묶음제품 가격 할인 제시 프레이밍 효과: 지각된 소비 혜택과 품질 불확실성의 영향을 중심으로 = Discount Presentation Framing & Bundle Evaluation: The Effects of Consumption Benefit and Perceived Uncertainty of Quality

다국어 초록 (Multilingual Abstract)

Constructing attractive bundle offers depends on more than an understanding of the distribution of consumer preferences. Consumers are also sensitive to the framing of price information in a bundle offer. In classical economic theory, consumers' utility should not change as long as the total price paid stays same. However, even when total prices are identical, consumers' preferences toward a bundle product could be different depending on the format of price presentation and the locus of price discount. A weighted additive model predicts that the impact of a price discount on the overall evaluation of the bundle will be greater when the discount is assigned to the more important product in the bundle(Yadav 1995). Meanwhile, a reference dependent model asserts that it is better to assign a price discount to a tie-in component that has a negative valuation at its current offer price than to a focal product that has a positive valuation at its current offer price(Janiszewski and Cunha 2004). This paper has expanded previous research regarding price discount presentation format, investigating the reasons for mixed results of prior research and presenting new mechanisms for price discount framing effect. Prior research has hypothesized that bundling is used to sell a tie-in component with an offer price above the consumer's reference price plus a focal product of the same offer price with reference price(e.g., Janiszewski and Cunha 2004). However, this study suggests that bundling strategy can be used for increasing product's attractiveness through the synergy between components even when offer prices of bundle components are the same with reference prices. In this context, this study employed various realistic bundle sets with same price between offer price and reference price in the experiment. Hamilton and Srivastava(2008) demonstrated that when evaluating different partitions of the same total price, consumers prefer partitions in which the price of the high-benefit component is higher. This study determined that their mechanism can be applied to price discount presentation formats. This study hypothesized that price discount framing effect depends not on the negative perception of tie-in component with offer price above reference price but rather on the consumers' perceived consumption benefit in bundle product. This research also hypothesized that preference for low-benefit discount mechanism is that perceived consumption benefit reduces price sensitivity. Furthermore, this study investigated how consumers' concern for quality in a price discount--a factor not considered in previous research--influences price discount framing. Yadav(1995)'s experiment used only one magazine bundle of relatively low quality uncertainty and could not show the influence of perceived uncertainty of quality. This study assumed that as perceived uncertainty of quality increases, the price sensitivity mechanism for assigning the discount to low-benefit will increase. Further, this research investigated the moderating effect of uncertainty of quality in price discount framing. The results of the experiment showed that when evaluating different partitions of the same total price and the same amount of discounts, the partition that discounts in the price of low benefit component is preferred to the partition that decreases the price of high benefit component. This implies that price discount framing effect depends on the perceived consumption benefit. The results also demonstrated that consumers are more price sensitive to low benefit component and less price sensitive to high benefit component. Furthermore, the results showed that the influence of price discount presentation format on the evaluation of bundle product varies with the perceived uncertainty of quality in high consumption benefit. As perceived uncertainty of quality gradually increases, the preference for discounts in the price of low consumption benefit decreases. Besides, the results dem

국문 초록 (Abstract)

묶음제품의 매력도를 증가시키기 위해 소비자들이 번들 오퍼에서의 가격 제시 프레이밍(framing)에 민감하다는 것을 이해할 필요가 있다. 동일 가격을 할인하더라도 묶음제품 요소 중 어느 요소에 가격할인을 표시하느냐에 따라 소비자의 묶음제품에 대한 지각된 매력도를 바꿀 수 있기 때문이다. 선행연구는 더 중요한 제품 요소에 할인이 할당될 때 효용이 증가한다는 주장과 덜 중요한 제품 요소에 할인을 위치시키는 것이 선호를 증가시킨다는 주장을 동시에 보이고 있다. 본 연구는 선행연구를 보완하여 묶음제품 가격 할인 제시 프레이밍효과에 대한 새로운 기제를 제시한다. 그리고 선행연구에서 믹스드(mixed)된 결론을 보이는 이유를 분석하여 밝힌다. 본 연구는 현실적인 번들링 전략 사용 상황을 고려하였으며, 좀 더 리얼한 번들링 세팅을 이용하여 가격 할인 제시 프레이밍 효과를 조사하고, 순수번들 및 혼합번들을 포함한 다양한 묶음제품을 이용하여 품질 불확실성 지각에 따른 조절효과를 분석하였다. 본 연구 결과, 소비자들은 높은 소비 혜택(high consumption benefit)보다 낮은 소비 혜택(low consumption benefit) 요소에 가격 할인을 위치시키는 것을 더 선호하였다. 가격민감성(price sensitivity)이 주요혜택에서는 낮고, 낮은 혜택에서는 높기 때문에 동일 가격이 할인될 때 낮은 혜택을 할인한 매장 제품에 대한 평가가 더 높게 나타났다. 또한 구매 시점에서 품질의 불확실성(perceived uncertainty of product quality)이 높을수록 가격민감성이 혜택 지각에 가지는 효과가 더 커지고 있었다. 본 연구의 공헌은 소비 혜택 지각 및 가격민감성 기제와 지각된 품질 불확실성의 조절효과를 통해 선행연구를 통합하고, 가격 제시 형태의 프레이밍 효과를 명확하게 설명하였다는 점이다.

