단순 할인과 기부 연계 할인의 효과 비교: 이타성, 제품유형에 따른 차이

박은아,권윤수 한국소비자·광고심리학회 2016 한국심리학회지 소비자·광고 Vol.17 No.4

According to the interest of consumers and companies for altruistic consumption increased, the study on the comparison between the traditional discount promotion and discount with donation promotion has been done. The purpose of this study to examine the effects of the consumer’s altruism and product type, discounts promotion on product attitude and purchasing intention. To achieve this goal, the experiment was designed by 2 types of consumer’s altruism(high / low) * 2 types of products type(practical product / hedonic product) * 2 type of discounts promotion(only discount/ discount with donation) factors. The total of 165 undergraduate students were recruited and asked to answered questions. The results of this study were as follow. First, The effect of the consumer’s altruism and product type, discount promotion on purchasing intention were significant. For the high group of altruism, purchasing intention was high at discount with donation promotion than only discount promotion in practical product. And purchasing intention was high at discount with donation promotion than only discount promotion in hedonic product. For the low group of altruism, purchasing intention was high at discount promotion than discount with donation promotion in practical product. But, purchasing intention was high at discount with donation promotion than discount promotion in hedonic product. Second, The effect of the consumer’s altruism and product type, discount promotion on product attitude were not significant. The results suggest that consumer that have high altruism will high probability of purchasing product at discount with donation promotion regardless of product type. But, consumer that have low altruism will altruistic consumption behavior differently on product types. 이타적 소비에 대한 소비자와 기업의 관심이 증가함에 따라, 본 연구는 단순히 가격을 인하하는 전통적 가격할인 전략과 기부를 연계한 가격할인 전략의 효과를 비교하였다. 대학생 165명을 대상으로 소비자 이타성(고/저), 제품유형(실용재/쾌락재), 할인전략(단순 할인/기부연계 할인)을 독립변인으로 하여 제품에 대한 태도와 구매의도를 분석한 결과는 다음과 같다. 첫째, 이타성이 높은 소비자는 제품유형에 관계없이 단순할인 제품보다 기부연계 할인제품에 대한 구매의도가 더 높았다. 둘째, 이타성이 낮은 소비자는 제품유형에 따라 구매의도가 다르게 나타났다. 즉 실용재에서는 단순 할인제품에 대한 구매의도가 더 높은 반면, 쾌락재에서는 기부연계 할인제품에 대한 구매의도가 더 높았다. 이 결과는 이타성이 높은 소비자의 경우 제품유형에 관계없이 기부를 적용한 제품을 구매할 가능성이 높지만, 이타성이 낮은 소비자의 경우 제품유형에 따라 이타적 소비행동이 달라질 수 있음을 의미한다. 본 연구는 전통적인 가격할인전략과 기부를 포함한 할인전략의 효과를 비교함으로써 학문적, 실무적 시사점을 제시하였다.

