소비자의 다양성 추구에 있어서 기대된 만족과 경험한 만족간의 차이에 관한 연구

석관호 ( Kwan Ho Suk ),이지헌 ( Ji Heon Lee ) 한국소비자학회 2010 소비자학연구 Vol.21 No.1

소비자 구매행동은 혈액형과 연관이 있는가?

석관호 ( Kwan Ho Suk ),구지은 ( Ji Eun Koo ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

소비자의 혈액형에 따라 시장을 세분화하거나 제품을 추천하는 혈액형 마케팅이 빈번히 사용되고 있다. 본 연구 는 이와 같은 혈액형 마케팅이 과학적인 사실에 바탕을 두고 있는 지를 검증하고자 하며, 이를 위해 소비자 구매결정 과정에 영향을 미치는 개인의 소비행동 특성변수에 초점을 맞추어 해당 변수가 혈액형과 관련이 있는 지를 연구 하고자 한다. 소비자 행동 연구에 따르면 소비자 구매결정은 총 5개의 단계로 구성되는데, 욕구의 인지. 정보탐색, 대안의 평 가, 구매, 구매 후 행동으로 이루어진다. 소비자 개인의 특성변수는 (1) 소비자 구매결정 각 단계와 관련성이 있는 지, (2) 혈액형에 대한 특성을 반영할 수 있는 지를 기준으로 선택되었다. 그 결과 욕구 인지 단계에서는 소비자의 독특성 욕구(need for uniqueness), 정보 탐색 단계에서는 인지 욕구(need for cognition), 대안 평가 단계에서 는 위험추구(risk taking) 성향, 구매 단계에서는 충동구매(impulse purchase) 성향, 구매 후 행동 단계에서는 불평행동(complaining behavior)이 개인 특성변수로 선정되었다. 사전조사에서는 혈액형별 성격과 혈액형별 소비행동의 특징에 대한 지식, 그에 대한 믿음을 측정하였다. 그 결과, 혈액형과 성격 간의 관계에 대해서는 대부분의 응답자들이 알고 있으며, 절반 이상의 응답자가 실제로 두 변수간의 관련성을 믿고 있는 것으로 나타났다. 혈액형과 소비행동 간의 관계에 대한 지식이나 믿음은 상대적으로 약하지만 27%의 응답자가 혈액형과 소비행동 특성간의 관련성에 대해 보통이상으로 인지하고, 37%의 응답자가 혈액형과 소비행동 특성의 관련성에 대해 보통 이상의 믿음을 가지고 있는 것으로 나타났다. 사전조사에서는 또한 독특성 욕 구, 인지욕구, 위험추구 성향, 충동구매 성향, 불평행동과 같은 소비행동이 어떤 혈액형에서 가장 많이 나타날 지에 대한 믿음(lay belief)을 측정하였다. 그 결과 응답자들은 각각의 혈액형이 특정 소비행동과 밀접히 연관되어 있음 을 강하게 믿고 있는 것으로 나타났다. 구체적으로는 AB형은 독특성 욕구가, A형은 인지욕구가, B형의 경우 위험 추구 성향, 충동구매 성향, 불평행동이 두드러질 것이라 믿고 있었다. 첫 번째 실증 연구에서는 대학생들을 대상으로 앞서 선정한 개인의 다섯 가지 소비행동 특성변수를 측정하였다. 분석 결과, 혈액형은 소비행동 특성변수와 관계가 없는 것으로 나타났다. 다섯 개의 소비자 개인 특성변수 모두 혈액형에 따른 차이를 보이지 않았으며, 이는 혈액형과 소비행동 간에 유의미한 관계가 없음을 나타내는 결과라 볼 수 있다. 두 번째 실증 연구에서는 독특성 욕구, 인지 욕구, 위험 추구 성향, 충동구매 성향을 자기 보고(self-report)가 아닌 다양한 선택 상황에서의 소비자 의사결정을 통해 측정하였다. 그 결과, 첫 번째 연구와 마찬가지로 혈액형에 따른 차이를 보이지 않았다. 본 연구의 결과들은 일반적인 믿음과는 달리 혈액형과 소비행동 간에는 유의한 관계가 없음을 보여주었다. Market segmentation and product differentiation based on consumers` blood type is frequently practiced in Korea. For example, a fusion bar recommends different side dish menus to consumers with different blood type. This research investigates whether the blood type marketing is grounded by scientific evidence showing consumers behavior is related to blood type. This research examines associations between blood type and five dimensions of consumer behavior characeristics that are related to consumer buying decision process. Research on consumer behavior has suggested that consumer decision making consists of five sequential decision stages: Need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior. We selected five consumer behavior characteristic variables that are related to each stage of the decision making process and are supposedly related to lay beliefs about the characteristics of blood type. Specifically, we selected need for uniqueness (need recognition), need for cognition (information search), risk taking (evaluation of alternatives), impulse buying (purchase), and complaining behavior (postpurchase behavior) that represent the buying decision process. This research examined whether the five consumer behavior measures are related to blood type. A pretest explored university stduents` knowledge and beliefs about the relationship between blood type and personality and the relationship between blood type and consumer behavior. Respondents were well aware of the personality characteristics of each blood type and more than half of the respondents believed that personality and blood type are related. Beliefs and knowledge about the relationship between blood type and consumer behavior were weaker compared with those of the relationship between blood type and personality. We also measured lay beliefs about which blood type consumer is most likely to