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A Study on the Effect of Experience-specificity and Uncertainty on Choice in Experiential Products -From Transaction Cost Perspective- (경험재 거래의 경험특유성, 불확실성이 선택에 주는 영향에 관한 연구 -거래비용적 관점에서-)

Jeong, Yun-Hee;Park, JI-Yeon
- Journal of Convergence for Information Technology
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- v.9 no.4
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- pp.152-159
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- 2019
The purpose of this study is to investigate the effect of transaction characteristics on transaction cost and choice intention by applying transaction cost theory to experiential product. Experience-specificity, transaction uncertainty, and personal uncertainty are proposed to reflect the characteristics of experiential products, and the effects of these variables on transaction costs and transaction costs are assumed to have an influence on the choice intention. The results of this study are summarized as follows. First, experience-specificity(site, physical equipment, knowledge skill, temporal), transactional uncertainty(product-, process-), personal uncertainty (preference-, and situation-) have a significant positive effect on transaction cost. Second, transaction costs (search, comparison, examination, negotiation, payment, delivery) have a significant negative effect on the choice intention of the experiential product. The results of this study show that the increase of transaction costs can reduce the choice of experiential products and the strategic consideration of experience specificity, transaction uncertainty and individual uncertainty are required to reduce transaction costs. In addition, experiential products lacked access from a transactional and cost-based point of view, and this study contributes theoretically by compensating for the lack.
https://doi.org/10.22156/CS4SMB.2019.9.4.152 인용 PDF KSCI HTML