심적회계이론에 의한 테마파크 리조트의 프레이밍 전략

Abstract

The purpose of this study is to verify the effect of framing on theme-park bundling product using Mental Account theory. In order to compare the framing effect of a theme-park bundling product an imaginary scenario was constructed. Concepts were used such as purchase intention, recognition of payment, transaction coupling and sunk cost effect, keeping in mind mental account theory and framing effect. This is an experimental study. Results showed differences on purchase intention, recognition of payment, transaction coupling and sunk cost effect by the type of framing. 'Mixed-leader bundling' vs 'Mixed-joint bundling'. 'Framing effect' can affect the consumer's cognition at that time of purchase. Even if a consumer pays the same price for the same item, it is recognized differently according to the framing type. After the purchase, the framing effect still endures. The correlation between 'transaction coupling' and 'sunk cost effect' was confirmed in this experimental study. This study differentiates tourism products meanings with the characteristics of service products. This research shows meaningful implications for strategic marketing promotions in theme parks.