원문정보
A Study on the Service Price Discrimination and Customers' Perception of Price Fairness
초록
영어
Price discrimination is widely adopted by service sectors for the purpose of attracting market segments with different price sensitivity, yet underlying this price strategy is a caveat that customers' price fairness perception may decrease as a result. This study investigated the impact of service price discrimination methods and price differences on customers' perception of price fairness and their cognitive and behavioral consequences. The results show a strong evidence that price discrimination based on customer groups significantly lowers customers' perception of price fairness in comparison with price discrimination based on purchase time or purchase quantity. This study also found that the price difference range is also an important preceding variable of price fairness perception. Consumers' price fairness perception determines the level of cognitive and affective corporate trust, which in turn significantly influences consumers' repurchase intention.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 가격차별화 전략
2. 가격공정성 지각
3. 가격차별화와 가격공정성 지각 간의 관계
4. 서비스 기업신뢰
III. 연구모형 및 가설
IV. 연구방법
1. 실험설계
2. 변수의 측정
V. 분석결과
1. 신뢰도와 타당도 분석
2. 가설 검증
VI. 결론
참고문헌