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http://dx.doi.org/10.5392/JKCA.2020.20.02.511

The Exploratory Study of the Dynamic Price Changing under the On-line Context  

Na, Kyung Soo (유원대학교 교양융합학부)
Son, Young Seok (한림대학교 광고홍보학과)
Publication Information
The Journal of the Korea Contents Association / v.20, no.2, 2020 , pp. 511-521 More about this Journal
Abstract
The purpose of this study is to research the effects of the same brand item sold online at different prices. To that end, the exploratory study is focused on four factors that influence price dispersion online is suggested. First, the products are divided into utilitarian products and hedonic products in line with the product concept, and laptops, washing machines are included in the utility concept products. Also the backpacks and sneakers are included in the hedonic concept products. A total of 400 effective objectives were selected and analyzed for each concept products, 200 objectives. The research analysis revealed that the price dispersion is significant relationship with an average price, the highest price, the lowest price, the year of release, the number of retailers, and the number of reviews in case of the utility concept product. On the contrary, in case of hedonic concept products, average price, highest price, lowest price, year of release, retailer, and reviews and ratings is found to be positively related to price dispersion. Based on these results, theoretical and practical implications are discussed about the influence price dispersion on marketing.
Keywords
Price Dispersion; Utilitarian Product; Hedonic Product; Competition; Review;
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