온라인 시장의 가격수용성에 관한 연구: 가격의식과 상품관여도의 영향을 중심으로 = Price Acceptability in Online Environment: Effects of Price Consciousness and Product Involvement

다국어 초록 (Multilingual Abstract)

For implementing differentiated pricing in online marketplaces, firms should know how level of and latitude of acceptable price are determined by online customers. Price acceptability in the online market may be influenced by price consciousness, product involvement. If customers don't have enough knowledge about products, quality may be inferred positively through price and level of acceptable price would be changed. In online markets, customers easily price information and non-price information on products without large costs. This study analyzes the effects of price consciousness and product involvement on the price acceptability.The results of an empirical study imply that for online purchases, product involvement has a positive effect on the level and latitude of acceptable price. Price consciousness has also a negative effect on level and latitude of acceptable price.

국문 초록 (Abstract)

차별화된 가격정책을 펴기 위해서는 우선적으로 소비자들이 온라인 상점에서 지각하는 가격수용수준(level of acceptable price)과 가격수용영역(latitude of acceptable price)이 어떻게 형성되며, 어느 정도의 수준에서 형성되는지 이해하는 것이 필수적일 것이다.
소비자가 지각하는 가격수용수준과 가격수용영역은 가격의식(price consciousness), 제품관여도(product involvement)의 영향에 의해서 변화한다. 하지만 제품의 가격에 대한 정보와 비가격 정보를 적은 노력을 통해 손쉽게 탐색할 수 있는 온라인 환경에서의 소비자의 가격수용수준과 가격수용영역은 기존의 연구결과와는 조금 다르게 나타났다. 온라인 상점에서 소비자의 가격수용수준과 가격수용영역에 영향을 미치는 가격지각과 제품관여도의 관계를 분석하였다.
연구의 결과를 통해서 온라인 상점에서 제품을 구매할 때 제품관여도는 소비자의 가격수용수준과 가격수용영역에 양의 영향을 미치는 반면에 가격의식은 가격수용수준과 가격수용영역에 부의 영향을 미치는 것으로 나타났다.

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