be related to need for uniqueness, need for cognition, risk taking, impulse buying, and complaining behavior. The results showed that the respondents have strong lay beliefs about the association between blood type and specific consumer behaviors. Respondents believed that need for uniqueness is most strongly related to blood type AB and be weakly related to blood type A or O. Need for cognition is strongly related to blood type A, but weakly related to other types. Consumers with blood type B are believed to be most likely to seek risk, buy with impulse, and complain after experiencing dissatisfaction. In sum, these findings suggest that people have stereotypes of blood type with respect to certain dimensions of consumer behavior. Study 1 examined the relationship between respondents` blood types and the five dimensions consumer behavior characteristics. In the study, respondents self reported their consumer behavior traits such as need for uniqueness, need for cognition, risk taking, impulse buying, and complaining behavior. We also manipulated the order in which ABO blood type is measured. In the ABO first condition, blood type was measured before measuring the five consumer behavior traits. In the ABO last condition, blood type was measured after the five consumer behavior measures. It was expected that, as gender stereotypes, measuring blood types first should activate blood type stereotypes, resulting in greater differences across blood types. The results of study 1 showed that blood type is not related to consumer behavior. For all the five consumer behavior measures, we found no significant differences across the consumers with different blood types. In addition, activation of blood type stereotype did not change the result. The findings of this study indicate that there is no significant relationship between blood type and individual difference characericists of consumption behavior. One shortcoming of Study 1 is that consumer behavior characteristics were measured by self-reports, which may not reflect actual consumer decisions. Therefore, we conducted Study 2 Study 2 further examined whether blood type is related to various consumer decisions that are related to need recognition, information search, evaluation of alternatives, and purchase. Specifically we tested the relationship between consumers` blood type and purchase of unique options (i.e., need for uniqueness), decision making time (i.e., need for cognition), choice of risky option (i.e., risk taking), and impulse buying intention (impulse buying). Specifically we tested whether respondents` blood types were reslated to various consumer decision makings such as the extent to choose unique versus ordinary choice options, the amount of time taken to search for product information before making choice decisions, the likelihood of choosing risky over safe options, and their willingness to buy without planning in a given purchase situation. The results showed that blood type was not significantly related to these consumer decision makings In sum, the results of the current research demonstrate that consumers` blood types are not strongly related to consumer behavior, contrary to some beliefs that blood types are related to certain types of consumer behavior. However, future research using different methods (e.g., analyzing shopping data of different blood types) should present more compelling evidence regarding the association between blood type and consumer behavior. Another direction for future research is to test the influence of blood type marketing on consumer perception, attitude, and purchase behavior.

