소비자의 과시적 성향에 따라 체험요소(4Es)가 만족도와 프리미엄 가격 지불의향에 미치는 영향: 테마파크를 중심으로

Abstract

Purpose - The purpose of this study is to explore the effects of the experience factors(4Es) on satisfaction and willing to pay premium price(WTPPP) in the theme park in consideration of consumers’conspicuous consumption tendency(CCT). Design, data, and methodology - A set of hypotheses were drawn; whether each 4Es affect satisfaction, whether satisfaction mediates between 4Es and WTPPP, and whether CCT moderates between satisfaction and WTPPP. In order to test the hypotheses, a online survey of 205 usable responses from consumers between 20s and 50s who have visited theme parks within the last 1 to 2 years, were gathered and used for data analysis with Process Macro. Result - Among the 4Es, entertainment, aesthetic and escapist excluding educational experiences, were found to have a significant effect on satisfaction and a mediating effect of satisfaction on WTPPP. And the high CCT group showed higher satisfaction and WTPPP. And CCT was found to have a conditional moderating effect between satisfaction and WTPPP, Conclusion - Through this study, consumers with high CCT are actively attracted because they have high WTPPP, and consumers with low CCT can be seen as potential customers who can effectively obtain marketing effects through premium products.