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기업들은 판매촉진의 유형 중에서 가격할인을 가장 많이 사용하고 있고 이러한 할인효과가 소비자의 구매에 큰 영향을 미치고 있다. 가격할인 유형도 단순한 가격할인 행사뿐만 아니라, ‘오늘만 특가’,이번 주까지만 할인’등의 시간한정 가격할인과 ‘100명 한정 할인’, 30대 한정’ 등의 수량한정 가격할인 행사를 실시하는 경우도 많이 있다. 이러한 관점에서 본 연구는 가격할인 제품의 판매에서 위와 같은 희소성 메시지효과를 알아보았다. 우선, 가격할인 행사를 실시할 때 희소성 메시지(시간 한정 및 수량한정)가 제시된 경우와 단순할인의 경우를 비교하였다. 또한 시간한정 할인과 수량 한정 할인의 차이를 비교하였다. 그 결과, 단순가격할인에 비하여 희소성 메시지가 제시된 경우에 구매의도가 더 높았고, 시간 한정 할인보다 수량한정 할인의 경우에 구매의도가 더 높았다. 희소성 메시지가 제시한 가격할인의 경우에 브랜드 파워와 불확실성 회피성향의 조절효과를 살펴보았다. 시간한정 가격할인의 경우에는 브랜드 파워로 인한 조절효과를 알아보았는데 효과가 있는 것으로 나타났고, 수량한정 가격할인의 경우에는 불확실성 회피성향의조절효과를 알아보았는데 효과가 있는 것으로 나타났다. 마지막으로, 가격할인이 종료되고 다시 정상가격으로 판매될 때, 희소성 메시지가 제시되었던 경우가 단순가격할인의 경우보다 가격할인으로 인한 부정적인 효과가 더 적은 것으로 나타났다.


Many companies frequently use price discount of which many sales promotion designed to motivate customer purchase, and this price discount influences on consumer purchase. There are many price discounts and it is easy to see price discount with time scarcity message like “This special price is for today only”, “ Price Drop Hits, But Only This Week”, and quantity scarcity message like “This special price is limited to 100 people ONLY!”, Special price, limited to only 30 pieces”. Consumers have been influenced by price discount promotion with scarcity message(time/quantity) more than the only price discount promotion without scarcity message (time/quantity). Previous studies have showed that scarcity message(time/quantity) would make the consumer purchase hurry. So, we suggest that price discount promotion would interact with scarcity message to purchase. To explore this relationship, We investigate the empirical research regarding how price discount interacts with scarcity message type(time/quantity) to purchase. The purposes of this research are as follows;First, we would explore the effects of price discount with scarcity message(time/quantity) on the consumer's purchase intention and the effects of price discount with scarcity message (time/quantity) on the consumer's purchase intention using the level of brand power and consumer's uncertainty avoidance tendency as moderators. Second, we also would researches the diminishing effect of consumer's negative responses that might appear after the period of the price discount is finished. The findings of this research are summarized as follows:First, The result shows that the price discount with scarcity message is more effective than price discount without scarcity message on the consumer's purchase intention. This means that the suggestion of limited numbers is more effective than the suggestion of time limits on consumer's purchase intention. Second, there is a significant interaction effect between the type of price discount with scarcity message and brand power. Specifically, the differential effects of price discount with quantity scarcity message vs. price discount with time scarcity message are enhanced when the advertised brand has a strong brand power vs. weak brand power. Third, there is a significant interaction effect between the type of price discount with scarcity message and the level of uncertainty avoidance tendency. Specifically, the differential effects of price discount with quantity scarcity message vs. price discount with time scarcity message are enhanced at the low level of uncertainty avoidance tendency. Fourth, there is less negative response about consumer's attitudes and purchase intention regarding a particular brand with the price discount with quantity scarcity message than the price discount without scarcity message. This means that the price discount with the quantity scarcity message can be more less negative effectiveness after the period of discount is finished. According to the results of study, we could conclude that the price discount with time/quantity messages are more effective than the price discount without time/quantity messages in influencing consumers’purchase intentions. Also, we founded that brand power and consumer's uncertainty avoidance tendency could effect on this relationship as a moderator. Finally, when the price discount is over, the discount with scarcity messages could prevent consumers’ negative response more than the simple discount message.