본 연구는 소비자의 소비성향과 판매촉진 수단의 상호작용 효과를 살펴보고 이에 따른 소비자의 구매의도에 미치는 영향에 관한 연구이다.21세기에는 통신기술, 컴퓨터 및 인터넷의 발달에 따라 소비자의 소비스타일 변화가 시작된다. 인터넷이 연결되면 누구나 어디서든 쇼핑을 마음껏 즐길 수 있는 기회가 만들어진다. 특히 최근 스마트폰의 사용이 보편화 되면서 소비자들은 소셜 네트워크를 더 쉽게 접촉하게 되어 이전과는 다른 소비 행태를 보이고 있다(Boyd and Ellison, 2007). 이렇게 변화된 기술 환경에 익숙해진 소비자들은 합리적인 가격을 추구하고 남다른 개성과 소비심리를 갖고 있기 때문에 여기에 알맞은 마케팅 활동을 위하여 다변된 소비환경에 있는 소비자들의 소비성향 연구가 필요하다. 외적자극인 판매촉진 수단은 Sawyer and Dickson(1984)이 쿠폰, 가격할인, 현금 환불 등의 위주로 된 가격인하 판매촉진 수단과 프리미엄, 경연대회/추첨, 보너스팩 등의 위주로 된 가치부가 판매촉진 수단 총 2가지로 구분할 수 있다고 정의했다. 이것은 판매촉진의 유인 성질에 따라 나온 결과이다.그러므로 소비자의 구매의도가 외적자극인 판매촉진 수단의 영향을 받을 수도 있으며, 개인적인 특성인 소비성향은 다양하기 때문에 소비성향에 따라 판매촉진 수단의 조절 효과와 소비자의 구매의도가 다르게 나타났다. 따라서 본 연구는 소비자의 소비성향이 구매의도에 미치는 영향을 충동적 소비성향과 합리적 소비성향으로 구분하여 판매촉진 수단인 가격할인과 증정품에 따라 어떠한 차이를 나타내는지를 탐색하고자 하였다. 이를 알아보기 위해 소비자의 소비성향을 독립 변수로, 판매촉진 수단인 가격할인과 증정품을 조절변수로 하는 2(소비자의 소비성향: 충동적 소비성향/합리적 소비성향)×2(판매촉진 수단 유형: 가격할인/증정품)의 집단 간 실험설계를 하였다. 본 연구의 자료는 통계분석 프로그램 IBM SPSS Statistics 21을 통해 분석하였으며, 기술통계 분석, 빈도분석, 이원분산분석을 이용해 연구를 진행하였다.본 연구의 결과를 요약하면 다음과 같다.첫째, 소비자의 소비성향이 구매의도에 유위미한 영향을 미치지 않는 것으로 조사되었다.둘째, 가격할인 조절효과의 연구결과, 가격할인에 따라 합리적 소비성향을 가진 소비자는 구매의도에 유의미한 정(+)의 영향을 미치는 것이다.셋째, 증정품에 대한 조절효과는 증정품에 따라 충동적 소비성향을 가진 소비자는 구매의도에 유의미한 정(+)의 영향을 미치는 것이다.
In the 21st Century, a change in a style of consumers in line with the development of Communication Technology, the computers and the Internet begins.When the Internet is connected, it creates an opportunity for anyone to enjoy shopping whoever one is, wherever one is. Especially, as the recent use of smart phones has become common, the consumers get to social networks more easily, making them more accessible than ever before. It is showing different consumption patterns from the past. When consumers buy a product, we can see that they also feel a variety of psychological satisfaction and achieve their corresponding behavioral goals, not only simply purchasing the product they need. As consumers who are accustomed to such changed technology environment seek reasonable prices and have unique personalities and consumer sentiment, this requires a study of consumers' consumption patterns in a diversified consumer environment for proper marketing activities.Since consumers' spending habits vary from person to person and the difference is large, it is hard to expect significant effects from existing marketing activities.Each brand is actively engaged in various promotional activities to win consumers' hearts, with consumers providing easy access and high-quality services to generate sales and secure customers.Promoting sales is a factor that stimulates consumers to make actual purchases, and a variety of sales promotion tools are being used by companies to maximize their marketing effects.Therefore, we want to look at the consumer's personal spending habits and the impact of the means to promote sales on consumers' purchasing intentions.Consumers' consumption propensity was divided into impulsive and rational consumption propensity, while sales promotion means were divided into price-discounting and gift-based products sales promotion means. This research will be used as a basis for helping to enhance the competitiveness of the enterprise by specifically identifying the consumer's spending propensity and the impact of the means to promote sales on their purchasing intentions.The survey by this research was conducted online to collect data.The online survey was conducted by writing a questionnaire at China Survey app www.wjx.com and distributing the questionnaire at WeChat.The survey was conducted for about eight days from May 3, 2019 to May 10, 2019.A total of 213 copies were distributed, of which 203 were used for final statistical analysis, except for uncertain answers. The data in this study were analyzed through the Statistical Programme, SPSS. The research was conducted using analysis of technical statistics, frequency analysis and a two-way analysis.To summarize the course of this study:First, Consumers have a desire for more value-added products than price-to-price products and are willing to make reasonable purchases. On the other hand, it also enhances the brand personality that can only be felt in any product and the appeal of consumers to use it by purchasing it. Sometimes, individuality and symbolic aspects of the product have a strong influence on this consumer.Second, when the consumption pattern is impulsive, it shows a relatively higher willingness to purchase based on the means of gift products promotion than when the price discount is used among the means of promotion.Third, if the consumption type is reasonable, the purchase shows one's intention relatively higher among the sales promotion means than the sale promotion means using the gift,Therefore, it can be confirmed that sales promotion and gift products, which are means of promoting sales according to consumption patterns, differ greatly in their impact on purchasing intentions. However, the target of this study is the ordinary citizens who live in major Chinese cities. So, there are regional and target limitations of sampling. Future studies suggest the need to consider selecting different age groups, occupations and regions.In addition, the relation between different means of promotion and purchase will be investigated differently, as this study limited to two of the various means of promoting sales, price discounts and gift products. Therefore, more specific types of discount will be used in future studies.Finally, the main sample of the study is 70.0% female respondents, which may have some effect on the results of the study due to gender restrictions. Since men's participation is much smaller than expected, further studies require a study of the impact of male consumers' consumption tendencies on their purchasing intentions.