• 복식문화연구
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• 제26권1호
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• pp.1-18
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• 2018

In this study, the effects of anticipated regret and perceived uncertainty on price sensitivity or purchase hesitation in overseas purchasing are analyzed along with the effects of price sensitivity on purchase hesitation. The survey was conducted among internet fashion consumers with experience in overseas purchasing and 480 responses were used in the data analysis. The results showed the psychosocial anticipated regret positively influenced the price importance, and the service, product and psychosocial anticipated regret positively influenced the price search. The preference and psychology uncertainty positively influenced the price importance, and the information and psychology uncertainty positively influenced the price search. The price importance positively influenced payment stage hesitation and shopping cart abandonment, and the price search positively influenced purchase hesitation in overseas purchasing. The functional, service and psychosocial anticipated regret positively influenced payment stage hesitation, and the service and psychosocial anticipated regret positively influenced shopping cart abandonment and overall purchase hesitation. In addition, the perceived uncertainty positively influenced the payment stage hesitation, and the information and psychology uncertainty positively influenced the shopping cart abandonment and overall purchase hesitation. The results of this study will be helpful for developing the marketing strategy for customer relationship management for overseas internet shopping web-sites.

• 한국의류학회지
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• 제40권3호
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• pp.574-589
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• 2016

This research investigates the characteristics of the mobile social commerce and explores the moderating effects of perceived risk and price sensitivity. This survey targeted consumers in their 20s to 30s who use mobile social commerce applications. We used 261 questionnaires for the final statistical analysis. Descriptive analysis, factor analysis, reliability analysis, and hierarchical regression analysis were applied in the data analysis. The results are summarized as follows. First, characteristics of mobile social commerce are composed of economics, informativeness, entertainment and promotion. Second, perceived risk (which had a negative effect on purchase intention) had moderating effects between perceived risk and economics or entertainment. Third, price sensitivity (which had a positive effect on purchase intention) had a moderating effect between price sensitivity and promotion. This study contributes to the disclosure of the role of perceived risk and price sensitivity as moderating factors between the characteristics of mobile social commerce and purchase intention. Finally, useful implications (both academic and practical) are provided for fashion retail managers.

• 전기학회논문지
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• 제60권5호
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• pp.929-935
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• 2011

Customers hardly change to electric prices in old days because electricity is essential commodity, while demand changes with price after deregulation. It's explained by price-based demand response with demand-elasticity matrix. Also all of the customers have had identical demand-price elasticity matrix till now. But in a practical power system, various customers are present with taking a variety of demand-price elasticity. Therefore this paper proposes demand-price sensitivity to represent different demand-price elasticity. Also as proposing demand-reliability sensitivity, it is modeling various customers' characteristics to reliability. And then this paper calculates total expected interruption cost of customer from the customer interruption cost and the demand-reliability sensitivity. A total expected interruption cost of system is shown as opportunity cost of a generation cost.

• 디지털산업정보학회논문지
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• 제16권2호
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• pp.117-128
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• 2020

The aim of this study was to examine price sensitivity of industrial products purchased via a group buying system and how industrial products for a group buying system differ from general industrial products, and then identify the major factors in selecting products and the important determinants in purchasing industrial products for school foodservices. The survey was conducted with 250 dietitians (teachers) in Gyeonggi-do Province, who were using industrial products for a group buying system and general industrial products. A paired t-test showed a difference in satisfaction between industrial products for a group buying system and general industrial products by factors, while statistically significant differences were found for red pepper paste, fermented soybean paste and soy sauce in all nine satisfaction factors, including product quality, packaging state, labeling, hygiene, item diversity, specification diversity, price appropriateness and supply. Moreover, analyzing price sensitivity for industrial products for a group buying system, using the PSM method with respect to the issue of high price, showed that the respondents considered that the current unit purchase prices were high for all items investigated. This study suggests that schools would purchase more industrial products for a group buying system, when the pricing of the products are considered with the purchase intention of dietitians (teachers).

