소매점의 가격할인전략에 따른 소비자의 혜택지각 연구

This study examines the effect of EDLP and HILO on consumers' perception of benefits among price discount strategies implemented by retail stores. By verifying the moderating role of the retailer's motivation inferred by consumers, the effect of the price discount strategy perceived by consumers was verified. Accordingly, this study applied a 2×2×2 experimental design between groups to verify the benefits perceived by consumers for their discount strategy by using the retailer's motivation(retailer orientation/consumer orientation) as an independent variable inferred by consumers. As a result of the experiment, both the main effect of the price discount strategy type and the moderating effect of the retailer's motivation that consumers infer about future price uncertainty and price discount strategy were statistically significant in both the perceived degree of savings and the perceived value of the discount transaction. appear. In addition, if the retailer's motivation inferring the price discount strategy is retailer-oriented rather than consumer-oriented, the psychological value gained from perceiving it as a loss is relatively greater than the psychological value obtained from the area of gain, so the discount strategy is not recommended. It was found that the degree of perceived benefits gained from this was relatively greater. This suggests that in order to continue the EDLP policy of retail stores, a price policy that considers the benefits perceived by consumers is necessary.