• Asia pacific journal of information systems
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• 제17권1호
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• pp.95-121
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• 2007

There are recently several studies of online auctions which have focused on exploring a bidder's bidding behavior in IS area. Those studies, however, have been limited to account for bidders' bidding behavior in the view of TAM and trust, not considering perceived price fairness and competition intensity. Although this view point seems reasonable in the online auction sites, few previous studies employing this perspective are found in the relevant literatures. Based on it, this study developed a comprehensive model based on trust and TAM in terms of perceived price fairness to explain competition intensity in the online auction sites. This study collected 269 survey responses from online bidders who have prior experiences with online auction sites. The survey data are used to empirically verify 11 research hypothesis by using LISREL. The results indicate that trust in websites, trust in sellers and perceived usefulness have significant impacts on perceived price fairness. Finally, perceived price fairness is strongly related to competition intensity in the online auction. This study ends with theoretical and managerial implications, as well as limitations and future research.

• 한국항공운항학회지
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• 제19권3호
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• pp.83-95
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• 2011

This research is the ever first trial to demonstrate how consumer perceives price fairness of airfare. That, I did research on airline's flexible price changes and its effects on consumer's perceiving price fairness, proved the causality between before and after of airline service experience and examined the interest in moderating role of airline service. In addition to this, you also can see a markdown can have effects on consumer's perceiving price fairness. The main results are: Perceived price fairness before experience airline service had positive effects on perceiving price as fair. Since the direction of perceived price fairness coincides with in the context of the consumer's experience, so the preliminarily evaluated fairness had positive effects on the post fairness acceptance. With the second result, when you see consumer's perceived price fairness beforehand service experience has effects on post service experience in perceiving price fairness, you see the activation of a markdown, in-flight service, after-flight service as moderating roles as they strengthen the tie between the two perception modes and exhibited interaction with the price fairness beforehand service experience the independent variable. As the last one, a markdown of airfare had positive influence on consumer in perceiving price fairness. So, even if he/she becomes aware of overcharging, he/she will not pursue price being unfair. With these results, you can tell a markdown of airline service could have positive influence on both new and established consumers in the aspect of perceiving price fairness.

• 유통과학연구
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• 제15권1호
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• pp.71-81
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• 2017

Purpose - Consumers heuristically have a specific stereotype on the price level of individual retail format because each format provides them with a different level of purchase satisfaction and emotional benefits. However, if price image which is consumers' overall impression of the aggregate price level of a retailer does not match with their expectations, its price level would be perceived as unfair. It will eventually lead to dissatisfaction and decreased revisit intention. Focused on department store and discount store, this study was designed to verify whether the price fairness plays a role of mediating effect on two influential relationships between price image and post-purchase satisfaction, and price image and repatronage intention. Research design, data, and methodology - A main survey was conducted to 140 students and 128 effective responses were used for the related analysis. T-test, factor analysis, reliability test, and mediated regression analysis were performed. Six hypotheses were developed to examine the mediating effect of price fairness on the two influential relationships between price image and post-purchase satisfaction, and price image and repatronage intention. It was also examined whether the price image of two different retail format is formed differently or not. Results - People perceived the price images of the two retail formats differently. Overall price level of department store is much higher than that of discount store. Analysis results showed that price image did not solely have a significant influence on post-purchase satisfaction unless price fairness as a mediating variable is added. Price fairness turned out to be having a significant influence on relationship between price image and repatronage intention. It influences on repatronage intention directly and also via price fairness. Conclusions - Post-purchase satisfaction can be achieved only if people perceive the price image as fair no matter how the price level is high or low according to traits of retail formats. If they think it's not fair, they would disapprove of the rightness for the price image, and also express their dissatisfaction with it. Consumers willingly make repeated visits to a store if they are convinced of appropriate price level which is perceived as fair, and if they experienced a satisfaction with overall benefits a particular store offered.

