• Asia Marketing Journal
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• 제14권1호
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• pp.53-81
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• 2012

묶음제품의 매력도를 증가시키기 위해 소비자들이 번들 오퍼에서의 가격 제시 프레이밍(framing)에 민감하다는 것을 이해할 필요가 있다. 동일 가격을 할인하더라도 묶음제품 요소 중 어느 요소에 가격할인을 표시하느냐에 따라 소비자의 묶음제품에 대한 지각된 매력도를 바꿀 수 있기 때문이다. 선행연구는 더 중요한 제품 요소에 할인이 할당될 때 효용이 증가한다는 주장과 덜 중요한 제품 요소에 할인을 위치시키는 것이 선호를 증가시킨다는 주장을 동시에 보이고 있다. 본 연구는 선행연구를 보완하여 묶음제품 가격 할인 제시 프레이밍효과에 대한 새로운 기제를 제시한다. 그리고 선행연구에서 믹스드(mixed)된 결론을 보이는 이유를 분석하여 밝힌다. 본 연구는 현실적인 번들링 전략 사용 상황을 고려하였으며, 좀 더 리얼한 번들링 세팅을 이용하여 가격 할인 제시 프레이밍 효과를 조사하고, 순수번들 및 혼합번들을 포함한 다양한 묶음제품을 이용하여 품질 불확실성 지각에 따른 조절효과를 분석하였다. 본 연구 결과, 소비자들은 높은 소비 혜택(high consumption benefit)보다 낮은 소비 혜택(low consumption benefit) 요소에 가격 할인을 위치시키는 것을 더 선호하였다. 가격민감성(price sensitivity)이 주요혜택에서는 낮고, 낮은 혜택에서는 높기 때문에 동일 가격이 할인될 때 낮은 혜택을 할인한 매장 제품에 대한 평가가 더 높게 나타났다. 또한 구매 시점에서 품질의 불확실성(perceived uncertainty of product quality)이 높을수록 가격민감성이 혜택 지각에 가지는 효과가 더 커지고 있었다. 본 연구의 공헌은 소비 혜택 지각 및 가격민감성 기제와 지각된 품질 불확실성의 조절효과를 통해 선행연구를 통합하고, 가격 제시 형태의 프레이밍 효과를 명확하게 설명하였다는 점이다.

• 한국의류학회지
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• 제39권4호
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• pp.613-624
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• 2015

This study examined: 1) the effect of store density on perceived crowding 2) the difference of perceived price benefit of sale by store density 3) the effect of perceived price benefit and store density on perceived crowding and 4) the effect of perceived crowding and price benefit on shopping behaviors. Store density and perceived crowding were categorized into social and spatial dimensions. Data were collected with 6 (high, medium, and low social and spatial densities) * 2 (sale and no-sale) between-subjects experimental designs. A total of 395 responses were analyzed. The results revealed that social density affected social crowding, but spatial density had no effect on perceived crowding. Price benefit of sale was not different by store density. The sale itself did not affect perceived crowding. Under the social density situation, perceived price benefit reduced spatial crowding and social crowding showed a positive effect on purchase behavior while spatial crowding had a negative effect. However, the most important effect on purchase behavior was price benefit. The study implies that social density (not spatial density) is important for consumer behavior and retail strategies.

• 한국의류학회지
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• 제27권6호
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• pp.635-642
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• 2003

The purposes of this study were to explore the consumer attitude toward the retail sales, to examine the relationships between the sale attitude and the price-related variables(i.e., price consciousness, sales proneness, and value consciousness), and to examine the effects of the sale attitude and the price-related variables on the perceived price value during the retail sales. Data were collected from 790 undergraduate students using the two types of questionnaires representing the sale and non-sale situations, and 776 responses were analyzed. Factor analysis of the sale attitude extracted five dimensions including price benefit, limited product assortment, impulse buying, low service quality, and disordered store atmosphere. The price benefit and the impulse buying factors were related with all the 3 price-related variables, and all the sale attitude factors were related with the value consciousness. The price benefit and the impulse buying factors positively affected the perceived price value under the sale situation.

• 한국의류학회지
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• 제39권1호
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• pp.30-42
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• 2015

This study examined: 1) the effects of fashion luxury product price discounts in social commerce on perceived benefit and purchase intention, and 2) differences in such effects by social commerce trust, brand and design preferences for luxury products as well as social commerce and online luxury product purchase experiences. Three discount rates representing high, mid, and low for a luxury product sold in social commerce were manipulated and tested on female consumers and 486 online responses were analyzed. The results revealed that the price discount affected perceived benefit but did not affect purchase intention. Benefits were highly perceived at high and mid discount rates compared to the low rate. Social commerce trust, brand preference, and design preference affected perceived benefit and purchase intention, but the interaction effect with price discount was observed only in the design preference to perceived benefit. The purchase experience of online luxury products also affected purchase intention. Implications from the results were also discussed.

• 경영과학
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• 제32권3호
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• pp.55-70
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• 2015

The main objective of this study is to investigate the moderating roles of the competitor's pricing strategy and the degree of consumer's risk-aversion on perceived risk and perceived benefit in responding to price increases and package downsizing. Based on Prospect Theory, several prior researches find that consumers perceive increased price as more loss than package downsizing and perceive package downsizing as more benefit than increased price. We extend these behavioral economics approach using the reference effect of competitor's pricing strategy. We focus on consumer heterogeneity on risk-aversion, measure the degree of consumer's risk-aversion, and divide the consumers into two groups of high levels of risk-aversion vs. low levels of risk-aversion. We find that the firm's pricing strategies of both price increases and package downsizing do not significantly influence the perceived benefit for relatively low risk-aversion consumers. We find that when the firm reduce the package size, relatively high risk-aversion consumers perceived more benefit and had higher purchase intention compared to price increases. We also find that the competitor's pricing strategies do not significantly influence the consumer's response for relatively low risk-aversion consumers. For relatively high risk-aversion consumers, they perceived more loss when the firm has different pricing strategy from the competitor's.

