사용량 제시 방식과 행동 통제감 수준이 종량제 선택에 미치는 효과 = The effect of usage representation and behavior control on pay-per-use choic

다국어 초록 (Multilingual Abstract)

This study was aimed at verifying the pay-per-use choice difference following the usage suggestion manner and the control level in the service purchase situation. Consumers are unwilling to choose the pay-per-use that can be more lucrative while preferring the flat-rate in the purchase situation. Since the service has the difference in the payment time and use time, consumers infer the future usage and choose a rate system to obtain the maximum profit compared to the payment on the basis of it. At this time, consumers who purchase the service for the first time, could not choice the tariff because it is hard to infer the amount of consumption. Therefore, marketers need to suggest the pay-per-use more attractively to induce the consumers' purchase who buy the service for the first time. Particularly the service applies to the inter-temporal choice that the purchase and use are not done at the same time, and it is difficult to know the value of alternatives due to the intangibility so it is very difficult to predict the future usage. Therefore, consumers predict the future usage based on the information about the alternative suggested in the purchase context. At this time, it was anticipated that the anchoring effect by the provided number information would influence the pay-per-use choice rate with the usage prediction. The perception on how well to control the usage simultaneously was involved in the adjustment after anchoring and the purchase itself so the researcher attempted to verify the pay-per-use selection rate difference by the usage suggestion manner and the control level. In the study 1, it was confirmed that the pay-per-use selection rate changed when the countable level changed according to how to suggest the usage. The pay-per-use selection rate was high because the usage was anchored to the smaller number when suggesting by single unit rather than suggesting by multiple unit. In the study 2, the category was fixed as one and the monitoring level was adjusted to verify the effect of the usage suggesting manner and the monitoring level difference on the pay-per-use selection. When the monitoring level was high, one perceived the control level highly and when the monitoring level was low, the sense of control was perceived lowly. The result that analyzed the pay-per-use selection difference following this was the same as the study 1. Also, the purchase intention on the pay-per-use was measured in the study 2.

국문 초록 (Abstract)

본 연구는 서비스 구매 상황에서 사용량 제시 방식과 통제감 수준에 따른 종량제 선택 차이를 검증하고자 하였다. 소비자들은 구매 상황에서 정액제를 선호하는 현상을 보이면서, 보다 이득이 될 수 있는 종량제의 선택을 꺼린다. 서비스는 지불 시점과 사용 시점이 다르기 때문에 소비자는 미래의 사용량을 추론하고 이를 기반으로 지불 대비 최대의 이득을 얻을 수 있는 요금제를 선택한다. 이때, 서비스를 처음 구매하는 소비자는 소비량을 추론하는 것을 어려워하기 때문에 마케터의 입장에서 종량제를 더욱 매력적으로 제시하여 서비스를 처음 구매하는 소비자들의 구매를 유도할 필요가 있다. 본 연구에서는 제공되는 숫자 정보에 의한 앵커링 효과가 사용량 예측과 더불어 종량제 선택률에 영향을 미칠 것임을 예상하였다. 동시에 사용량을 얼마나 잘 통제할 수 있는가에 관한 지각은 앵커링 이후의 조정 과정과 구매 자체에 관여하기 때문에 사용량 제시 방식과 통제감에 의한 종량제 선택률 차이가 존재할 것임을 예상하였다. 연구 1에서는 사용량 제시 방식에 따라 계산 용이성이 달라졌을 때 종량제 선택률이 달라짐을 확인하였다. 사용량을 Multiple unit으로 제시할 때보다 Single unit으로 제시할 때, 더 작은 수에 앵커링 되어 종량제 선택률이 높았고, Multiple unit으로 제시될 때는 계산 용이성 수준이 낮을 때보다 높을 때, 통제감을 높게 지각하여 자신의 행동을 더 잘 통제할 것이라고 예측하기 때문에 종량제 선택률이 높음을 확인하였다. 또한, 연구 2에서는 사용량 제시 방식과 모니터링 수준 차이가 종량제 선택에 미치는 효과를 검증하였다. 모니터링 수준이 높을 때는 통제감을 높게 지각하고, 모니터링 수준이 낮을 때는 통제감을 낮게 지각하였으며, 이에 따른 종량제 선택 차이를 분석한 결과가 연구 1과 동일함을 확인하였다. 또한, 종량제에 대한 구매의도에 있어서 사용량 제시 방식과 모니터링 수준의 상호작용이 유의함을 검증하였다. 이러한 연구 결과는 사용량 제시 방식에 의한 앵커링 효과와 계산 용이성, 모니터링에 의한 통제감 수준이 종량제 선택에 영향을 미칠 수 있음을 시사하며, 적합한 제시 방식과 통제감을 조절하여 종량제 선택을 증가시킬 수 있는 방안을 제시한다.

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