구매자의 관여도 수준에 따라 가격할인이 지각가치, 구매의향, 탐색의도에 미치는 영향

윤남수,김재영,박영균 한국유통과학회 2011 유통과학연구 Vol.9 No.1

One of the major reasons for fierce competition among firms is that they strive to increase their own market shares in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Due to such changes in the marketing environment, differentiated after-sales service and diversified promotion strategies have become more important in the race to gain a competitive advantage.5)6)7)Price discount is one of the popular promotion strategies that most retailers use, especially to increase sales, but offering a price discount does not always lead to the expected result. If marketers apply an identical price-promotion strategy without considering the characteristic differences in products and consumer preferences, the discounted price itself may make people skeptical about the quality of the product. Moreover, the changes in perceived value may appear differently depending on factors such as consumer involvement. This implies that variables such as the level of consumer involvement, brand loyalty, and external reference prices, in reality, would have different effects on how consumers perceive the value of price discounts. The variables that affect consumers' perceived values and buying decisions are diverse and complicated. Several studies have examined the effects of such variables as external reference price, selling price, and brand on consumers' perceived value of products. Results have not shown consistent patterns. Therefore, we must note that the factors affecting consumers' value perceptions and buying behaviors are diverse and that the results of studies on the same dependent variable come out differently depending on what that variable is. This study focused on the level of consumer involvement as a salient variable that supposedly affects the perceived value of a product, willingness to buy, and search intentions. We tried to examine whether a price discount affects the perceived value—such as perceived acquisition value and perceived transaction value—in different ways depending on the level of consumer involvement. In addition, we proposed managerial implications that marketers need to consider as a whole, for instance, product attributes, brand loyalty, and involvement and then established a differentiated pricing strategy, case by case, in order to effectively enhance consumers’' perceived values. As a result, we found that perceived transaction value positively affects perceived acquisition value and when discounting the price of a high-involvement product enhances the consumer’'s willingness to buy, but perceived acquisition value does not affect the search intentions significantly. In the case of discounting prices of low-involvement products, on the other hand, the perceived transaction value has a positive effect on the willingness to buy, but the negative effect of perceived acquisition value on the search intentions was not significant. We suppose that people doubt a product's quality because of a declined perceived quality derived from a price discount. Even though the price discount enhanced the transaction value, people ventually increased their level of searching for additional product information. From the results of this study, we suggest that marketers ought to establish an appropriate value-enhancing strategy based on the understanding of which perceived value consumers rely on more when they conduct purchasing behavior because consumers perceive the degree of importance of acquisition value or transaction value differently, depending on their level of involvement.

