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Application service program (ASP) price elasticities for Korean home Trading System
- Issue Date
- 2009
- Keywords
- ASP; Online trading system; Pricing; Stock market
- Citation
- Communications in Computer and Information Science, v.62, pp 33 - 38
- Pages
- 6
- Indexed
- SCOPUS
- Journal Title
- Communications in Computer and Information Science
- Volume
- 62
- Start Page
- 33
- End Page
- 38
- ISSN
- 1865-0929
- Abstract
- Although the price elasticities for off-line industry are well documented in academic field, the report of price elasticities for on-line to a given brand or industry in practice have been relatively rare. The researcher aims to try to full this gap by applying a price response function to Home Trading System's on-line transaction data for the first time in Korean securities market. The different price elasticities among seven brands were found from -0.819 to -1.811. These results suggested that marketers should understand the price elasticity of their own HTS, before making a price decision. ? 2009 Springer-Verlag Berlin Heidelberg.
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Collections - College of Business Administration > 경영학부 > Journal Articles
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