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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
- 2015.10
- 수록면
- 151 - 170 (20page)
이용수
초록· 키워드
오류제보하기
Online Digital Goods Marketplace(ODGM) facilitates the transactions between the buyers and the seller community more efficiently than the off-line physical marketplace. It represents almost perfect competitive market because of the characteristics of information sufficiency and high price elasticity. Price is a complex stimulus and cue to explain the consumer’s behavior in the market. Especially, price is the most sensitive factor in the purchasing decision at the circumstance of competitive market like ODGM. Consumer’s price perceptions will affect two way, positively or negatively, to predict the organization process and response of buyers. We assumed that the consumer’s price acceptability of a product or goods is influenced by the price-value perception and payment intention. We developed a structural model to find the relationship among consumer’s positive role of price perceptions, payment intention, and price acceptability.
The empirical tests proved that the positive role of price perception factors (price rationality and price-quality inference) affected on payment intention directly and indirectly. Subsequently, payment intention influenced on the price acceptability. This paper also proved the mediating role of payment intention between consumer’s price perceptions and acceptability. We could get important implications from the empirical tests that ODGM operators need to be more rational and fair in pricing and to understand the positive role of price perceptions. To improve the price acceptability of buyers, some strategies are need to enhance the payment intention.
The empirical tests proved that the positive role of price perception factors (price rationality and price-quality inference) affected on payment intention directly and indirectly. Subsequently, payment intention influenced on the price acceptability. This paper also proved the mediating role of payment intention between consumer’s price perceptions and acceptability. We could get important implications from the empirical tests that ODGM operators need to be more rational and fair in pricing and to understand the positive role of price perceptions. To improve the price acceptability of buyers, some strategies are need to enhance the payment intention.
목차
Abstract
Ⅰ. Introduction
Ⅱ. Theoretical Background
Ⅲ. Research Method
Ⅳ. Data Analysis and Results
Ⅴ. Conclusion
References
참고문헌 (51)
참고문헌 신청
[학술지(정기간행물)] - Bakos Y / 1999 / Bundling Information Goods: Pricing, Profits and Efficiency / Management Science 45 (12) : 1613 ~ 1630
[학술지(정기간행물)] - Berkowitz, E. N / 1980 / Contextual Influences on Consumer Price Responses: An Experimental Analysis / Journal of Marketing Research 17 : 349 ~ 358
[학술지(정기간행물)] - Bhattacharjee, S / 2011 / Digital Goods and Markets: Emerging Issues and Challenges / ACM Transactions on Management Information Systems 2 (2) : 1 ~ 14
[학술지(정기간행물)] - Bolton, L. E / 2003 / Consumer Price Perceptions of Price(Un)Fairness / Journal of Consumer Research 29 : 474 ~ 491
[단행본] - Emery, F. E / 1969 / Pricing Strategy / Staples : 98 ~ 111
[학술지(정기간행물)] - Berkowitz, E. N / 1980 / Contextual Influences on Consumer Price Responses: An Experimental Analysis / Journal of Marketing Research 17 : 349 ~ 358
[학술지(정기간행물)] - Bhattacharjee, S / 2011 / Digital Goods and Markets: Emerging Issues and Challenges / ACM Transactions on Management Information Systems 2 (2) : 1 ~ 14
[학술지(정기간행물)] - Bolton, L. E / 2003 / Consumer Price Perceptions of Price(Un)Fairness / Journal of Consumer Research 29 : 474 ~ 491
[단행본] - Emery, F. E / 1969 / Pricing Strategy / Staples : 98 ~ 111
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UCI(KEPA) : I410-ECN-0101-2016-326-002084837