라이프스타일에 따른 소비생활만족에 관한 연구: 소비자자신감을 매개변수로

허경옥,여정희,이신애 한국소비자정책교육학회 2017 소비자정책교육연구 Vol.13 No.4

A contemporary society is defined as a consumer society in which consumers are heavily involved in the choosing and the buying of goods to build the individuality, to express their identity and characteristics, their social standing, to distinct themselves from others. It is essential for consumers to take the initiative and to do actions with subjectivity by means of the autonomy and flexibility in the consumption life. In the current study, we defined consumption life satisfaction as a sense of well-being, resulting from initiative decision-making process and positive self-evaluation in the comprehensive domains of consumption and analyzed the structural relationship between lifestyle, consumers' self-confidence (consisting of self-confidence in information acquisition and decision-making process), and consumption life satisfaction. To do so, the data were collected using online survey for adults aged 18-59 in 2015. The sample size is 500. Exploratory factor analysis resulted in three different lifestyles: (1) family-oriented lifestyle, (2) interpersonal relationship-oriented lifestyle, and (3) self-oriented lifestyle. The results showed that all the paths showing the structural relationships between lifestyle, consumer self-confidence, and consumption life satisfaction were statistically significant, indicating that three different lifestyles contributed to the enhancement of consumption life satisfaction through consumers confidence in information acquisition and decision-making process, respectively. It is noteworthy that the magnitude of the effect of lifestyle that influences consumption life satisfaction varied by lifestyles. More specifically, ‘family-oriented’ and ‘interpersonal relationship- oriented’ lifestyle had a relatively stronger effect on consumers confidence in information acquisition. Also, ‘self-oriented’ lifestyle had a relatively stronger effect on consumers confidence in decision-making process. It implied that consumers confidence in information acquisition was more associated with active interaction with people that have close relationships, while confidence in decision-making process was more related to positive self-evaluation about themselves. It suggested that higher level of consumption life satisfaction can be reached by enhancing an individual capability (or competency) in the overall process of decision-making. 소비사회로 규정되는 현대사회에서 소비자는 상품의 소비를 통해 자신을 표현하고, 자아의 형성과 표출, 사회적 위치 표시, 타인과의 구분 짓기 등 다양한 개인적․사회적 욕구를 만족시킨다. 인간의 삶을 보다 행복하고 풍요롭게 가꾸어 나가기 위해서는 자신이 소비생활의 주도권을 가진 주체가 되어 어떠한 상황에서도 적절히 자신의 의지대로 자율적이며 융통성을 가지고 소비생활을 영위하는 것이 필요하다. 본 연구에서는 소비자가 소비주체로서의 자신감, 즉 자신이 소비생활 전반에 걸쳐 주도권을 가지고 의사결정을 내리고 스스로의 능력을 인정하는 자기만족의 개념을 소비생활만족으로 규정하고 관련 변수들과의 관계를 구조적으로 살펴보고자 한다. 소비자를 타인과 구별되는 특징적인 생활양식이라고 할 수 있는 라이프스타일로 유형화하고, 정보획득자신감과 의사결정자신감, 소비생활만족에 이르는 구조모형을 구축하였다. 2015년 전국에 거주하고 있는 성인소비자 18-59세를 대상으로, 이메일 설문지를 실시하였고, 예비조사를 거쳐 성인남녀 500명을 표집하여 최종 분석자료로 사용하였다. 그 결과를 살펴보면, 라이프스타일, 소비자자신감, 소비생활만족 간의 구조적 관계를 나타내는 모든 경로에서 유의한 영향을 미치는 것으로 나타났다. 가족중심형, 타인관계추구형, 자아중심형 등 본 연구에서 분류한 모든 라이프스타일 유형은 정보획득자신감에 영향을 긍정적인 영향을 미치고 나아가 소비생활에도 정적인 영향을 주었다. 또한 세 라이프스타일 유형의 소비자들은 의사결정자신감과 소비생활만족에 긍정적인 영향을 주었다. 소비자자신감인 정보획득자신감과 의사결정자신감에 영향을 주는 정도는 라이프스타일 유형에 따라 다른 양상을 보였다. 소비자의 정보획득자신감에 상대적으로 더 큰 영향을 미치는 유형은 가족중심형과 타인관계추구형이고, 소비자의 의사결정자신감에는 자아중심형이 상대적으로 더 큰 영향을 주었다. 즉, 정보획득자신감이 가족중심적이고 인간관계에서 적극적인 소비자에게서 상대적으로 큰 영향을 주는 것은, 다양하고 신뢰있는 정보를 많이 접하게 될수록 정보획득과정에서 자신감이 상승되는 것으로 보여진다. 또한 그러한 정보를 바탕으로 하여 최종의사결정시 본인에 대해 보다 신뢰하고 긍정적으로 평가할수록 자신감이 높이지는 것으로 유추해볼 수 있다. 이러한 결과는 소비자가 자신의 능력을 긍정적으로 평가하고 가치 있는 존재로 인정함으로써 소비생활만족을 경험할 수 있다는 소비자의 자아측면에서 소비생활만족에 대한 새로운 접근방법을 제시하였다.

