• Title/Summary/Keyword: 지각된 가격

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Testing the Moderating effect of Coupon Types on Perceived Price, Consumption Emotions, Customer Satisfaction and Revisit Intention in Quick Service Restaurants (퀵서비스레스토랑의 지각된 가격, 소비감정, 소비자만족과 재방문의도의 관계에 쿠폰유형이 미치는 조절효과에 관한 연구)

  • Jani, Dev;Jeong, Ho-Kyun;Jang, Jun-Ho
    • Culinary science and hospitality research
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    • v.17 no.1
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    • pp.155-170
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    • 2011
  • The purpose of this study was to test the influence of restaurant customers' perceived price on their satisfaction and revisit intention through the examination of the mediating effects of emotional responses and the moderating role of coupons. Data was obtained from a survey conducted to 319 quick service restaurant customers and analyzed using SPSS 16 and AMOS 16. The results indicate a full mediation effect of perceived price on customer satisfaction through emotional responses. It was also noted that discount, free and entry coupons did moderate the influence of perceived price on customers' emotional responses. The strongest moderator for perceived price and positive emotions was a discount coupon followed by a free coupon and an entry coupon in order. For perceived price and negative emotions, an entry coupon had a higher moderating effect followed by a discount coupon. The study put forward an appropriate implication to restaurateurs on the use of coupons as well as emotional responses and perceived price that will effectively elevate customers' satisfaction level.

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The Influence of Perceived Price and VMD Fitness of SPA Brand on Multi-dimensional Commitment (SPA 브랜드의 지각된 가격과 VMD 적합성이 다차원적 몰입에 미치는 영향)

  • Shin, Mi-Hyang
    • Journal of Digital Convergence
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    • v.10 no.3
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    • pp.39-49
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    • 2012
  • The purpose of this study is to analyzed that the perceived price and VMD fitness of the SPA(speciality store retailer of Private label Apparel) brand characteristics impacts on multidimensional commitment consist of affective commitment, calculative commitment and behavioral commitment. Using SPSS 18.0 and AMOS 18.0 by structural equation modeling analysis, we found that perceived price have effects on affective commitment, behavioral commitment and calculative commitment significantly, and VMD fitness have effects affective commitment significant only. Affective commitment and calculative commitment on behavioral commitment was affected significantly. Through this study we found that perceived price and VMD fitness SPA brand maintaining relationships between the consumer and the seller are an important factors.

Effects on Aesthetic Response of Typicality According to Product Orientation and Price Levels (제품별 지향성과 가격수준에 따른 전형성이 심미적 반응에 미치는 효과에 관한 연구)

  • 이진렬;김진아;홍정표
    • Archives of design research
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    • v.14 no.1
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    • pp.103-110
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    • 2001
  • The purpose of this study is to test the typicality effects to aesthetic response according to product orientation (design-oriented vs function- oriented) and perceived purchase risk. This study overcame the limitations of existing researches which haven't had the consensus about the relationship between typicality and preference and consequently suggested the typicality effect to aesthetic response by analyzing this relationship with product orientation and perceived purchase risk. The results of this study showed the inverted U-shaped relationship in design-oriented products and no relationship in function-oriented products between typicality and preference.

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A Study on the Moderating Effect of Nationality of Advertising Models for Masstige Brands: Based on Construal Level Theory (매스티지 브랜드 광고모델 국적의 조절효과에 대한 연구: 해석수준이론을 중심으로)

  • Chen, Zhenkun;Bang, Jounghae;Kim, Min Sun
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.22 no.2
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    • pp.362-367
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    • 2021
  • This study investigated the effects of brand awareness and perceived price fairness on the purchase intention of masstige brands and the moderating effect of country of advertising (Korea or China) for the Chinese tourists visiting Korea. Along with the luxury image and the reasonable price range of masstige brands, the effect of Korean models matching with the country of masstige brand and Chinese models for Chinese visitors was examined based on the construal level theory. To test the hypotheses, a 2 (brand awareness H/L)×2 (perceived price fairness)×2 (country of model) factorial design was employed. As a result, brand awareness and price fairness perception were found to have positive effects on the purchase intention of masstige brands, and the moderating effect of the country of advertising models was also significant. With Korean models, the effects of brand awareness and price fairness perception on the purchase intention of masstige brands were higher than with Chinese models. This study sheds light on the fact that for Chinese tourists, Korean advertising models are more effective even with the specific signal like price when they perceive psychological distance.

