복식 (Journal of the Korean Society of Costume)

  • 제54권6호
  • /
  • Pages.1-12
  • /
  • 2004
  • /
  • 1229-6880(pISSN)
  • /
  • 2287-7827(eISSN)
한국복식학회 (The Korean Society of Costume)
권호 표지

의류제품 구매과정에 있어서 내적준거가격의 영향

Assessing the Impact of Internal Reference Price on Clothing Purchase Process

  • 발행 : 2004.10.01
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Price is one of the most important components of marketing mix. For consumers, price is an always-existing cue and definite evaluation criteria. However, information on price is meaningful only when it is perceived. Sources of price perception can be the actual retail price at the selling point, the internal reference price expected by consumers for a certain clothing product, and the external reference price advertised by marketer such as the price before mark-down. The purpose of this study was to investigate the influence of internal reference price on consumers' purchasing process of clothing products. A questionnaire including clothing stimuli was developed in order to assess consumers' internal reference price level. Usable data from 680 adult female urban residents were used for data analysis. Results indicated that consumers with relatively lower internal reference price tend to react low-price focused external reference price and use discount stores and unit price promotions. Consumers with relatively higher internal reference price advertisement are likely to have higher level of education, tend to infer price information to higher quality or prestige of products, and purchase clothing with regular retail price or coupons.

