프로스펙트 이론에 기반한 프레이밍이 고객의 행동적 의사결정에 미치는 영향
분야
사회과학 > 관광학
저자
김광지 ( Kwang Ji Kim )
발행기관
한국관광학회
간행물정보
관광학연구 2013년, 제37권 제8호, 121~144페이지(총24페이지)
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19702104.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    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.
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