희소성 메시지와 조절초점을 활용한 레스토랑 판촉전략에 관한 연구

다국어 초록 (Multilingual Abstract)

This study examined the effect of the scarcity message for bogus restaurant menus on the consumer purchase intention dividing it into quantity limited message and time limited message, and an empirical analysis was conducted regarding how sales promotion type interacts with advertising message of sales promotion (prevention focused message/promotion focused message) framed in the regulatory focus with each other. As a result of analysis, in case of using scarcity message, it is much more effective to present prevention focused message than promotion focused message, and especially in case of quantity limited message, the effect of prevention focused message is amplified still more according to our verification tool. And findings of the research indicate when using scarcity message, it is more effective to develop price-off sales promotion than value-added sales promotion, and the effect of sales promotion by price discount is maximized when quantity limited message is presented compared to time limited message. Therefore, it is necessary for the company`s marketers or food service marketers to more stress quantity limited message when using scarcity message in sales promotion strategy for restaurant, and it is necessary for them to keep in mind that it is a more effective strategic method to hold a promotion event focusing on advertising message of sales promotion of prevention focused message and price discount sales promotion.

참고문헌 (Reference)

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