• 동아시아식생활학회지
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• 제26권2호
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• pp.117-124
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• 2016

As the number of cafeterias at universities has increased, studies on student perception of price sensitivity at cafeterias have gained increased attention. Therefore, the study investigated the relationship between students and university cafeterias according to price sensitivity measurement (PSM). According to the analysis, the indifference price (IDP) was 3,444.06 Korean Won while the subsequent cumulative distribution percentage was approximately 17.68%. The optimal pricing point (OPP) was 3,233.73 Korean Won and the stress price (IDP-OPP) was 210.33 Korean Won. The point of marginal expensiveness (PME) was 4,602.24 Koean Won and the point of marginal cheapness (PMC) was 2,036.29 Korean Won. Therefore, the range of acceptable prices (RAP) was established as 2,565.95 Korean Won. In addition, the study examined differences between price sensitivity measurement (PSM) for the respondent subgroups. Hence, the results will provide a practical background for development of business plans for university cafeterias.

• 한국식품영양과학회지
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• 제36권1호
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• pp.124-130
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• 2007

본 연구에서는 한식당에 대한 외국인 고객의 가격민감성을 측정하였으며, 그 결과 한식당 유형별로 가격민감성이 다르게 측정되어 가격이 각 외식업체의 제품과 서비스의 품질과 가치를 특징짓는 것으로 나타났다. 이에 따라 소비자의 서로 다른 요구에 의해 준거 가격이 복잡해지며, 소비자의 구매 목적에 따라서도 영향을 미치는 것을 알 수 있었다. 특히, 외국인 국적별로 가격민감성을 비교한 결과, 각 세분 시장별로 가격민감성에 차이를 나타냈는데, 전반적으로 일본인이 다른 세분시장에 비해 가격에 민감한 경향을 보이는 것으로 측정되었다. 이러한 가격민감성측정 모델은 다른 타겟 시장의 민감성과 각각의 수용가격범위를 측정할 수 있으므로, 외식업체 운영자들은 어떤 시장이 얼마의 최소한의 가격으로 구매 행동을 하지 않으며, 어떤 시장에 그 가격에 맞는 가치를 제공하도록 노력을 기울일 것인지 파악해야 한다. 또한 가격과 품질사이의 단순한 상관관계에 의해서만 소비자들의 행동을 설명하기 엔 너무 많은 변수들과 상황이 존재하고 있다. 따라서 구매 동기,사회적 환경 등의 요인, 시간제한, 계절적 효과, 물리적 환경, 구매 주체, 분위기 등의 상황적 변수들이 가격 민감 행동과 상호 작용 가능한 잠재적 요인들이므로 가격민감성과의 상관관계 분석도 가능할 것이다. 그러나 가격은 동질적인 제품 또는 동질적인 상황에서 소비되는 제품과 서비스에 대해서는 그 중요성이 떨어지고, 브랜드가 품질의 지각과 가치의 지각, 그리고 구매의도에도 긍정적인 영향을 미치게 되므로 외식기업들은 궁극적으로 이러한 순간에 다른 브랜드와 차별화 될 수 있는 한식 브랜드 요인들을 강조하여 경쟁적인 이익과 이윤을 증가시켜야 함을 잊지 말아야 할 것이다. 이와 함께 소비자의 기호와 욕구를 충족시킬 수 있는 가격과 가치 부여만이 고객 만족과 재 방문, 나아가 충성 고객을 이끌 수 있으며, 외식기업의 이를 활용한 가격전략 수립이 우선되어야 한다.

• 디지털융복합연구
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• 제12권6호
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• pp.171-180
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• 2014

