The Impact of Price Discount on Perceived Value, Willingness to Buy, and Search Intentions according to the Level of Consumers' Involvement

& (2011). The Impact of Price Discount on Perceived Value, Willingness to Buy, and Search Intentions according to the Level of Consumers' Involvement. , 9(1), 39-48, https://doi.org/10.15722/jds.9.1.201103.39

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Abstract

본 연구는 가격할인이 관여도의 수준에 따라 가치지각 간에 미치는 영향의 경로가 서로 상이하다는 가정 하에 관여도에 따른 지각가치와 구매의향 및 탐색의도 간의 관계를 실험적으로 검증하였으며, 그 결과는 다음과 같다. 첫째, 고관여의 경우는 지각거래가치가 지각획득가치에 긍정적인 정(+)의 영향을 미치는 것으로 나타났다. 또한, 고관여 구매자의 지각획득가치는 구매의향에 긍정적인 정(+)의 영향을 미치는것으로 나타난 반면, 지각획득가치가 탐색의도에 미치는 영향은통계적으로 유의하지 않은 것으로 나타났다. 둘째, 저관여의 경우에도 고관여와 같이 구매자의 지각거래가치는 구매의향에 긍정적인 정(+)의 영향을 미치는 것으로 나타났다. 반면, 지각획득가치가 탐색의도에 대하여 부(-)의 영향을 미치지못한 것으로 판단된다. 이는 가격할인에 따른 거래가치 향상에도불구하고 지각품질 수준이 하향되면서 품질에 대한 의심이 생겨추가정보 탐색의 필요성이 생김에 따른 것으로 풀이된다. 이러한 연구결과는 소비자는 관여도에 따라 획득가치 또는 거래가치에 대하여 중요하게 인지하지만 소비자가 어떤 지각가치에더욱 의존하여 구매행동을 결정짓는가에 따라 이에 부합하는 가치향상전략을 수립해야 한다는 시사점을 제시하고 있다.

keywords: 관여도, 지각거래가치, 지각획득가치, 구매의향, 탐색의도, perceived value, perceived acquisition value, perceived transaction value, consumer involvement

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Article Contents

Vol.9 No.1

The Impact of Price Discount on Perceived Value, Willingness to Buy, and Search Intentions according to the Level of Consumers' Involvement

Abstract

Reference

The Journal of Distribution Science