판촉 프레이밍이 보너스팩과 가격할인의 선호에 미치는 영향: 단위가격 착각의 효과

박혜성 ( Hyesung Park ),석관호 ( Kwanho Suk ) 한국소비자학회 2016 소비자학연구 Vol.27 No.6

본 논문은 판매촉진 정보의 제시방법(framing)이 소비자의 보너스팩과 가격할인에 대한 선호에 미치는 영향을 연구하였다. 기존의 판매촉진 연구들은 소비자들이 보너스팩보다 가격할인을 더 선호하는 경향이 있는 것을 보여주었다. 본 연구는 소비자의 두 유형의 판촉에 대한 상대적인 선호는 판매촉진 메시지 프레이밍과 할인의 크기에 따라 달라진다는 것을 제시하였다. 구체적으로, 판매촉진 메시지가 절대적 프레임으로 제시될 경우(예, xx원 할인, xx개 추가 증정)에는 소비자는 가격할인을 보너스팩보다 더 선호하나, 메시지가 상대적 프레임으로 제시될 경우(예, xx% 할인, xx% 추가 증정)에는 보너스팩에 대한 상대적 선호가 더 증가한다는 가설을 제시하였다. 또한 이러한 프레이밍 효과는 할인의 크기가 클수록 더 현저하게 나타날 것으로 기대했다. 연구 가설을 소비자의 구매의도(실험 1)와 선택(실험 2)을 종속변수로 한 두 실증연구를 통해 검증하였다. 실험 1은 인터넷 영화관 포인트를 구매하는 상황을 설정하여, 동일한 단위가격(unit price)을 가지는 가격할인과 보너스팩에 대한 평가가 메시지 프레이밍 방법에 따라 어떻게 달라지는 가를 검증하였다. 절대적 프레임으로 판매촉진 메시지가 제시되었을 경우에는 소비자들은 가격할인을 더 선호하였으나, 상대적 프레임 하에서는 보너스팩에 대한 선호가 증가하였다. 이와 같은 메시지 프레이밍의 효과는 할인폭이 큰 경우에만 유의한 것으로 나타났다. 실험 2에서는 실험 1의 외적타당성의 한계를 보완하고자 가격할인을 제공하는 대안과 보너스팩을 제공하는 대안에 대한 소비자의 선택을 조사하였다. 실험 2의 결과 또한 판매촉진에 대한 선택확률도 메시지 프레이임과 할인 크기에 따라 달라진다는 것을 보여주었다. This research examines the influence of the framing of promotional messages on the relative preference for price cut and bonus pack promotions that provide the same discounted unit price. The extant literature shows that consumers tend to prefer price cuts (that offer monetary savings) to bonus packs (that offer extra amount of the product). Although price cut is one of the most frequently used sales promotion tools and has strong impact on sales increase, it also has some limitations such as lowering perceived quality and reference price, resulting in decreases in potential future demand of the promoted product. Bonus pack promotion can be an alternative promotional tool with reduced negative long-term effects. Then, how can we increase consumers` preference for bonus pack promotion? This research extends the findings of prior studies and suggests that the relative preference for price cuts and bonus pack is moderated by whether the promotional message is absolutely framed (presenting the absolute amount of monetary savings or free extra-products) or relatively framed (presenting the percentage of monetary savings or free extra-products). Specifically, this research proposes and tests the following key hypotheses: (1) consumers prefer discount to bonus pack under the absolute frame, (2) consumers` preference for bonus pack increases under the relative frame, and (3) the framing effect is stronger when the discount is deeper than shallower. In case of the absolute frame, because consumers can easily recognize exact saving they can obtain from each type of sales promotion, they will evaluate it according to the amount of monetary saving (price cut) or the free extra amount of the products (bonus pack). Thus, their evaluation of sales promotions is more strongly affected by the discounted unit price. When the two types of the sales promotions offer the same unit price, consumers are likely to prefer discount to bonus pack, because of the benefits of price cuts such as lower transaction cost and inventory cost. In case of the relative frame, because consumers have difficulty in calculating the degree of discount they can get, they are more likely to evaluate it based on the value of the framed rates (discount rate, bonus pack rate). Given the same sale unit price, bonus pack rate is higher than that of price cut. For example, the sales promotion that offer 20% price discount is equivalent the bonus pack that offer 25% extra products in terms of the unit price. Because it is more difficult to calculate the unit price when the message is presented in the relative frame, consumers tend to rely more on the system 1 rather than system 2, resulting in a simple comparison of the presented price discount rate and bonus pack rate. Thus, relatively presented promotional messages should increase consumers` relative preference for bonus pack. Our proposed predictions are tested in two empirical studies. Experiment 1 set the situation to purchase points of Internet cinema. Participants rated their relative preference (in terms of purchase intention) for the two types of sales promotion that varied in terms of framing of sales promotion messages (absolute vs. relative) and the depth of discount (shallow vs. deep). The results showed that when promotion messages are absolutely framed, price cut promotion was preferred to bonus pack promotion. However, when messages are relatively framed, price cut promotion and bonus pack promotion were equally preferred. We also found that the moderating effect of message framing was more prominent when the discount rate was higher. These key findings are replicated in study 2 that examined the effects of message framing on consumer choice between two fitness centers, one offering price cut promotion and the other offering bonus pack promotion. Under the absolute frame, consumers were more likely to choose the fitness center that offered price cut promotion than that offered bonus pack promotion. When promotional messages are relatively framed, choice between price cut and bonus pack promotions did not differ. Through the both experiments, it showed that preference for the two types of sales promotion having the same unit price may vary according to the framing of sales promotion messages and the degree of discount. Theoretically this study has the significance to clarify the role of the unit price framed by sales promotion activities which the existing literature on the sales promotion has overlooked. And it also has the meaning to present that evaluation on different types of sales promotion having the same unit price may vary according to the message framing. And practically, it showed that preference for the certain sales promotion may be influenced by the method how marketers communicate sales promotion messages.

