소비자의 친환경 제품 속성평가 및 제품선택에 관한 연구

서해진 ( Haejin Seo ),양재호 ( Jaeho Yang ) 한국유통물류정책학회 2020 유통물류연구 Vol.7 No.4

본 연구는 친환경 제품 구매 시 중요하게 고려되는 속성과 속성 수준을 분석하고 이를 토대로 최적의 판매 옵션의 조합을 조사하였다. 가상의 프로파일을 만들어 친환경 제품의 속성별 중요도와 수준 별 효용을 측정하는 컨조인트 기법을 활용하였다. 친환경 제품을 두 가지 유형(탐색재/경험재)로 구분하고 최종 291명의 응답자를 대상으로 4개 속성 수준에 대한 9개의 프로파일을 제시한 후 선호도를 조사하였다. 분석 결과, 최적의 판매 옵션 조합은 탐색재로 선정한 텀블러(경험재로 선정한 세탁세제)에 대해 ‘바이오 플라스틱 50% 사용+ 유통업체 브랜드+Grande 사이즈(95개 캡슐)+가격 20,000원(23,000원)’ 로 나타났다. 이러한 결과는 친환경 제품의 유형에 따라 제품 속성의 중요도 및 속성 수준별 효용가치가 다를 수 있다는 점과 브랜드가 소비자의 구매결정에 미치는 영향의 차이를 보여준다. This study aimed at identifying the optimal combination of the sales options based on attributes and levels of the attributes importantly considered in purchasing an environment-friendly product. The conjoint analysis estimated the importance of each attribute contained in environment-friendly products and the utility of each level of the attributes, drown from 9 hypothesized attributes’ profiles. The analysis sample consisted of 291 consumers who responded to the 9 profiles composed of 4 different levels of the attributes in two types of the environment-friendly products(search goods and experience goods). Findings revealed that the optimal combination of the sales options for search goods was to use the fifty percent of bio-plastic, private brand, and grande size with the 20 thousand won price. On the contrary, the optimal sales option, for experience goods, was to combine the fifty percent of bio-plastic, private brand, and 95 capsules with the price of 23 thousand won. The results underscored that the utility of the importance of each attribute and different levels of the environment-friendly products was likely to be differentiated by the types of the environment-friendly products.

메시지 프레임이 공익연계마케팅의 효과에 미치는 영향에 관한 연구

서해진(HaeJin Seo),송태호(Tae Ho Song) 한국경영학회 2015 經營學硏究 Vol.44 No.3

There has been increased interest in cause-related marketing and a focus of its importance. For firms, cause-related marketing is a means of achieving corporate social responsibility and cost-effectiveness. Meanwhile, the consumer not only receives the economic benefits of purchasing their chosen products, but there are also emotional benefits derived from their charity-oriented purchasing behavior. Despite this increased attention and its recognized practicality, there is still a lack of comprehensive and systematic studies of the marketing communication aspects of cause-related marketing. Most firms employ monotonous and non-strategic activities, so they have not yet fully obtained the effects of cause-related marketing. Therefore, deeper theoretical considerations are necessary in order to discover how to increase the effectiveness of cause-related marketing by approaching consumers strategically. Accordingly, this study aims to reveal underlying mechanisms of cause-related marketing before identifying effective messaging directly. This study proposes new message frames, different from the various message types currently used in related fields. The proposed frames are based on consumers ambivalent intentions. That is, rather than intentions to donate based only on altruism, intentions are based on loss (cost)-aversion in a rational consumer position, which is not found in pure charity behaviors. This study verified the differential effects of two message frames by consumers’ ambivalent intentions and confirmed ambivalence toward cause-related marketing through moderating effect analysis of gender variables. Through these results, the study points to underlying mechanisms of cause-related marketing and explains the mixed results of gender variables in previous research. The results reveal that message frames in cause-related marketing have significant effects on consumer response. Specifically, the consumer response to cause-related marketing was more positive in value-focused frame than in cost-focused frame. Also, differential effects of message frames on consumer response by gender were explained. Males, as expected, showed a more positive response to cause-related marketing products marketed with the value-focused frame. Whereas, females exhibited a similar response for products with both message frames as females are comprehensive information processors and have moral standards based on particular situations. Consequently, the results confirmed different responses from male and female consumers on message frames. Finally, this study addresses implications and discusses the limitations and directions for future research.

