시간적 거리에 따른 해석수준과 여행상품의 고객보상프로그램이 구매의도에 미치는 영향

The Effect of Applied Construal Level Theory and Consumer Reward Program of Travel Products on Purchase Intention According to Temporal Distance: Focused on the Moderating Effect of Regulatory Focus and Evaluation Mode

본 연구는 시간적 거리에 따른 해석수준(가까운 미래 vs. 먼 미래)과 여행상품의 고객보상프로그램(즉시 할인 vs. 포인트 적립)이 구매의도에 미치는 영향에 있어 조절초점과 평가모드에 따라 조절효과가 발생하는지를 검증하였다. 실험 1은 조절초점(향상초점 vs. 예방초점)의 조절효과를 살펴보고, 실험 2는 평가모드(분리평가 vs. 공동평가)의 조절효과를 살펴보았다. 서울ㆍ경기지역의 20대 대학생을 대상으로 2017년 5월 12일부터 25일까지 실험 1과 실험 2 각각 296명, 277명 샘플을 수집하여 분석에 사용하였다. 연구결과, 조절초점의 조절효과는 부분 채택되었고, 평가모드의 조절효과는 완전 채택되었다. 결론에서는 본 연구결과를 통해 여행상품을 구매하는 상황에서 소비자 행동변화의 중요성을 파악하고, 고객보상프로그램의 효율적인 활용방안을 제시하고자 한다.

This study investigated the effect of construal level theory (near future vs. far future) and a consumer reward program (instant discount vs point accumulation) of travel products on the purchase intention. This was done according to temporal distance and focused on the moderating effect of using a regulatory focus and an evaluation mode. The moderating effect of regulatory focus (promotion focus vs prevention focus) was examined in the first experiment and an evaluation mode (separate evaluation vs joint evaluation) was examined in the second experiment. A total of 296 and 277 samples were collected and analyzed for the first and second experiments respectively. These were taken from college students aged in the 20s throughout Seoul and Gyeonggi Province from May 12 to May 25, 2017. These results show that the moderating effect of the regulatory focus was partially adopted while the moderating effect of the evaluation mode was fully adopted. In conclusion, the study identifies the importance of consumer behavioral changes in the purchasing intention for travel products and suggests effective ways of using a consumer reward program.