공공분야의 디마케팅 패러독스에 관한 연구 (A Study on the Demarketing Paradox in the Public Sector)

서지정보

· 발행기관 : 한일경상학회
· 수록지 정보 : 한일경상논집 / 104권 / 41 ~ 59페이지
· 저자명 : 신미숙, 서문식, 윤태환

초록

Public sectors such as countries and public organizations have been utilizing demarketing as a way to address policy and social issues, and it’s use has been expanding in recent years. Poorly designed demarketing activities can lead to the demarketing paradox, where the attractiveness of the demarketing target increases, which in turn increases the demand for it. Therefore, this study aims to identify the causal variables of the demarketing paradox in the public sector through prior research, and to analyze the impact of the demarketing paradox by verifying the causal variables through empirical analysis. A statistical analysis was conducted on 239 people exposed to the demarketing campaign, and SPSS program was used to test the hypotheses. Frequency analysis was used to present the demographic characteristics of the sample, and factor analysis and reliability analysis were used to verify the validity and reliability of the variables. In Study 1, the hypotheses were tested using logistic regression analysis, and in Study 2, the significance of the differences between groups was tested using independent samples t-test, and then regression analysis was used to analyze the differences between groups according to the presence or absence of the demarketing paradox. We found that the demarketing paradox is associated with less exposure to demarketing messages, negative general perceptions of demarketing campaign-related topics, and increased perceived losses from demarketing campaigns. Low exposure to demarketing campaigns (0.666) > negative perceptions of topics related to demarketing campaigns (0.451) > perceived losses from demarketing campaigns (0.238) contributed to the demarketing paradox. Regression analysis of the two groups showed that the coefficient of Tourism Experiences in the demarketing paradox group was 0.601, which was lower than the coefficient of 0.723 in the non-demarketing paradox group. Thus, the demarketing paradox has a negative effect on the relationship between visitors’ evaluation of facilities and programs and their satisfaction. Prior research on public sector demarketing has focused on addictive products such as alcohol, tobacco, gaming, and drugs, but these studies have limitations in applying demarketing strategies to general public sector demarketing due to the unique characteristics of addictive products as targets of demarketing campaigns. In order to overcome the limitations of existing studies, this study provides academic implications as well as practical implications that can be utilized in the implementation of public sector demarketing strategies through an empirical analysis of visitors exposed to a typical public sector demarketing campaign aimed at demand control or conversion, and suggests the variables that trigger the demarketing paradox and the effects of the demarketing paradox.

영어초록

Public sectors such as countries and public organizations have been utilizing demarketing as a way to address policy and social issues, and it’s use has been expanding in recent years. Poorly designed demarketing activities can lead to the demarketing paradox, where the attractiveness of the demarketing target increases, which in turn increases the demand for it. Therefore, this study aims to identify the causal variables of the demarketing paradox in the public sector through prior research, and to analyze the impact of the demarketing paradox by verifying the causal variables through empirical analysis. A statistical analysis was conducted on 239 people exposed to the demarketing campaign, and SPSS program was used to test the hypotheses. Frequency analysis was used to present the demographic characteristics of the sample, and factor analysis and reliability analysis were used to verify the validity and reliability of the variables. In Study 1, the hypotheses were tested using logistic regression analysis, and in Study 2, the significance of the differences between groups was tested using independent samples t-test, and then regression analysis was used to analyze the differences between groups according to the presence or absence of the demarketing paradox. We found that the demarketing paradox is associated with less exposure to demarketing messages, negative general perceptions of demarketing campaign-related topics, and increased perceived losses from demarketing campaigns. Low exposure to demarketing campaigns (0.666) > negative perceptions of topics related to demarketing campaigns (0.451) > perceived losses from demarketing campaigns (0.238) contributed to the demarketing paradox. Regression analysis of the two groups showed that the coefficient of Tourism Experiences in the demarketing paradox group was 0.601, which was lower than the coefficient of 0.723 in the non-demarketing paradox group. Thus, the demarketing paradox has a negative effect on the relationship between visitors’ evaluation of facilities and programs and their satisfaction. Prior research on public sector demarketing has focused on addictive products such as alcohol, tobacco, gaming, and drugs, but these studies have limitations in applying demarketing strategies to general public sector demarketing due to the unique characteristics of addictive products as targets of demarketing campaigns. In order to overcome the limitations of existing studies, this study provides academic implications as well as practical implications that can be utilized in the implementation of public sector demarketing strategies through an empirical analysis of visitors exposed to a typical public sector demarketing campaign aimed at demand control or conversion, and suggests the variables that trigger the demarketing paradox and the effects of the demarketing paradox.

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