DOI QR코드

DOI QR Code

A Study on the Effect of POP Message Framing of Discount Stores and PB Fashion Product Types of Cognitive Need for Closure on Preference of Consumers

할인점 PB패션제품의 제품유형, POP 메시지 프레이밍, 인지종결욕구가 소비자의 호의도에 미치는 영향

  • 김경진 (성균관대학교 의상학과) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2016.09.16
  • Accepted : 2016.12.28
  • Published : 2017.01.31

Abstract

This study intended to empirically verify the effect of message framing, cognitive need for closure, and type of fashion products on purchasing attitude of PB fashion products in discount stores. The design consisted of three-mixed design of 2(POP(Point of Purchase)message framing: benefit message vs. loss message) ${\times}2$(cognitive need for closure: high vs. low) ${\times}2$(PB fashion product type: utilitarian vs. hedonic). Survey of this study was conducted on 330 men and women in 20~50's in Seoul and Gyeong-gi, and a total of 287 data were analyzed. Data were analyzed with SPSS 18.0 program, and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First, it was identified that the framing type of POP message of discount store, cognitive need for closure, and PB fashion product type had significant effect on preference and purchase intention. Secondly, it was identified that consumers with both high and low cognitive need for closure had high preference level and purchase intention when they encountered the benefit message framing than the loss message framing. Thirdly, the benefit message framing was more effective than the loss message framing for hedonic PB fashion products in discount stores, but utilitarian PB fashion products did not get affected by the message framing. Fourthly, it was identified that groups with both high and low cognitive need for closure preferred hedonic PB fashion products. Lastly, it was verified that benefit message framing POP advertisement on a group with high cognitive need for closure was effective for Hedonic PB fashion products in discount stores, and utilitarian PB fashion products showed no difference in purchase intention according to the POP message framing type and cognitive need for closure.