• 한국식생활문화학회지
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• 제32권6호
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• pp.549-557
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• 2017

As many companies are performing brand management as a marketing strategy to establish long-term relationships with their customers, consumers decide the actual purchasing behavior by understanding the brand attributes of the relevant company based on an evaluation standard of the products. This paper provides the basic data for improving the competitiveness of the coffee shop market continuously, and analyzes the influential relationships between each variable by limiting the brand attributes of the coffee shop and the price fairness factor that would be expected to affect the consumers' purchasing behavior as the cause variables. The results showed that the-out of brand attribute factors of the coffee shop, the brand awareness and perceived quality had significant effects on the price fairness while the influence of the shop image on the price fairness was not verified. In addition, all the brand awareness, shop image, and perceived quality had significant effects on the purchasing behavior while the statistical significance between price fairness and purchasing behavior was verified. The rationality of the price presented by the coffee shop could be judged depending on the quality perceived by the consumers. Similarly, once consumers classified the propriety of price and then perceived that a suitable price had been set up regarding the quality and service provided by the coffee shop, it was highly possible for them to include it in their actual purchasing behavior, despite the higher price than other brands'. Further research on the psychological variables affecting the purchasing behavior by securing more diverse consumers to understand their purchasing behavior for a wide range of research subjects and the generalization of research results, will provide useful data for establishing marketing measures necessary to form strong relationships between consumers and brand in the currently-saturated coffee shop market.

• 복식문화연구
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• 제27권1호
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• pp.20-32
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• 2019

This study examined whether and how consumers who seek a bargain in their shopping for luxury fashion brands differ from traditional luxury consumers or non-luxury consumers on their market-related attitudes. To do so, this study compared multi-dimensional perceived values, fairness price perceptions, satisfaction with purchase, brand loyalty, and future purchase intention among luxury consumers, luxury-bargain seekers, and non-luxury consumers. Data was obtained from online surveys and the market-related attitudes were compared using an ANOVA test. The comparion of three types of consumers revealed that luxury-bargain seekers and regular luxury consumers are distinct consumer markets. Overall, luxury consumers displayed high perceived values and brand loyalty and were fairly satisfied with the purchase at full-prices. On the other hand, luxury-bargain seekers showed significantly low perceived social value, perceived fairness toward the original price of the brands, and brand loyalty. They were satisfied with the bargain purchase but not likely to purchase the luxury at full-prices in the future. Understanding these distinct types of consumers and targeting them with different product and pricing strategies are important for luxury brands and retailers to expand luxury consumer base without diluting their brands' prestige image. Potential marketing strategies based on the findings of this study were suggested.

• 한국의류학회지
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• 제45권5호
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• pp.892-906
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• 2021

This study explores the effects of providing information on the price fairness perception and intention of continuous use in an online fashion platform, given a price difference due to AI algorithm pricing. We investigated the moderating roles of price inequality (loss vs. gain) and technology insecurity. The experiments used four stimuli based on price inequality (loss vs. gain) and information provision (provided or not) on price inequality. We developed a mock website and offered a scenario on the product presentation based on an AI algorithm pricing. Participants in their 20s and 30s were randomly allocated to one of the stimuli. To test the hypotheses, a total of 257 responses were analyzed using Process Macro 3.4. According to the results, price fairness perception mediated between information provision and continuous use intention when consumers saw the price inequality as a gain. When the consumers perceived high technology insecurity, information provision affected the intention of continuous use mediated by price fairness perception.

• 한국산학기술학회논문지
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• 제22권2호
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• pp.362-367
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• 2021

본 연구는 방한 중국관광객에 대해 브랜드 인지도와 지각된 가격공정성이 매스티지 구매의도에 미치는 영향을 확인하고, 한·중 양국의 유명 광고모델이 이 관계에 어떻게 영향을 미치는 지 연구하였다. 명품의 이미지와 합리적인 가격대라는 매스티지의 특성에 따라 매스티지 원산지와 일치하는 국적(한국)모델과 중국관광객의 자국(중국)모델의 영향을 해석수준이론을 통하여 살펴보고자 하였다. 가설검증을 위해 2(브랜드인지도 고·저)×2(가격공정성)×2(광고모델 국적) 집단 간 실험설계를 실시하였다. 연구결과, 브랜드 인지도와 지각된 가격공정성은 각각 매스티지 구매의도에 정의 영향을 미쳤으며, 광고모델 국적의 조절효과도 유의미하였다. 광고모델이 한국 국적일 경우 브랜드인지도와 지각된 가격 공정성의 구매의도에 대한 영향이 중국 국적의 광고모델의 경우보다 더 크게 나타났다. 본 논문은 매스티지 브랜드는 중국 관광객에게 심리적 거리감이 있더라도 브랜드이미지에 맞는 한류 모델의 영향이 중국 모델보다 더 크다는 것을 보여준 연구로서 시사점이 있다고 하겠다.

