분리 프레이밍 하에서 의사결정 방식 및 효과의 영향요인

Decision Making Process and Influence Factors under ‘Pennies-a-Day’ Strategy

본 연구에서는 분리 프레이밍이 제시될 경우의 의사결정 과정에 대해 새로운 가설을 제시한다. 효용과 금액 수준이 현저한 경우 소비자들은 하찮은 지출 수준이 아닌 유사한 효용을 주며, 유사한 기간단위를 갖는 서비스와 비교한다는 것이다. 또한 분리 프레이밍 하에서 총액을 계산해 보고 의사결정하는 소비자들의 비율이 금액 수준에 따라 달라지는지 여부와 총액의 계산 여부가 구매의도에 미치는 영향을 검토하였다. 분석 결과 하찮은 지출 수준을 넘어서는 분리금액에서도 분리 프레이밍 하에서 구매의도가 높게 나타났다. 이러한 결과는 새로이 제시되는 가설을 지지하는 것이다. 한편 분리 프레이밍이 제시되어도 소비자들의 상당 비율은 총액을 산출해 보고 의사결정을 하였다. 그러나 총액을 계산해 본 피실험자들의 비율에 분리금액 수준이 영향을 미치리라는 가설은 기각되었다. 마지막으로 분리 프레이밍 하에서 총액의 계산 여부에 따라 구매의도는 다르게 나타났으나 차이의 부호가 분리금액 수준별로 상이하였다.

This paper suggests a new decision making process of consumers when Pennies-a-Day framing is offered. Gouville(1998) suggested that only if the daily payment is small Pennies-a-Day framing can increase compliance of transaction. However, following studies showed that larger daily payment amount or monthly payment also can increase compliance of transaction under Pennies-a-Day framing. Then, there arises a question, what is compared with the larger payments. If small and ongoing expenses are compared with, contrast occurs and compliance of transaction can be decreased. Therefore, when larger daily payment amount or monthly payment is offered under Pennies-a-Day framing, the positive impact of Pennies-a-Day framing can not be explained by Gouville(1998)’s two-step decision-making process. This study divides decision-making process under Pennies-a-Day framing into two cases; ‘expense level comparison’ and ‘reference price comparison.’ First, if the benefit of transaction is low, small and ongoing expenses are compared with. Second, if the benefit of transaction and daily payment amount is high, reference price of service which gives similar benefit and has similar payment period is compared with. On the other hand, some researchers argued that consumers will also evaluate the total price (sum of daily payment amounts) under Pennies-a-Day framing, and the number of consumers evaluating the total price will be different according to the level of daily payment amount. This argument is also different with the Gouville’s two-step decision-making process and needs more investigation. With this background, we practiced a lab experiment. The experiment is 2 (framing: Pennies-a-Day, Aggregate) × 4 (payment amount: small, medium-small, medium-large, and large) between subjects design. We additionally asked to only the subjects who are offered Pennies-a-Day framing whether they evaluated the total price or not. The results of analysis are as follows: First, Pennies-a-Day framing results in higher compliance of transaction when the payment amount is small, medium-small, and medium-large. Second, the number of subjects who evaluate the total price is independent from the payment amount. Third, whether subjects evaluate the total price affects the level of transaction compliance. However, the sign of impact is different according to the amount of daily payment. When the daily payment amount is small, medium-small, and large, the transaction compliance of subjects who evaluate the total price is lower. When the daily payment amount is medium-large the transaction compliance of subjects who evaluate the total price is higher.