Effectiveness of Brand Awareness through Social Media in Generation Z and Millennial Fast-Food Consumer Acquisition

Clarissa R. Magbanua,Trixine Marie G. Olfato,Anne Cheri Marie N. Redota,Antonio E. Etrata Jr. KINFORMS 2021 Management Review Vol.16 No.2

This study focuses on analyzing the effects of brand awareness through the use of social media in consumer acquisition from Generation Y and Z, specifically in the fast-food industry. Specifically, it aims to investigate the impact of social media and brand awareness on consumer food habits, especially content created by a company s customers since it has been determined to have a research gap. The researchers used a stratified sampling method for this study because they had to split the data population into several clusters before the desired qualifications were fulfilled. In addition, the study s population is limited to two generations: Generation Y and Generation Z. The data were then analyzed on a survey of 385 participants. Given the constraints of the new pandemic, the testing instruments will be disseminated, compiled, and interpreted online. The results revealed that brand awareness and social media have a significant impact on consumer acquisition in both Generations Y and Z. In the fast-food industry, both of these factors are critical in encouraging customers to make a purchase.

보험계약 체결에 있어 적정성원칙에 관한 연구

전한덕 한국소비자원 2023 消費者問題硏究 Vol.54 No.2

It has already been three years since the Financial Consumer Protection Act was enacted and implemented. In the meantime, financial authorities and financial institutions have made great efforts to comply with complex and demanding the Financial Consumer Protection Act. As a result, the incomplete sales of financial companies are decreasing, and the awareness of the rights of financial consumers is spreading throughout the society. This is the most positive result of the Financial Consumer Protection Act. However, illegal sales practices related to the sale of financial products, such as large-scale fund redemption and incomplete sales of insurance products, are continuing to occur. In addition, the number of complaints in non-face-to-face financial transactions is increasing, and the Financial Consumer Protection Act should be implemented and observed more effectively in the future. The appropriateness principle needs to be understood and improved from this point of view, and it is necessary to reasonably adjust the subject and scope of the appropriateness principle to the purpose of the system. The obligation to information acquisition should focus on the purchase of appropriate insurance products by financial consumers, and the information and questions provided by consumers should be limited to the extent necessary to assess appropriateness. If a financial company violates the appropriateness principle, it is necessary to strengthen its duty of care and compliance efforts by strictly imposing burden of proof and sanctions. 금융소비자보호법이 제정되고 시행된지도 벌써 3년이 흘렀다. 그 동안 금융당국과 금융회사들은 복잡하고 까다로운 금융소비자보호법령의 준수를 위해 많은 노력을 기울여왔다. 그 결과 금융회사들의 불완전판매는 감소하는 추세로 나타났다. 또한 사회전반에 금융소비자에 대한 권리 의식이 확산되고 있다. 이것은 금융 소비자보호법의 가장 긍정적인 성과로 볼 수 있을 것이다. 그러나 대규모 펀드환매사태, 보험상품 불완전판매 등 금융상품 판매와 관련한 불건전 영업 관행은 지속적으로 발생하고 있다. 또한 최근 비대면 금융거래에서 발생하는 민원은 점점 더 증가하는 추세에 있다. 앞으로 금융소비자보호법령은 지금보다 더욱 실효성 있게 시행되고 준수되어야 할 것이다. 적정성원칙도 이러한 견지에서 이해되고 개선될 필요가 있다. 적정성원칙의 적용 주체와 범위를 제도의 취지에 맞게 합리적으로 조정할 필요가 있다. 정보파악의무는 금융소비자가 자신에게 적정한 보험상품을 구매하는 것에 초점을 맞추어야 하고, 소비자가 제공하는 정보나 질문도 적정성을 평가하기 위해 필요한 범위로 한정시켜야 한다. 금융회사가 적정성원칙을 위반했을 경우 증명책임과 제재를 엄격히 부과함으로써 주의의무 및 법규준수 노력을 강화할 필요가 있다.