키워드

참고문헌

  1. 이윤경, 황선진 (2000). 소비자의 물질주의 특성과 제품의 가격. 구매시점 광고가 구매행동에 미치는 영향: 진의류 할인판매를 중심으로. 한국의류학회지, 24(6), pp. 886-887
  2. Burns, L. D., & Bryant, N. O. (2002). The business of fashion: Designing, manufacturing. and marketing (2nd ed). New York: Fairchild. p. 56
  3. Hirshman, E. C., & Holbrook, M. B. (1982). Hedonic consumption : Emerging concepts. methods, and properties. Journal of Marketing. 46, pp. 92-101
  4. Zeithaml, V. A. (1984). Issues in conceptualizing and measuring consumer response to price. Advances in Consumer Research. 11. pp. 612-616
  5. 유혜경, Fairhurst. A. (1994). 원산지 표시가 미국소비자의 한국산 의류제품평가에 미치는 영향. 한국의류학회지, 18(5). pp. 704-715
  6. 이미현, 임숙자 (1999). 외재적 순서가 의류제품 평가에 미치는 영향 (제1보). 한국의류학회지, 23(18), pp. 1218-1225
  7. 최미영 (1997). 의류제품 품질평가에 있어서 가격단서의 영향. 서울대학교 석사학위논문
  8. 백수경, 황선진 (2002). 한국과 미국패션제품의 가격과 객관적 품질에 관한 비교연구: 1990년대를 중심으로. 한국의류학회지, 26(3/4), pp. 527-538
  9. 최정, 이은영 (2001). 가격할인빈도가 소비자의 의류 상표자산평가에 미치는 영향에 관한 연구. 한국의류학회지, 25(6). pp. 1025-1036
  10. 장희진, 안승철 (2000). 의류제품의 가격할인에 대한 소비자의 구매태도에 관한 조사분석. 자원문제연구소논문집, 19(1), pp. 89-99
  11. 신상무, 조정민 (2002). 가격할인이 인터넷 쇼핑몰에서의 의류 구매의도 및 태도에 미치는 영향. 한국의류학회지, 26(7), pp. 1239-1247
  12. 전영미, 전명선 (2002). 의류제품 가격할인 광고시 할인유형의 어의적 단서가 소비자의 지각과 구매의도에 미치는 조절효과. 한국의류학회지, 26(9/10), pp. 1342-1353
  13. 이윤경, 황선진 (2000). 소비자의 물질주의 특성과 제품의 가격. 구매시점 광고가 구매행동에 미치는 영향: 진의류 할인판매를 중심으로. 한국의류학회지, 24(6), pp. 884-894
  14. 이규혜, 이은영 (2002). 의복가격지각의 다차원성에 관한 연구: 구매행동 유형화를 중심으로. 한국의류학회지, 26(6) pp. 877-888
  15. 진병호 (1998). 의복구매 시 소비자가 지각하는 가격(제1보) : 의복가격 차원의 타당성 검증. 한국의류학회지, 22(3), pp. 417-427
  16. Sternquist. B., & Davis, B. (1986), Store status and country of origin as information cues: Consumer's perception of sweater price and quality. Home Economics Research Journal, 15(2), pp. 124-311
  17. Heisey, F. L. (1990). Perceived quality and predicted price: Use of the minimum information environment in evaluating apparel. Clothing and Textiles Research Journal, 8(4), pp. 22-28
  18. 박준우, 김정원 (2002). 의류제품 단서 차이에 따른 소비자 평가 가격대. 한국의류산업학회지, 4(5). pp. 457-464
  19. Garbarino, E., & Slonim. R. (2003). Interrelationship and distinct effects of internal reference prices on perceived expensiveness and demand. Psychology & Marketing, 20(3). p. 227
  20. Gabor. A., & Granger, C. (1961). On the price consciousness of consumers. Applied Statistics. 10. pp.107-180
  21. Jacoby. J., Olson, J. C., & Haddock. R. A. (1973). Price, brandname and product composition: Characteristics as determinants of perceived quality. Journal of Applied Psychology. 55(6), pp. 570-579
  22. Mazumdar. T., & Papatia. P. (2000). An investigation of reference price segment. Journal of Marketing Research. 37(2), pp. 246-247
  23. Lattin, J. M., & Bucklin, R. E. (1989). Reference effects of price and promotion on brand choice behavior. Journal of Marketing Research, 24. pp. 299-310
  24. Monroe, K. B. (1973). Buyer's subjective perception of price. Journal of Marketing Research, 10. pp. 70-80
  25. Biswas. A., & Blair, E. A. (1991). Contextual effects of reference prices in retail advertisements. Journal of Marketing. 55. pp. 1-12
  26. Kalwani, M. U.. & Yim. C. K. (1992). Consumer price and promotion expectations: An experimental study. Journal of Marketing Research. 29. pp. 90-100
  27. Sewall. M. A., & Goldstein. M. H. (1979). The comparative price advertising controversy: Consumer perceptions of catalog showroom reference prices. Journal of Marketing. 43. pp. 85-92
  28. Jacoby. J., Olson. J. C., & Haddock, R. A., (1973). Price, brandname and product composition: Characteristics as determinants of perceived quality. Journal of Applied Psychology. 55(6) pp. 570-579
  29. 이규혜, 이은영 (2002). 의복가격지각의 다차원성에 관한 연구: 구매행동 유형화를 중심으로. 한국의류학회지, 26(6), pp. 877-888
  30. Lichtenstein. D. R., Ridgway, N. M. & Netemeyer, R. G. (1993). Price perception and consumer shopping behavior: A field study. Journal of Marketing Research, 30. pp. 234-246
  31. 진병호 (1998). 의복구매시 소비자가 지각하는 가격(제2보) : 제품관여와 소비자 지식이 의복가격의 각 차원 지각에 미치는 영향. 한국의류학회지, 22(5). pp. 628-638
  32. 김수경, 류은정 (2001). 사회계층과 과시적 소비 및 의복가격차원에 관한 연구: 의복가격을 중심으로. 대한가정학회지, 39(1), pp. 169-178
  33. 최정, 이은영 (2001). 가격할인빈도가 소비자의 의류 상표자산평가에 미치는 영 향에 관한 연구. 한국의류학회지, 25(6). pp. 1025-1036
  34. Zeithaml. V. A., (1984). Issues in conceptualizing and measuring consumer response to price. Advances in Consumer Research. 11. pp. 2-22
