e-Book의 가격수용범위에 영향을 미치는 요인에 관한 연구

초록

This paper intend to investigate factors that affect on the latitude of price acceptance of e-Book. The paper suggests a probability density function based on the Assimilation-Contrast Theory and Prospect Theory. The function follows Beta distribution which describe the gain and loss function of consumers. The empirical data showed almost same length of upper bound and lower bound from the internal reference price. The paper tested six variables, which influence on the ratio of upper bound to lower bound threshold. The internal reference price and e-Loyalty were influenced on the ratio of latitude at the three e-Book price level. Product involvement just has effect on the ratio at the low price level. On the other hand, the negative factors didn't influence on the ratio of latitude except price consciousness in the case of women at the low and middle price level. These results give us some important implications. First of all, to increase site loyalty of customers is most important policy for whom have tolerance of payment intention to extend consumer's loss function. Also, e-Book marketplace operators must have some differentiated pricing policies for the women customers who have price consciousness such as sales promotion and discount coupons.

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