotony. In this context, although there are strong needs concerning tie-in promotion, research investigating tie-in promotion is limited. Therefore, we extracted tie-in promotion tools and defined the concept of each tie-in promotion tool by analyzing various tie-in promotion cases which are executed in current market. In addition, consumer's recognition of tie-in promotion was investigated through the in-depth interview. The results of case analysis of tie-in promotion and in-depth interview are summarized as follows. First, 9 tie-in promotion tools were extracted: tie-in price reductions, tie-in coupons, tie-in membership, tie-in contests, tie-in premiums (tangibility, intangibility), tie-in payment terms, tie-in sample, tie-in event(culture event, charity event, experience event) and tie-in fund․rebate. Second, 3 categories of the recognition of the consumer for tie-in promotion were extracted: features of preferred tie-in promotion, expectation benefit of tie-in promotion, and risk factors of tie-in promotion. Especially, at the aspect of features of preferred tie-in promotion, fit between consumer pursuit benefit and tie-in promotion was found to be interesting. Moreover, the recognition of the consumer for tie-in promotion were divided with positive(preferred tie-in promotion features, expectation benefit of tie-in promotion) and negative(risk factors of tie-in promotion) factors. In conclusion, the company's effort will be necessary to lower the perceived risk level occurring from the process of accomplishing the tie-in promotion strategy since consumers recognize both positive and negative effects of tie-in promotion. 본 연구는 현재 업계에서 진행하고 있는 다양한 형태의 제휴 프로모션 현황을 분석하여 제휴 프로모션 수단의 개념을 정의하고, 심층면접법을 통해 제휴 프로모션에 대한 소비자의 인식을 확인하고자 하였다. 연구결과는 다음과 같이 요약할 수 있다. 첫째, 사례분석을 통해 제휴 프로모션 수단을 제휴 가격할인, 제휴 쿠폰, 제휴 회원제도, 제휴 콘테스트, 제휴 경품, 제휴 프리미엄(유․무형), 제휴 지불조건, 제휴 샘플, 제휴 이벤트(문화이벤트, 자선이벤트, 체험이벤트), 제휴 리펀드‧리베이트로 체계화 시키고, 각 수단에 대한 개념을 정의함으로써 기존의 판촉수단과 제휴 프로모션 수단의 개념을 구분하고자 하였다. 둘째, 제휴 프로모션에 대한 소비자의 인식을 조사하고, 수집된 자료를 분석하기 위해 Nvivo 8을 이용하여 확보된 질적 자료를 처리하였다. 분석결과, 제휴 프로모션에 대한 소비자의 인식은 크게 ‘선호하는 제휴 프로모션의 특성', ‘제휴 프로모션의 기대혜택', ‘제휴 프로모션의 위험요소’ 측면의 총 세 가지 주요 범주로 나누어졌다. 특히, 세 가지 범주 중에서 선호하는 제휴 프로모션의 특성 범주에 속하는 제휴 프로모션과 자아추구혜택 적합성이라는 요인이 도출된 것은 매우 흥미로운 결과이다. 본 연구의 시사점은 기존 연구에서 기업간 전략적 제휴의 제한적 영역에서만 다루어졌던 제휴 프로모션에 관한 연구를 소비자 관점으로 확대하여 그 연구의 범위를 확장하고, 이와 같은 연구결과를 기반으로 제휴 프로모션의 유형을 구분하기 위한 향후 연구의 초석을 마련하였다는 점에 있다.

중소도시 여성들의 건강증진 생활양식 수행정도에 영향을 미치는 요인 연구

위광복 ( Gwang Bog Wie ),강창렬 ( Chang Yeol Kang ) 한국노인의료복지학회 2010 노인의료복지연구 Vol.2 No.2

This study has researched the factors witch affect life style performance degree of health promotion for women in some small and medium-sized cities so that it can provide data and help to improve effective programs of health promotion. The the performance degree of life style for health promotion amied at women living in Pohang, Andong and Gimcheon of Gyeongsang-bukdo province from July 1st to July 27th in 2010. The measures of the performance degree of life style for health promotion consist of 11 questions for recognized present health condition and general features and 60 questions for health promotion life style, totally 71 questions. They are composed of 4 questions about valanced relationship, 5 about self-regulation, 4 about emotional support and 8 about self-realization and these 4 factors are considered as mental health promotion. Also, physical health promotion of life style consists of 7 factors such as 3 questions about regular meal, 4 about professional health care, 7 questions about sanitary activities, 5 about rest and sleeping, 7 questions about exercise and activities, 6 diet adjustment, 7 about health diet. In the balanced relationship, the number of family members(p<0.05), recognized health conditions(p<0.05) are statistically meaningful and in self-regulation, age(p<0.05) and the presence of religion(p<0.05), the number of family members(p<0.05), recognized health condition(p<0.01) are statistically meaningful. In addition, regarding emotional support, age(p<0.01) and the number of family members(p<0.0l) are statistically meaningful and considering self-regulation, age(P<0.05) and recognised health condition(p<0.01) are statistically meaningful. Based on the results above, regarding life style performance degree of health promotion for women in some small and medium-sized cities, the presence of religion, family type has been influenced and life style performance degree of health promotion by each recognized present health condition is closely related. Especially, in life style performance degree of mental health promotion, age, the presence of religion, the number of family members, recognized health condition have been affected. Thus, women in small and medium sized cities should participate in the activities of health promotion by leading them to behavior change for both mental and physical health promotion and it is necessary to develop and manage systematic health education and health promotion program.