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The Effects of Customers’ Deal-Proneness and Price Knowledge on their Internal Reference Price and Reference Discount: The Mediating Effects of Discounted Purchase Experience

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2014, 38(3), pp.143-165
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

안주영 1 Cho, Yong-hyun 1

1세종대학교

Accredited

ABSTRACT

This study aims to investigate the customers' Internal Reference Price(IRP) and Reference Discount(RD) for the product or service frequently offered at a discounted price and to examine how IRP and RD affected by customers' characteristics such as Deal-Proneness, Price Knowledge, Brand Loyalty with mediating effects of Discounted Purchase Experience. Research data was collected through the on-line and off-line survey with recent visitors to 'V' Family Restaurant and total of 292 valid responses were analyzed. The results indicated that average IRP perceived by the respondents is 20,504 won at only 73.5% of the regular price and the average RD is 22.3%. Both IRP and RD was affected by Deal-Proneness and Price Knowledge with some mediating effects of Discounted Purchase Experience. However, Brand Loyalty has only direct effects on IPR and RD, especially the perception of fair level.

Citation status

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