A study on the effect of perceived value, price and innovation characteristics perceived by wearable healthcare device customers on purchasing attitude and customer satisfaction (웨어러블 헬스케어 디바이스 고객이 인지하는 지각된 가치, 가격, 혁신 특성이 구매 태도 및 고객 만족도에 미치는 영향 연구)

  • Jeong, Gil-Hwa;Seo, Young-Wook
    • Journal of Digital Convergence
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    • v.19 no.11
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    • pp.525-536
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    • 2021
  • This study investigated that customer satisfaction based on the effects of perceived value (innovative value, practical value, symbolic value) and innovation characteristics (innovative resistance, visibility) of wearable healthcare device users on purchase attitude. A survey was conducted on actual users who are currently using wearable healthcare devices, and the final 201 copies were analyzed using SPSS 25 and SmartPLS 3.0. The summary of research results is following here. First, it was found that the perceived values, innovative and practical values had a positive (+) effect on the user's purchasing attitude, while symbolic values did not affect the user's purchasing attitude. Second, among the innovation characteristics, innovation resistance was came out negative (-) effect on the user's purchasing attitude, and among the innovation characteristics, visibility did not affect the user's purchasing attitude. Third, it was found that perceived price had a positive (+) effect on the user's purchase attitude. Fourth, it was clarified that the perceived price and purchase attitude had a positive (+) effect on the user's customer satisfaction. Based on these research results, theoretical, practical, and future research directions were proposed.

A Study on the Effect of O2O Service Quality on User Satisfaction and Intention of Reuse (O2O서비스 품질이 사용자만족과 재이용의도에 미치는 영향에 관한연구)

  • Lee, Ok Ju;Yang, Dong Woo
    • Journal of Digital Convergence
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    • v.15 no.6
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    • pp.165-178
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    • 2017
  • O2O platforms are developing in a business area of daily life with evolution of IT technology. The aim of this research is to identify any quality factor of online and offline which affects the satisfaction of O2O service by business characteristic and to varify the relationship between service satisfaction and reuse intention. In this study, information quality, system quality and service quality are defined as factors for online quality and perceived quality and perceived price defined as offline quality. This study was conducted on 199 users who use O2O service. The results showed that online quality system and perceived price of offline quality had a positive effect on user satisfaction and that user satisfaction had a positive effect on Intention to Reuse. These results will provide guidelines for O2O service providers to improve their online services and to select an offline vendor for the O2O platform. It would provide customized O2O service according to personal property of a customer, in case that further research by types of business or service, which are not covered this paper.

Antecedents and it's Consequence of Local Consumers Trust in MNC's Product: The Moderating Effect of Global Corporate Citizenship (다국적기업 제품신뢰의 선행요인과 성과: 글로벌 기업시민주의의 조절효과)

  • Hong, Song-Hon
    • International Commerce and Information Review
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    • v.16 no.3
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    • pp.357-380
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    • 2014
  • Buyers' Trust in suppliers is critical in all commerce, but particularly in the relationship between foreign provider and local consumer due to the liability of foreignness. This study examines (1)how local consumers trust in the product of MNCs is affected by their perceptions of the product attributes, (2)does the product trust affects customers loyalty, and (3)whether Global Corporate Citizenship moderates the relationship between the product attributes and trust. Based on previous researches, hypotheses are formulated and the statistical method used to test them was a moderated regression analysis using SPSS 20. 330 respondents from the university student group in Korea were used for this analysis. The results of this study are follows: Service communication and product perceptions such as quality, technological newness, design, and brand value have a significant effect on the product trust. The Effectiveness of product-related service communication had greater than that of the physical characteristics of product. But, price fairness is not significantly. The trust then has a positive relation to customers loyalty. When global corporate citizenship as the moderating role is introduced into the model, the interaction terms with 'price fairness' are verified to be significant. Therefore, global corporate citizenship moderates the relationship between price fairness and product trust. The results of the empirical study provide important implications for Korean firms operating in foreign markets. But, the findings are limited to the University students and to manufacturing sectors. Thus, the generalization of the results of this research remains limited.