가격과 품질의 손실회피 비대칭성이 가격순서효과에 미치는 영향

석관호 ( Suk Kwanho ),이지헌 ( Lee Jiheon ) 한국소비자학회 2019 소비자학연구 Vol.30 No.6

가격순서효과(price order effect)에 따르면, 소비자들은 대안의 가격이 내림차순(비싼 가격부터 싼 가격의 순서)으로 제시되었을 경우에, 오름차순(싼 가격부터 비싼 가격의 순서)으로 제시되는 경우 보다 더 비싼 제품을 선택할 가능성이 높아진다. 기존의 연구는 가격순서효과가 준거점에 근거한 손실회피 성향 때문에 발생한다고 설명하였다. 본 연구는 기존의 연구를 두 가지 방향으로 확장하였다. 첫 번째는 이론적 확장으로, 일반적인 손실회피 이외에도 가격-품질 손실회피 성향의 비대칭성이 가격순서효과의 한 이유가 된다는 것을 제시하였다. 품질손실회피 성향이 가격손실회피 성향보다 더 크기 때문에, 대안이 품질의 손실로 지각되는 내림차순 조건에서 손실회피의 영향이 더 커질 수 있음을 의미한다. 두 번째는 가격 제시순서로 인한 손실회피의 비대칭성이 고려상표군 형성에 미치는 영향을 검증하였다. 연구의 결과에 따르면 선택 대안의 가격이 내림차순으로 제시되는 경우에, 오름차순으로 제시되는 경우 보다 (1) 고려상표군에 포함된 제품들의 평균가격이 더 높았으며, (2) 더 적은 수의 대안을 포함시키고, 또한 (3) 고려군을 형성하고 있는 대안들의 가격의 범위가 더 좁았다. 이 결과는 기존 이론으로는 설명되지 않으나, 새롭게 제시된 손실회피의 비대칭성으로 설명될 수 있다. The price order effect refers to the phenomenon that consumers tend to select a higher-price, higher-quality option when choice alternatives are presented in descending price order (i.e., highest to lowest) than in ascending price order (i.e., lowest to highest). The price order effect provides practical implications because consumers frequently make choices among options that are ordered according to price. Major online stores present items in an ordered format and provide a tool for sorting the items in an ascending or a descending order of price. Ordered price-based presentations are also frequently used offline. For instance, price-based ordering is one of the most common presentation formats for restaurant menus. Reference-dependent loss aversion has been proposed as theory that explains the price order effect. Consumer preferences are reference dependent in that the utility of an alternative can be affected by the standard against which it is evaluated. Thus, what becomes the reference is an important determinant of consumer choice. The information consumers are exposed to earlier is often used as reference standard for evaluating the information that appears later in the sequence. When prices are presented sequentially, people evaluate the current price of a product against its past prices or against the prices of other brands they have previously encountered. In simultaneous format presentations, the options that appear early in the list serve as reference points for the evaluation of the options that appear later. The earlier items also serve as a reference quality, as evidenced by the fact that prices are positively correlated with perceived quality. The reference quality to be higher with a descending than with an ascending price order. For the first-presented option, reference-dependent perception of gainloss is less likely. Because the impact of loss is greater than the impact of gain in terms of its contribution to overall reference-dependent utility, options presented later in the sequence should have a lower reference-dependent utility, regardless of whether the order is ascending or descending. As a result, the average price of the final choice should be higher with a descending than with an ascending price order. This research extends the theory by proposing that the effect is also accounted for by the asymmetric loss aversion of price and quality. In general, loss aversion is greater for quality than for price. Consumers are reluctant to sacrifice quality in exchange for a lower price, because quality represents the purpose of the purchase, whereas price is perceived as a means for obtaining the quality. Therefore, the impact of loss aversion is greater for quality(i.e., descending price order) than price (i.e., ascending price order), resulting in a greater impact of loss when options are aligned by price in descending than in ascending order. Two empirical studies tested (1) asymmetry of quality and price losses that is a key assumption of the proposed extended theory and (2) the influence of price presentation order on the formation of consideration sets. Study 1 tested the asymmetric loss aversion for quality and price using a multinomial logit model. The data used for the analysis were consumer choice of an option given the list of items presented in either ascending or descending order. Participants were also presented with quality information of options. Depending on the condition, quality scores were either positively correlated with prices or not correlated with prices. The model estimated price gain, price loss, quality gain, and quality loss coefficients, in addition to brand preference dummies. The results of Study 1 present evidence supporting that the impact of loss aversion on choice is greater for quality than price. Study 2 tests the effects of the asymmetry in loss aversion on the formation of the consideration set. The formation of the consideration set has no restriction on the number of options selected, thus allowing for testing the asymmetric loss aversion hypothesis by examining the size and composition of the consideration set. Because the impact of loss is greater for quality than for price, the perceived loss of the options presented later compared to those presented earlier should be greater with a descending price order than with an ascending order. Thus, it is predicted that the size of consideration set will be smaller and the price range of the items in the set will be narrower when the price order is descending than ascending. It is also predicted that the average price of the options included in the consideration set will be higher with the descending order, as we found for the choice task. The results show that the brands included in the consideration set are higher in price, smaller in number, and narrower in the price range in descending price order than in ascending price order. These findings are explained by the proposed extended theory that incorporates asymmetrical influences of quality and price loss aversion.

제품 용량크기와 단위가격의 관계에 대한 연구: 큰 포장제품의 단위가격은 늘 저렴한가?

