소비자사전지식과 유인대안의 위치가 유인효과에 미치는 영향에 관한 연구

국문 초록 (Abstract)

본 연구는 소비자들이 제품에 대한 속성 및 기술에 대한 제품지식의 관심이 높아짐에 따라 소비자의 제품 지식수준을 분류하여 유인효과를 활용하기 위해 유인대안의 가장 적합한 위치를 찾아내는 데에 초점을 두고 있다. 소비자의 사전지식 정도와 유인대안의 위치에 따른 유인효과분석을 실시한 결과, 중간 정도의 지식을 가진 소비자에게 유인효과는 가장 효과적인 것으로 증명되었고, LA, RR 그리고 LR의 유인대안의 위치에 영향을 받는 것으로 나타났다. 반면에, 사전 지식이 높은 소비자는 유인대안이 RA와 RR의 위치에 있을 때 영향을 받고, 사전 지식이 낮은 소비자는 유인대안이 LA의 위치에 있을 때 영향을 받는 것으로 나타났다. 위 논문은 실증분석의 결과들이 보고되고 논의된다.

다국어 초록 (Multilingual Abstract)

We study the consumer judgement and choice under uncertainty such that consumers with limited knowledge face to choose their most preferred product among a set of given alternatives, specially when a decoy alternative, asymmetrically dominated or relatively inferior, is added to the set. We hypothesize that there would be positions of the decoy alternative fit to better attract consumers according to their prior knowledge levels on the product. That is, the attraction effect interacts with consumers` prior knowledge and various positions of the decoy alternative. We derived theoretical reasons of the attraction effect occurred in various positions of a decoy alternative. The attraction effect occurs at LA(Left Asymmetrical) and RA(Right Asymmetrical) due to the range and frequency effect, and it also occurs at RR(Right Relative) due to the compromise effect within the set. The attraction effect rather decreases at LR(Left Relative) in an opposite direction due to the substitution effect. We then attempted to provide proper justifications upon the reasons by segmenting the market into low-knowledge, moderate-knowledge and high-knowledge consumers. Consumers with low knowledge were found to see a brand via the attribute easy to evaluate like the price, and could be attracted with the addition of a decoy alternative at LA. On the other hand, consumers with high knowledge would be able to evaluate on quality attributes, and were supposed to be attracted with the addition of a decoy alternative at RA or possibly at RR where the quality is lower and where the price is same or a little higher than those of a target alternative, respectively. We think that consumer with high-knowledge were allowed to reach at the choice decision with the integrated evaluation on the price and quality attribute by the addition of a decoy alternative (Wedell 1993). Finally since consumers with moderate knowledge are yet to have thorough product category knowledge but may feel somewhat knowledgable, they are supposed to be involved in the product knowledge. Accordingly, the attraction effect appeared at LA, RR and LR, while it turned out to be strongest for consumers with moderate knowledge (Malaviya and Sivakumar 1998). Based upon the research performed, we could suggest promising positions of a decoy alternative to draw the attraction effect toward the target alternative, and derive several boundary conditions of the effect specially with respect to the levels of consumers` product knowledge. We also suggest possible applications of the attraction effect regarding new product launch, positioning strategy over the product life cycle, price cut, sales promotion and so on. Finally, the experimental design and its results are reported. Some possible avenues for the relevant behavioral decision along with the limitations of this study are also discussed.

참고문헌 (Reference)

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