할인크기와 조절초점에 따른 팽창가격할인 효과에 관한 비교분석|RISS 상세보기

다국어 초록 (Multilingual Abstract)

This study analyzed the effects of tensile price reduction type, discount size and consumers` regulatory focus on various types of consumer responses. Minimum discount announcement provides more specific information about the products to be discounted and thus minimum discount claims can be perceived more attractive. Recognizing these phenomena, we proposed differential effects of tensile price reductions by discount size and regulatory focus. We proposed four hypotheses based on prior studies about framing effects and regulatory focus. We propose 1) main effects of discount type, 2) main effects of discount size, 3) interaction effects between discount type and discount size and 4) interaction effects between discount type and regulatory focus. To test these research hypotheses, this study conducted experimental designs. Two hundred fifty undergraduate students were assigned to one of the six experimental groups. Discount type(minimum discount, range discount, and maximum discount) and discount size(10-40% discount, 40-70% discount) were manipulated as between-subject factors. In addition, ten items were developed to measure participants` regulatory focus. We classified participants into prevention focus or promotion focus based on their responses to regulatory goal. We attempted to provide more specific information about price reductions by naming the products to be discounted at the advertisements. We asked the participants to review the price reduction claims carefully and measured their evaluations. Dependent variables were perceived savings, attitude toward the deal and purchase intention of discount claims. Referring to prior research, we developed nine items to measure the dependent variables. Seven point differential semantic type scales were used to measure the nine items. Hypotheses relating to the dependent variables of perceived savings, attitude toward the deal and purchase intention were examined by ANOVAs followed by contrast between treatment groups. First, we confirmed the effects of tensile price reductions. Perceived savings, attitude toward the deal and purchase intention became higher when advertisements claimed a maximum or a range level of savings than when those claimed a minimum level of savings. Second, we found significant main effects of discount size. As expected, larger discount size led consumers to evaluate the discount claims more favorably. Third, we found significant interaction effects between discount claim types and discount size. When small size of discount range were announced we found significant differences in consumer evaluations between discount claim types(minimum discount < range discount < maximum discount). These results reconfirmed prior studies about tensile pice reductions. On the contrary, there were no significant differences between discount claim types when large size of discount range were announced. Forth, we found significant interaction effects between discount type and regulatory focus confirming regulatory fit effects. The results of this study contribute to the literature as the first attempt to examine the effects of tensile price reductions for specific brands. The results of our study also suggest that consumers` reactions to tensile price claims are affected by the discount size and consumers` regulatory focus. We summarized the study results and discussed the managerial implications for store managers. We also indicated the limitations of this study, and suggested the future research directions.

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참고문헌 (Reference)

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7 나준희, "소비자의 조절적 동기와 광고의 제시유형이 제품태도에 미치는 영향" 한국광고학회 16 (16): 263-283, 2005

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10 하영원, "가격 정보의 시간적 분리 프레이밍이 소비자의 구매 의도에 미치는 영향" 한국소비자학회 13 (13): 7-164, 2002