테마파크 번들링 상품의 프로모션 프레이밍이 구매의도와 매몰비용효과에 미치는 영향

• 영문명: Purchasing Intention and Sunk Cost Effect on Promotion-Framing of Theme Park Bundling Product
• 발행기관: 한국관광학회
• 저자명: 이소윤 윤지환
• 간행물 정보: 『관광학연구』제37권 제6호, 101~116쪽, 전체 16쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.08.31

영문 초록

The study aims to verify whether or not preference trend of consumers are different by framing of the price-discount or cash-refund that are 2-types of sales promotion of Theme Park. The study revealed that customers showed more purchasing intention in promotion of cash-refund method than price-discount. Also, the cases that consumers thought free about one-day pass fee were given to 60% in case of cash-refund framing. Though they paid same cost for two types of framing product, but they thought it is different. This will affect to a sunk cost effect, too. At framing of price-discount method, they recognize that they paid 100,000won for annual membership pass purchase. On the other hand at framing of cash-refund method, they recognize that they paid 140,000won. So at framing of cash-refund method, it will appear more higher sunk cost effect. By these results, we will propose strategic framing method through this study. And then we can expect that they practice more efficient management and operation of annual membership customers through this framing strategy.

목차

I. 서론

II. 이론적 배경 및 가설

III. 연구방법

IV. 연구결과

V. 결론 및 시사점

참고문헌

키워드

테마파크 연간회원권 번들링 프레이밍 매몰비용효과 Theme park Yearly pass Bundling Framing Sunk cost effect