DOI QR코드

DOI QR Code

소비자들의 구매행위 가치관 유형과 제품의 가격할인 유형이 제품태도에 미치는 영향

An Effect of Consumers' Types of Buying Behavior Values and Types of Price Discount on Product Attitude

  • 김은희 (목원대학교 광고홍보언론학과) ;
  • 김화동 (목원대학교 광고홍보언론학과)
  • Kim, Eun Hee (Dept. of Advertising & Public Relations & Journalism, Mokwon University) ;
  • Kim, Hwa Dong (Dept. of Advertising & Public Relations & Journalism, Mokwon University)
  • 투고 : 2014.06.21
  • 심사 : 2014.10.20
  • 발행 : 2014.10.28

초록

본 연구는 소비자들의 라이프스타일 중 구매행위의 가치관 유형과 제품의 가격할인 유형에 따라 제품태도에는 차이가 있는지 확인하였다. 먼저, 소비자들의 구매행위를 구성하고 있는 가치관 요인은 알뜰구매, 충동구매, 품질구매, 원리원칙구매로 도출되었다. 구매행위의 가치관 유형을 확인하기 위하여 군집분석 결과 고품질 충동구매, 합리적 구매, 실용적 구매로 분류되었다. 둘째, 소비자들의 구매행위 가치관 유형은 제품태도에 차이가 있는 것으로 확인되었다. 셋째, 제품의 가격할인 유형과 소비자들의 구매행위 가치관 유형에 따른 제품태도에는 상호작용효과가 확인되었다. 넷째, 소비자들의 구매행위를 구성하고 있는 가치관 요인 중 알뜰구매 요인은 50% 가격할인 제품태도에 품질구매 요인과 충동구매 요인은 번들링 가격할인(1+1) 제품태도에 영향이 미치는 것으로 확인되었다. 이상의 연구결과는 기업의 가격할인 전략수립 시 소비자들의 구매행위의 가치관과 제품의 가격할인 유형을 고려한 판매촉진 전략이 고려되어야 함을 시사하는 바이다.

This study examined whether there is difference in consumers' product attitude according to the type of buying behavior values and the type of price discount among their lifestyle. First, the factors of values comprising consumers' buying behavior were derived as frugal buying, impulse buying, quality buying, and principle buying. Cluster analysis showed that the types of buying behavior value included high quality impulse buying, reasonable buying and practical buying. Second, it was found that there were differences in product attitude according to the type of consumers' buying behavior values. Third, interaction effect was found between the type of price discount and consumers' product attitude according to the type of buying behavior values. Fourth, among the factors of value comprising consumers' buying behavior, frugal buying factor has an effect on the product attitude with price discount of 50% and quality buying and impulse buying factors have an effect on the product attitude with bundle price discount (1+1). The above mentioned result of study suggests that when a company establishes a strategy of price discount, it should consider sales promotion strategy taking account of consumers' buying behavior values and type of product price discount.

