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.
초록· 키워드
오류제보하기
Purpose ? The objective of this study is to investigate the differences and interaction effects on the perceived financial risk between Korean and Thai consumers according to the types of product(utilitarian and hedonic) and price discount (bundle and 50%off).
Research design, Data and Methodology ? This paper sets up 6 research subjects. Data collection was carried out in Korea and Thailand. Data was made of 154 Korean and 147 Thai consumers. As for the independent variables for this study, consumer types are composed of Korean and Thai consumers, price discount types were bundle(1+1) and 50% off price, and product types consist of utilitarian and hedonic product. The dependent variable is perceived as a financial risk. Each question is measured as a Likert-type five-point scale.
Results ? According to the price discount and product type, perceived financial risk of Thai consumers is confirmed to be a larger one than that of Korean consumers. Also, there are interaction effects in the perceived financial risk.
Conclusion ? Our findings can be used as useful information for global retail markets as marketing strategies in future Korean enterprise through a comparative study on Korean and Thai consumers.
목차
등록된 정보가 없습니다.
참고문헌 (61)
참고문헌 신청
Adams, W. J. / 1976 / Commodity Bundling and the Burden of Monopoly / Quarterly Journal of Economics 90(3):475~498
Aghion, P. / 1987 / Contracts as A Barrier to Entry / American Economic Review 77(3):388~401
Ansari, Asim / 1996 / Pricing a Bundle of Products or Services: The Case of Nonprofits / Journal of Marketing Research 33(1):86~93
Bakos, Yannis / 1999 / Bundling Information Goods: Pricing, Profits and Efficiency / Management Science 45(12):1613~1630
Bakos, Yannis / 2000 / Bundling and Competition on the Internet / Marketing Science 19(1):63~82
Aghion, P. / 1987 / Contracts as A Barrier to Entry / American Economic Review 77(3):388~401
Ansari, Asim / 1996 / Pricing a Bundle of Products or Services: The Case of Nonprofits / Journal of Marketing Research 33(1):86~93
Bakos, Yannis / 1999 / Bundling Information Goods: Pricing, Profits and Efficiency / Management Science 45(12):1613~1630
Bakos, Yannis / 2000 / Bundling and Competition on the Internet / Marketing Science 19(1):63~82
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