보상프로그램의 평가에 있어서 조절동기의 효과

다국어 초록 (Multilingual Abstract)

Recently many researchers have lively discussion on corporate rewards programs-popular marketing promotion. Prior research have mainly focused on the contents of reward (e.g. types or magnitude). That is, prior studies investigated which types of reward are more preferred by consumers, or what point is economically optimal in respect of consumer satisfaction. By the way, reward magnitude is closely correlated with its probability. It is general that trade-off relationship between outcome magnitude and probability-larger rewards for lower probability, and vice versa. Because of rare studies-although its academic and practical meaningfulness-this research investigates on relationship between rewards magnitude and its probability. Specifically, it is inquired that consumer information processing in context of judgment weighting to reward programs-which more weighted-its outcome magnitude vs. probability. This issue has important implications to corporate that have invested in rewards program. Which rewards programs are more preferred by consumers?, Who is more proper consumer for our program?, How effective are our programs? A point of these view, this research would propose a significant variable-Regulatory Focus. Promotion focus points to positive outcome, but prevention to avoiding negative outcome. So, promotion focus prefer risk-taking, but promotion prefer risk-aversion. Regulatory focus theory may have significant answers to research questions related to rewards program. That is, promotion focus relates to positive outcome (denoted to rewards magnitude), but prevention to preventing from negative outcome (denoted to (preventing from low) probability). Briefly speaking, promotion focus have fit with rewards magnitude, but prevention prevention prevention-probability fit. This hypothesis is examined by Ex. 1 and 2. Results of Ex. 1 examined our proposal. Consumers who have promotion focus preferred rewards magnitude option (=large-uncertain rewards), but prevention focus preferred probability option (=sure-small rewards.). Results of Ex. 2 reconfirmed results of Ex. 1. These results say regulatory fit remains in context of rewards program. Also, many research have suggested various regulatory fits-various domains with various variables. But this research would go a step farther-regulatory unfit issue investigated. That is, inappropriate experiential learning associated with regulatory fit may have negative influence consumer behavior consistent with regulatory fit. Specifically, prior negative experience in context of rewards program may predict reverse prior behavior. So, pre regulatory fit may moderate post regulatory fit. Ex. 3 suggested that positive experience motivates post regulatory fit-promotion to magnitude, prevention to probability-consistent with Ex. 1, 2. But, negative experience broke regulatory fit-specifically, consumers with prevention focus do not prefer probability to magnitude option. Maybe, prior negative experience would stimulate reverse action. These issue and answers of this research have practical implications to rewards program strategy. Promotional consumers are communicated with high returns-focusing, but prevention with high probability-focusing. Also, after program management is needed for controlling of negative experience and regulatory unfit effect.

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