The effect of substitute on WTA and WTP

많은 경우에 사람들은 동일한 물건을 팔고자 할 때의 가치(willingness-to-accept, WTA; 판매의사가격)를 사고자 할 때의 가치(willingness-to-pay, WTP; 지불의사가격)보다 더 높게 평가하는 경향이 있다. 이러한 경향성에 영향을 미치는 한 가지 요인이 대체재의 존재 여부다. 대체재가 존재하는 경우에는 거래대상인 재화와 동일하거나 그에 근사한 효용을 제공해줄 수 있기 때문에, 대체재의 가격보다 더 지불하거나 받으려고 하지 않게 되므로 WTA와 WTP 간의 차이가 줄어든다는 것이다. 이 연구에서는 두 실험을 통해서 대체재의 효과를 검증하였다. 실험 1에서는 단순히 대체재가 가용할 때 WTA와 WTP 간의 차이가 감소하는지, 그리고 주관적으로 대체재가 원 재화를 대체할 수 있는 정도가 높다고 지각할 때 WTA와 WTP 간의 차이가 감소하는지를 확인해 보았다. 그 결과 단순히 대체재가 가용할 때 WTA와 WTP 간의 중앙값 차이가 41% 줄어들었으나, 주관적 대체가능성은 WTA와 WTP에 영향을 미치지 않는 것으로 나타났다. 실험 2에서는 대체재 가격정보의 효과를 검증하였다. 즉, 대체재의 가격정보가 WTA와 WTP 간의 차이를 감소시킬 수 있는지를 알아보기 위해서 대체재의 가격 정보를 알려준 조건(가격 조건)과 그렇지 않은 조건(무가격 조건)을 비교하였다. 그 결과 가격 조건에서도 평균값에서는 WTA가 WTP보다 통계적으로 유의하게 높았지만, 중앙값에서는 차이를 보이지 않았다. 그리고 WTA와 WTP 간의 차이가 무가격 조건에 비해 55%나 줄어들었다. 종합적으로 두 실험의 결과는 주관적 대체가능성보다는 대체재의 가용여부와 가격정보가 중요한 요인일 수 있음을 시사한다. 마지막으로 이 연구의 제한성과 향후 연구방향 등을 논의하였다.

keywords: the availability of substitute, WTA, WTP, 대체제 가용여부, WTA, WTP

Abstract

People tend to set a higher price on the same good when they are in selling position (WTA; willingness to accept) than in buying position (WTP; willingness to pay). One of the main factors that affect this tendency is the availability of substitute. When there is an available substitute, people can obtain similar utility from it so that WTA and WTP will not exceed the price of the substitute and the disparity between WTA and WTP will be reduced. In experiment 1, we examined whether availability and subjective substitutability of the substitute can reduce WTA-WTP disparity. Results showed that availability of the substitute reduced the WTA-WTP disparity in median values but subjective substitutability did not. In experiment 2, we examined whether price information of the substitute can reduce the WTA-WTP disparity. While one group(price group) was told the price of the substitute, the other group(control group) was not. Results showed that WTA was significantly higher than WTP even in the price group, but the median values of WTA and WTP in both groups became the same. Furthermore, magnitude of the disparity between WTA and WTP in price group was decreased by 55%, compared with control group. In sum, the results of two experiments indicate that the availability and the price information of substitute are more important factors than subjective substitutability. Finally, we suggested further research directions.

keywords: the availability of substitute, WTA, WTP, 대체제 가용여부, WTA, WTP

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논문 상세

Vol.22 No.4

대체재의 가용여부가 WTA와 WTP에 미치는 효과

The effect of substitute on WTA and WTP

초록

Abstract

참고문헌

한국심리학회지: 인지 및 생물