가격 할인 제시 유형과 제품 속성 유형에 따른 구매의도 변화

Effect of Price Presentation and Product Attribute on Purchase Intention

본 연구는 가격 할인 제시 방법과 제품 유형 분류에 따른 소비자의 인식 및 구매의도 차이를 검증하고자 하였다. 2(할인 제시방법: 할인 금액 vs 퍼센트 할인) × 2(제품 속성유형: 실용적 속성 vs 쾌락적 속성)집단 간 요인(Between subject design)으로 실험 설계를 하였다. 연구 결과, 소비자들이 실용재 선택시, 퍼센트로 제시된 할인제시보다 원단위의 금액할인으로 제시된 경우 더 높은 구매의도를 보이는 것을 알 수 있었다. 또한 쾌락적 기능이 강조된 제품을 구매할 때, 소비자들은 원단위의 금액할인이 제시된 경우보다 퍼센트 할인, 비율할인을 제시하는 경우 구매의도가 더 높다는 것으로 나타났다. 연구 결과를 토대로 학술적, 실무적 시사점을 제시하였다

Consumers are always set in their choice of purchase while selecting goods. An observation of consumers’ buying pattern reveals two types: planned purchase and impulse buying. It is often said that whereas practical consumption lead consumers to buy utilitarian products, consumption on the basis of emotion and sensory action leads consumers’ orientation toward hedonic products. In order to promote the volume of sales, companies are willing to reduce guilt of consumers carried by choosing goods for their emotional buying decision. From a variety of tools, price discount is the most frequently used promotional tool to attract the eyes of the customer. The author expects two price presentations, Dollar Off vs Percent Off, which apply to consumers to justify their purchasing behaviour. This research examines that these two different price presentations are chosen by consumers at different purchasing situations, which means that emotional buyers show more interest toward percent off (discount) than dollar off, and rational buyer focus on specific price information. It is due to the effect of calculation complexity which drives to justify their impulse purchase. However, rational buyers do not need to conduct calculation for purchase as they prefer to select detailed price information. This research also suggests managerial implication for how price presentation should be applied differently at the right place according to the types of products.