• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.2
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• pp.157-165
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• 2016

To provide the baseline for pricing, this paper proposes pricing-by-rating (PBR) as pricing model at micro-foundations level that can work as the baseline for all pricing models as well as an assessment criterion of business model in all circumstances. It sets up firstly WTP (willingness to pay/purchase) model from explicit needs and develops PBR based on the ordinal scale of the difference between the WTP and the WTS (willingness to supply/sell) by comparing individually the corresponding element/component of a firm's actual marketing mix 4P with that of the best SPEC (solution, price indicator by WTP, encouragement, channel) as an ideal 4P a customer expects and also by comparing the interaction between the 4P and the best SPEC as a whole collectively. And through illustrations it shows its applicability to evaluating business model in practice and finally asserts that PBR works as the baseline for pricing policy and as a criterion of business model evaluation in any circumstances.

• Journal of Digital Convergence
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• v.18 no.6
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• pp.255-269
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• 2020

This paper aims to analyze the factors influencing consumer's choice of smartphone purchase channel in multichannel environments. Recently, smartphone purchase channels are becoming more complex and diverse. A smartphone with a short purchase cycle is a product applying advanced technology, the research of this topic would be significant. The major findings of this study are as follows. First, depending on the consumer's shopping orientation, the consumer group was classified into three groups of preference 1. Active shopping, 2. Convenient shopping, and 3. Rational shopping. Second, it was analyzed that the consumer's shopping orientation influenced the decisions of the information search channel and the purchase channel. Third, there was a significant difference between the search and purchase channels in the three groups. Finally, in the channel experience, there was a significant difference in price satisfaction by group. The results of these studies are expected to provide practical implications for establishing a customized multi-channel strategy. This study provides a desirable model for research on smartphone purchase channels.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.3
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• pp.537-544
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• 2020

Beef consumption trends are changing according to consumer needs and preferences. This study was conducted to collect the fundamental information by investigating the consumer's preference and purchase propensity of beef(Hanwoo beef) for improvement of Korean beef grading system. Consumers were recruited from Seoul, Gyeonggi-do, and 5 metropolitan cities, and surveyed from July 24 ~ August 14, 2017. The data obtained from 362 consumers were finally selected for the verification process. Results from the Hierarchical Regression Analysis reveal that the increased purchasing frequency is positively correlated with the following factors, in the consumer group showing preference in the Quality Grade (QG) of beef: marbling type 1QG, fat color 1⁺QG, and income, grade opinion, marbling contents and type 1⁺⁺QG. Conversely, no factor affected the increased purchasing frequency in the consumer group having no preferred QG for beef (p>0.05). Our study determined significant differences in the factors affecting increased purchase frequency of beef among the different groups, classified depending on their preferred QG. The grading system is important since it directly correlates with profit for livestock farmers and the industry. We therefore propose that the grading criteria need to be revised reasonably but scientifically, considering various opinions of the producers and consumers.

• Science of Emotion and Sensibility
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• v.9 no.4
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• pp.331-339
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• 2006

PPL(Product Placement) of visual media can change the purchasing behavior of College students. This study aimed to investigate the differences in consumer's conception about PPL among college students and to analyze the relationship between the PPL conception ant fashion innovation/fashion sensitivity of students, resulting into their real purchasing behavior. We surveyed to about 189 college students living near Seoul, with questionnaire about PPL conception, purchase of PPL clothing, satisfaction on PPL clothing, fashion innovation, opinion about PPL, PPL apparel brand to recall, etc. According to dichotomy of college students by fashion innovation, as higher fashion innovative they were, they paid more attention on PPL clothing while watching TV or movie, and they also could recall more PPL apparel brands, and they purchased more PPL clothing. While the students with low fashion innovation had references from the opinion of friends or around people when purchasing their clothing, the students with high fashion innovation did from fashion magazine or PPL clothing. The students who thought that PPL was important and effective on clothing purchasing behavior, answered that their preference to PPL bran4, to the company, and to the product had increased positively, but not to the actor/actress.

• The KIPS Transactions:PartD
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• v.10D no.5
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• pp.821-828
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• 2003

Package software should have the feature that enables purchasers to discriminate a product suitable for them among a number of software belonging to the similar kind of product. Purchaser's ability to choose a package software depends on whether they can judge that a package software conforms to the relevant standard through an objective quality test process and method or not. There are the standards that can be applicable to the quality evaluation of package software, such as and . This study developed a system with which purchasers can effectively select a package software suitable for their needs, building quality test process for package software and developing test metric and application method.