할인 혜택의 시간적 거리, 가격 할인율 및 소비자의 조절초점이 구매의도에 미치는 영향

문선영,서찬주 한국비즈니스학회 2022 비즈니스융복합연구 Vol.7 No.1

기업은 흔히 판촉활동의 일환으로 소비자에게 가격할인 혜택을 제공한다. 제품을 구매하는 즉시 할인 혜택을 주는 방식이 보편적이었다면 최근에는 제품 구매 완료 이후 할인 금액만큼 포인트 적립의 형태로 제공하거나 즉시 할인과 포인트 적립 중 하나를 선택할 기회를 소비자에게 제공하고 있는 추세로 변화하고 있다. 할인 혜택과 관련된 선행연구들은 대부분 즉시 제공되는 할인 혜택에 초점을 두고 진행 되어왔지만 본 연구에서는 소비자에게 포인트 적립과 즉시 할인이라는 옵션이 동시에 제공될 때 두 가지 옵션들 중 어떠한 선택을 하는지 보고자 한다. 이와 더불어 가격 할인율 그리고 소비자의 조절초점 성향이 제품 구매의도에 어떠한 영향을 미치는지 살펴보고자 한다. 이를 위해 본 연구에서는 2(할인 혜택의 시간적 거리: 즉시 할인 vs 포인트 적립) x 2(가격 할인율: 낮음 vs 높음) x 2(소비자의 조절초점: 예방초점 vs 향상초점) factorial design으로 설계하여 3-WAY ANOVA 분석을 실행하였다. 그 결과 할인 혜택이 추후에 사용 가능한 포인트로 제공될 때보다 즉시 소비자에게 제공될 때 소비자의 구매의도가 더 높은 것으로 나타났다. 가격 할인율의 경우 할인율이 높을 때(30%)가 상대적으로 낮은 경우(5%)에 비해 소비자의 구매의도가 높은 것으로 확인되었다. 상호작용효과의 경우 가격 할인율이 낮을 때에는 제품 구매 후 사용 가능한 포인트 적립의 형태로 할인 혜택이 제공될 때 소비자의 구매의도가 높은 것으로 나타났다. 그리고 할인 혜택의 제공 방식이 포인트 적립인 경우에는 향상초점 성향 소비자의 구매의도가 상대적으로 예방초점 성향의 소비자보다 높게 나타났다. 한편 기존 선행연구들을 토대로 예측한 가격 할인율과 조절초점의 상호작용 효과는 나타나지 않았다. 밝혀진 결과를 바탕으로 학문적인 그리고 실무경영에서의 시사 하는 바를 논의 하였다. Price promotion strategy has been frequently used by firms as a major tool of sales promotion. However, firms nowadays, especially on-line or mobile situation, tend to offer the choice between an immediate price discount and an after-purchase point accumulation. While most of the previous research on price promotion mainly focused on the immediate price discount, however, this study try to examine both immediate price discount and after-purchase point accumulation simultaneously. This study proposed and performed a two (price promotion’s temporal distance: immediate vs. after-purchase) by two (price discount rate: low vs. high) by two (consumer’s regulatory focus: prevention vs. promotion) 3-way factorial ANOVA design. Here, temporal distance and price discount rate served as between-factors and promotion as a within- factor. The result showed that consumers prefer immediate price discount benefits over after-purchase benefits. Also consumers are more favorable to higher(30%) discount rate than lower(5%) one. As for the interaction effect, when the price discount rate is low, consumers show high purchase intentions if after-purchase discount mileage is given. Furthermore, when after-purchase discount mileage is given, prevention-focus consumer’s purchase intention was higher than promotion-focus consumer’s purchase intention. However, there was no interaction between the price discount rate and the consumer’s regulatory focus. Based on the findings of this study, academic and managerial implications are discussed.

