한국정보시스템학회지:정보시스템연구 (The Journal of Information Systems)

  • 제22권4호
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  • Pages.85-115
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  • 2013
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  • 1229-8476(pISSN)
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  • 2733-8770(eISSN)
한국정보시스템학회 (Korea Association of Information Systems)
권호 표지
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디지털 지식상품의 가격수용도와 구매인지부조화 영향요인에 관한 연구

Factors Influencing the Price Acceptability and Cognitive Dissonance for the Purchaser of Digital Knowledge Goods

  • 정대율 (경상대학교 경영대학 경영정보학과, 경영경제연구센터)
  • 투고 : 2013.11.20
  • 심사 : 2013.12.24
  • 발행 : 2013.12.30
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초록

Digital knowledge and information goods as experience goods have some unique characteristics such as close to zero reproduction and distribution cost, high price volatility, and low price acceptability. For the reasons, the pricing policies of digital knowledge goods are very difficult and complicate. Also, most consumers of digital goods have experienced cognitive dissonance after buying decision. The purpose of this paper is to investigate what factors affect the price acceptability level and cognitive dissonance of digital knowledge goods buyers. This paper suggest a structural model that was established by the cognitive dissonance theory and S-O-R(Stimulus-Organization-Response) model. The model is consisted of four exogenous variables and three endogenous variables. The empirical test and statistical analysis suggest following results and practical implications. The variables such as product involvement and perception of price fairness that have positive roles to price acceptability have strong influence on the all the three endogenous variables. But the variables such as sale proneness and price mavenism that have negative roles to price acceptability have little influence on the all the three endogenous variables. In the model, the payment intention was very important mediating variable between exogenous variables and two dependent variables, ie. price acceptability and cognitive dissonance. These results imply that the digital knowledge portals must have some differentiated pricing policies to the customers who have price consciousness and price mavenism. Also, they need some special promotions to whom have positive attitude to the value of digital goods.

키워드

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