고정가격할인과 차등가격할인, 어느 것을 선택할 것인가?

• 영문명: Which Would You Choose : Fixed Price Discounts or Different Price Discounts?
• 발행기관: 한국무역연구원
• 저자명: 허종호(Jong-Ho Huh) 김혜경(Hye-Gyeong Kim) 노현주(Hyun-Joo Noh) 박민정(Min-Jung Park) 오유진(Yoo-Jin Oh) 윤현정(Hyun-Jung Yoon)
• 간행물 정보: 『무역연구』제10권 제4호, 509~523쪽, 전체 14쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

The present research investigates which consumers would choose if given a choice between fixed price discounts or different price discounts in case the expected value is the same. It also explores the influence of self-regulatory focus and time pressure on consumer choice relative to the type of price discounts. In proving the hypothesis, this research applied a between-subjects factorial design targeting 2(self-regulatory focus: promotion focused motivation vs. prevention focused motivation) X 2(time pressure level: high vs. low). Results can be summarized as follows. First, consumers are more likely to choose fixed price discounts than different price discounts. Second, consumers are more likely to choose fixed price discounts when they have prevention-focused motivation than when they have promotion-focused motivation. Third, consumers are more likely to choose fixed price discounts when they are under time pressure than when they are not. Theoretical and managerial implications of the findings are discussed and directions for future research are suggested.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설의 설정

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 논의

참고문헌

키워드

Fixed Price Discounts Different Price Discounts Loss Aversion Self-Regulatory Focus Time Pressure