석관호(Kwanho Suk),주소현(So-Hyun Joo),이미라(Mira Lee) 한국소비자원 2019 消費者問題硏究 Vol.50 No.3

속성 유사성이 제품 선택에 미치는 영향에 관한 연구

석관호(Kwan Ho Suk) 한국마케팅학회 2008 마케팅연구 Vol.23 No.3

소비자 선택모형(consumer choice models) 연구들과 소비자 심리학(consumer psychology) 연구들은 제품의 속성 유사성이 대안 선택에 영향을 미친다는 것을 보여주지만, 그 효과에 대해서는 상반된 결과를 주장한다. 소비자 선택 모형 연구들은 한 대안이 다른 대안들과 속성이 유사할수록, 대안의 선택 확률은 낮아진다는 것을 보여준다. 반면에, 소비자 심리학 연구들은 대안의 속성 유사성이 제품에 대한 선호도를 높인다고 제시한다. 즉, 기존의 문헌은 속성 유사성이 대안의 선택확률에 긍정적, 부정적 영향을 모두 끼칠 수 있다는 것을 제시하고 있다. 본 연구는 이러한 두 개의 다른 연구 흐름을 통합하여, 유사성이 소비자 선택에 미치는 긍정적/부정적 영향은 대안에 대한 소비자의 친숙도에 의해 결정된다는 것을 보여준다. 본 연구는 소비자들이 제품에 친숙할 경우에는 속성 유사성이 대안 선택에 부정적인 영향을 미치나, 소비자들이 제품에 친숙하지 않을 경우에는 속성 유사성이 대안 선택에 긍정적인 영향을 미칠 수 있다는 가설을 제시하였다. 본 연구에서는 소비자의 대안 선택에 관한 이산선택(discrete conjoint choice)자료를 다변량로짓(multinomial logit)모형을 사용하여 가설검증을 실시하였으며, 연구의 결과는 본 연구의 가설을 지지하였다. The current research examines the influence of the attribute similarity among competing brands on consumer`s choice. Attribute similarity is defined as the extent to which a brand has similar with other brands in terms of the attribute levels. Both consumer choice models and consumer behavior studies show that brand preference is affected by attribute similarity. However, the two streams of research emphasize different aspects of the attribute similarity effects. Empirical consumer choice models (e.g., nested logit models and logit models allowing for brand similarity) indicate that the probability that choice probability of a brand decreases as the brand is more similar to others in the choice set due to increased competition and substitutability with other similar brands, resulting in a negative effect on choice (e.g., Manrai 1995). On the contrary, consumer behavior theories suggest that a brand that is more similar to others is preferred to the brands that are less similar (e.g., Loken and Ward 1990). When a brand is more similar to others in attribute levels, the brand is perceived as being a typical brand, and people tend to prefer typical brands to less typical brands. This research attempts to integrate the two streams of research and presents that the influence of attribute similarity on choice is moderated by product familiarity which is defined as the extent to which a set of products are more familiar and easy to evaluate. In general, attribute similarity increases competition and substitutability, resulting in decreased choice probability. However, it is expected that influence will be more positive when products are less familiar, because attribute similarity is more likely to be used as an extrinsic cue. On the other hand, when the product is more familiar, the negative influence of attribute similarity on choice will be more prominent since attribute similarity does not play a role as a decision heuristic. Thus, it is predicted that when products are more familiar, consumers tend to prefer a brand that is more similar to others, whereas when products are less familiar, consumers prefer a more unique alternative. We test the moderating effect of product familiarity on the influence of similarity on choice by analyzing a set of discrete conjoint choice data. The data set includes consumer choice of a film camera out of three familiar products (i.e., 35mm cameras) and three less familiar products (i.e., APS cameras). The data were considered to be appropriate for the study because 35mm cameras are more familiar to consumers than are APS cameras, which were only newly introduced when the main study was conducted. A pretest also supported our conjecture regarding product familiarity showing that 35mm cameras were more familiar than were APS cameras. Thus, it is predicted that the effect on choice of attribute similarity is moderated by the type of camera: Attribute similarity will exert a negative effect on the selection of the 35mm camera, whereas attribute similarity will exert a positive influence on the selection of the APS camera. We tested the influence of attribute similarity by four different models that differ in the manner in which attribute similarity affects choice: The base model, the common attribute model, the interaction model, and the separate similarity model. The Base model assumes that the utility of brand is determined only by the level of attributes and the price. Thus, the model does not incorporate the influence of attribute similarity on choice. The common similarity model assumes that the attribute similarity of a brand with other alternatives in the choice set also influences choice. The Interaction Model includes the interaction between product type and attribute similarity that captures the differential influence of similarity on choice. It is predicted that the interaction term coefficient will be significantly positive, indicating that the influence of attribute similarity on choice is

