인터넷의 다이나믹 프라이싱 구매방식에서의 가격차별화에 대한 구매자의 가격공정성 인지에 관한 연구

• 영문명: An Experimental Study on the Price Discrimination on the Internet: The Effect of Illusion of Control and Lateral Customer Relationship on Price Fairness
• 발행기관: 한국IT서비스학회
• 저자명: 이준기(Zoonky Lee) 이지혜(Ji Hae Lee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제6권 제2호, 19~33쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.08.30

영문 초록

  The current advance of IT and the e-commerce triggers the wide practice of dynamic pricing in all industries although the price discrimination has been very cautiously applied in the limited areas in the past. The price discrimination which offers different prices for each customer depending on their preference and buying behaviors has recently gained attention as it could provide superior benefits to sellers. The wide adoption of price discrimination, on the other hand, is reported to face buyer resistances and complaints. Our limited understanding on the perception of price fairness, which we think is key concept in the price discrimination on the Internet-enabled transactions, motives us to investigate factors that affect the perception of price fairness. This study focuses on illusion of control and lateral customer relationship to investigate their effects on price fairness in online auction and group purchase context. By conducting laboratory experiments, our study demonstrates that customers" perception on illusion of control in price determination and advantageous lateral customer relationship significantly affect price fairness perception in both online auction and group purchase environment. The findings are expected to provide researchers and managers with useful insights to develop better pricing strategies and design effective dynamic pricing mechanisms.

목차

Abstract
1. 연구의 배경 및 목적
2. 가격차별화에 관한 선행연구
3. 연구모형과 연구가설
4. 연구설계 및 실증분석
5. 결론
참고문헌
부록
저자소개

키워드

Price Differentiation Dynamic Pricing Internet Price Fairness Illusion of Control Lateral Customer Relationship