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Comparative analysis of purchase intention by message framing and scarcity message in case of hotel guest room advertising: Moderating effect of gender
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호텔 객실상품 광고에서의 메시지 프레이밍 유형과 희소성 메시지에 따른 구매의도 비교 분석 : 성별의 조절효과

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Type
Academic journal
Author
Lim, Ji-Hyun (세종대학교) Ahn, Yoon-Young (세종대학교)
Journal
Korean Hospitality and Tourism Academe Korean Journal of Hospitality & Tourism Vol.28 No.6(Wn.118) KCI Accredited Journals
Published
2019.8
Pages
31 - 47 (17page)
DOI
10.24992/KJHT.2019.08.28.06.31.

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Comparative analysis of purchase intention by message framing and scarcity message in case of hotel guest room advertising: Moderating effect of gender
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Research history (2)

2019

Comparative analysis of purchase intention by message framing and scarcity message in case of hotel guest room advertising: Moderating effect of gender
Lim ,  Ji-Hyun ,  Ahn Korean Journal of Hospitality & Tourism 2019.08 Academic journal
Comparative analysis of purchase intention by message framing and scarcity message in case of hotel guest room advertising: Involvement as a moderating variable
임지현 호텔관광경영학과 2019.01 Thesis
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Abstract· Keywords

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The purpose of this study is to investigate purchase intention by gain/loss message framing and scarcity messages in the case of hotel guest room advertising and the moderating effect of gender. In other words, it is intended to provide implications for effective message framing in order to promote purchase intention. To examine the effect of gain/loss message framing and scarcity message framing on purchase intention, online questionnaires were conducted through 2 (message framing: gain vs. loss) X 2 (scarcity message: presented vs. not-presented) between-subject factorial design. The findings of this study can be summarized as follows. First, the experiment 1 showed that purchase intention in the case of gain message framing was higher than purchase intention in the case of loss message framing. Second, the experiment 2 found that there is no difference in purchase intention whether scarcity message is presented or not. Third, experiments 3 and 4 found that purchase intention by the combination of message framing (gain vs. loss) and scarcity message (presented vs. not-presented) was significantly different and gender as a moderating variable showed a significant difference between message framing type and purchase intention. The implications of this study are as follows. First, it provides a practical implication that it is more effective to present the gain message rather than to present the loss message. Second, scarcity message has no difference on the purchase intention but the combination of message framing and scarcity message framing showed a difference in purchase intention. Furthermore, gender in message framing advertisement should be considered as important variables. This study will provide useful information to apply to hotel room products and provide hotel room product marketing strategies.
#Hotel guest room advertising #Message framing (gain vs. loss) #Scarcity message framing (presented vs. not presented) #Purchase intention #Gender #호텔 객실상품 광고 #메시지 프레이밍 유형(이익/손실) #희소성 메시지 프레이밍(무/유) #구매의도 #성별

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경 및 선행연구 검토
Ⅲ. 연구 방법
Ⅳ. 분석결과
Ⅴ. 결론
참고문헌
국문초록

References (53)

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공혜진 / 2016 / TV홈쇼핑 채널에서의 희소성메시지에 따른 구매의도 / 관광학연구 40(9):187~205 dbpia 권한조 / 2019 / 외식상품 구매자의 소셜커머스 특성 및 고객만족도 간의 영향관계: 희소성(시간 및 상품수량 압박) 조절효과 중심으로 / 관광레저연구 31(1):295~310 dbpia 김경진 / 2017 / 메시지 프레임과 불확실성 인식이 예방 행동 의도에 미치는 영향: 기후 변화 이슈를 중심으로 / 광고연구 (112):154~198 dbpia 김광수 / 1998 / 광고에서의 프레이밍 효과, 예상이론을 중심으로 / 광고학연구 9(4):193~212 google schola 김광지 / 2015 / 가격차별화를 통한 커피전문점 수익관리 / 호텔경영학연구 24(4):45~60 dbpia

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UCI(KEPA) : I410-ECN-0101-2019-323-000983083