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A Study on the Consumer Factors Affecting Private Brand Proneness (Private Brand 제품구매에 미치는 영향 연구)

  • Yun, Cha-Young;Kwon, Young-Sang
    • Journal of Industrial Convergence
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    • v.2 no.1
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    • pp.159-186
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    • 2004
  • One of the biggest change in the distributive market recently is that the development of private brand is progress actively since consumers purchasing behavior is tend to shift to resonable and practical planned purchase from brand image or brand name. Once the development of private brands is done successfully, the independent merchandising distinguished from other distribution companies is established, store image through customer satisfaction is strengthen and volume of sales and profit are increased. However, the existing studies in this field have not dealt with this matter systematically. Therefore, the purpose of this study is to propose an integrated framework within which to view private brand proneness. Factors found to influence private brand proneness included perceived cost, with private brand, perceived value for money, store fame, perceived risk, perceived quality variation between national and private brand products. Foe empirical analysis, the data were collected from 211 consumers who purchased the private brands in discount store and department store. With the collected survey data, reliability test, factor analysis for validity test and regression analysis for hypotheses test were conducted. Most hypotheses were accepted but on hypotheses were rejected negative relation of perceived cost and private brand proneness. Research results indicate that private brand proneness is affected by perceived value, perceived fame and there are negative relation between private brand proneness and perceived quality variation.

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Shopping Orientation's Differentiation between On-line Consumer Group and Off-line Consumer Group (온라인 구매자 집단과 비 구매자 집단의 쇼핑성향의 차이)

  • Cho, Kyoung-Seop;Song, Hyung-Cheol
    • Journal of Global Scholars of Marketing Science
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    • v.10
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    • pp.71-89
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    • 2002
  • The on-line market is sudden and it tilts the effort which various in order to reveal the difference point against the on-line consumer and the off-line consumer from under the environment which grows is. What reveals the on-line consumer and the difference point of off-line consumer two group from like this situation is a possibility of decreasing the place help which establishes a marketing strategy in the each retail trade sleeping field. The research which it sees to sleep it searched for the variable which shows the difference point of shopping orientation of the on-line consumer and off-line consumer two group and it attempted. From the research which it sees shopping propensity shopping it is joyful, it perceives dangerously, with price ceremony and convenient characteristic to classify, it analyzed. Analysis result shopping it is joyful it was rejected, classifies the perception against a danger and a price ceremony and convenient Royal favor two group with the consider variable which it appeared. The namely on-line consumer perceived against a danger lowly, it was sensitive to a price, it appeared with the fact that it pursues a convenient characteristic.

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A study of influence factor on Mobile Game Heavy User - focused on Game User Properties (모바일 게임 중이용자 영향요인에 관한 연구 - 게임 이용자 속성을 중심으로)

  • Kim, Hye Bin;Park, Young Il
    • Journal of Digital Contents Society
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    • v.16 no.3
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    • pp.493-501
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    • 2015
  • This study is to observe the correlation between user properties and user behavior on the mobile game, one of the most prominent digital contents with the most mutual interaction. Among various factors affecting on behaviors of game users, the user properties itself was accentuated, and the effect of individual and psychological quality on the use of game was evaluated. The user properties were mainly categorized into five factors of "interpersonal relationship", "level of game skill", "inclination of innovation", "self-esteem", and "competitive spirit", and the use behavior of game was categorized mainly into two types - quantitative behavior of "amount of use (time of use, consumption cost)" and qualitative behavior of "perceived satisfaction level (perceived enjoyment, perceived service quality, and perceived price)". As a result of study, in general, as the user quality subjected in this study is stronger, the amount of use and satisfaction level are higher. This study is to observe what type of user qualities leads to the more use, consumption, and satisfaction level of game contents to contribute to the study about the use of conventional digital contents and heavy use.