References

  1. Buda, R., & Zang, Y. (2000). Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility. Journal of Product & Brand Management, 9(4), 229-242. doi:10.1108/10610420010344022 https://doi.org/10.1108/10610420010344022
  2. Choi, E. J. (2012). A study on advertising effect by pre-attitude and message framing (Master's thesis), Konkuk University, Seoul, Republic of Korea. Retrieved from http://www.riss.kr/link?id=T12861997
  3. Choi, M. (2014). The effect of payment delay on consumer's purchase intention (Doctoral dissertation), Seoul National University, Seoul, Republic of Korea. Retrieved from http://www.riss.kr/link?id=T13440339
  4. Choi, W. G. (2008). The influence of product type on message framing effect. Journal of Product Research, 26(3), 143-149.
  5. Choi. Y. (2014). Private brand- the best chance of best crisis. Seoul, Republic of Korea: Korea Chain stores Association.
  6. Choung, Y. J., & Joo, S. (2013). The impact of financial products' attribute framing on the college students' willingness to purchase equity funds and savings products. Korean Consumption Culture Association, 16(3), 169-187.
  7. Diamond, J., Diamond, E., & Litt, S. (2015). Fashion retailing: a multi-channel approach (3rd ed.). New York, USA: Bloomsbury.
  8. Donovan, R. J., & Jelleh, G. (2000). Positive versus negative framing hypothetical infant immunization: the influence of involvement. Health Education & Behavior, 27(1), 82-95. https://doi.org/10.1177/109019810002700108
  9. Fiske, S. T. & Neuberg, S. I. (1990). A continuum of impression formation, from category-based to Individuating processes: influences of information and motivation on attention and interpretation. Advances in Experimental Social Psychology, 23(-), 1-74. doi:10.1016/S0065-2601(08)60317-2 https://doi.org/10.1016/S0065-2601(08)60317-2
  10. Gamliel, E. & Herstein, R. (2007). The effect of framing on willingness to buy private brands. Journal of Consumer Marketing, 24(6), 334-339. doi:10.1108/07363760710822918 https://doi.org/10.1108/07363760710822918
  11. Ganzach, Y., & Karsahi, N. (1995). Message framing and buying behavior: a field experiment. Journal of Business Research, 32(1), 11-17. doi:10.1016/0148-2963(93)00038-3 https://doi.org/10.1016/0148-2963(93)00038-3
  12. Holbrook, M. B., & Hirschman, E. C. (1982). The experimental aspects of consumption: consumer fantasies, feelings. and fun. Journal of Consumer Research, 9(2), 132-140. doi:10.1086/208906 https://doi.org/10.1086/208906
  13. Jeon, H. Y. (2012). The influence that construal level and temporal distance of advertisement have on purchase intention of fashion product according to need for cognitive closure (Master's thesis), Sungkyunkwan University, Seoul, Republic or Korea. Retrieved from http://www.riss.kr/link?id=T12677663
  14. Jeon, J. O., Le, Q., & Park, H. H. (2013). The influence of scarcity message type and message framing on impulse buying effect in online pice discount advertising: focusing on the moderating effect of need for cognitive closure. Korean Psychology Association, 14(4), 549-574.
  15. Jeon, W. W. (2013). A study on how sns information characteristics and benefits sought have influence on the favorability and the word of mouth intention of male office workers for cosmetic: centered on moderating effect in accordance with self-monitoring (Master's thesis), Sungkyunkwan University, Seoul, Republic of Korea. Retrieved from http://www.riss.kr/link?id=T13246679
  16. Ju, S., & Chung, M. (2014). The effects of both store and private brand apparel product attributes on satisfaction and repurchase intention at large discount stores. The Research Journal of the Costume Culture, 22(1), 143-157. doi:10.7741/rjcc.2014.22.1.143 https://doi.org/10.7741/rjcc.2014.22.1.143
  17. Kahneman, D., & Tversky, A. (1979). Prospect theory: an analysis of decision under risk. Econometrica, 47(2), 263-292. doi:10.2307/1914185 https://doi.org/10.2307/1914185
  18. Kim, B. (2016, July 27). JAJU, Launch a new traveling trunk. The Bridge news. Retrieved from http://www.viva100.com/main/view.php?key=20160727010007861
  19. Kim, K. (1998). The effects of advertising framing based on the prospect theory. The Korean Journal of Advertising, 9(4), 193-212.
  20. Kim, K. H. (2009). The effect of scarcity message and message framing on purchasing intention (Master's thesis), Sungkyunkwan University, Seoul, Republic of Korea. Retrieved from http://www.riss.kr/link?id=T11576798
  21. Kim, K. K., & Liu, P. (2008). The moderate effect of message framing on the brand attitude: considering the product type and multiple sources. Korean Consumption Culture Association, 11(2), 25-42.
  22. Kim, M. J. (2014. April 28). Fine clothes make the man-Discount store take seriously fashion. The Asia Business Daily. Retrieved from http://www.asiae.co.kr/news/view.htm?idxno=2014052808010634063
  23. Kim, Y., & Kim, P. (2008). An study on purchasing activity of private brand clothing in large discount store. Journal of Distribution Science, 6(1), 117-128. https://doi.org/10.15722/jds.6.1.200806.117
  24. Kruglanski, A. W. & Freund, T. (1983). The freezing and unfreezing of lay Inferences: effect on impressional primacy, ethnic stereotyping, and numerical anchoring. Journal of experimental social psychology, 19(5), 448-468. doi:10.1016/0022-1031(83)90022-7 https://doi.org/10.1016/0022-1031(83)90022-7
  25. Kruglanski, A. W., & Mayseless, O. (1988). Contextual effects in hypothesis testing: the role of competing alternatives and epistemic motivations. Social Cognition, 6(1), 1-20. doi:10.1521/soco.1988.6.1.1 https://doi.org/10.1521/soco.1988.6.1.1