한국형장애균등지수(KDEI): 기업의 장애인 친화성 척도 개발과 타당화

석관호(Kwanho Suk),조호근(Hogun Cho),김택선(Taegsun Kim),한태림(Tae-Rim Han),방철환(Chul Hwan Bang),김가은(Gaeun Kim) 한국경영학회 2021 經營學硏究 Vol.50 No.3

This research develops and validates the Korean Disability Equality Index (KDEI) that is a scale to measure disabled-friendliness in the workplace. Although quantitative indices of employment of the disabled show an improving trend in Korea, the quality of the job and the working conditions of disabled employees still require substantial improvements. The scale intends to capture the qualitative aspects of disabled-friendliness by evaluating the long-term plans, executions, and management of companies to provide disabled employees fair and equal opportunities and working environment. The developed scale consists of five measurement dimensions, 12 sub-dimensions, and 66 items. Content validity of the measurement dimensions and items was validated by experts. Tests of criterion-related validity using data from 44 companies present strong concurrent validity. The score of the KDEI was significantly related to (1) the social motive in hiring disabled workers, (2) the decreased difficulty in hiring because of either the incompetence of companies or problems in manpower supply and demand, (3) the knowledge of human-resource managers about support programs for disabled employees, and (4) the hiring rates of the disabled. The index can be used to assess current working conditions and to manage and monitor goals related to the disabled-friendliness of companies.

소비자의 심리적 특성이 EDLP상점과 HiLo상점 선택에 미치는 영향

석관호(Kwan Ho Suk),구지은(Ji Eun Koo),윤성아(Song Oh Yoon) 한국마케팅학회 2012 마케팅연구 Vol.27 No.1

소비자의 상점 선택은 유통관리자에게 매우 중요한 이슈이나, 소비자의 심리특성과 상점선택의 관계를 보여주는 연구는 많이 이루어지지 않았다. 본 연구에서는 소비자의 조절초점과 위험추구 성향이 EDLP(every day low price)와 HiLo(high-low price)상점의 선택에 미치는 영향을 보고자 한다. 할인크기는 작으나 할인을 자주하는 EDLP상점과 할인의 빈도는 낮으나 할인의 크기가 큰 HiLo상점에 대한 소비자의 선택은 할인크기와 할인빈도 중에서 어떠한 요소를 더 중요시 하느냐에 따라 달라진다. 본 연구는 이러 한 상점선택에 영향을 미칠 것으로 기대되는 소비자의 조절초점과 위험추구 성향의 영향에 대한 4개의 가설을 제시하였다. 구체적으로 자신들이 받을 수 있는 최대 이익에 더 민감한 향상초점 성향과 위험추구 성향의 소비자 들은 상대적으로 큰 할인을 제공하는 HiLo점포에 대한 선호가 높으며, 반대로 확실한 할인의 기회가 더 중요한 방어초점 성향과 위험회피 성향의 소비자들은 할인의 빈도가 높은 EDLP상점을 더 선호할 것이라는 가설이 제 시되었다(가설1, 가설3). 또한, 이러한 선호의 차이는 이들 소비자들이 할인의 크기와 할인빈도에 두는 가중치 의 차이 때문에 발생하는 효과임을 제시한다(가설2, 가설4). 이들 가설은 두 실증연구를 통해 검증되었다. 조절초점의 영향을 연구한 연구1은 방어초점 소비자가 향상초점 소비자보다 상대적으로 EDLP상점을 더 선호하는 것을 보여주었다. 또한 이러한 차이는 할인크기의 영향력이 조절초점에 따라 달라지기 때문이라는 결과를 보여주었다. 연구2는 위험추구 성향이 점포선택에 미치는 영향을 검증하였다. EDLP상점에 대한 선호는 위험회피 성향이 강할수록 커졌으며, 이러한 선호의 이유는 상점선택에 있어서 할인빈도의 중요성이 위험추구 성향에 따라 달라지기 때문임을 보여주었다. Understanding factors affecting consumer store choice is essential for retail managers. Previous research has explored the influence of consumer buying behavior and demographic variables on store choice. However, little attention has been directed to psychological variables underlying consumer preference for choice. This research examines the potential impact that consumer`s individual dispositions have on the choice between EDLP (every day low price) and HiLo (high-low price) stores. EDLP stores offer more frequent price discounts, with each discount having a relatively small magnitude. On the contrary, HiLo stores offer less frequent discounts, but each discount size is larger. Therefore, consumers who give more weight to discount frequency should prefer EDLP to HiLo, whereas consumers who place more weight on discount depth should prefer HiLo to EDLP. We posit that potential individual variables that affect weight allocation on discount depth and frequency, consequently causing a differential store choice between EDLP and HiLo, are consumer`s self-regulatory focus and risk taking tendency. In particular, consumers with distinct promotion self-regulatory focus are more likely to prefer HiLo store to EDLP store because they are eager to achieve the maximum price discount. Conversely, consumers with distinct prevention self-regulatory focus are more concerned about not missing out promotion opportunities, leading to a greater preference of EDLP over HiLo store (Hypothesis 1). Individuals with risk-seeking orientations, like promotion-focus consumers, are more likely to prefer HiLo store because they are more sensitive to receiving the maximum discount than to merely getting any discounts. In contrast, individuals with risk-averse tendencies seek sure discount opportunities, similar to prevention-focus consumers, leading to a greater preference for EDLP store (Hypothesis 3). We further suggest that this difference in store preference is mainly driven by their differential weighing of discount frequency and discount depth. Specifically, discount depth exerts more effect on store choice for consumers with promotion- focus and risk-seeking orientations (Hypotheses 2a and 4a), whereas discount frequency is more heavily weighted by consumers with prevention-focus and risk-averse orientations (Hypotheses 2b and 4b). Two empirical studies provide evidence supporting our hypotheses. In Study 1, we examined the relationship between self-regulatory focus and store choice. Participants were presented with 18-month`s price history of a shampoo brand in an EDLP and a HiLo store. While the average prices offered by the two stores were the same, the EDLP store, compared with the HiLo, offered discounts more frequently, with a smaller depth. Participants were asked to choose a store to visit. Then we measured perceived discount depth and perceived discount frequency of the two stores, followed by measures for chronic self-regulatory focus. As expected, the result showed that participants with promotion (prevention) focus preferred HiLo (EDLP) store, with the choice of the HiLo store by promotion-focus participants and prevention-focus participants being 56% and 36%, respectively. To investigate whether the weighing of discount-frequency and discount-depth differs by self-regulatory focus, store choice was regressed on the self-regulatory focus score, the relative discount depth and frequency calculated using the perceived discount depth and frequency, the interaction of the self-regulatory focus and the relative discount depth, and another interaction of the self-regulatory focus and the relative discount frequency. The result supported the hypothesis 2a, showing that the influence of discount depth on store choice is stronger for promotion-focus than for prevention-focus. But the hypothesis 2b predicting that discount frequency is more important to prevention-focus was not supported. Study 2 tested the influence of individual`s risk attitude

