모바일 커머스 환경에서 판매촉진 형태와 메시지 프레이밍이 구매의도에 미치는 영향: 시간압박의 조절효과를 중심으로

Abstract

Purpose Unlike advertising through the traditional media targeting unspecified number of people, the base of mobile environment using smartphone has expanded so that many companies can classify prospective customers according to their purpose, thereby enabling efficient targeted marketing with low cost.

Design/methodology/approach This study has investigated how can marketing strategy be influenced by the price promotion type (immediate discount/delayed discount) and message framing (positive/negative) according to time pressure (low/high). Hypotheses are set through the consideration of prospect theory, endowment effect, framing effect, regulatory-focus theory, and time-pressure theory.

Findings The results and interpretation of this study are as follows. First, it was found that the influence of the delayed discount on the purchase intention was larger than the immediate discount. Second, negative/loss frame messages have more influence on purchase intention than positive/profit frame messages. Third, when the price promotion type is delayed discount, the effect of the promotion message on the purchase intention when it presented by negative/loss frame is greater than the other cases. The implication of this study is that it can be used as a basic data for establishing a strategy to maximize the effectiveness of promotions effectively considering potential buyers of mobile commerce environment.