• The Research Journal of the Costume Culture
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• v.26 no.1
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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.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.3
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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.

• The Transactions of The Korean Institute of Electrical Engineers
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• v.60 no.5
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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.

• Journal of Korea Society of Digital Industry and Information Management
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• v.16 no.2
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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).

• Journal of the East Asian Society of Dietary Life
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• v.26 no.2
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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.

• 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.

• 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 the Korean Society of Clothing and Textiles
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• v.40 no.6
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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.

• The Research Journal of the Costume Culture
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• v.29 no.1
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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.

• Korean Journal of Organic Agriculture
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• v.28 no.2
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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.