단수가격의 효과에 미치는 영향요인에 대한 고찰: Magnitude의 효과를 중심으로|RISS 상세보기

다국어 초록 (Multilingual Abstract)

Most of the research in odd prices were about prices in dollar amount($). In this study we examined the effect of odd price on purchase intentions in domestic situations(won amount, □). Odd price is defined as a little amount smaller than round price(ex. $5 → $4.99) and is also referred as ‘nine-ending price``. In this research, for example, we regard odd price as □990 for □1,000 round price and □9,900 for □10,000 round price. Numerous studies investigated the effect of odd price on price recall, price perception, purchase intentions, etc. Most of them revealed that odd prices have positive effect on marketing related dependent variables. Specifically odd price does have an impact on sales increase according to perceiving or remembering of left most digits or regarding those odd prices as sale price. Some have suggested that product category or exposure of information(sales cue) play a moderating role on odd price effect. Another stream of research suggests several psychological mechanisms supporting the effect of odd prices. First, odd prices draw attention of the illusion that the price might be cheap. Second, odd price delivers the signal that the price is sale price or the price might be lower than usual. Third, drop-off effect is occurred because consumers might just ignore or round down the right most digits of odd prices. Different from previous studies, we postulate that the price level(magnitude) and bundle size (magnitude) play an essential moderating role in relationship between odd price and purchase intentions. We conducted four studies to support our hypothesis. First, study 1 & 2 revealed that as price level increases, consumers tend to evaluate in a more positive manner to the product with odd price than with round or even price. But these positive effects were weakened when the price level was low. In study 3, though we hypothesized moderating role of bundle size on odd price effect, we found no interaction of odd price and bundle size. But we found interaction of odd price and bundle size in study 4. As a result, we found that the effect of odd price changed according to the size of the bundle(marginally sig.). The respondents considered the product with odd price lower when the size of the bundle grew larger. We may draw several theoretical and practical contributions. Theoretically, we developed a step further in research in odd price and its related studies. Also, considering domestic situation, we proposed a new moderating variable such as price level and bundle size into odd price research. Empirically, we can provide useful information to firms about their pricing strategy. Specifically, firms can apply their nine-ending price strategy differently according to their price level. We provide evidence that it is not effective to apply odd price strategy to every level of prices of their product or services. Also, it is effective to apply odd pricing strategy to new product when its pronouncing is not in close future. For bundled product, it is better to present in larger bundle size in odd price each (total price: □9,900 > unit price: □990Ⅹ10EA) since customers would perceive its price as low.

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참고문헌 (Reference)

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