• Information Systems Review
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• v.4 no.2
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• pp.133-153
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• 2002

Internet lowers the search cost to acquire information about products and sellers price information. Because consumers can easily compare prices among different Internet retailers, the price competition among merchants in Internet has been intensified. For online retailers, it is important to differentiate their sites from competitors based upon services rather than prices. This study investigates which factors influence on consumers price sensitivity in Internet book markets and examines whether consumers price sensitivity has any effect on the type of preferred Internet bookstore (hybrid or pure online book stores). Survey is conducted to empirically investigate the relationship among the various consumer attitudes and price sensitivity. The result shows that price search and price importance have effect on the choice of Internet bookstore. Consumers with higher price sensitivity preferred to purchase books from pure Internet bookstores rather than hybrid (click-and-mortar) bookstores. This study provides an exploratory framework that tries to understand consumer behavior about price sensitivity that might provide some marketing implications to lessen the price competition of Internet retailers.

• Proceedings of the KIEE Conference
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• 2008.07a
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• pp.556-557
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• 2008

전력 산업이 경쟁 체제로 변화되면서 고객들의 전기 가격체계가 현물 가격으로 변환되고 있다. 이러한 가격 쳬게에서 전기 가격은 수요와 반응하게 되고 이러한 상호작용을 수요 반응이라 한다. 본 논문에서는 가격의 변화에 따른 수요의 다양한 변화를 가격 민감도, 신뢰도 민감도를 정의하여 설명한다. 이것은 고객의 입장에서는 더 경쟁적인 체계이고 운영자의 입장에서는 더 효율적이고 효과적인 체계이다.

• The Korean Journal of Financial Management
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• v.23 no.2
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• pp.85-107
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• 2006

This paper investigates whether the futures market responds to the news more sensitively and uses more diverse information than the spot market. The sensitivity to the news is measured by the coefficients of the model which regresses the daily changes in the futures prices to the daily changes in the theoretical prices computed from spot prices using the spot-futures parity. The diversity of news is measured by the mean range differences ($\overline{RD}$), mean hi-price differences($\overline{HD}$) and mean low-price differences. The data in this paper is the closing prices of the nearest-to-maturity and the second-nearest-to-maturity contracts of the KOSPI 200 index futures. As the estimates of the relative sensitivity of the futures prices($^{\beta}$) for the whole-period sample are not significantly different from 1, the sensitivity of two markets to the news are not different. However, $\hat{\beta}$ of the most recent period(Nov. 2002 to Dec. 2005) are strongly different from 1. And, in the most recent period, the futures price changes for the good news, which is defined as the price increase of KOSPI of more than 1.5% in a day, show additional sensitivity. Since the mean range different which measures the relative diversity of information used, are not significantly different from 0 for the whole-period and subperiod samples, and this can be interpreted that the futures market does not use more diverse information than the spot market. However, the mean high-price difference, which measures the relative diversity of good news, are significantly different from 0 for the nearest-maturity contracts in the whole-period and subperiod samples. This evidence supports that the futures prices reflects more diverse good news which brings price increase in the market.

• Journal of Digital Convergence
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• v.12 no.6
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• pp.171-180
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• 2014

Recently, in order to promote their marketing strategy, the entrepeneurs attach importance to many shopping Application services and execute it. The representative elements of shopping Application are interactivity, information offering, convenience of use. This study verified the effects of interactivity, information supplying, and usage convenience, the application characteristics, on the application preferences and repurchase intentions, and the moderating effects of price sensitivity and usage frequency. The result states that the shopping application characteristics affect the shopping application preference, In terms of price sensitivity, the group with higher price sensitivity showed more significant result on the interactivity and usage convenience, and when the information supplying affects on the application preference, the group with higher price sensitivity showed more significant result than the group with lower price sensitivity.

• Journal of Digital Convergence
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• v.12 no.11
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• pp.49-55
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• 2014

Many changes in growth in the lifestyle of consumers for online shopping mall has surfaced. consumers will appear brand product will tend to buy products at more affordable prices and a department store's brand product sale increase in online shopping mall. This study verified the effects of Utilitarian shopping value and Hedonic shopping value, the shopping value, on the shopping-mall satisfactions, and the moderating effects of Price sensitivity. The result states that the shopping value affect the shopping-mall satisfaction, In terms of Price sensitivity, the group with higher Price sensitivity of utilization showed more significant result on the Utilitarian shopping value affects on the shopping-mall satisfaction, the group with higher Price sensitivity of utilization showed more significant result on the Utilitarian shopping value and Hedonic shopping value.

• Journal of the Korean Society of Food Science and Nutrition
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• v.41 no.8
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• pp.1182-1189
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• 2012

The purpose of this study was to analyze university student' perception of the price of coffee shops using price sensitivity measurements. The questionnaires were distributed to 640 university students in Changwon, Korea from March 13 to April 8, 2011. A total 571 were used for the final analysis, which excluded improperly-completed questionnaires. The results of this study were as follows. Indifference prices (IDPs) were \2,200 for on-campus coffee shops and \2,850 for off-campus coffee shops. The optimum price points (OPP) were \2,300 for on-campus coffee shops and \2,850 for off-campus coffee shops. The price stress range (PSR) was \100 (\2,200~2,300) for on-campus coffee shops and \0 (\2,850~2,850) for off-campus coffee shops. The point of marginal cheapness (PMC) was \1,100 for on-campus coffee shops and \1,500 for off-campus coffee shops, whereas the point of marginal expensiveness (PME) was \3,600 for on-campus coffee shops and \4,100 for off-campus coffee shops. The ranges of acceptable prices (RAP) were \2,500 (\1,100~3,600) for on-campus coffee shops and \2,600 (\1,500~4,100) for off-campus coffee shops. On the basis of IDP percentage, university students were more sensitive to off-campus coffee shops than on-campus coffee shops. In contrast, on the basis of PSR and RAP, university students were more sensitive to on-campus coffee shops than off-campus coffee shops. Therefore, the price increase for an americano should be recommended to be from \1,100 to \3,600 for on-campus coffee shops and from \1,500 to \4,100 for off-campus coffee shops. The manager of on-campus coffee shops should be careful when increasing the prices, and the manager of off-campus coffee shops should make it possible for customers to perceive service quality.

