구매 인센티브 유형과 기업 인지도가 소비자 반응에 미치는 영향|RISS 상세보기

국문 초록 (Abstract)

판매촉진의 수단으로 자선적 인센티브가 각광 받고 있으나, 전통적인 금전적 인센티브와 자선적 인센티브의 효과를 비교하는 연구는 부족한 실정이다. 이에 본 연구는 구매 인센티브 유형이 소비자의 반응에 미치는 효과가 기업의 인지도에 따라 어떻게 달라지는지 알아보고자 하였다. 특히, 소비자의 반응에 미치는 영향의 기제를 밝히기 위하여, 소비자의 반응을 인지적, 감정적, 행동적 반응으로 나누고, 인지적 반응으로 기업에 대한 소비자의 따뜻함-유능함 지각의 차원을 사용하였다. 기업이 사용하는 인센티브 유형 및 기업 인지도에 따라 기업에 대한 소비자의 따뜻함-유능함 지각이 어떻게 달라지며, 따뜻함-유능함 지각이 소비자의 감정적 반응(기업에 대한 태도)과 행동적 반응(구매의도)에 미치는 영향을 살펴보고자 하였다. 연구결과, 인센티브 유형과 기업 인지도는 각각 기업에 대한 따뜻함과 유능함 지각에 영향을 줄 뿐 아니라, 인센티브 유형은 유능함 지각에 대한 기업 인지도의 영향을 조절함을 확인할 수 있었다. 또한, 기업에 대한 따뜻함-유능함 지각은 기업에 대한 태도에 긍정적 영향을 미치는데, 지각된 따뜻함보다는 지각된 유능함의 영향력이 크게 나타났다. 아울러 기업에 대한 태도 및 유능함 지각은 해당 기업 제품의 구매의도를 향상시키는 것으로 나타났다. 본 논문은 따뜻함-유능함 차원을 중심으로, 인센티브 유형과 기업 인지도에 따른 소비자의 인지적, 감정적, 행동적 반응을 검증함으로써, 구매 인센티브 및 기업 인지도에 대한 연구를 풍부하게 하였다는 점에서 이론적 의의가 있다. 또한, 기업의 실무자들에게 기업 인지도와 마케팅 목표에 따라 적합한 구매 인센티브에 대한 실무적 시사점을 제공한다.

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판매촉진의 수단으로 자선적 인센티브가 각광 받고 있으나, 전통적인 금전적 인센티브와 자선적 인센티브의 효과를 비교하는 연구는 부족한 실정이다. 이에 본 연구는 구매 인센티브 유형...

다국어 초록 (Multilingual Abstract)

As consumers` social consciousness levels are enhanced, the demand for companies`s social responsibility increase and existing traditional monetary incentive reaches its limit. Accordingly, charity incentive has come into the sposlight as a firm`s purchase incentive. However, there is lack of research comparing the effects of monetary incentive and charity incentive. The purpose of this research is to understand the influence of purchase incentive and the company awareness on consumer`s cognitive reaction (i.e.,warmth-competence perception of the company), and the influence of cognitive reaction on emotional response (ilelk attitude toward the company) and behavioral response (i.e., purchase intention of the company`s product). One hundred and thirty-one undergraduate students were randomly assigned to the conditions of a 2(purchase incentive type: monetary, charity) × 2(company awareness: low, high)between-subjects design. One of the most critical differences between charity incentive and monetary incentive is that the former is other-oriented because the primary beneficiaries are consumers. Monetary incentive focuses on facilitating consumer purchase by offering economic utility, so it has no effect on the warmth perception of company. On the other hand, charity incentive gives consumers a warm glow inside and moral satisfaction by giving donations through their purchases. These positive feelings are transferred to the company through charity incentive. Consequently, consumers perceive the company as warm. The results in this study showed that participants perceived the warmth of the company offering charity incentive to be higher than that of the company offering monetary incentive. High awareness and good reputation implies that the company is worth investing in, is an excellent workplace, and provides high-quality products and services. Thus, consumers perceive the competence of companies with high awareness to be higher than those with low awareness. However, purchase incentive type moderates the relationship between the company awareness and competence perception. Monetary incentive has a more negative influence on companies with low awareness compared with companies with high awareness. Consumers strongly believe that in the latter, the price disocunt would not lower the quality of the product, whereas they doubt that the former would bring price-quality heuristic. Charity incentive does not bring about price-quality heuristic regardless of the company awareness level, so there is no difference in competence perception between companies with high and low awareness. Such warmth-competence perception of a company, which is the consumer`s cognitive reaction affects attitude toward the company and buying intention, which are the consumer`s emotional and behavioral responses, respectively. When a firm is said to be warm, it means it has other-oriented motivation, and intends to provide the best for consumers, and builds and maintains good relationship with them. Consequently, positive responses toward the company are induced. However, because warmth is not directly connected to high quality, only warmth cannot facilitate consumer`s purchase intention and buying behavior. The results of this research showed that the warmth perception of a company has a positive influence on attitude toward the company, but no direct influence on buying intention. When a firm is said to be competent, it means it is competitive, provides outstanding products and services, and has efficient capability. Thus, perceiving a high level of competence gives the consumers expectation that the company offers high-quality products. Therefore, buying intention for the company`s products increases. Our results showed that when participants perceived the competence of a company to be higher, a positive effect on both attitude toward the company and buying intention was generated. Good attitude toward the company also positively affected buying intention. F

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참고문헌 (Reference)

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