최근 주요 기업들은 쇼핑 애플리케이션을 마케팅 전략으로 개발하여 이용하고 있으며, 이러한 전략을 효과적으로 실행하는데 무게를 두고 있다. 이러한 쇼핑 애플리케이션의 대표적인 요소들은 상호작용성 그리고 정보제공성, 이용편리성이 있다. 이에 본 연구는 애플리케이션의 특성이 애플리케이션의 선호도에 미치는 영향에 대해 실증적으로 분석하고, 소비자들의 가격민감도에 영향을 미치는 요인을 찾아 효과적인 쇼핑애플리케이션의 활용전략을 제시한다. 본 연구의 결과는 상호작용과 정보제공성, 이용편리성은 선호도에 긍정적인 영향을 미치는 것으로 나타났다. 또한 애플리케이션의 특징이 선호에 영향을 미칠 때, 가격민감도의 조절효과를 살펴본 결과, 가격민감도가 높은 집단에서는 정보제공성이 가장 유의한 영향으로 나타났고 다음으로 상호작용성과 이용편리성이 유의하다는 결과가 나타났다. 가격민감도가 낮은 집단에서는 정보제공성은 유의하지 않았다. 이러한 결과를 기반으로 기업의 마케팅적 시사점을 도출하였다.

• 한국의류학회지
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• 제40권6호
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• pp.967-978
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• 2016

This study examines consumers' multi-channel choices in the search phase and purchasing phase stage according to price sensitivity and product characteristics in order to propose a multichannel strategy. For the research, one-way ANOVA, t-test, clustering analysis, and crosstabs are used for the descriptive analysis of 317 surveys on men and women conducted in 2014. The findings are as follows. First, consumers that both experience goods and search goods rely on surrounding advice as well as a search channel regardless of price sensitivity. Second, channel selection differs by price sensitivity when it comes to purchasing phase. Consumers with high price sensitivity tend to purchase from online channels; however, consumers with low price sensitivity tend to purchase from off line channels in cases of search goods. Meanwhile, cases of experience goods have no meaningful result. Third, consumers are divided into 3 groups by the tendency of channel selection. In case of experience goods, search channel choice is aligned with purchasing channel; however, search channel choice is not aligned with purchasing channel in search goods. This study provides clear information on fashion consumers' behavior on multi-channel choices compared to ones for search goods consumers on strategic strategies for fashion companies.

• 복식문화연구
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• 제29권1호
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• pp.48-64
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• 2021

Eco-friendly consumption is a prominent trend in the fashion industry, by which many firms attract the interest of consumers using a green marketing strategy. However, "greenwashing" (caused by distorted, exaggerated, and false information) gives rise to consumer confusion. The purpose of this study is to investigate the effect of consumer confusion and value on price sensitivity and purchase intention. Data was collected from 228 respondents using a questionnaire that was distributed to consumers living in Seoul and Kyunggi, South Korea. The data was analyzed by factor analysis, regression analysis, and Cronbach's alpha using SPSS 23.0. The results were as follows: First, factor analysis showed the consumer value variable was significantly categorized in altruistic and self-expressive values. All variables (altruism, selfexpression, consumer confusion, price sensitivity, and purchase intention) were shown to have significantly good internal validity. Second, altruistic consumer value was shown to positively affect the purchase intention of eco-friendly fashion products, but self-expressive consumer value had no significant effect. Third, consumer confusion on eco-friendly fashion products had a negative effect on purchase intention. Fourth, altruistic and self-expressive consumer values had no effect on price sensitivity. Fifth, consumer confusion on eco-friendly fashion products positively affect price sensitivity. Sixth, price sensitivity on eco-friendly fashion products had a negative effect on purchase intention. Therefore, fashion firms should provide a certified green mark to consumers to eliminate confusion and deliver the right message without greenwashing. Moreover, fashion firms should develop green marketing strategies that are more focused on altruistic consumers.

• 한국유기농업학회지
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• 제28권2호
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• pp.155-170
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• 2020

The objective of this study is to analyze factors affecting purchase intention and conduct price sensitivity analysis of Korean Shine-muscat for Chinese consumers. Logit model has been set up to find purchase intention with survey data which was conducted in Beijing China. The results show that the high-income, unmarried consumers are more sensitive to the price of Korean Shine-muscat than low-income, married consumers, but have higher purchase intention. Also, consumers who perceive Korea positively and those who prefer Korean dramas are more sensitive to the price but have higher purchase intention. Consumers with a high monthly purchase frequency of Shine-muscat have higher purchase intention of Korean Shine-muscat, but are more sensitive to the price. The results of this study can be utilized as basic information for promoting the export of Korean Shine- muscat to China.