키워드

참고문헌

  1. inews 24 news, United States, the Galaxy S5 Hot Marketing War. 2014.04.08, 2014.
  2. Kyung-Hee Byun, Seong-Keun Yi, The Bundling Strategy in a Different Market Condition, The Journal of Women & Management, 2(2), 1-17, 2010.
  3. So-Jin Park, The Effects of Bundle Price Discount Framing and Message Framing on Consumers' Evaluation of Bundle Component, ASIA MARKETING JOURNAL, 13(3), 55-77, 2011.
  4. Mazumber, T., & Sung, Y. J, Consumer evaluation of multiple versus single price change. Journal of Consumer Research, 20(12), 441-450, 1993. https://doi.org/10.1086/209360
  5. Lichtenstein, Donald R., Scot Burton, & Bradley O'Hara, Marketplace Attributions and Consumer Evaluations of Discount Claims. Psychology and Marketing. 6(Fall): 163-180, 1989. https://doi.org/10.1002/mar.4220060302
  6. Kotler P. & Armstrong G, Principles of Marketing" Prentice Hall, 2009.
  7. Kotler, Philip & Kevin Keller, Marketing Management 13th ed., NJ; Prentice Hall, 2008.
  8. Kahneman, Daniel, Jack L. Knetsch., & Richard Thaler, Fairness as a Constraint on Profit Seeking: Entitlements in the Market, American Economic Review, 76(4), 728-741, 1986.
  9. Berkowitz, Eric N & John R. Walton, Contextual Influences on Consumer Price Responses : An Experimental Analysis, Journal of Marketing Research, 17(August), 349-358, 1980. https://doi.org/10.2307/3150533
  10. Chen, H, Are Price Limits Used to Substitute for Margin Requirements? Working Article. Atlanta: Emory University, 1996.
  11. Gilbert, D. C., & Jackaria N, The Efficacy of Sales Promotion in UK Supermarkets: A Consumer View, International Journal of Retail & Distribution Management, 30(6), 315-321, 2002. https://doi.org/10.1108/09590550210429522
  12. Susan Hayward, The Changing American Consumer. An Address at the American Marketing Association Conference, March, Atlanta, Georgia, 1988.
  13. Raghubir, P, Coupons in Context: Discounting Prices or Decreasing Sales?, Journal of Retailing, 80(1), 1-12, 2004. https://doi.org/10.1016/j.jretai.2004.01.001
  14. Guiltinan, J. P, The Price Bundling Services: A Normative Framework. Journal of Marketing 51(2) 74-85, 1987. https://doi.org/10.2307/1251130
  15. Eppen, G. D., & W. A. Hanson, R. K. Martin, Bundling-new Products, New Markets, Low Risk, Sloan Management Review, 32(4) 7-14, 1991.
  16. Nam-Khi Cho, Consumers' Responses to Tensile Price Claims ; The Effects of Reference Price and Reference Frames, Korea Marketing Review, 12(2), 123-144, 1997.
  17. Gwang-Hoon Lee, Sang-Seung Lee, Strategy in the Telecommunications Industry and The Welfare Effects of Product Defects, Korea Information Society Development Institute, 2000(16), 1-125, 2000.
  18. Dolan, R. & Simon, H, Power Pricing: How Managing Price Transforms The Botton Line. The Free Press, New York, 1996.
  19. Guiltinan, J. P, The Price Bundling of Service: A Normative Framework, Journal of Marketing, 51, 1987.
  20. Stremersh, S., & Tellis, G. J., Strategic Bundling of Products and Prices: A New Synthesis for Marketing, Journal of Marketing, 66(1), 2002.
  21. Ho-Young Kwon, Jeong-Ho Oh, & Jong-Won Lee, Study on the Desired Channel Bundling, Korea Broadcasting Agency, 2001.
  22. Geng, X., M. B. Stinchcombe., & Whinston, A. B, Bundling Information Goods of Decreasing Value. Management Science 51(4) 662-667, 2005. https://doi.org/10.1287/mnsc.1040.0344
  23. Bakos, Y., E. Brynjolfsson, Bundling and Competition on The Internet. Marketing Science 19(1) 63-82, 2000. https://doi.org/10.1287/mksc.19.1.63.15182
  24. Carlson, J. P., & D. Weathers, Examining Differences in Consumer Reactions to Partitioned Prices with a Variable Number of Price Components, Journal of Business Research, 61, 724-731, 2008. https://doi.org/10.1016/j.jbusres.2007.09.005
  25. Kaicker A, Bearden WO, Manning KC. Component Versus Bundle Pricing The Role of Selling Price Deviations from Price Expectations. J Bus Res 1995;33:231.9. https://doi.org/10.1016/0148-2963(94)00072-M
  26. Xia, Lan & Kent B. Monroe, Price Partitioning on the Internet, Journal of Interactive Marketing, 18 (4), 63-73, 2004. https://doi.org/10.1002/dir.20017
  27. Hamilton, R. W., & J. Srivastava, When 2+2 Is Not the Same as 1+3: Variations in Price Sensitivity Across Components of Partitioned Prices, Journal of Marketing Research, 45(August), 450-461, 2008. https://doi.org/10.1509/jmkr.45.4.450
  28. Myung-Sik Lee, Market Segmentation by Lifestyle and Credit Card Advertising Strategy, Advertising Research, 14, 115-142, 1992.
  29. Pan, Y., & Schmitt, B, Language and Brand Attitude: Impact of Script and Sound Matching in Chinese and English. Journal of Consumer Psychology, 5(3), 263-277, 1996. https://doi.org/10.1207/s15327663jcp0503_03
  30. Garson, G. D, Factor analysis. [Online]. Available at, 2001. http://www2.chass.ncsu.edu/garson/pa765/ factor.html
  31. Field, A, Discovering Statistics Using SPSS for Windows. Thousand Oaks, CA: SAGE, 2000.
  32. Muilenburg, L. Y., & Berge, Z. L, Student Barriers to Online Learning: A Factor Analytic Study. Distance Education, 26(1), 29-48, 2005. https://doi.org/10.1080/01587910500081269