하이테크 신제품의 번들링 전략: 가격할인 프레이밍·브랜드 이미지·제품 혁신성의 역할 (Bundling Strategy for New High-Tech Product: The Role of Price Discount Framing, Brand Image, and Product Innovativeness)

서지정보

· 발행기관 : 한국마케팅관리학회
· 수록지 정보 : 마케팅관리연구 / 16권 / 1호 / 63 ~ 87페이지
· 저자명 : 박소진, 김용만

초록

본 연구는 하이테크 신제품을 번들링(묶음판매)할 때 소비자의 번들구매의도에 영향을 줄 수 있는 요인들, 즉, 가격할인 프레이밍, 번들파트너의 브랜드 이미지, 소비자의 신제품에 대한 제품 혁신성 지각수준에 대하여 탐구하였다. 첫째, 가격할인 프레이밍이란 가격 번들링(price bundling)전략에서 번들 할인된 금액을어떤 방식으로 제시하느냐하는 문제이다. 본 연구는 하이테크 신제품과 기존 제품의 번들을 ‘믹스드 리더 번들(mixed-leader bundle)’과 ‘믹스드 조인트 번들(mixed-joint bundle)’의 형태로 제시하였다. 둘째, 번들파트너의 브랜드이미지란 하이테크 신제품이 강한 브랜드 이미지를 가진 제품과 번들 되느냐 또는 약한 브랜드 이미지를 가진 제품과 번들 되느냐 하는 문제이다. 셋째, 제품 혁신성 수준이란 소비자가 하이테크 신제품이 얼마나 혁신적이고 소비행동을 변화시킬 것으로 지각하는 정도를 말한다. 본 연구는 이 세 가지 요인들이 전체 번들의 구매의도에 미치는 상호작용효과를 중심으로 탐구하였다. 연구결과, 하이테크 신제품이약한 브랜드 이미지를 가진 파트너와 번들링될 때는 번들파트너 제품을 할인해주는 형태의 믹스드 리더 번들 형태로 제시되었을 때가 총금액을 할인해주는 믹스드 조인트 번들 형태로 제시되었을 때보다 전체번들에 대한 구매의도가 높았다. 반면, 하이테크 신제품이 강한 브랜드 이미지를 가진 제품과 번들링될 때는 총금액을 할인해 주는 믹스드 조인트 번들 형태일 때가 믹스드 리더 번들 형태일 때보다 전체번들에 대한 구매의도를 높았다. 이와 같은 번들 가격할인 프레이밍과 번들파트너의 브랜드이미지의 상호작용효과는 신제품이 혁신성이 낮다고 지각한 집단보다 높다고 지각한 집단에서 더욱 크게 나타났다.

영어초록

This study investigated the effects of price discount framing, brand image, and product innovativeness on consumers’ purchase intention of a bundle composed of a new high-tech product and an existing product. First, price discount framing means how they represent an equivalent price reduction in price bundling. Prior research suggests that consumers are sensitive to the framing of prices and discounts in the presentation of the bundle offer. For example, there is evidence that an equivalent price reduction to the overall bundle, one of the individual products in the bundle, or distributed among the individual products in the bundle can alter the perceived attractiveness of the offer (e.g. Chakravarti, Krish, Paul, and Srivastava 2002; Hamilton and Srivastava 2008; Janiszewski and Cunha 2004; Johnson, Herrmann and Bauer 1999; ; Morwitz, Greenleaf, and Johnson 1998; Yadav 1994; 1995). In line with these earlier researches, this research suggests the bundle type can influence the consumer’s purchase intention of a bundle. This research presents two types of bundle-mixed-leader bundle and mixed-joint bundle. In mixed-leader bundling, the price of high-tech product (ex. tablet PC) is purchased at the regular price while the tie-in product (ex.printer) is discounted. In mixed–joint bundling, a single price is set when the two product are purchased jointly.
Second, bundle partner’s brand image can influence the consumer’s purchase intention of a bundle and perceived quality of high-tech product. Consumers may make evaluations based on bundle partner’s brand image because many consumers either have incomplete information or may not fully understand the technology inherent in the products that they are buying. Consumers are likely to assume that product bundles are analogous to brand alliance in that one product lends assurances to another product. So consumers may rely on bundle partner’s brand image when they buy a bundle and evaluate the quality of new high-tech product.
Third, product innovativeness refers to the degree how new and different a product is compared to current products consumers knew about and what extent a product would change consumer’s behavior. Product innovativeness is one of the factors that consumers make a decision to buy a new high-tech product. This research focused on the interaction effects of these three factors. This study is based on a 2 x 2 x 2 factorial design with bundle discount framing (mixed -leader bundle vs. mixed-joint bundle), bundle partners brand image (strong vs. weak), and the level of product innovativeness(high vs. low). The dependant variables are consumers’ purchase intention of a bundle. The data was analyzed with three-way ANOVA. This research found that a significant 3-way interaction effect of bundle discount framing, bundle partners brand image, and the level of product innovativeness on consumers’ purchase intention of a bundle. When the new high-tech product (tablet PC) is bundled with the strong brand tie-in product(e.g. Samsung Printer), consumers’ purchase intention of a bundle is higher in a mixed-joint bundle condition rather than in a mixed-leader bundle condition. However, when the new high-tech product(tablet PC) is bundled with the weak brand tie-in product(e.g. Brother Printer), consumers’ purchase intention of a bundle is higher in a mixed-leader bundle condition rather than a mixed-joint bundle condition. This research also found a significant 3-way interaction effect. The interaction effect of bundle discount framing and bundle partners brand image is more pronounced in the high level of group which consumers believe product innovativeness of the tablet PC is high rather than low level of group. Based on the results, marketing managers are advised to consider bundle partner’s brand image,price discount framing, and the degree of product innovativeness simultaneously when they use price bundling strategy for new high-tech product

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