묶음제품의 가격제시 프레이밍이 구매의도에 미치는 영향연구: 제품유형, 시간적 거리감프레이밍 중심으로 = The Effects of Bundle Price Framing on Consumers’ Purchase Intention of Bundle Component: Based on Product type and Time-Pressure

다국어 초록 (Multilingual Abstract)

In this study, a research on patterns of bundled sales had been done by categorizing products into hedonic, utilitarian products. Through this study, it is confirmed that the purchase intentions of consumers depend on price framing, either combined or separated. Moreover, the research conveys that purchase intentions of customers also depend on time-distance.
The results of the study are: First, the two types of products, hedonic or utilitarian, influenced customers differently. The research shows that the hedonic types have more influence on sales than the utilitarian. Second, in the case of hedonic products, purchase intention was grater when combined price was suggested while in the case of utilitarian products, purchase intention was greater when divided price was suggested. In other words, in case of hedonic products, customers' decision making process is based on evaluating a bundle as one whole product rather than perceiving it as two individual products bundled. Third, the research shows that purchase intentions are also influenced by time-distance when it comes to bundled product sales. In the case of utilitarian products, the chance of a consumer purchasing tends to be higher when there is more time to decide on the purchase; however, in the case of hedonic products, consumers are likely to make purchases in near future. Ultimately, the research clearly shows how consumers make purchase decisions depending on the conditions above.

국문 초록 (Abstract)

소비자들의 합리적 구매패턴이 늘어나면서 번들(bundle)로 구성된 제품을 구매하는 소비자들이 많아졌으나, 묶음제품이 소비자들에게 무조건 인기가 있는 것은 아니다. 기존의 많은 연구에서 번들링 방법과 효과에 대한 연구결과가 있었으나, 본 연구에서는 소비자들의 구매심리에 초점을 맞추어 제품의 차이에 따른 소비자들의 인식의 차이 때문에 번들링의 효과가 달라질 것으로 보고 소비자인식에 영향을 미칠 수 있는 세가지 요인(가격제시 프레이밍, 제품유형, 시간적 거리감)을 자극물로 제시하여 실험을 통해 번들링의 효과를 검증하고자 하였다. 실험 결과, 쾌락재 묶음제품의 구매의도가 실용재 묶음제품의 구매의도보다 더 높게 나왔다. 묶음제품의 판매는 가격할인과 관련하여 쾌락적 제품의 묶음판매가 소비자들에게 민감하게 인식되기 때문이다. 또한, 쾌락재 묶음제품의 경우에는 소비자들은 총체적인 평가에 의해서 결정을 내리기 때문에 통합가격으로 제시할 경우 구매의도가 더 높았으며, 실용재 묶음제품은 분할가격으로 제시할 경우 소비자들의 구매의도가 더 높았다. 마지막으로 묶음제품의 유형은 시간적 거리감에 따라서 구매의도에 미치는 영향은 차이가 있었다. 실용재 의 경우에는 시간적 거리감이 먼 경우에 소비자는 제품에 대한 구매의도가 높았으며, 쾌락재의 경우 시간적 거리감이 짧을 경우 제품에 대한 구매의도가 높게 나타났다.

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