가격할인과 보너스팩 판매촉진에 대한 소비자 반응 : 온라인 구매와 판매촉진 수준의 조절효과

이경탁,장흔형 한국전략마케팅학회 2016 마케팅논집 Vol.24 No.3

판매촉진과 관련된 이전 연구들은 주로 판매촉진의 중요한 두 가지 유형, 가격할인(가격인하 판매촉진)과 보너스팩(가치부가 판매촉진)의 효과에 중점을 두고 진행되어 왔다. 그러나 이와 관련한 연구결과들은 서로 일치하지 않고 있다. 본 연구의 목적은 두 가지 판매촉진 유형과 구매의도 간의 관계를 조절하는 변수들의 영향력을 파악하여 이전 연구결과의 불일치를 설명하는 것이다. 이를 위하여 온라인(오프라인) 구매 상황과 판매촉진 수준이라는 두 가지 조절변수와 판매촉진 유형 간의 상호작용효과를 검증하고자 하였다. 본 연구는 총 3개의 연구로 구성하였다. 연구 1은 판매촉진 유형이 소비자들의 구매의도에 미치는 효과가 온라인과 오프라인 구매 상황에 따라 어떤 차이가 있는 가를 파악하기 위한 것이다. 연구 2는 연구 1의 결과에 대한 일반화를 확인하기 위하여 다른 실험조작물을 이용하여 연구 1의 결과를 확인하기 위한 것이다. 연구 3은 판매촉진 유형과 판매촉진 이익 수준 간의 상호작용 효과를 검증하기 위한 것이다. 연구 1의 결과를 보면 다음과 같다. 오프라인 구매 상황에서는 판매촉진 유형과 구매의도 간에 유의적인 차이가 없는 것으로 나타난 반면에 온라인에서는 가격할인과 보너스팩 판매촉진 간에 유의적인 차이가 있는 것으로 나타나 가설이 지지되었다. 연구 2의 결과는 연구 1의 결과를 지지하고 있다. 연구 3에서는 판매촉진 수준이 높은 경우에는 보너스팩 보다 가격할인 판매촉진에서 소비자들의 구매의도가 높게 나타난 반면에 판매촉진 수준이 낮은 경우에는 두 가지 판매촉진 간에 차이가 없는 것으로 나타났다. Systematic research into promotional effectiveness is important to marketing field because spending on sales promotions continues to be a large part of the marketing communication expenditures for many companies. From an academic approach, most of the previous research has focused on the effectiveness of promotion type: price discount as monetary and bonus pack as nonmonetary promotion. However, results from the previous studies are inconsistent. These inconsistent results may imply further research is needed. This study is to fill this gap by comparing and determining what type of promotion is most effective. The purpose of this study is to test the effects of price discount and bonus pack on purchase intention, and the moderating effects of online or offline purchase contexts and sales promotion level on the relationship between promotion type and purchase intention. According to the research outcomes, the results of study 1 and 2 showed that no differences between the purchase intention of price discount and bonus pack promotions were found on offline purchase context, while purchase intention was higher for price discount on online. These results imply that the price discount may be better than bonus pack promotion with online contexts. Therefore online retailers need to take care when determining appropriate price discounts to attract customers. The results from study 3 suggested that when the sales promotion level was high, the purchase intention of price discount promotion was higher than that of bonus pack. However price discount is not different from bonus pack when the sales promotion offered is low. This study contributes to explaining the inconsistent results found in previous studies.

