ポイントと値引きはどちらが得か?:ポイントに関するメンタル・アカウンティング理論の検証  [in Japanese] Consumers' Perceived Benefit from Price Discounts and Offering Points: The Moderating Role of Promotional Benefit Level  [in Japanese]

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Abstract

小売業での買物において,ポイント付与と値引きとでは,どちらが消費者にとって得と感じられるのであろうか.本研究では,少額のポイントは心理的な貯蓄勘定に計上され,多額のポイントは当座勘定に計上されるというポイントに関するメンタル・アカウンティング理論の仮説を提示し,スーパーマーケットおよび家電量販店におけるアンケート実験によって検証をおこなった.スーパーマーケットでの実験結果から,値引率・ポイント付与率が低い水準においては,値引きよりも同額相当のポイント付与の知覚価値の方が高いことが明らかになった.低いベネフィット水準におけるセールス・プロモーション手段としては,値引きよりもポイント提供の方が有効であることが本研究の結果から示唆される.

A frequent rewards program is a sales promotion strategy used by retailers worldwide. If consumers are rational, price discounts should be preferred over earning equivalent amounts of points, because actual money is highly liquid. However, previous studies show that awarding points is more effective in bringing in high sales than offering price discounts. A question then arises, which carries higher perceived benefit between price discounts and offering points? This study investigated the effects of promotion type: price discounts and offering points, in two experimental studies. We found that offering points equivalent to price discounts are perceived to give a higher benefit than price discounts for low benefit level, but on the contrary, offering points and price discounts were not perceived as giving significantly different benefits for high benefit level. These findings provide further empirical support for the assertion on utility perception made by the mental accounting theory.

Journal

  • Journal of Behavioral Economics and Finance

    Journal of Behavioral Economics and Finance 8(0), 16-29, 2015

    Association of Behavioral Economics and Finance

Codes

  • NII Article ID (NAID)
    130005111238
  • Text Lang
    JPN
  • Data Source
    J-STAGE 
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