The Effects of Framing based on Prospect Theoryon Customer’s Behavioral Decision-Making (프로스펙트 이론에 기반 한 프레이밍이 고객의 행동적 의사결정에 미치는 영향)

KIM KWANG JI (김광지)

The Effects of Framing based on Prospect Theoryon Customer’s Behavioral Decision-Making

Journal of Tourism Sciences
Abbr : JTS
2013, 37(8), pp.121-144
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

KIM KWANG JI ¹

¹동의대학교

Accredited

ABSTRACT

This study verified the difference of customers' purchase intention according to the framing that present separated or integrated prices depending on price level. Also, through the experimental design, this study measured customer satisfaction and repurchase intention upon offering integrated(Hansang style) and separated(course style) food offering service. Main results of this study are indicated below. First, with price suggestion method, integrated prices had significant difference on purchase intention. But price level did not have significant difference on purchase intention. Second, menu offering method had significant difference on customer satisfaction. Price level had significant difference on customer satisfaction. Third, menu offering method had significant difference on repurchase intention. Price level had significant difference on repurchase intention. This study has theoretical suggestion that price offering and menu suggestion method were measured by using framing based on prospect theory. This study also has suggestions in terms of actual work that the results of this study could provide a new paradigm to improve sales promotion of small food service companies. However, this study also has some limits.

KEYWORDS

Prospect theory, Behavioral decision-making, Foodservice company

Citation status

* References for papers published after 2023 are currently being built.

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This paper was written with support from the National Research Foundation of Korea.

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