본 연구는 두 번의 할인이 동시에 적용되는 이중할인(Double-discount) 프로모션이 소비자의 품질지각에 미치는 효과에 주목하여, 이중할인 프로모션의 긍정적 효과에만 초점을 맞춘 선행연구들과 달리 이중할인이 가질 수 있는 잠재적 부작용을 밝히고 판촉 효과를 극대화할 수 있는 방안을 모색하고자 하였다. 단일할인이 보편적인 시장에서 이중할인은 독특한 것으로 여겨져, 소비자의 할인동기추론을 쉽게 활성화하고 할인의 이유를 품질 문제로 귀인하게 만들 가능성이 높을 수 있다. 이중할인으로 인한 부정적인 품질지각은 소비자가 구매의사결정 시 품질을 중요하게 고려하는 정도에 따라 구매의도를 감소시킬 수 있을 것으로 예상하였다. 연구 1에서는 단일할인을 비교집단으로 하여 이중할인이 품질을 낮게 지각하게 만든다는 것을 확인하였으며, 이러한 품질지각이 구매의도에 미치는 효과를 품질중요도가 조절한다는 것을 확인하였다. 구체적으로, 품질을 덜 중요하게 고려하는 경우에는 이중할인으로 인해 품질이 낮게 지각되어도 구매의도가 높게 나타났지만, 품질을 중요하게 고려하는 경우에는 이중할인으로 인한 낮은 품질지각이 구매의도를 감소시키는 것으로 나타났다. 이러한 역효과는 부정적 품질지각이 일어나지 않도록 이중할인을 정당화한다면 예방할 수 있다. 연구 2에서는 정당성 단서를 제시함으로써 할인을 정당화해줄 경우, 품질중요도와 관계없이 이중할인이 적용된 제품에 대한 구매의도가 높게 나타난다는 것을 확인하였다. 즉, 할인정당화를 통해 이중할인의 판촉 효과를 극대화할 수 있었다. 본 연구는 오늘날 증가하고 있는 이중할인 프로모션의 잠재적 부작용을 밝히고 이에 대한 예방책을 제안함으로써 이론적, 실무적 의의를 가진다.
This study focuses on the effect of double-discount promotions on a consumer's perceived quality of a product. Unlike in previous studies that have focused only on the positive effect of double-discounts, the current research has the purpose to study (1)the potential side effects that a double-discount might have and (2)a strategy to prevent its negative side effect. Double-discounts are perceived as unique and rare, which makes it more likely that consumers infer the reason why the promotion is being offered. Inference of discount motivation tends to make consumers perceive quality problem of the discounted product. Thus, double-discounts are likely lead to a lower perception of quality and this can relatively decrease purchase intention when quality is considered important when purchasing a product. Study 1 confirmed that perceived quality is more negative for a double-discount(vs. a single-discount) and the importance of quality moderates the mediation effect of perceived quality on purchase intention of a double-discounted product. That is, purchase intention of a double-discount product is relatively reduced when the importance of quality is higher. Study 2 found that this negative effect was alleviated when a rationale cue for a double-discount, which prevents consumers to perceive a low product quality, was presented. By examining the potential negative effect of double-discounts, this research helps to have a better understanding of double-discount promotions and gives practical implications to marketers.
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