하이테크 신제품의 위험지각 감소를 위한 묶음제품전략

Abstract

논문 개요

두 개 이상의 제품 또는 서비스를 특정 가격에 단일 패키지로 판매하는 형태를 묶음제품이라 한다. 묶음제품은 다양한 형태로 사용되어 오고 있는 마케팅 전략이며 지금까지 그 실효성에 대해서는 많은 연구들을 통해 증명되어 왔다. 본 연구에서는 하이테크 신제품에 적합한 묶음제품전략은 무엇인지를 보고자 하였다. 하이테크 신제품은 기술불확실성과 시장불확실성으로 인해 제품에 대한 위험지각이 그 어느 제품보다 높다고 할 수 있다. 하이테크 신제품이 성공하기 위해서는 가장 먼저 제품에 대한 소비자들의 위험지각을 낮출 수 있어야 한다. 하이테크 신제품의 위험지각을 낮추는 데 있어서 묶음제품전략이 효과적이라는 제안이 있을 뿐 검증된 결과가 없음으로 본 연구에서는 하이테크 신제품의 위험지각을 낮출 수 있는 묶음제품전략을 도출하고자 하였다. 본 연구에서는 두 번에 걸친 실험을 통하여 본 연구의 가설을 검증하였는데 위험지각에 영향을 주는 변수로서 하이테크 신제품의 혁신성, 개별제품간의 보완성, 하이테크 신제품의 묶음제품 내에서의 위치, 가격할인을 제시하였다. 1, 2차 실험을 통해 하이테크 신제품의 위험지각을 낮출 수 있는 각 변수들의 조건을 얻게 되었다. 실험결과 혁신성이 낮을수록, 보완성이 높을수록, 포지션이 앵커일 때, 가격은 할인을 적용했을 때 위험지각이 낮게 나타났다. 이러한 연구결과는 하이테크 제품의 특성에 맞는 적절한 묶음제품전략의 필요성을 보여주는 것이다. 본 연구결과에서 얻은 변수들의 조건을 만족시키는 묶음제품을 제시할 경우 묶음제품의 효과를 더욱 얻게 될 것이다. 하이테크 신제품에 있어서 소비자들에게 가장 큰 부담으로 작용하는 위험지각을 낮출 수 있는 효과적묶음제품전략은 위험지각의 감소 뿐 아니라 제품에 대한 태도와 구매의도에 긍정적인 영향을 미치게 될 것이다. 추후 연구에서는 위험지각 외에 하이테크 신제품에 대한 태도와 구매의도에 영향을 미치는 다른 변수들을 밝힘으로 하이테크 신제품에 대한 수요로까지 이어질 수 있도록 하는 전략의 도출이 필요하겠다.

ABSTRACT

An Empirical Study on the Bundling Strategy of New Products with High Technologies for Reducing Consumers' Perceived Risk

Byun, Gyung Hee Dept. of Business Administration Graduate School of Sungshin Women's University

High-tech markets are characterized by the uncertainty of higher level related to products standards, product compatibility, availability of complementary products and vendor credibility. Reduction of the perceived risk and of lowering the adoption barrier become an important issue in the introduction and commercialization of new product with high technologies. Perceived risk is commonly defined in terms of consumer perception of the probability and magnitude of potential negative consequences for a purchase. It may cause the consumer to delay, defer or cancel the purchase of product. Thus, marketers need to develop strategies for reducing consumers' perceived risk to introduce the new products with high technologies. Product bundling is a marketing strategy which is offering several products in a combined form. The previous literatures on consumers' attitudes toward bundled product were grounded in prospect theory and mental accounting. It suggested that bundling several otherwise risky products together might reduce perceived risk as the bundle would offer several distinct benefits(gains) for one price(loss). Unfortunately Few empirical studies on the bundled strategy of the new products with high technologies have been conducted yet. Under these backgrounds, the purposes of this article are to find what factors in a new high-tech product bundle may help to reduce consumer's perceived risk and whether these factors can improve attitude toward the products or the brands and increase the purchase intention. Based on the previous studies, hypotheses on the effects of the level of innovation, the level of complementary, the positioning of bundled products and discounted price of bundled products on the perceived risk, attitudes toward the brands and purchase intention were built. To test the hypothesis, two experiments were conducted.

The findings of this study are as follows. ① Consumers' perceived risk is reduced when new high-tech products are in the lower level of innovation. ② Consumers' perceived risk is reduced when new high-tech products are with higher level of complementary. ③ Consumers' perceived risk is reduced when new high-tech products are offered as an anchor in the bundled products. ④ Consumers' perceived risk is reduced when new high-tech product is offered with a discounted price. ⑤ The level of innovation, the level of complementary, the positioning of bundled products and discounted price of bundled products have a relationship with the attitudes toward the brands and purchase intention. This study has also some limitations. Other variables, for example, brand asset, the experience of the products and the status of innovativeness can have an effect on the perceived risk. Thus, those variables should be considered. For those above mentioned reasons, it is desirable that following studies will be carried out in the future. ① As the reactions to the perceived risk will different, the status of innovativeness of consumer should be considered. ② As brand assets can do a important role in the perceived risk of the bundled products, its role should be considered in the study. ③ As the products chosen in this study were not familiar to the subjects, other

Keywords: product bundling, high-tech product, perceived risk, attitude toward product and brand, purchase intention, prospect theory, mental accounting.