기프트카드와 현금 지불에 따른 쾌락재 및 실용재에 대한 구매의도차이 분석: 긍정적,부정적 구매 감정의 매개효과를 중심으로|RISS 상세보기

다국어 초록 (Multilingual Abstract)

This study shows how gift card and cash gift can affect the purchase intention of hedonic and utilitarian products through both of positive and negative purchase emotion. Mental accounting theory suggests that consumers tend to categorize and label their budgets into different psychological accounts depending on how the budget was acquired and the category to which it is assigned(Thaler 1980). Based on prior research, we think that gift card and cash gift will not be allocated into same account, and consumers tend to perceive two payment types as different monetary value. Compared to cash, gift cards are easier to justify to use and has a stronger association with gift and bonus meaning(Helion & Gilovich 2014; White 2006). Therefore, we hypothesize that gift card will be more likely to be spent on hedonic products than cash, but there is no difference between payment types on utilitarian products because unlike hedonic product, utilitarian product requires less justification by payment. Furthermore, we also predict that purchasing emotion will be different depending on the type of payment(gift card vs. cash) and product(hedonic vs. utilitarian). This is because the purchase of hedonic products tends to entail both of higher negative emotion such as guilty and higher positive emotion such as exciting than utilitarian, but gift card which is weakly associated with pain of payment can attenuate the negative feeling in hedonic product. Thus, we propose that in purchasing hedonic product condition, gift card use will lead to higher positive and lower negative purchasing emotion than cash, thereby such purchasing emotion mediates the effect of interaction of payment type and purchase type on purchase intention. We conducted an experiment with 183 women consumers(aged 20~40). The study employed a 2(payment: gift card vs. cash) x 2(product: hedonic vs. utilitarian) between-subject design. For testing hypothesis, ANOVA analysis was conducted where dependent variables were product purchase intention and negative/positive purchase emotion. The statistical results reveal that in the hedonic product purchase condition, consumers with gift card showed a higher purchase intention than those with cash, but in the utilitarian product purchase condition, there was no significant difference in purchase intention between gift card and cash. In addition, when people purchase the hedonic product with gift card, they reported higher positive purchase emotion(joy and contented) and lower negative purchase emotion(guilty and discontented) than those with cash. In contrast, when purchasing the utilitarian product, there was no significant difference in positive and negative purchase emotion between payment types. Finally, in order to verify the moderated mediation effect of emotion, PROCESS Model analysis(Hayes 2012) was conducted. As a result, we found out that the interaction effect of product type and payment type on purchase intention was mediated by positive and negative purchase emotion. Specifically, when purchasing hedonic products, cash decreased purchase intention through the mediation effect of lower positive and higher negative purchase intention. And gift card increased purchase intention of hedonic products through the mediation effect of higher positive purchase emotion. These result indicates that gift card and cash formats differently influence the consumer’s purchasing intention for hedonic and utilitarian products. From this results, our study practically suggests that companies will reap benefit from the gift card strategy since it can increase the sales of hedonic product by allowing consumers to feel higher positive emotion and reduced negative emotion.

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참고문헌 (Reference)

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