구매 혜택을 제공하는 프로모션 종류가 SNS 프로모션 참여 의도에 미치는 영향 : 가격할인 vs 현물 보상 프로모션 참여에 대한 인식된 사회적 가치의 매개효과를 중심으로

최강준(Choi, Kangjun),안동균(Ahn, Dongkyun) 한국상품학회 2021 商品學硏究 Vol.39 No.3

최근 경험재를 판매하는 많은 업체들은 소비자들의 참여를 유발하는 SNS 마케팅을 진행하고 있다. 이러한 SNS 마케팅의 내용은 소비자들이 SNS에 제품을 업로드할 경우 판매자로부터 가격할인이나 현물보상 등의 혜택을 제공받는 것이다. 이러한 SNS 프로모션은 현실에서 많이 사용되고 있음에도 불구하고, 이와 관련된 연구는 매우 부족한 실정이다. 이에, 본 연구는 경험재를 중심으로 SNS 프로모션이 소비자의 프로모션 참여의도에 미치는 영향에 대해 살펴보았다. 이를 위해 본 연구는 두 번의 온라인 실험을 하였다. 먼저, 실험 1의 결과 SNS 활용도가 낮은 소비자는 가격할인 SNS 프로모션에 대해서 SNS 참여 의도가 더 높아지는 것으로 나타났다. 그러나, SNS 활용도가 높은 실험 참가자들의 경우, 프로모션 방식에 따른 프로모션 참여의도의 차이가 나타나지 않았다. 또한, 실험 2에서는 이러한 효과가 실험 참가자들이 인지하는 프로모션 유형에 대한 사회적 가치의 차이에서 발생한다는 것을 보여주었다. 특히, 본 연구는 SNS 활용도가 높은 실험 참가자들의 경우, 가격할인 SNS 프로모션에 대해 자신이 인지하는 사회적 가치가 위협받는다고 생각하는 것을 밝혀내었다. 마지막으로 본 연구는 위의 결과들을 해석하고, 이론적 시사점에 대해 제시하며, 실무자들에게 효과적인 SNS 프로모션의 방법에 대해서 제안하였다. Recently, many companies that sell experience goods often conduct promotions that ask consumers to share the contentswith the goods in their socialmedia for generating viral. The social media marketing is providing price discounts or in-kind rewards when consumers share the contents about the goods. Although the social media is a pervasive instrument of marketing promotion, research on social media promotion is very scarce. Therefore, the current research attempt to find out the effect of SNS promotion on consumer’s participation intention of promotion by using two online experiments. In Experiment 1, we demonstrate that when participantswho make less use of social media are provided price discount promotion, their participation intention for SNS promotion are increased. However, for participants who make more use of social media, there is no significant difference in participation intention of promotion between the promotion types. In Experiment 2, we confirm that these effects are caused by the level of participants’ perceived social value toward the SNS promotions. To be more specific, participants who make more use of social media, think their social value are threatened by price discount promotion. We suggest that theoretical and practical implications about effective SNS promotion.

The Effect of Post-Purchase Discount Format on Consumers’ Perception of Loss and Willingness to Return

Xueqing Luo,Jennifer J. Lee 한국유통과학회 2018 The Journal of Asian Finance, Economics and Busine Vol.5 No.4

Price discount is one of the commonly used promotion strategies to increase sales and revenue. If a discount is perceived before the purchase (i.e., pre-purchase discount), consumers are likely to perceive it as a potential gain. If it is noticed after making a regular-priced purchase (i.e., post-purchase discount), consumers may develop negative emotions and attitudes. Based on the rising transparency and omnipresence of price and discount information through web and mobile platforms, we attempt to tackle an understudied topic on the negative effect of post-purchase price discount. Specifically, post-purchase discount information may increase consumers’ perception of monetary loss, which may affect consumers’ decision to return the product, potentially increasing the operating costs borne by retailers. Based on a close scrutinization of the current market environment and previous academic literature, we suggest a novel conceptual framework to understand consumers’ perception, attitude, and behavior (perception of loss, willingness to return) upon perceiving various formats of discount promotion (absolute value vs. percentage discount) posterior to the purchase of a product. We also look at the effect of price level (low-priced vs. high-priced). For marketing practitioners, we intend to suggest optimal promotion formats that can alleviate consumers’ negative perceptions and prevent additional operation costs.