  26. Kruglanski, A. W., & Webster, D. M. (1996). Motivated closing of the mind: "Seizing" and "Freezing". Psychological Review, 103(2), 263-283. doi:10.1037/0033-295X.103.2.263 https://doi.org/10.1037/0033-295X.103.2.263
  27. Lee, C. H. (2000). The study on the persuasion effects of advertisement messages on the consumers's attitudes and choices (Master's thesis), Yonsei University, Seoul Republic of Korea. Retrieved from http://www.riss.kr/link?id=T7844735
  28. Lee, D., Heo, J., & Choe, W. (2012). An experimental study on the perceived risk and purchase intention of consumer by product type and message framing in advertisements design. Korea Design Forum, 34(-), 219-232.
  29. Lee, D. A. (2015). Effects of types of endorser and fashion goods, fashion involvement on attitudes of advertising (Master's thesis), Sungkyunkwan University, Seoul Republic of Korea. Retrieved from http://www.riss.kr/link?id=T13706211
  30. Lee, H. S. (2013, Nov 11). Basic icon 30% cheaper than Uniqlo. Fashion Insight. Retrieved from http://www.fi.co.kr/main/view.asp?SectionStr=Human&idx=45034&NewsDate=2013-11-11
  31. Lee, M., & Chung, K. (2016). A study on the classification and development of pattern designs represented in luggage. Journal of the Korean Society of Costume, 66(1), 135-154. doi:10.7233/jksc.2016.66.1.135 https://doi.org/10.7233/jksc.2016.66.1.135
  32. Lee, S. A. (2015, June 16). The korean SPA brands raise a rebellion. E-today Newspaper. Retrieved from http://www.etoday.co.kr/news/section/newsview.php?idxno=1144691
  33. Lee, Y., & Han, D. (2009). The relative influence of ad attitude and brand cognition on brand attitude in comparative advertising: functional products vs. hedonic products. Korean Society for Advertising Education, -(83), 129-153.
  34. Lee, Y. W. (2007). The effects of consumer's need for closure and product knowledge on the information channel usage and brand choice. The Korean Journal of Advertising and Public Relations, 9(2), 311-338.
  35. Levy, M., Weitz, B., & Grewal, D. (2013). Retailing Management (9th ed.). New York, USA: Mc-Graw-Hill.
  36. Lim, Y., Choe, S., & Lee, J. E. (2011). A study on consumers' brand attitude on private brand(PB): the role of product features in brand expansion. Korea Research Academy of Distribution and Management Review, 14(4), 83-102.
  37. Lin, H. (2007). Framing hedonic and utilitarian product attributes in advertisements: The impact of regulatory fit on persuasion (Doctoral dissertation), Pennsylvania State University, Pennsylvania, USA. Retrieved from https://etda.libraries.psu.edu/catalog/7604
  38. Maclnnis, D. J., & Jaworski, B. J. (1989). Information processing from advertisements: toward an integrative framework. Journal of Marketing, 53(4), 1-23. doi:10.2307/1251376 https://doi.org/10.2307/1251376
  39. Mittal, B. (1989). A theoretical analysis of two recent measures of involvement. Advances in Consumer Research, 16(1), 197-702. https://doi.org/10.1086/209208
  40. Moon, J. (2012). The Influence of message types of comparative advertising on advertising effect. Daehan Academy of Management Information Systems, 31(4), 639-661.
  41. Nam, H., Son, H., & Lee, Y. (2015). Effect of SPA brand consumer's emotional consumption value orientation and assessment of marketing mix attributes on brand loyalty. Journal of the Korean Society of Costume, 65(4), 45-60. doi:10.7233/jksc.2015.65.4.045 https://doi.org/10.7233/jksc.2015.65.4.045
  42. Park, H. H., & Jung, H. O. (2014). The influence of private brand name suggestiveness on product evaluation in product type: the moderating effects of need for cognition and product knowledge. Korea Distribution Association, 19(1), 65-99.
  43. Park, H. J. (2015, September 20). No more ordinary trunk! 'fashion trunk in coming'. The Bridge news. Retrieved from http://www.viva100.com/main/view.php?key=20150920010004863
  44. Park, I. H. (2015, October 25). The men go to discount stores to buy clothes. The Maeil Business Newspaper. Retrieved from http://news.mk.co.kr/news-Read.php?no=1017551&year=2015
  45. Shin, C. H. (2013). A study on the influence of message framing, product type, and psychological distance on consumer attitude and perceived risk (Master's thesis), Hanyang University, Seoul, Republic of Korea. Retrieved from http://www.riss.kr/link?id=T13237051
  46. Shin, S., & Hong, J. (2007). A study on the customer decision making types and influence of the fashion private brand proneness. The Korean Society of Clothing and Textiles, 2007(1), 157-158.
  47. Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: how well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446. doi:10.1086/209519 https://doi.org/10.1086/209519
  48. Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science New Series, 211(4481), 453-458.
  49. Vermeir, I., & Kenhove, P. V. (2005). The influence of need for closure and perceived time pressure on the search for price and promotional information. Psychology & Marketing, 22(1), 71-95. doi:10.1002/mar.20047 https://doi.org/10.1002/mar.20047
  50. Vermeir, I., Kenhove, P. V., & Hendrick, H. (2002). The influence of need for closure on consumer choice behavior. Journal of Economic Psychology, 23(6), 703-727. doi:10.1016/S0167-4870(02)00135-6 https://doi.org/10.1016/S0167-4870(02)00135-6
  51. Webster, D. M., & Kruglanski, A. W. (1994). Individual differences in need for cognitive closure. Journal of personality and Social Psychology, 67(6), 1049-1062. doi:10.1037/0022-3514.67.6.1049 https://doi.org/10.1037/0022-3514.67.6.1049
  52. Ye, J., Lee, E., & Kim, G. (2005). The effect of product type and advertising incongruity: on the advertising and product evaluation. Advertising Research, -(69), 189-217.