스키리조트 다종묶음상품의 프레이밍 유형에 따른 매몰비용효과

• 영문명: Sunk Cost Effect on Framing Type of Multi-Product Bundle of Ski Resort
• 발행기관: 한국관광학회
• 저자명: 윤지환 이소윤
• 간행물 정보: 『관광학연구』제37권 제3호, 231~249쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.04.30

영문 초록

We can easily find bundling sales of a service products routinely. According to previous studies, the bundling sales of goods reduced price sensitivity increased consumer buying trends. In this study, we were divided into price-off bundling promotion and value-added bundling promotion by the strategy of bundling sales. and we presented a bundling products of same condition to a framing of two forms. and then we verified whether or not preference trend of a consumer regarding a bundling products was given according to two frames presented so as to be different. We analyzed recognition levels regarding use intention and sunk cost of a consumer according to two type of scenarios. So, we will propose configuration of a strategic bundling products and framing method through this study. These strategic proposals will be the fields that shall certainly have an interest in order to achieve sales expansion through efficient products sales and re-purchase in the fields that peak season and low season exists also. and in this study, we have differentiation with the existing study in the sides called consumer behavior study after purchasing products and treated multi-product Bundle.

목차

I. 서론

II. 이론적 배경 및 가설

III. 연구방법

IV. 연구결과

V. 결론

참고문헌

키워드

스키리조트 다종묶음상품 번들링 프레이밍 매몰비용효과 Ski resort Multi-product bundle Bundling Framing Sunk cost effect