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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.39 no.1, 2015년, pp.106 - 120
This study analyzed the effects of website and consumer's characteristics on price sensitivity as well as the effects of price sensitivity on repurchasing and switching intention. It ascertains differences in: website and consumer's characteristics, price sensitivity, and repurchasing and switching ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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인터넷 소비자의 가격민감도는 전환의도와 관련성이 높은 요인임을 알 수 있는 이유는? | 전환의도는 인터넷 쇼핑몰에서 불만족을 경험하거나 여러 요인으로 인하여 다른 쇼핑몰로 구매를 전환하고자 하는 소비자의 의도(Nam & Lee, 2009b)를 나타낸다. 전환의도의 선행요인으로 소비자의 특성, 예를 들면 위험감수성향(Keaveney & Parthasarathy, 2001), 지각된 위험(Gupta et al., 2004), 고객만족(Kim & Park, 2013) 및 신뢰성(Kim, 2005) 등이 거론되었으며, Lee and Kim(2013)은 인터넷 패션 소비자의 가격민감도와 부정적 구매행동에 대한 분석을 통해 가격탐색 정도가 높은 소비자일수록 구매를 전환하려는 의도가 높아진다고 하였다. 따라서 인터넷 소비자의 가격민감도는 전환의도와 관련성이 높은 요인임을 알 수 있다. | |
가격민감도란 무엇인가? | 가격민감도(price sensitivity)는 소비자들이 자신의 개인적 기준에 따라 가격에 대해 인식하는 주관적 가치로서 보다 저렴한 가격을 지불하기 위해 노력하려는 개인의 의지(Kim & Park, 2003)를 말한다. Kalra and Goodstein(1998)은 가격의 중요성에 대한 개인의 지각 정도에 따라 돈을 지불하고자 하는 의지에 차이가 있다고 하였고, Shankar et al. | |
전환의도란 무엇인가? | 전환의도는 인터넷 쇼핑몰에서 불만족을 경험하거나 여러 요인으로 인하여 다른 쇼핑몰로 구매를 전환하고자 하는 소비자의 의도(Nam & Lee, 2009b)를 나타낸다. 전환의도의 선행요인으로 소비자의 특성, 예를 들면 위험감수성향(Keaveney & Parthasarathy, 2001), 지각된 위험(Gupta et al. |
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