가격할인 시 희소성메시지 유형과 메시지 프레이밍이 충동구매에 미치는 영향

Abstract

Recently, promotional strategies are emphasized by marketers to influence consumers decision making in online shopping mall. Many brands have been designed and produced for the purpose of as being marketed as limited-edition products in order to intensify consumers' desire and intention to purchase them. Also, a number of companies offer consumers price discount with a scarcity message. However, although many researches have been conducted on the impact of advertising of scarcity message, very few studies have simultaneously integrated relevant constructs on the impact of the personal characteristics of need for cognitive closure to explain the phenomenon of consumer's impulse purchasing in online shopping mall by using the original concept of scarcity message. Korea and China which belong to the same culture circle but have entirely different society development trail and information development level. This brings very important research issues regarding the influence of the culture characteristics of the two countries to the scarcity message advertising strategy. However, despite the importance, research on this area remains quite inadequate. To fill this void, this study explored the different influence of scarcity message type and message framing type on consumers' impulse purchase to the limited edition product, under price discount situation in online shopping mall. and identified one moderating variable(need for cognitive closure) within which the scarcity message type and message framing type effect operates. We conducted a experiment on 339 and 346 university students of both Korea and China to gather the data needed. And, four online pop advertisements were evaluated by four different experiments. For the experiment the 2(scarcity message type: quantity scarcity message vs time scarcity message) × 2(message framing: positive vs negative) × 2(need for cognitive closure: high vs low) × 2(nation: Korea vs China) mixed factorial design was used. Research findings are summarized as follows: First of all, in the case of Korea, quantity scarcity message is more influenced on impulse purchase than time scarcity message to the limited edition product in online shopping mall. Whereas in the case of China, there is no obviously difference between the effect of quantity scarcity message and time scarcity message. Second, both of two countries, The message of positive framing has more influenced on impulse purchase than message of negative framing to the limited edition product. Third, in the case of Korea, there is interaction effect between the type of scarcity message and message framing under price discount situation. In the case of message of positive framing, consumers preferred to make decisions immediately with message of quantity scarcity message than time scarcity message. This result shows if we use scarcity message strategy under price discount situation in online shopping mall, we can make more persuasive message by using strategy of quantity scarcity message and positive message framing. In the case of China, there is no interaction effect between the type of scarcity message and message framing. Fourth, both of two countries, there were significant differences between the level of need for cognitive closure. Individual with high need for cognitive closure preferred to make decisions immediately whereas those with low need for cognitive closure preferred to postpone decisions. This result shows when we undertake advertising strategy, we need to consider scarcity message which have consumer individual variables such as need for cognitive closure. Fifth, both of two countries, there is interaction effect between the type of message framing and the need for cognitive closure under price discount situation. consumers with high need for cognitive closure preferred to make decisions immediately, when they were been presented advertising of positive framing message than negative message framing. whereas consumers with low need for cognitive closure preferred to postpone decisions regardless of positive message framing or negative message framing. Finally, even if the same online scarcity message was presented, there are significant differences in the consumer's impulse purchase intention between Korea and China. This result shows us culture acts as the very important variable in advertising, and marketers should make the international advertising strategy based on the local consumer's culture characteristics.