Journal of the Korean Home Economics Association 2003;41(9):69-83.
인터넷 쇼핑몰에서 가격민감도와 구매후 만족도에 관한 연구
김시월,박배진
건국대학교 소비자 주거학과
A Study on the Price Sensitivity and Postpurchase Satisfaction in Internet Shopping Mall
Si-Wuel Kim, Park, Bae-Jin
Dept. of Consumer Science & Housing, KonKuk University
ABSTRACT
Today, because of the consumers who should constantly decide which to buy in a flood of information can't search for complete information by the limited time and the lack of the ability in evaluating the goods, the price being important as the information clue in consumers' goods or dependence on the price will be gradually increasing. The purpose of this study is to know how much price sensitivity recognized by consumers will have and effect on buying feeling of satisfaction in internet shopping mall. The result of this study is that the consumers' target-oriented behavior searching appropriate price for buying goods in internet shopping mall substantially elevates the price sensitivity and shapes the positive attitude toward the feeling of satisfaction. It is meaningful in that it has provided the base for studying the price sensitivity centering around some limited factors through actual proof of how the consumers respond to the price at this point of activating online transactions.
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