The Effect of Different Post-Purchase Discount Formats on Consumers’ Perceptions of Loss and Willingness to Return the Product

Xueqing Luo,Jennifer J. Lee 한국유통과학회 2017 KODISA ICBE (International Conference on Business Vol.2017 No.-

This research is constructed by main study and supplementary study. In the main study, we determine to study the effect of different formats of post-purchase discount on two dependent measures: consumers’ perceptions of loss and willingness to return. Price promotion is one of the most commonly used methods to increase sales and revenue. If a promotion is announced before the purchase (i.e., pre-purchase discount), consumers are likely to perceive it as a benefit. If announced after the purchase (i.e., post-purchase discount), consumers tend to perceive the discount as a loss. Previous studies have stated that in pre-purchase discount condition, promotions change consumers’ purchase decisions, and consumers perceive different formats of discount. However, to our knowledge, the effect of different post-purchase discount formats has not been researched. Our research aims to fill this gap by proposing how consumers perceive the post-purchase discount, and whether they have different degrees of willingness to return the purchased product under various formats of post-purchase discount. We use a two-way ANOVA (2 Initial Prices x 2 Discount formats) to analyze subjects’ perceptions of loss and willingness to return. For marketing practitioners, we intend to suggest optimal promotion formats that alleviate consumers’ negative perceptions and prevent additional operating costs.

지속적 이용의도가 혜택의 크기가 작은 판매촉진의 선호에 미치는 영향

윤세정 ( Yun Sejeong ) 한국소비자학회 2021 소비자학연구 Vol.32 No.5

본 연구는 낮은 판촉 수준에서 지속적 이용의도가 판매촉진에 대한 선호에 미치는 영향을 검증하였다. 기존의 판매촉진 연구들은 비슷한 혜택을 제공하는 가격할인과 보너스팩 사이의 상대적인 선호를 밝혔으나 판매촉진의 크기가 작을 경우에 나타나는 소비자 평가의 차이를 논의한 연구는 많지 않다. 본 연구의 목적은 소비자에게 제공하는 판매촉진의 혜택 크기가 작을 경우에 소비자의 제품(서비스)에 대한 지속적 이용의도가 판매촉진에 대한 선호와 거래효용 지각에 미치는 영향을 제시하는 것이다. 본 연구는 판매촉진의 유형에 따라서 나타나는 복수의 혜택에 대한 지각 차이를 이론적 근거로 제시하였다. 구체적으로, 지속적 이용의도가 있는 소비자들이 동일한 가격할인을 통해서 제공받는 복수의 혜택은 전체적인 손실의 감소로 지각하는 반면에 동일한 보너스팩을 통해서 제공받는 복수의 혜택은 다수의 분할된 이득으로 지각하여 판촉유형에 따른 효과가 달라질 것으로 기대한다. 따라서, 개별 판매촉진의 혜택 크기가 작더라도 두 판매촉진 사이의 선호와 거래효용의 차이가 나타날 것이라고 예측하였다. 실험 1은 지속적 이용의도가 있을 경우 혜택의 크기가 작은 보너스팩과 가격할인에 대한 소비자의 평가를 비교하였다. 연구 결과, 보너스팩에 대한 선호와 거래효용이 가격할인보다 높게 나타났다. 실험 2는 지속적 이용의도를 조작하지 않은 통제조건을 포함하여 본 연구에서 제시하는 효과를 검증하였다. 실험 2의 결과 지속적 이용의도가 높도록 가정할 경우에는 보너스팩에 대한 선호와 거래효용이 가격할인보다 높게 나타났으나, 그렇지 않을 경우에는 선행연구와 동일하게 가격할인과 보너스팩 사이의 유의한 차이가 나타나지 않았다. 판매촉진의 유형이 소비자 선호에 미치는 영향에 대한 지속적 이용의도의 조절효과가 거래효용에 대한 지각에 의해서 매개되는 완전 매개된 조절효과가 나타났다. This research examines the influence of continuous usage intention on the preference of promotions at the low promotional benefit level. Prior research on promotion tests the relative preference between bonus packs and price discounts. However, little attention has been directed to the difference in consumer evaluations when promotion level is small. The purpose of this research is to test the influence of continuous usage intention towards product (service) on the preference and on the transaction utility perception between promotion types at low promotional benefit level. The theoretical explanation is based on the different perceptions of multiple promotional benefits between bonus pack and price discount. Specifically, it is hypothesized that the preference and transaction utility are higher for bonus pack (vs. price discount) at low promotional benefit level because consumers would segregate multiple benefits (i.e., gains) from bonus packs while they would perceive multiple benefits (i.e., decreased loss) from price discounts as a whole. Study 1 compared the evaluation between bonus pack and price discount when promotional level was small. The results showed that the preference and transaction utility were higher for bonus pack compared with an equivalent level of price discount. Study 2 included control conditions where continuous usage intention was not manipulated and tested the proposed effects. The preference and transaction utility were higher for bonus pack (vs. price discount) when the continuous usage intention was high. However, the differences were not significant when the continuous usage intention was not manipulated, which was consistent with prior literature. The moderating role of continuous usage intention between promotion types and consumer preference was mediated by transaction utility perception. The results supported the full mediated moderation.