간접 광고가 브랜드 태도와 프로그램 태도에 미치는 차별적 영향

서해진(HaeJin Seo),송태호(Tae Ho Song) 한국경영학회 2016 經營學硏究 Vol.45 No.6

According to a recent research, PPL(Product Placement) accounts for 13 percent of total advertising sales and a scale of PPL is expected to grow at least 20 percent per year. As more and more firms and/or advertisers use PPL, some problems are happening. Advertisers want to place their brands or products in a more direct, explicit way because they paid the high costs. And producers meet the demand, consequently, viewers’ complaints about placements that are awkward, frequent, and unfit to a context of program. Although many related researches have been done, most researches have focused on causes of negative responses toward PPL. Also, in the field of PPL, entertainment programs have not been studied much in spite of increasing of PPL in entertainment programs recently. Little previous studies have examined negative effects of PPL in aspect of advertising effect, therefore, this study firstly aims to examine how viewers’ negative responses toward PPL differ and the impact on brand, program depending on the type of program-soap opera or entertainment. Secondly, we verify moderator effects of brand/program awareness, prior attitude on viewers’ negative responses toward PPL brand and program. The results reveal that viewers response differently toward PPL brand depending on the type of program. The interaction effect of program type and brand awareness, prior attitude is significant. Whereas, the viewer response toward PPL program is not influenced by program type, program awareness, and prior attitude to program. This study investigates the negative response of viewer to PPL and further, the effect of those responses on PPL brand, PPL program. Finally, we explore strategic implications for practitioners.

공익연계마케팅의 양면적 특성과 메시지 프레임의 효과에 관한 연구

서해진(HaeJin Seo),송태호(Tae Ho Song) 한국경영학회 2019 經營學硏究 Vol.48 No.2

Cause-related marketing is a type of corporate social responsibility activity that combines donations and product purchases. It is essential to understand the cause-related marketing and consumers’ responses from both perspectives of pro-social behavior of donation and reasonable purchase. This study assumes that the utility of cause-related products is determined by the relationship between benefits from donations (pleasure of consumption) and costs (pain of paying) by applying a double-entry mental accounting model. Furthermore, this study proposes the two message frames (benefit-oriented and cost-oriented) that can enhance the utility of cause-related products. The effects of message frames were examined by analyzing the interaction effect between message frames and product types that were divided into two categories: hedonic and utilitarian. Moreover, four hypothetical scenarios were made for the experiments. Result shows that consumers’ preference for the hedonic cause-related product was higher when the benefit-oriented message frame was presented than when the cost-oriented one was used. By contrast, consumers’ preference for the utilitarian cause-related product was higher in the cost-oriented message frame. On the basis of these results, this study addresses implications and discusses the limitations and directions for future research.

소비자의 속성 선호도와 구매 목적 동기가 제품선택에 미치는 영향

양재호(Jaeho Yang),서해진(HaeJin Seo) 한국경영교육학회 2020 경영교육연구 Vol.35 No.6

[연구목적] 본 연구는 승용차 타이어제품 구매에 있어서 고려되는 속성의 선호도를 파악하고, 평가 속성의 수준과 중요도를 고려한 효용가치를 산출하여 최적의 제품속성 조합을 제시하고자 하였다. [연구방법] 가상의 제품속성 프로파일을 사용하여 타이어제품의 속성중요도와 효용을 측정하는 컨조인트 분석방법을 사용하였다. 타이어 제품의 대안평가 과정에서 소비자가 가지는 구매동기(안전/경제)가 속성평가와 제품선택에 미치는 차별적 영향력을 조사하였다. 타이어 제품을 구매한 경험이 있는 214명의 응답자에게 4가지의 제품속성을 수준별로 구성한 9개의 가상 프로파일을 제시하여 응답자가 선호하는 최적옵션을 조사하였다. [연구결과] 안전 동기를 고려한 소비자가 선택한 타이어 제품의 최적판매옵션은 7만㎞+사후관리서비스(포함)+할인율 20%+금호타이어로 밝혀졌다. 경제적 구매동기를 고려한 소비자는 할인율 20%+7만㎞+한국타이어+사후관리서비스(포함)의 속성조합을 선택한 것으로 밝혀졌다. [연구의 시사점] 본 연구는 타이어 제품에 대한 소비자의 선호가 그들이 가지고 있는 소비동기에 따라서 달라지는 것을 확인하였다. 이를 토대로 타이어 제조 및 판매를 책임지는 기업이 마케팅 커뮤니케이션 및 광고커뮤니케이션 전략을 수립할 때 대상 소비자들의 구매동기를 사전에 조사하여 최적의 속성조합을 개발할 필요성을 제시하였다. [Purpose] The aim of this study is to examine consumers’ preference attributes with a tire purchase, and to propose the optimal attribute set based on the utility value estimated using the levels and importance of the tire attributes. [Methodology] The conjoint analysis was employed to estimate the importance of the tire attributes and utility from the hypothesized attribute profiles, and to investigate. The analysis sample consisted of 214 consumers who had ever purchased any tire product. Nine hypothesized profiles composed by 4 different levels of the product attributes were presented to the respondents to obtain their optimal preference attribute set. [Findings] Findings revealed that the optimal sales’ option the respondents decided to purchase in considering the safety motivation was 70,000 mile+Warranty service+20% of the discount rate+Kumho brand. In addition, Consumers who focused on economical motivation selected the optimal set of 20% of the discount rate+70,000 mile+Hankook brand+Warranty service. [Implications] This study underscored the importance of consumers’ motivation associated to their purchase. Implications for tire companies in deciding the optimal sales option are discussed.