제품 소비량과 다양성추구 성향의 연관성에 관한 연구

석관호(Kwanho Suk),윤성아(Song-Oh Yoon) 한국유통학회 2013 流通硏究 Vol.18 No.4

본 연구는 가구(household) 수준에서 제품 소비량과 다양성추구 성향과의 관련성을 검증하였다. 구체적으로, 제품을 많이 구매, 소비하는 가구일수록 다양성추구 성향이 강해질 것으로 예측하였으며, 두 가지 매개효과를 검증하였다. 첫 번째 매개변수는 1회 평균 구매량이다. 전반적인 제품 소비량이 많은 가구일수록 한 번에 구매하는 양이 많다. 1회 평균 구매량이 많을수록 소비시점의 싫증을 과다 예측하고, 미래선호에 대한 불확실성, 욕구의 다양성이 높아져서 구매시 더 다양한 제품을 선호한다. 또 다른 매개변수는 구매시간 간격이다. 전체 소비량이 많은 가구일수록 구매 간격이 짧아지며, 구매 간격이 짧을수록 동일한 제품에 대한 반복적인 소비로 인한 싫증을 더 크게 느껴서 다양성추구를 할 것으로 기대된다. 본 연구는 2001년부터 2004년까지 3년 동안의 1,119가구의 실제 라면 구매 자료를 사용하였다. 라면 전체 구매량이 많은다량사용자(heavy-user) 가구일수록 다양성추구 성향이 높으며, 많은 1회 평균 구매량과 짧은 구매시간 간격에 의해 매개됨을 확인했다. 또한, 추가분석을 통해 라면 구매량에 근거한 4개의 세분집단을 구분하였으며 구매행동 특성, 인구통계 특성, 점포 선호 특성이 어떻게 다른가를 검증하였다. 그 결과 구매행동과 점포 선호 특성에서 집단간 의미 있는 차이가 나타났다. 본 연구는 기업 경영에 중요한 변수인 소비자의 구매량과 소비량으로 시장을 세분화하고, 각 세분시장의 구매특성을 탐색한 첫 번째 국내 연구라는 점에서 큰 의의가 있다. 또한, 다량사용자 가구에 대한 인구통계, 구매 행동 특성을 알아봄으로써, 효율적인 시장세분화와 마케팅전략 수립에 대한 실무적인 시사점 역시 제공해 줄 것으로 기대한다.

