희소성과 브랜드신뢰도, 조절초점 및 제품유형이 소비자 구매의도에 미치는 영향에 관한 연구

Abstract

희소성에 대한 연구는 소비자 심리와 마케팅 전략 분야에서 많은 관심을 두고 연구하는 주제이며 공급희소성, 수요희소성과 관련된 여러 조절변수에 대한 연구들이 활발히 진행되고 있다. 본 연구의 목적은 마케터가 제품에 희소성(공급/수요)을 의도적으로 제시할 경우와 비 희소성을 제시할 경우 소비자 구매의도에 미치는 효과를 알아보고자 하였다. 희소성과 소비자 구매의도를 조절하는 조절 변인으로 조절초점(예방초점/촉진초점)과 브랜드 신뢰도(높음/낮음)그리고 제품유형(실용재/상징재)을 사용하였다. 대학생 313명이 피험자로 실험에 참여하였다. 실험에서 희소성(공급/수요/비희소)과 제품유형(실용재와 상징재) 및 브랜드 신뢰도(높음/낮음)는 조작변수로 사용되었고, 조절초점(예방초점/촉진초점)은 측정변수로 사용되었다. 연구 결과 희소성이 없을 때에 비해 수요희소성과 공급희소성은 소비자의 구매의도에 긍정적 영향을 미치는 것으로 나타났다. 브랜드 신뢰도의 경우, 브랜드 신뢰도가 높을 경우 비희소성에 비하여 공급희소성이 더 큰 영향을 미쳤으나, 브랜드 신뢰도가 낮을 경우 희소성 효과는 소비자 구매의도에 영향을 미치지 않은 것으로 나타났다. 그리고 희소성 효과와 조절초점의 상호작용 및 희소성 효과와 제품유형의 상호작용은 소비자 구매의도에 영향을 미치지 않는 것으로 나타났다. 본 연구는 희소성 연구에 있어 수량한정 희소성과 시간 한정 희소성으로 구분하여 측정한 기존 연구와는 달리 수량 희소성을 새로운 관점에서 수요희소성, 공급희소성으로 구분하여 측정한 연구이다. 또한 본 논문은 브랜드 신뢰도, 제품 유형 그리고 조절초점이 구매의도에 미치는 영향을 증대할 수 있는 방법을 제시하고자 하였다. 마지막으로 본 연구는 연구 결과의 이론적 함의와 실무적 함의를 제시하고 연구의 한계와 향후 연구방향을 제시한다.| The topic of scarcity has attracted much interest from consumer psychology and marketing strategy. There has been much research to identify diverse moderating variables which are related to demand scarcity and supply scarcity. The purpose of this study is to examine effects of scarcity manipulations(demand/supply) on consumer purchase intention. The study employs regulatory focus(promotion focus/ prevention focus), brand credibility(high/low) and product type(utilitarian/symbolic) as moderating variables which affect the relationship between scarcity and consumer purchase intention. This study uses a 3×2×2×2 between-subjects experimental design: scarcity(demand/supply/no-scarcity), brand credibility(high/low) and product type(utilitarian/symbolic), while regulatory focus is a measured variable. Three hundred thirteen university students participated in the study. Major findings of the study can be summarized as follows. First, demand scarcity and supply scarcity situation positively influenced consumer purchase intention compared to no scarcity situation. Second, whereas when brand credibility is high supply scarcity influenced consumer purchase intention more than no scarcity, when brand credibility is low scarcity did not significantly affect consumer purchase intention. The interaction between scarcity and regulatory focus and that between scarcity and product type did not significantly influence purchase intention. However, we need to consider the influence 4-way interaction in interpreting the two interactions. This study classifies quantity scarcity into demand scarcity and supply scarcity, different from extant scarcity studies which examine limited quantity scarcity and limited time scarcity. This study attempts to find ways to increase effects of brand credibility, product type and regulatory focus on consumer purchase intention. It also suggests theoretical and practical implications and suggests limitations and future research directions.; The topic of scarcity has attracted much interest from consumer psychology and marketing strategy. There has been much research to identify diverse moderating variables which are related to demand scarcity and supply scarcity. The purpose of this study is to examine effects of scarcity manipulations(demand/supply) on consumer purchase intention. The study employs regulatory focus(promotion focus/ prevention focus), brand credibility(high/low) and product type(utilitarian/symbolic) as moderating variables which affect the relationship between scarcity and consumer purchase intention. This study uses a 3×2×2×2 between-subjects experimental design: scarcity(demand/supply/no-scarcity), brand credibility(high/low) and product type(utilitarian/symbolic), while regulatory focus is a measured variable. Three hundred thirteen university students participated in the study. Major findings of the study can be summarized as follows. First, demand scarcity and supply scarcity situation positively influenced consumer purchase intention compared to no scarcity situation. Second, whereas when brand credibility is high supply scarcity influenced consumer purchase intention more than no scarcity, when brand credibility is low scarcity did not significantly affect consumer purchase intention. The interaction between scarcity and regulatory focus and that between scarcity and product type did not significantly influence purchase intention. However, we need to consider the influence 4-way interaction in interpreting the two interactions. This study classifies quantity scarcity into demand scarcity and supply scarcity, different from extant scarcity studies which examine limited quantity scarcity and limited time scarcity. This study attempts to find ways to increase effects of brand credibility, product type and regulatory focus on consumer purchase intention. It also suggests theoretical and practical implications and suggests limitations and future research directions.