홈쇼핑 보상형태가 광고 및 제품태도에 미치는 영향과 희소성의 조절역할 (Effects of Home Shopping Reward Types on Advertising and Product Attitude and Moderating Role of Scarcity)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 18권 / 3호 / 55 ~ 78페이지
· 저자명 : 양연조, 윤성욱

초록

지금까지 주도적인 역할을 해왔던 광고와 인적 판매의 효과가 소비자의 개성화ㆍ다양화에 따라 점점 감소하는 경향이다. 특히 TV홈쇼핑 업체들은 하나의 제품을 판매하기 위해 다양하고 과도한 보상프로그램 전략을 시행하고 있다. 이에 본 연구는 TV홈쇼핑의 보상 프로그램이 복합적으로 동시에 제공될 때에 관심을 두고, 제공할 보상의 가치가 동일하다면 혜택의 시점과 보상의 수량 그리고 희소성정보에 따라서 어떠한 보상디자인이 소비자의 반응에 보다 효과적인가를 살펴보았다. 현금성의 보상유형인 즉시형의 가격할인과 지연형의 할인쿠폰을 보상혜택시점에 따른 효과는 존재하지 않음을 추론하였다. 또한 비현금성의 보상물 유형을 단일형과 복수형으로 제시될 때 소비자의 지각에 미치는효과가 다를 것으로 예상하였다. 그리고 수량에 대한 희소성의 조절효과가 소비자의 태도에 의미 있게 설명되는지도 실증 분석하였다. 실험결과, 첫째 동일한 가치의 현금성 보상은 할인혜택이 즉시 주어지는 가격할인과 재 구매 때 주어지는 할인쿠폰과의 비교는 소비자의 광고태도 및 제품태도 모두에 유의한 효과가 없었음을 확인하였다. 둘째, 비현금성의 보상물 유형으로 동일한 가치의 단일형과복수형에 대한 소비자 반응은 광고태도 및 제품태도에 유의한 효과 차이가 있음을 입증하였다. 셋째,홈쇼핑의 판매상황에서 제품 수량을 제한하는 희소성의 조절효과는 할인혜택의 시점과 제품태도 간에만 존재함을 보여주었다.
본 연구는 구매 시 제공되는 즉시형의 가격할인과 재구매 시 제공되는 지연형의 할인쿠폰에 대한혜택 시점과 보상물 유형인 단일형과 복수형이 어떠한 효과가 존재하는가를 비교 실험한 확장된 연구로써 홈쇼핑에 적합하고 효율적인 보상 수단을 제시하는데 의의가 있다.

영어초록

Introduction It is a recent trend that the effects of advertising and personal selling are more and more reducing as consumers are showing individuation and diversification. In a similar vein, TV home shopping companies are implementing reward programs that are various but excessive as a strategy to sell products. This study pays attention to a simultaneous provision of different reward programs at a TV home shopping mall. To prove this assumption, we evaluated as follows. First, this study examines the utility of two types of reward that are cashable by applying the theory of temporal analysis. More specifically, the study empirically surveys how consumers perceive two types of discount reward having a same value, or price discount and discount coupon respectively. Second, this study examines the effects of differently-sized rewards that are non-cashable. For this examination, the study empirically analyzes how consumers perceive effects that a reward has if it is given in a single type and in a mix of three types provided that reward is not different in value whether given in the former or the latter way. Third, the scarcity message, home shopping broadcasting message restricting quantity.
We are intending to looking for the practical implication, by confirming that the scarcity,psychological pressure message to consumer, influence regulation effects.
Hypothesis Hypothesis 1. There is no difference on attitude toward advertising between price discount and discount coupons.
Hypothesis 2. There is no difference on attitude toward product between price discount and discount coupons.
Hypothesis 3. The Three, rather than the one, giveaways, equivalent non-monetary compen sation, give greater effects to the attitude toward advertising.
Hypothesis 4. The Three, rather than the one, giveaways equivalent non-monetary compen sation, give greater effects to the attitude toward product.
Hypothesis 5. The effects that the discount timing influence the attitude toward advertising is different depending on scarcity.
Hypothesis 6. The effects that the discount timing influence the attitude toward product is different depending on scarcity.
Method This study was experimently designed including 8 groups, 2 discount types (cash discount,discount coupon) × 2 supplement benefit types (one giveaway, three giveaways) × 2 scarcity (quantity limitation or not) for determining the measurement effect of a variety of compensation research about compensation program.
We selected as product of pleasure trip to Osaka, Japan, and the discount rate of the product was 15%, and we applied a discount of approximately 40,000won, We manipulated equally travel product price about immediate-type price discount vs. delayed type discount coupon.
About supplement benefit type such as giveaway was divided to single (one) type and plural (three) type, each gift is valued at 40,000won equally. About the scarcity of quantity limitation,We manipulated in ourself-made home shopping screen, home shopping show’s host saying “Prepared quantity is limited, only the first 100 will benefit.” at the bottom of the screen,“Preparing quantity 100, or there is not much” and “It will be sold out early.”Result Hypotheses set up for this study were tested through the 2×2×2 Multivariate Analysis of Variance(MANOVA).
The test of <H 1> showed that its main effect was determined as F= .648(p-value= .422) with no statistical significance. The main effect of <H 2> was found as F= .381(p-value= .537) with no statistical significance, not rejecting the hypothesis. The main effect of <H 3>, which assumed that rewards have different effects depending on whether they are given in a single type or in a mix of plural types, was estimated as F= 4.363(p< .05) with a statistical significance, proving that hypothesis to be valid. <H 4> was accepted because its main effect was found to be F= 4.695(p< .05) with a statistical significance. <H 5> that product scarcity have moderating effects on consumers' attitude towards the advertisement was found not statistically significant, so it was rejected. Finally, <H 6> that concerns moderating effects on attitude towards products was accepted, since it was found to be statistically significant(F=4.487, p< .05). All these findings of this study can be summarized as follows. First, in cash equivalent compensation time, there was not significant difference between price discount and discount coupon regarding comsumer’s attitude toward advertising and product. Second, in supplementally provided compensation, there was significant difference between equally valued single-type and plural type in consumer’s attitude toward advertising and product.
Third, there was a moderating effect of scarcity in the relationship between discount timing and the attitude toward product.
Implications of the Study The findings of this study provide important suggestions as follows. First, among the types of discount as reward for consumers, discount coupon is more beneficial to enterprises than price discount. This implies that discount coupon is a better means of maintaining relations with consumers, not just realizing only one transaction with them. It also indicates that discount coupon can induce consumers to revisit. Second, a reward as a supplementary benefit for consumers have greater effects if it is given in a mix of plural types than in a single type. In other words, consumers prefer a given reward more if it can be plurally sensed by them. Third,product scarcity has a moderating effect only on consumers' attitude towards the product. This means that price discount is more effective when product quantity is limited, but discount coupon is so when the quantity is not limited. This is meaningful in that it determines more effective types of reward that TV home shopping companies can give to consumers.

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