참고문헌 (Reference)

1 조남기, "소비자의 분할가격에 대한 반응에 있어서묶음화 전략 유형별 차이" 한국마케팅학회 5 (5): 3-79, 2003

2 주우진, "서비스 & 제품 묶음상품의 공정성 지각 제고를 위한 가격인상 제시 전략" 한국마케팅학회 26 (26): 1-23, 2011

3 Hamilton, Rebecca W, "When 2+2 Is Not the Same as1+3 : Variations in Price Sensitivity AcrossComponents of Partitioned Prices" 45 : 450-461, 2008

4 Sweeney, Julian C, "The Role of Perceived Risk inthe Quality-Value Relationship : A Study in a Retail Environment" 75 (75): 77-105, 1999

5 Guiltinan, Joseph P, "The Price Bundling of Services : A Normative Framework" 51 (51): 74-85, 1987

6 Janiszewski, Chris, "The Influence of Price DiscountFraming on the Evaluation of a Product Bundle" (30) : 534-546, 2004

7 Johnson, Michael D, "The Effects of Price Bundling on Consumer Evaluations of Product Offerings" (16) : 129-142, 1999

8 Rao, Akshay R, "The Effect of Price, Brand Name, andStore Name on Buyers' Perceptions of ProductQuality : An Integrative Review" 26 (26): 351-357, 1989

9 Ott, Richard L, "The Effect of Personal Property Taxeson Consumer Vehicle-Purchasing Decisions : A Partitioned Price/Mental AccountingTheory Analysis" 28 (28): 134-152, 2002

10 Kahneman, Daniel, "Prospect Theory : An Analysis of DecisionUnder Risk" 47 (47): 263-291, 1979

11 Kaicker, Ajit, "Product Bundling and Consumer Perceptionsof Value: A Test across Gain andLoss Situations" 1993

12 Monroe, Kent B, "Pricing : Making Profitable Decisions" McGraw-Hill 1990

13 Xia, Lan, "Price Partitioning On the Internet" 18 (18): 63-73, 2004

14 Bolton, Lisa E, "Price Fairness : Good and Service Differencesand the Role of Vendor Costs" 33 : 258-265, 2006

15 Dolan, Robert J, "Power Pricing: How Managing Price Transforms the Bottom Line" Free Press 1996

16 Peterson, Robert A, "Perceived Risk and Price-Reliance Schemaas Price-Perceived-Quality Mediators, In inPerceived Quality: How Consumers ViewStores and Merchandise" Lexington Books 247-268, 1985

17 Chakravarti, Dipankar, "Partitioned Presentation of Multicomponent Bundle Prices: Evaluation, Choice and Underlying Processing Effects" 12 (12): 215-229, 2002

18 Hansen, Ward, "Optimal Bundle Pricing" 36 : 155-174, 1987

19 Thaler, Richard, "Mental Accounting and Consumer Choice" 4 (4): 199-214, 1985

20 Heath, Timothy B, "Mental Accounting and Changes in Price : The Frame Dependence of Reference Dependence" 22 (22): 90-97, 1995

21 Thaler, Richard, "Mental Accounting Matters" 12 : 183-182, 1999

22 Monroe, Kent B, "Measuring Price Thresholds by Psychophysics and Latitudes of Acceptance" 8 (8): 460-464, 1971

23 Lichtenstein, Donald R, "Marketplace Attributions and Consumer Evaluations of Discount Claims" 6 (6): 163-180, 1989

24 Yadav, Manjit, "How Buyers Perceive Savings in a BundlePrice : An Examination of a Bundle’sTransaction Value" 30 : 350-358, 1993

25 Yadav, Manjit, "How Buyers Evaluate Product Bundles : A Model of Anchoring and Adjustment" 21 : 342-353, 1994

26 Schmalensee, Richard, "Gaussian Demand and Commodity Bundling" 57 (57): 211-230, 1984

27 Dodds, William B, "Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation" 28 (28): 307-319, 1991

28 Morwitz, Vicki G, "Divide and Prosper : Consumer’s Reactions to Partitioned Prices" 35 (35): 453-463, 1998

29 Zeithaml, Valarie, "Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence" 52 (52): 2-22, 1988

30 Mazumdar, Tridib, "Consumer Evaluations of Multiple versusSingle Price Change" 20 : 441-450, 1993

31 Gaeth, Gary J, "Consumer Evaluation of Multi-products Bundles : An Information Integration Approach" 2 (2): 47-57, 1990

32 Kaicker, Ajit, "Component versus Bundle Pricing : The Role of Selling Price Deviations from Price Expectations" 33 : 231-239, 1995

33 Adams, William J, "Commodity Bundling and the Burden ofMonopoly" 90 (90): 475-498, 1976

34 Eppen, Gary D, "Bundling--New Products, New Markets, Low Risk" 32 (32): 7-14, 1991

35 Yadav, Manjit, "Bundle Evaluation in Different Market Segments : The Effects of Discount Framing and Buyers’ Preference Heterogeneity" 23 (23): 206-215, 1995

36 Venkatesh, R, "A Probabilistic Approach to Pricing a Bundle of Products and Services" 30 : 494-508, 1993

37 Drumwright, Minette E, "A Demonstration of Anomalies in Evaluations of Bundling" 3 (3): 311-321, 1992