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ISSN : 1229-8778
기존의 팽창가격할인광고 평가연구는 모두 이익관련 프레임 상황에서 범위할인광고의 부정적 효과를 보여주었다. 본 연구는 범위할인을 가격할인과 같은 이익프레임 뿐만 아니라, 수수료 지불과 같은 손실프레임에 적용하여, 기존연구와 동일한 효과가 나타나는지 살펴보고, 이에 대한 조절변수를 알아보고자 한다. 실험 1에서는 증권회사의 거래수수료율을 범위로 제시한 경우와 평균으로 제시한 경우의 비교를 통해, 후자보다 전자일 때 사람들은 수수료를 더 높게 낼 것으로 지각하여, 제품태도 및 가입의도가 낮아짐을 증명하였다. 실험 2에서는 이러한 범위제시의 부정적 효과를 조절해줄 수 있는 조절변수로 피험자의 거래지위를 이용하였다. 실험결과, 피험자의 거래지위가 낮은 경우에는 평균할인일 때보다 범위할인일 때 제품태도가 더 낮게 나타났으나, 거래지위가 높을 경우에는 범위할인일 때 평균할인과 동일하게 높은 수준으로 긍정적인 제품태도를 보였다.
Past researches focused the effects of tensile price claims(ex, Maximum discounting, Range discounting, Minimum discounting). This research not only to show effects of tensile price claims in gain frame and loss frame but also to show effect of self trading status as moderating factor. Through the comparison of presentation as an average and range in commission rate of online-stock company, study 1 provided presentation as range has more negative than average rate on product evaluation and joint intention. Study 2 provided the opposite effect of study 1, participants of VIP status having many purchase experience with online-stock company showed more positive product evaluation if presentation as range.
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