지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.11
- 수록면
- 61 - 82 (22page)
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초록· 키워드
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The purpose of this paper is to investigate what factors affect the price acceptability of Digital Knowledge Goods(DKG), and to find the relationship among consumer`s price acceptability, purchase intention, and site royalty. This paper combines the S-O-R(Stimulus-Organization-Response) model with TRA(Theory of Reasoned Action) to predict and explain the DKG consumer behavior. Consumer`s perceptions of product or price are stimuli, and the attitude toward behavior is formed in the consumer`s mind through the organization process. Attitude, in turn, influences behavioral intentions which is a strong predictor of actual action. The empirical tests proved that product involvement and price fairness perception are very important factors which affect strongly on the price acceptance directly, purchase intention and site royalty indirectly, but price-quality inference schema doesn`t work in the DKG market because of intrinsic nature of DKG. This paper also proved the mediating role of purchase intention between consumer`s price acceptability and site royalty. The important implication is that Internet marketplace operators need to be more rational and fair in pricing. In the DKG market, sometimes, sale promotion policy would be effective, but that will impair the consumer`s price perception. Eventually frequent and repeated sale promotion policy will effect negatively to the customer price acceptability.
목차
Abstract
Ⅰ. Introduction
Ⅱ. Theoretical Background
Ⅲ. Research Method
Ⅳ. Data Analysis and Tests
Ⅴ. Implications and Conclusion
References
참고문헌 (74)
참고문헌 신청
1. [단행본] - Ajzen, I. / 1980 / Understanding Attitudes and Predicting Social Behavior / Prentice Hall
2. [학술지(정기간행물)] - Ajzen, I. / 1991 / The Theory of Planned Behavior / Organizational Behavior and Human Decision Processes 50 (2) : 179 ~ 211
3. [단행본] - Ajzen, I. / 2011 / Social Psychology for Program and Policy Evaluation / Guilford : 74 ~ 100
4. [단행본] - Armstrong, G. / 2000 / Marketing: An Introduction / Prentice Hall
5. [학술지(정기간행물)] - Badrinarayanana, V. / 2014 / Influence of Congruity in Store-attribute Dimensions and Self-image on Purchase Intentions in Online Stores of Multichannel Retailers / Journal of Retailing and Consumer Services 21 (6) : 1013 ~ 1020
2. [학술지(정기간행물)] - Ajzen, I. / 1991 / The Theory of Planned Behavior / Organizational Behavior and Human Decision Processes 50 (2) : 179 ~ 211
3. [단행본] - Ajzen, I. / 2011 / Social Psychology for Program and Policy Evaluation / Guilford : 74 ~ 100
4. [단행본] - Armstrong, G. / 2000 / Marketing: An Introduction / Prentice Hall
5. [학술지(정기간행물)] - Badrinarayanana, V. / 2014 / Influence of Congruity in Store-attribute Dimensions and Self-image on Purchase Intentions in Online Stores of Multichannel Retailers / Journal of Retailing and Consumer Services 21 (6) : 1013 ~ 1020
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