• Journal of the Korean Institute of Gas
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• v.3 no.2 s.7
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• pp.11-16
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• 1999

Oil and LNG products are characterized by the facts that the raw materials are all imported and financing is dependent heavily upon foreign countries. This makes the oil and LNG products sensitive to changes in foreign exchange rates. However, the extent to which they respond to changes in foreign exchange rates, particularly the extent of price changes, vary considerably, due to the differences in the structures of price determination. The purposes of this paper are twofolds. The first one is to analyze the structures of price determination of diesel, heavy oil, and LNG. The second one is to analyze the effects of changes in foreign exchange rates on the prices of and price competitiveness of the fuels in question through the sensitivity analysis. The results of the sensitivity analysis indicate that diesel price is most sensitive and heavy oil price is least sensitive to changes in foreign exchange rates.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.201-221
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• 2007

Recently price as an information clue on online shopping has become important and price dependency has been also increased. This study suggests the flow which customers experience on online shopping plays a leading role in a matter of revisiting intention, but price sensitivity has a possibility to decrease the flow on the basis of literature investigation. While telling the differences in types of shopping malls, this study also examines relationship verifications with price sensitivity, flow of internet shopping mall and revisiting intension. The results show the flow experience through temporal dissociation makes increase a revisiting intention. To the contrary, this study presents a price search dimension in price sensitivity has negative influence to each dimension of temporal dissociation, heightened enjoyment and curiosity and also the relationship between price importance and flow is rejected. In addition, this influence gets different results by internet auction, pure internet shopping mall, shopping mall which can show price comparisons. In the case of shopping mall which can show price comparisons, more price researches become less curiosities and more heightened enjoyments and curiosities get more revisiting intentions. In the internet auction's case, price search decreases a temporal dissociation and heightened enjoyment and improves a revisiting intention when a temporal dissociation and heightened enjoyment are increased. Price research reduces three types of flow dimensions such as a temporal dissociation, heightened enjoyment, and curiosity in the pure internet shopping mall. In addition, only heightened enjoyment affects to a revisiting intentions.

• Journal of the Korean Society of Food Science and Nutrition
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• v.36 no.1
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• pp.124-130
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• 2007

The purposes of this study were (1) to analyze price sensitivity, (2) to define the range of acceptable prices for each foreign segment, and (3) to provide a price model for Korean traditional restaurants. From October to November, 2006, a total of 781 foreigners responded to individual surveys. Statistical analyses on the survey data were performed using descriptive statistics and Price Sensitivity Measurement (PSM). Major findings from the study are as follows: First, the ranges of the acceptable prices were $98$\sim$$130 for fine dining/gourmet restaurants, $70$\sim$$90 for theme/ambience restaurants, $40$\sim$$60 for popular/family restaurants, and $18$\sim$$30 for convenience/fast food restaurants. Second, the convenience/fast food restaurants showed the highest price sensitivity. Third, a low stress level and wide range of the acceptable price were observed for the fine dining/gourmet restaurants, suggesting that the price sensitivity of the fine dining/gourmet restaurants was quite low. Finally, the price sensitivity indicated by the Japanese was higher than by the other groups. In consequence, the research findings suggest that the managers of the Korean traditional restaurants should strategically plan prices by understanding different customers' price sensitivity within and between customer segments. Through additional research, marketers can compare perceptions of specific brands, the competition, and variations within a product line.

• Proceedings of the KIEE Conference
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• 2007.07a
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• pp.830-831
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• 2007

부하의 가격에 대한 높은 반응성(price-responsiveness)과 이를 이끌어 낼 수 있는 적절한 수요관리(demand response) 정책은 구조 개편된 전력 시장에서 가격 변동성 및 설비에 대한 투자 부족 문제를 효과적으로 해결하는 데 필수적이라는 데에는 많은 연구자들이 동의하고 있다. 그럼에도 불구하고, 특히 전력 사용을 미리 계획하지 않는 소규모 소비자들의 경우, 전력 소비가 본질적으로 매우 탄력적이지 못하므로(inelastic) 가격에 민감한 부하를 이끌어 내기 위한 수요관리 정책은 신중하게 세워져야 한다. 본 논문은 최종 소비자에게 전력을 제공하면서 critical peak pricing(CPP)를 동적으로 관리하고 이러한 수요관리에 대한 인센티브를 가진 개체를 도입함으로써 가격에 민감한 부하를 이끌어 내는 수요 반응의 접근법을 제시할 것이다. 가격에 민감한 부하 및 수요 반응 정책의 문제는 정책적, 경제적, 기술적 측면에서 검토되어야 하는 바이나, 본 논문에서는 기술적 측면 및 경제적인 인센티브의 수식화에 초점을 맞추었다. 정책에 인센티브를 가진 개체의 이윤 방정식을 세움으로써 문제를 정식화하였으며, 문제의 최적 해를 구하기 위해 예측 가격을 바탕으로 backward dynamic programming을 통한 swing option 평가 기법을 사용하여 최적의 수요관리 시점을 구해야 함을 제안하는 바이다.