CHEAP OR VALUABLE?! THE INTERACTION EFFECTS OF ORIGINAL PRICE AND DISCOUNT PRESENTATION ON SUBOPTIMAL FOOD PURCHASE INTENTIONS

Hsiu-Hua Chang,Long-Chuan Lu,Tzu-Chiao Kuo 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

To reduce food waste at the retail and personal consumption stages, discounts are offered in retail channels to encourage consumers to buy goods that are less attractive or close to their expiry dates. While discounts can encourage consumers to accept and purchase suboptimal foods, previous studies find that low prices or price discounts will make consumers produce positive or negative perceptions of product values. Consumers may increase their purchase intentions due to price concessions, but will think that price reductions are caused by quality degradation and thus reduce their purchase intentions. Additionally, the literature rarely explores the interaction between original prices of suboptimal products and discount presentation modes. This study thus contends that the interaction between original prices of goods and discount types will lead to significant differences in consumers' attitudes and purchase behavior toward suboptimal products. For research goals, this study employed a full factorial between‐subjects experiment designed with 2 original prices (High and Low) × 2 discount presentation modes (Discount percentage and Discounted price). An anonymous web-based questionnaire posted on the popular PTT forum and in Facebook and Instagram related communities is used to collect the data, and then a total of 328 valid questionnaires were finally collected. The findings indicate that attitudes and purchase intentions toward suboptimal food with a low original price is significantly higher than that of a high original price. Among the interaction effects, the means of attitudes and purchase intentions on the level of the low original price of suboptimal foods presented by discount percentage are higher the other three types. For the high original prices of suboptimal foods, the means of attitudes and purchase intentions on the level of discounted price are higher than for discount percentage. Based on these findings, this study demonstrates that consumer attitudes and purchase decision-making toward suboptimal foods are shaped by original prices and discount presentation modes. In Asia-Pacific countries such as Taiwan, consumers are price-sensitive but once a food item belongs to the category of suboptimal foods, their perceptions of discounts become different. Consumers’ attitudes toward that food and their willingness to buy may be moderated by the high or low original price of suboptimal food with the levels of discount presentation mode. Thus, based on the analysis and results of this study, we offer fresh findings and make both theoretical and managerial contributions to the related field of suboptimal food marketing and price discounts.

한정메시지유형과 미용서비스유형이 미용서비스태도에 미치는 영향

고성현 ( Sung-hyun Ko ),여준상 ( Jun-sang Yeo ) 한국미용학회 2017 한국미용학회지 Vol.23 No.2

This study verified the effect of scarcity message type and beauty service type on beauty service attitude in the sale promotion situation of beauty salon. As the result of ANOVA analysis on the experimental design 3 (scarcity message type: limited-quantity/limited-time/not limited) × 2 (beauty service type: hair color/nail art), the limited time group showed more positive response to hair color service than limited quantity group and not limited group of beauty service attraction. also the limited time group showed mot positive response to hair color service than other group of service use intention. But the scarcity message effect didn`t appear in the nail art service of beauty service attitude, so that the hypothesis was partially supported. The effect of sales promotion by price discount is maximized when time limited message is presented compared to quantity limited message. Therefore, it is necessary for the hair salon marketers to more stress time limited message when using scarcity message in promotion conditions and it is necessary of more effective strategic method to hold a promotion event focusing on advertising message of price discount sale promotion. and keep in mind that frequent price discount sale promotion exerts negative influence on the promotion effect in the long view.