제품 유형과 가격이 개인화에 대한 소비자 반응에 미치는 영향

Consumer Responses toward Online Personalization : Effects of Product Type and Price

This research examines the effects of product type and price on consumer responses when personalized products are offered through online. To manipulate the product type electronic dictionary and designer jeans are employed as a search good and an experience good, respectively. The price factor contains three different price levels, that is, same as, 10% higher, and 20% higher than standard product. Perceived risk is included as a control variable. A laboratory experiment, employing a 2 (product type) × 3 (price) between-subjects factorial design, is used to empirically investigate the hypothesized effects. One hundred seventy one college students of a large Korean university participated in the experiment. The subject was assigned randomly to one of the six experimental conditions. Major findings of this research can be summarized as follows. First, price had a considerable and consistent impact on consumers' preference and purchase intention for the personalized products. Second, different from our expectation, product type main effect was not significant. Third, perceived risk had a strong and consistent impact on consumer responses. Managerial implications as well as theoretical implications were discussed and limitations and further research directions were suggested.