소비자학연구 30년: 과거를 돌아보며, 미래를 지향하다

주소현 ( Joo¸ So-hyun ),석관호 ( Suk¸ Kwanho ),나종연 ( Rha¸ Jong-youn ) 한국소비자학회 2020 소비자학연구 Vol.31 No.6

본 논문은 소비자에 대한 다학제간(interdisciplinary) 연구를 지향하기 위해 1990년에 창간된 소비자학연구30주년을 기념하여, 창간호부터 2019년까지 소비자학연구에 게재된 총 1,051편 논문의 저자, 방법론, 연구주제의 특성과 추세를 분석하였다. 분석결과 가장 두드러지게 드러나는 본 학술지의 특성은 다양성이라 할 수 있다. 소비자학, 마케팅, 광고/심리, 패션, 법 등 다양한 학문분야의 연구자들이 각 분야의 연구 또는 융합연구를 통해 소비자학연구에 기여해왔다. 연구방법론에 있어서는 초기에는 설문조사를 활용한 연구가 가장 많았으나, 시간이 지날수록 실험연구, 2차자료의 활용 등 다양한 방법론과 자료의 사용이 증가하고 있는 것으로 나타났다. 연구주제에 있어서도 의사결정, 의사결정 영향요인, 가계경제, 마케팅, 소비자주의, 친사회적 행동 등 소비자와 관련된 다양한 주제에 관한 연구가 활발히 이루어졌다. 또한 주제어 분석을 통해 소비자학연구에 게재된 논문 주제가 연관분야와 차별적으로 다양하게 발표된 점과 연구 주제의 중요도 변화를 파악할 수 있었다. 마지막으로 지난 30년의 역사를 돌아보며, 소비자학연구가 지속적으로 성장, 발전해 나가기 위한 시사점이 제시되었다. In celebrating the 30th anniversary of the Journal of Consumer Studies that was born in 1990 as an interdisciplinary journal on consumer research, this article analyzes authors, research methods, research topics of all 1,051 articles published over the last 30 years. The results of the analyses showed that the most unique feature of the Journal of Consumer Studies is diversity. Authors with various academic expertise that includes consumer studies, marketing, advertising, psychology, fashion, and law have contributed to this journal. In terms of research method, survey was most common at early ages. However, the trend showed increases in the variety in the types of data and methods in consumer research. The Journal of Consumer Studies covers various research topics including decision making, personal, social, and cultural factors that affect decision making, family economics, marketing, consumerism, and prosocial behavior. In addition, author-provided keyword analysis showed popular research topics published in the Journal of Consumer Studies and their changes over time. Finally, based on the reflection on the 30-year history of the journal, recommendations are suggested to continuous grow and glow of the Journal of Consumer Studies.