Crisis to Opportunity: The Role of Consumer Awareness in Mergers and Acquisitions (M&As) during the COVID-19 Pandemic

장호준,석준희,김종대 한국마케팅학회 2024 ASIA MARKETING JOURNAL Vol.26 No.1

In the uncertainty fueled by the COVID-19 pandemic, mergers and acquisitions (M&As) have emerged as key strategic responses by firms. This study explores the impact of M&As on acquirers' firm value, utilizing a firm-level panel dataset from SDC Platinum. Empirical evidence recognizes the potential negative impact of transaction value in M&As and the pandemic's effect on market volatility that may occasionally exacerbate the adverse influence on acquirers' firm value. The findings indicate that effective marketing strategies, such as enhancing consumer awareness through increasing advertising expenditures, can counterbalance these influences, particularly during uncertain times. This study accentuates the importance of adaptability and a responsive marketing approach in managing M&As during a global crisis. It provides valuable perspectives on consumer awareness in strategic decision-making, offering insights for both academic and business communities and focusing on actionable strategies for navigating the global market turmoil transformed by COVID-19.

소비자 가치의식 척도의 개발 및 타당화

임혜빈,정지나,한승훈,이병관 한국소비자·광고심리학회 2018 한국심리학회지 소비자·광고 Vol.19 No.4

The aim of this study is to develop and to validate the Consumer Value Consciousness(CVC) Scale. The CVC scale is designed to identify the individual differences in the degree of interests in both the acquisition utility and transaction utility. Using responses of 471 participants, a series of factor analyses is performed to examine the factor structure of the CVC scale. The results confirm that the CVC supports a 2-factor structure with 6 items. The subfactors are named value searching and value confirmation, respectively. The construct validity of the CVC scale is explored by correlational analyses with other scales related to consumer decision making behavior. The value consciousness is positively correlated with the maximizing tendency and the analytical decision making style. The value consciousness tendency, however, is not correlated with deal proneness and price consciousness as expected. Finally, a further scenario-based study showed that the value consciousness was related to vulnerability to sunk cost. In conclusion, this study provides an abundance of explanations for consumers who are highly consciousness of value. Further implications and limitations are discussed. 본 연구는 재화가 가진 효용에 대한 소비자의 전반적 평가를 의미하는 소비자의 가치의식을 측정하는 척도를 개발하고 타당화 하는데 그 목적이 있다. 구매상황에서 소비자의 가치의식은 개인 마다 차이를 보이며 선행연구에 따르면 가치의식은 소비자의 관여도, 제품에 대한 지식, 거래 중단 후에 거래에 대한 평가, 쇼핑정보 탐색 행동 등에 영향을 미침으로 소비자의 가치의식 수준에 대한 정확한 측정을 위한 연구는 매우 중요하다고 할 수 있다. 본 연구는 소비자 가치의식 척도를 개발, 타당화 하기 위해 예비문항을 구성하여 성인 남녀 471명을 대상으로 온라인 설문 조사를 실시하였으며, 탐색적 요인분석과 확인적 요인분석을 통해 최종문항을 선정하였고 극대화성향, 의사결정유형, 가격의식, 할인선호성향과 같은 관련척도와 매몰비용 시나리오를 통해 그 타당성을 확보하고자 하였다. 연구결과, 탐색적 요인분석과 확인적 요인분석을 통해 예비문항이 2요인(가치탐색, 가치확인)의 6개의 하위문항으로 이루어진 요인구조임을 확인하여 최종문항을 선정하였으며, 소비자 가치의식 척도가 극대화성향 척도와 의사결정유형 중 합리형과는 정적상관을, 의사결정유형 중 즉흥형과는 부적상관을 나타내는 것을 확인하였다. 또한 소비자 가치의식이 가격의식, 할인선호성향과 구분되는 독립된 성향임을 확인할 수 있었으며, 매몰비용 시나리오 설문 결과를 통해 소비자가치의식이 높은 소비자는 매몰비용에 덜 민감한 것을 확인하였다. 본 연구의 의의와 한계 및 추후 연구에 대해서도 논의하였다.

A SALES PREDICTION MODEL FOR INVESTOR RELATIONS OF AN INNOVATIVE DIGITAL BUSINESS START-UP

Sungha Jang,Jae-Eun Kim,Jongik Kim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

We propose a sales prediction model based on the number of new members, online advertising, and consumer reviews for a short period. Considering purchase behaviors of new and existing members, we predict reliable sales amounts, which can be monthly updated. Our study provides digital marketers with a feasible prediction approach.