메뉴상품의 가격위치가 소비자 가치지각, 구매의도, 탐색의도에 미치는 영향

• 영문명: The Effects of Menu Products' Price Presentation on Value Perception, Purchase Intention and Search Intention
• 발행기관: 한국외식경영학회
• 저자명: 나태균(Na Tae Kyun) 진양호(Jin Yang Ho)
• 간행물 정보: 『외식경영연구』10권 2호, 31~49쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

This study intended to determine how external reference price presentation types used for menu products affected consumers'price evaluation and value perception and such behavioral intentions as purchase intention and search intention. The results can be summarized as follows: First, an analysis was made to see if the level of external reference price of menu products affected consumers'internal reference price before testing the hypotheses. As for consumers'internal reference price by the position of external reference price of menu products, consumers'internal reference price is higher if price of menu products is on the right. Second, it was found that price presentation types for menu products had the following effects on consumers'value perception, purchase intention, and search intention of family restaurant consumer. But the effect on price presentation type to fast food restaurant consumer had only consumers' purchase intention. In sum, this study suggested a desirable external reference price presentation type for menu products as one of sales promotion strategies to menu products planners and drew up a concrete plan to determine which price presentation type is useful by consumers'personal properties.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사설계

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌

키워드

Menu products Reference price External reference price Psychological price Price presentation