• 지식경영연구
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• 제23권1호
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• pp.203-225
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• 2022

글로벌 OTT(Over the Top) 서비스의 국내 진출이 늘어나고 기존 플랫폼 개편이 활발히 이루어지면서 OTT 서비스 시장의 경쟁이 더 치열해지고 있다. 초호화 콘텐츠를 보유한 막강한 경쟁자들이 계속해서 시장에 뛰어들고 있고 사람들의 니즈도 다양해짐에 따라 지속적인 수익 창출을 위해 가입자의 이탈을 막기 위한 OTT 서비스 플랫폼의 다양한 노력이 요구된다. 이에 본 연구는 기대일치모델을 기반으로 OTT 서비스 특성이 지속이용의도에 미치는 영향을 실증분석을 통해 살펴보고자 하였다. OTT 서비스 이용 경험이 있거나 현재 이용 중인 개인을 대상으로 총 386부의 설문을 수집하여 AMOS24를 사용하여 분석을 진행하였다. 연구결과, 플랫폼 품질 우수성을 제외한 콘텐츠 큐레이션, 콘텐츠 풍부성, 시청 능동성은 기대일치에 유의한 영향을 미치는 것으로 나타났다. 기대일치는 지각된 유용성과 사용자만족에 유의한 영향을 미쳤으며, 지각된 유용성은 사용자만족에 영향을 미치고, 사용자만족은 OTT 서비스 지속이용의도에 유의한 영향을 미치는 것으로 나타났다. 마지막으로 가격공정성은 기대일치와 사용자만족, 지각된 유용성과 사용자만족, 사용자만족과 OTT 서비스 지속이용의도 간의 관계를 강화해주는 것으로 나타났다. 본 연구의 결과는 OTT 서비스 사업자의 수익 창출에 가장 직접적인 영향을 미치는 가입자 유지를 위한 서비스와 콘텐츠 개발에 유용한 정보를 제공할 것으로 기대한다.

• 한국식품조리과학회지
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• 제25권5호
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• pp.531-544
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• 2009

Strategic alliance is increasingly becoming a popular strategy in the family restaurant industry. In general, strategic alliance can be defined as several brands collaborating in technology development, marketing, or production while keeping their independence as separate business entities. This study identified segments on the basis of sales promotion resulting from strategic alliances between family restaurants and card companies. This study further investigated how brand image, brand value, price fairness, customer loyalty and demographics are different among the segments. From the statistical analysis, three segments were found; 'short-period benefits oriented' segment, 'intangible and discount benefits oriented' segment and 'free benefits oriented' segment. Among the three segments, the 'free benefits oriented' and 'intangible and discount benefits oriented' segments had greater perceived brand image, brand value and customer loyalty than the 'short-period benefits oriented' segment.

• ETRI Journal
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• 제37권2호
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• pp.417-427
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• 2015

With recent advances in media technology, the creation of a relatively new service, N-screen, has been realized. N-screen provides seamless connections among various media and enables users to enjoy entertainment content at any time and any location. With such recent advances comes opportunity; therefore, for those N-screen service providers who have established an early edge in the ICT industry, it is imperative that they maintain this and stay ahead of the ensuing competition. In this context, the objective of this study is two-fold; first, we aim to find factors influencing the behavior of existing and potential N-screen service users, and then second, to examine the differences in how these factors operate within the two user types. The results of this study show that the perceived value and subjective norm are important influencers in both user types. However, price fairness and innovativeness are only influential on the attitude and intention of potential users, while some aspects of media usage have only significant influences on the behavior and loyalty of existing users. Based on these results, we provide some implications for both researchers and practitioners who wish to better understand the nature of N-screen users.