  35. Jacoby, J., Olson, J. C., & Haddock, R. A., (1973). Price, brandname and product composition: Characteristics as determinants of perceived quality. Journal of Applied Psychology. 55(6) pp. 570-579
  36. Gabor, A., & Granger, C., (1961). On the price consciousness of consumers. Applied Statistics. 10. pp. 107-180
  37. Monroe, K. B., (1973). Buyer's subjective perception of price. Journal of Marketing Research, 10. pp. 70-80
  38. Shim, S., & Kotsiopulos, A. (1994). A typology of apparel shopping orientation among female consumers. Clothing and Textiles Research Journal, 12(1), pp. 73-85 https://doi.org/10.1177/0887302X9301200110
  39. Sproles, B. (1979). Fashion: Consumer behavior toward dress. Minneapolis: Burgess
  40. O'Neil, R. M., & Lamberr, D. R. (2001). The emotional side of price. Psychology & Marketing. 18(3), pp. 217-237
  41. 박준우, 김정원 (2002). 의류제품 단서 차이에 따른 소비자 평가 가격대. 한국의류산업학회지, 4(5). pp. 457-464
  42. Fouile, P. (1970). The subjective evaluation of price: Methodological aspects. in Tylor and Willis (ed.). Pricing Strategy. Princeton. NJ: Brandon Systems. pp. 89-97
  43. Sternquist, B., Davis, B., (1986), Store status and country of origin as information cues: Consumer's perception of sweater price and quality. Home Economics Research Journal, 15(2), pp. 124-311
  44. Heisey, L. F. (1990). Perceived quality and predicted price: Use of the minimum information environment in evaluating apparel. Clothing and Textiles Research Journal, 8(4), pp. 22-28
  45. O'Neil, R. M., & Lamberr. D. R., (2001). The emotional side of price. Psychology & Marketing. 18(3), p. 231
  46. Vaidyanathan, R., Aggawal, P., Stem, D. E., Mueling, D. D., & Umesh. U. N. (2000). Deal evaluation and purchase intention: The impact of aspirational and market based internal reference prices. The Journal of Product and Brand management, 9(3), p. 179
  47. Gabor, A., & Granger, C., (1961). On the price consciousness of consumers. Applied Statistics. 10. pp. 107-180
  48. Klein, N. M., & Orglenthrope, J. E. (1987). Cognitive reference point in consumer decision making. Advances in Consumer Research, 14. pp. 183-187
  49. Garbarino, E., & Slonim, R., (2003). Interrelationship and distinct effects of internal reference prices on perceived expensiveness and demand. Psychology & Marketing, 20(3). p. 238
  50. 이규혜, 이은영 (2002). 의복가격지각의 다차원성에 관한 연구: 구매행동 유형화를 중심으로. 한국의류학회지, 26(6) pp. 877-888
  51. Jacoby, J., Olson, J. C., & Haddock, R. A., (1973). Price, brandname and product composition: Characteristics as determinants of perceived quality. Journal of Applied Psychology. 55(6), pp. 570-579
  52. Gabor, A., & Granger, C., (1961). On the price consciousness of consumers. Applied Statistics. 10. pp. 107-180
  53. Monroe, K. B., (1973). Buyer's subjective perception of price. Journal of Marketing Research, 10. pp. 70-80
  54. Meyer, J. H., & Robertson, T. S.(1972). Dimension of opinion leadership. Journal of Marketing Research, 9. pp. 41-46
  55. 이영선 (1993), 소비자의 의복관여와 의복평가기준. 충남생활과학연구지, 6(1), pp. 1-12
  56. Tigert, D. J., Ring, L. R., & King, C. W. (1976). Fashion involvement and buying behavior: A methodological study. Advances in Consumer Research. 3. pp. 46-52
  57. O'Neil, R. M., & Lamberr, D. R., (2001). The emotional side of price. Psychology & Marketing. 18(3), pp. 217-237
  58. Lichtenstein, D. R., Ridgway, N. M. & Netemeyer, R. G., (1993). Price perception and consumer shopping behavior: A field study. Journal of Marketing Research, 30. pp. 234-246
  59. O'Neil, R. M., & Lamberr, D. R., (2001). The emotional side of price. Psychology & Marketing. 18(3), pp. 217-237
  60. 박준우, 김정원 (2002). 의류제품 단서 차이에 따른 소비자 평가 가격대. 한국의류산업학회지, 4(5). pp. 457-464
  61. Sternquist, B., Davis, B., (1986), Store status and country of origin as information cues: Consumer's perception of sweater price and quality. Home Economics Research Journal, 15(2), pp. 124-311
  62. Vaidyanathan, R., Aggawal, P., Stem, D. E., Mueling, D. D., & Umesh, U. N., (2000). Deal evaluation and purchase intention: The impact of aspirational and market based internal reference prices. The Journal of Product and Brand management, 9(3), p. 179
  63. Gabor, A. & Granger, C., (1961). On the price consciousness of consumers. Applied Statistics. 10. pp. 107-180