• Journal of the Korea Society of Computer and Information
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• v.19 no.1
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• pp.181-189
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• 2014

The purpose of this study is to suggest some policy implications for the youth through empirical study about the effects of middle school students' brand perception on their sociability. For the purpose of this study, this study established a causal model about the relationships between brand perception and sociability through review of previous studies and surveyed for empirical research. The results of this study are presented as follows: Preference, imitation, and relevance as brand purchase elements of teenagers affected their self-esteem and empathy for others significantly. Self-esteem that is meditating variable in this study did not have a significant effect on sociability, while empathy for others had a great effect on it. This study suggested policy implications for teenagers to have good standards and a sense of value in a brand purchase.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2003.10a
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• pp.699-702
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• 2003

Most of current shopping malls do not satisfy everyone because they present arrangements of goods and suggestions uniformly and comprehensively according to the thinking of their managers. On the other hand not the standard of selection but the comparison of price plays a decisive role of the purchase of goods as similar form each other. When classifying into groups according to generations, gender, income, job, hobby, etc. the propensity of purchase is showed differently and the interest and real purchasing power of the individual is different in shopping malls. It also will maximize the purchasing power of customers to make and implement the sales strategy more quickly as the basis of fashion and season of environmental factors and natural calamity of environmental variable according to the economic principle. This paper concentrates on the design and implementation of intelligent shopping mall that is added the sales strategy according to environmental variable and can not only analysis, update and classify the propensity of purchase continuously but also construct optimal goods automatically.

• Environmental and Resource Economics Review
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• v.17 no.2
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• pp.327-347
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• 2008

This study proposes a new answering mechanism of deciding whether to purchase or not under uncertainty-real risk answering mechanism (R-RAM) for real transaction and hypothetical risk answering mechanism (H-RAM). It IS also. shown that the traditional answering mechanism (TAM) assumed in most of existing contingent valuation methods should be applied in a real transaction without uncertainty. While the willingness to pay (WTP) being simply compared with the bidding price m TAM, the mean of WTP should be greater than the bidding pnce at least by the risk premium for a purchase decision m R-RAM and H-RAM. Only difference between R-RAM and H-RAM is risk premium. The H-RAM takes a smaller risk premium than the R-RAM. This study proposes the contingent valuation method (CVM) with H-RAM could be an alternative to reducing the under-or over-estimation of WTP by comparing the WTP estimates obtained from three different CVMs with TAM, R-RAM and H-RAM.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.479-486
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• 2017

The purpose of this study is to analyze the preference and value of consumers through the package design of cosmetics with the concept of cause branding, and to propose a package design that can satisfy consumers' needs. I have recruited an experimental group that emphasizes the importance of package design in purchasing cosmetics. And Survey and in-depth interviews were conducted by comparing cause brand's product with general brand's product. In the first experiment, the items were classified into cognitive, emotional, and behavioral responses and a total of 31 subjects were surveyed. In the second experiment, six interviewees were interviewed through a questionnaire prepared by extracting 4 items from Sheth 's consumption value standard. As a result of the experiment, consumers preferred a design that can quickly and accurately grasp the information of the product. Especially, it is not easy to know whether it is a cause brand's product. So It should be stated in the package how it will be socially beneficial.

• Management & Information Systems Review
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• v.38 no.4
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• pp.1-24
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• 2019

This study confirms the responses of consumers when the composition of emoticon bundles can be selected by individuals in MIM service. This aims to verify that customized bundling is a valid marketing strategy in the MIM emoticon market. Currently, the emoticon bundling used in Korean MIM services is in the form of pure bundling. As a result, Consumers must purchase an entire bundle even though he/she doesn't need to use all the emoticons contained in it. Some researches(e.g. Hitt & Chen, 2005; Wu & Anandalingam, 2002) show that when consumers value only part of the products or services included in pure bundling, customized bundling is much more profitable. In their works, customized bundling is appropriate when marginal costs are near zero. Information goods, such as emoticons, meet the condition. On the other hand, customized bundling increase the choosable options, so it can pose a problem of complexity (Blecker et al., 2004). And consumers may experience information overload(Huffman & Kahn, 1998). Thus, judgement on the necessity to introduce customized bundling needs to be made through empirical analyses in the light of characteristics of the product and the reaction of consumers. Results show that when customized bundling was introduced, consumers' purchase intention and willingness to pay significantly increased. Purchase intention for customized bundles has increased by 0.44 based on the five point Likert scale than the purchase intention for existing pure bundles. The increase in purchase intention for customized bundles was statistically independent of the existing purchasing experience. In addition, the willingness to pay was increased by about 2.8% compared to the price of the existing emoticon bundles in the whole group. The group with experience in purchasing pure bundles were willing to pay 5.9% more than pure bundles. The other group without experience in purchasing pure bundles were willing to buy if they were about 5% cheaper than the existing price. Overall, introducing customized bundling into emoticon bundles can lead to positive consumers responses and be a viable marketing strategy.