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korean management review - Vol. 48 , No. 2

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[ Article ]
korean management review - Vol. 48, No. 2, pp. 435-462
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 30 Apr 2019
Received 15 Dec 2018 Accepted 28 Jan 2019
DOI: https://doi.org/10.17287/kmr.2019.48.2.435
The Study on the Ambivalence of Cause-related Marketing and the Effect of Message Frame: The Moderating Effect of Product Type
HaeJin Seo^* ; Tae Ho Song^**
*Post.Doc. Researcher, Pusan National University, First Author

**Professor, School of Business Administration, Pusan National University, Corresponding Author

공익연계마케팅의 양면적 특성과 메시지 프레임의 효과에 관한 연구: 제품 유형의 조절 효과
서해진^* ; 송태호^**

*(주저자) 부산대학교 (ensonar@pusan.ac.kr)

**(교신저자) 부산대학교 (thsong@pusan.ac.kr)



Funding Information ▼ Ministry of Education National Research Foundation of Korea NRF-2016S1A5A8018879

Abstract

Cause-related marketing is a type of corporate social responsibility activity that combines donations and product purchases. It is essential to understand the cause-related marketing and consumers' responses from both perspectives of pro-social behavior of donation and reasonable purchase. This study assumes that the utility of cause-related products is determined by the relationship between benefits from donations (pleasure of consumption) and costs (pain of paying) by applying a double-entry mental accounting model. Furthermore, this study proposes the two message frames (benefit-oriented and cost-oriented) that can enhance the utility of cause-related products. The effects of message frames were examined by analyzing the interaction effect between message frames and product types that were divided into two categories: hedonic and utilitarian. Moreover, four hypothetical scenarios were made for the experiments. Result shows that consumers' preference for the hedonic cause-related product was higher when the benefit-oriented message frame was presented than when the cost-oriented one was used. By contrast, consumers' preference for the utilitarian cause-related product was higher in the cost-oriented message frame. On the basis of these results, this study addresses implications and discusses the limitations and directions for future research.

초록

공익연계마케팅은 기업의 사회적 책임 활동의 한 유형으로 기부와 구매가 결합된 형태이다. 그래서 기부라는 친사회적 행위의 관점과 합리적인 구매의 관점에서 공익연계마케팅과 소비자의 반응을 이해할 필요가 있다. 이에 본 연구는 복식부기 심적회계 모형을 적용하여 공익연계제품의 효용은 기부로부터 발생하는 혜택(소비의 즐거움)과 기부금액 지불(비용지불의 고통) 간의 관계에 의해 결정된다고 가정하였다. 공익연계제품의 효용을 높일 수 있는 두 가지 메시지 프레임(혜택중심/비용중심)을 제시하고 제품 유형과의 상호작용 분석을 통해 그 효과를 검증하였다. 제품의 유형을 쾌락재와 실용재로 구분하고 네 가지의 가상의 시나리오를 만들어 실험을 진행하였다. 분석 결과, 쾌락적 공익연계제품의 경우 비용중심 메시지 프레임에 비해 혜택중심 메시지 프레임이 제시되었을 때 소비자의 제품 선호도가 높았다. 반면 실용적 공익연계제품에 대한 소비자의 선호도는 비용중심 메시지 프레임에서 높게 나타났다. 본 연구는 이러한 결과를 바탕으로 시사점 및 향후 연구방향을 논의하였다.


Keywords: Ambivalence of Cause-related Marketing, Utility of Cause-related Product, Double-entry Mental Accounting Model, Message Frame, Product Type, Consumer Response 키워드: 공익연계마케팅의 양면성, 공익연계제품의 효용, 복식부기 심적회계 모형, 메시지 프레임, 제품 유형, 소비자 반응

Acknowledgments

이 논문은 2016년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2016S1A5A8018879).

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• 저자 서해진은 현재 부산대학교 박사후연수연구원으로 있다. 부산대학교 경영학과를 졸업하였으며, 동 대학에서 경영학석사 및 박사를 취득하였다. 주요연구분야는 기업의 사회적 책임, 공익연계마케팅, 윤리적 소비, 그린 마케팅, 문화비교연구 등이다.

• 저자 송태호는 현재 부산대학교 경영대학 경영학과 마케팅 전공 부교수로 재직 중이다. 고려대학교에서 경영학석사 및 박사를 취득하였다. 박사 학위 취득 이후에는 미국 UCLA에서 박사후연구원으로 일하였다. 주요연구분야는 계량경제모델, 고객관계관리, 고객자산, 고객생애가치, 신제품개발, 마케팅 수익성 등이다.