판촉 프레이밍이 보너스팩과 가격할인의 선호에 미치는 영향: 단위가격 착각의 효과

박혜성 ( Hyesung Park ),석관호 ( Kwanho Suk ) 한국소비자학회 2016 소비자학연구 Vol.27 No.6

본 논문은 판매촉진 정보의 제시방법(framing)이 소비자의 보너스팩과 가격할인에 대한 선호에 미치는 영향을 연구하였다. 기존의 판매촉진 연구들은 소비자들이 보너스팩보다 가격할인을 더 선호하는 경향이 있는 것을 보여주었다. 본 연구는 소비자의 두 유형의 판촉에 대한 상대적인 선호는 판매촉진 메시지 프레이밍과 할인의 크기에 따라 달라진다는 것을 제시하였다. 구체적으로, 판매촉진 메시지가 절대적 프레임으로 제시될 경우(예, xx원 할인, xx개 추가 증정)에는 소비자는 가격할인을 보너스팩보다 더 선호하나, 메시지가 상대적 프레임으로 제시될 경우(예, xx% 할인, xx% 추가 증정)에는 보너스팩에 대한 상대적 선호가 더 증가한다는 가설을 제시하였다. 또한 이러한 프레이밍 효과는 할인의 크기가 클수록 더 현저하게 나타날 것으로 기대했다. 연구 가설을 소비자의 구매의도(실험 1)와 선택(실험 2)을 종속변수로 한 두 실증연구를 통해 검증하였다. 실험 1은 인터넷 영화관 포인트를 구매하는 상황을 설정하여, 동일한 단위가격(unit price)을 가지는 가격할인과 보너스팩에 대한 평가가 메시지 프레이밍 방법에 따라 어떻게 달라지는 가를 검증하였다. 절대적 프레임으로 판매촉진 메시지가 제시되었을 경우에는 소비자들은 가격할인을 더 선호하였으나, 상대적 프레임 하에서는 보너스팩에 대한 선호가 증가하였다. 이와 같은 메시지 프레이밍의 효과는 할인폭이 큰 경우에만 유의한 것으로 나타났다. 실험 2에서는 실험 1의 외적타당성의 한계를 보완하고자 가격할인을 제공하는 대안과 보너스팩을 제공하는 대안에 대한 소비자의 선택을 조사하였다. 실험 2의 결과 또한 판매촉진에 대한 선택확률도 메시지 프레이임과 할인 크기에 따라 달라진다는 것을 보여주었다. This research examines the influence of the framing of promotional messages on the relative preference for price cut and bonus pack promotions that provide the same discounted unit price. The extant literature shows that consumers tend to prefer price cuts (that offer monetary savings) to bonus packs (that offer extra amount of the product). Although price cut is one of the most frequently used sales promotion tools and has strong impact on sales increase, it also has some limitations such as lowering perceived quality and reference price, resulting in decreases in potential future demand of the promoted product. Bonus pack promotion can be an alternative promotional tool with reduced negative long-term effects. Then, how can we increase consumers` preference for bonus pack promotion? This research extends the findings of prior studies and suggests that the relative preference for price cuts and bonus pack is moderated by whether the promotional message is absolutely framed (presenting the absolute amount of monetary savings or free extra-products) or relatively framed (presenting the percentage of monetary savings or free extra-products). Specifically, this research proposes and tests the following key hypotheses: (1) consumers prefer discount to bonus pack under the absolute frame, (2) consumers` preference for bonus pack increases under the relative frame, and (3) the framing effect is stronger when the discount is deeper than shallower. In case of the absolute frame, because consumers can easily recognize exact saving they can obtain from each type of sales promotion, they will evaluate it according to the amount of monetary saving (price cut) or the free extra amount of the products (bonus pack). Thus, their evaluation of sales promotions is more strongly affected by the discounted unit price. When the two types of the sales promotions offer the same unit price, consumers are likely to prefer discount to bonus pack, because of the benefits of price cuts such as lower transaction cost and inventory cost. In case of the relative frame, because consumers have difficulty in calculating the degree of discount they can get, they are more likely to evaluate it based on the value of the framed rates (discount rate, bonus pack rate). Given the same sale unit price, bonus pack rate is higher than that of price cut. For example, the sales promotion that offer 20% price discount is equivalent the bonus pack that offer 25% extra products in terms of the unit price. Because it is more difficult to calculate the unit price when the message is presented in the relative frame, consumers tend to rely more on the system 1 rather than system 2, resulting in a simple comparison of the presented price discount rate and bonus pack rate. Thus, relatively presented promotional messages should increase consumers` relative preference for bonus pack. Our proposed predictions are tested in two empirical studies. Experiment 1 set the situation to purchase points of Internet cinema. Participants rated their relative preference (in terms of purchase intention) for the two types of sales promotion that varied in terms of framing of sales promotion messages (absolute vs. relative) and the depth of discount (shallow vs. deep). The results showed that when promotion messages are absolutely framed, price cut promotion was preferred to bonus pack promotion. However, when messages are relatively framed, price cut promotion and bonus pack promotion were equally preferred. We also found that the moderating effect of message framing was more prominent when the discount rate was higher. These key findings are replicated in study 2 that examined the effects of message framing on consumer choice between two fitness centers, one offering price cut promotion and the other offering bonus pack promotion. Under the absolute frame, consumers were more likely to choose the fitness center that offered price cut promotion than that offered bonus pack promotion. When promotional messages are relatively framed, choice between price cut and bonus pack promotions did not differ. Through the both experiments, it showed that preference for the two types of sales promotion having the same unit price may vary according to the framing of sales promotion messages and the degree of discount. Theoretically this study has the significance to clarify the role of the unit price framed by sales promotion activities which the existing literature on the sales promotion has overlooked. And it also has the meaning to present that evaluation on different types of sales promotion having the same unit price may vary according to the message framing. And practically, it showed that preference for the certain sales promotion may be influenced by the method how marketers communicate sales promotion messages.