• 대한교통학회지
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• 제22권2호
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• pp.7-18
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• 2004

본 논문은 현재 물류부문에서 그 비중이 증가하고 있는 택배시장의 고객을 대상으로 고객의 선호도에 따른 적절한 시장세분화의 구축과 그 필요성을 제시하였다. 본 연구에서는 택배서비스의 가격탄력성을 측정하기 위해 Conjoint 분석을 이용한 효익세분화 방법을 이용하였다. 분석결과 택배고객은 그 특성에 따라 상이한 가격탄력성을 가지고 있으며, 그 탄력성에 따라 고객을 세분화할 수 있었다. 따라서 이러한 분석은 향후 택배고객을 세분화 할 경우 유용한 도구로 사용될 수 있으며, 고객의 욕구를 만족시킬 수 있는 기회를 제공해 줄 수 있을 것이다.

• 한국건설관리학회논문집
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• 제11권1호
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• pp.113-121
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• 2010

정부의 신 재생에너지 분야 투자확대정책과는 달리 08년 발전차액지원 기준가격이 인하된 이후 태양광사업의 추진 건수가 대폭 감소되는 양상을 보이고 있다. 이는 전세계적 금융위기에 따른 재원조달의 어려움이 근본적 원인이기도 하지만, 현행 발전 차액지원 기준가격체계가 적정하지 못한데도 그 원인을 찾을 수 있다. 본 연구에서는 입지와 형식별로 여러 대안을 설정하고, 비용 및 수익의 변동 리스크를 반영하는 기준가격 산정모델(Cost & Benefit Risk Based Purchase Price Process Model : CBRP3 Model)을 제안한다. 발전설비 대안별로 투자비와 발전량의 변동데이터를 산출하여 재무템플릿에 입력한 후 시뮬레이션을 실행하여 대안별 발전원가의 확률분포를 도출하고, 이를 기반으로 기준가격체계를 도출한다. 도출된 기준가격체계와 현행 발전차액지원 기준가격체계를 비교하고, 향후 연구과제를 제시한다.

• Asia pacific journal of information systems
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• 제11권4호
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• pp.43-62
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• 2001

Recently, as information and communication technology is swiftly developed, consumers feel more convenient in making use of as well as access to the banking service. This change must affect consumer's benefit, however, there are rare previous studies and methods for measuring it. Thus, we utilize hedonic price technique to estimate consumer's benefit of electronic banking information. The results indicate that the price elasticity of consumer's communication service expenditure regarding the use of electronic banking information is about 0.057%. That is, users have willingness to pay 57 Won more than current communication fee for acquiring the additional electronic banking information.

• 보건행정학회지
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• 제9권4호
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• pp.65-86
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• 1999

In this study, we investigate the welfare effect of mandatory prescription(MP) in Korea. An immediate effect of MP is the increase in the implicit price of prescribed medicine, which could be obtained easily from drug stores before MP. This will lower the quantity demanded. which will in turn reduce the abuse of drugs. The key to the cost-benefit analysis of MP, therefore, should be focused on this point; price increase in the cost side and quantity decrease in the benefit side. Since we do not have as much information as needed for the analysis, however, we made strong assumptions for the clarity of numbers; the severity of moral hazard of medical doctors related to the sales of hospital drugs, constant demand elasticity, constant benefit multiplier of reduced drug usage, and so on, With these rather strong assumptions, we find that i) the benefit side is much more sensitive to demand elasticity than the cost side effect ii) the larger the demand elasticity, the greater the size of net gain of MP, though the result depends on the size of the benefit multiplier. This analysis shows that we need to have more information on the specific institutional path of health benefit diffusion caused by the reduction of drug usage, which was the major target of MP.

• Journal of Preventive Medicine and Public Health
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• 제22권3호
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• pp.398-405
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• 1989

A change in the consumer's surplus was measured in order to evaluate the social benefit to be derived from expanding health insurance to the entire population. The most refined and correct way to measure a project's net benefit to society is to determine a change in the consumer's surplus. Benefits from introducing the health insurance program to the uninsured people can be classified into two elements. The first is the pricing-down effect(E1) which results from applying the insurance price system, which is lower than the actual price, to the uninsured patients. The second effect(E2) is a decrease in actual payment because an insured patient pays only a portion of the total medical bill(copayment). We collected medical price information from the data banks of 93 hospitals, and obtained information of medical utilization by referring to the results of other research and from data published by the Korean Medical Insurance Societies. The total net benefit was estimated as \214 billion, comprising the first effect(E1) of \57 billion and the second effect(E2) of \157 billion. The price elasticity of physician visits is less than that of hospital admissions: however, benefits from the increase in physician visits are greater than those from hospital admissions because there are considerably more of physician visits than hospital admissions. The sensitivity analysis also shows the conclusion that expansion of the health insurance program to the entire population would result in a positive net benefit. Therfore, we conclude that the National Health Insurance Program is socially desirable.