배타적 가격촉진의 소비자 평가에 대한 독특성 욕구와 자아향상성의 영향 : 성별과 불확실 회피성의 조절 효과 = The Influence of Need for Uniqueness and Self-Enhancement on Consumers' Evaluation of Exclusive Price Promotion : Moderating Effects of Gender and Uncertainty Avoidance

다국어 초록 (Multilingual Abstract)

Recently. though exclusive price promotions are increasing in the marketplace, very little is known about how the recipients evaluate them. The aim of this study is to delineate the factors influencing consumers' response on exclusive price promotions which are offered selectively to some consumers(i.e., deal recipients) but not to others(i.e, deal non-recipients).
An experimental research was performed to examine how consumers' need for uniqueness and self-enhancement impact on consumers' evaluation. In the process of that, the moderating effects of consumers' gender and uncertainty avoidance are probed.
As the results, consumers' needs for uniqueness are positive influential factors on consumers' evaluation of exclusive price promotions. Of the three subsuming dimensions of need for uniqueness, creative choice and avoidance of similarity are essential constructs. In terms of consumers' evaluation on exclusive price promotions, who are more high in self-enhancement are very significantly more positive than that of who are low in self-enhancement. Male show more high preference than female consumers on exclusive price promotion, also male revealed more likely to be influenced by need for uniqueness than female. The preferences of who perceive more uncertainty avoidance are higher than that of who are low in uncertainty avoidance, also high uncertainty avoidance consumers revealed more likely to be influenced by need for uniqueness than low uncertainty avoidance. Even though self-enhancement are very significant influential factor to exclusive price promotions, no differential influences are detected by consumers' gender and uncertainty avoidance.
Finally, managerial implications, some limitations and further research issues are discussed consecutively.

국문 초록 (Abstract)

최근 시장에서 배타적 가격촉진이 증가하고 있지만, 거래수혜자들이 이를 어떻게 평가하는지에 관하여는 거의 알려지지 않고 있다. 본 연구는 일부 소비자들에게 선택적으로 제공되는 배타적 가격촉진이 소비자 반응에 영향을 미치는 요인을 설명하기 위한 것이다. 소비자의 독특성 욕구와 자아향상성이 평가에 어떻게 영향을 미치는지를 규명하고자 하였고, 이 과정에서 소비자의 성별과 불확실회피성의 조절효과를 타진하기 위하여 실험연구를 수행하였다.
연구결과, 고객의 독특성 욕구는 배타적 가격촉진에 대한 소비자들의 평가에 긍정적인 영향요인 이었다. 독특성 욕구의 세부 구성차원 중, 창의적 선택, 유사성 회피가 주요 구성차원이었다. 자아향상성 동기가 강한 소비자들의 배타적 가격 촉진에 대한 평가는 자아향상성 동기가 약한 소비자들의 평가보다도 유의적으로 더 높았다. 남성 소비자들은 여성 소비자들보다도 배타적 가격촉진에 대해 더 높은 선호도를 보였으며, 남성 소비자들은 여성 소비자들보다도 배타적 가격촉진에 관한 더 높은 독특성 욕구의 영향을 나타냈다. 불확실 회피성을 높게 지각하는 소비자들의 배타적 가격촉진에 대한 평가가 낮게 지각하는 소비자들의 평가보다도 더 높았으며, 불확실 회피성을 높게 지각하는 소비자들은 낮게 지각하는 소비자들보다도 배타적 가격촉진에 관한 더 높은 독특성 욕구의 영향을 나타냈다. 자아향상성은 배타적 가격촉진에 대한 평가에 있어 매우 유의적 요인이지만, 소비자의 성별이나 불확실 회피성에 따라 차이적 영향이 없었다.
본 연구결과에 따른 관리적 시사점, 그리고 본 연구의 한계점 및 향후 연구방향에 대해서 논의 하였다.

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