미용 서비스의 할인 가격이 소비자 가격 인지에 미치는 영향에 관한 연구

A Study of the Influence on Client"s Price Perception toward Discount on Cosmetology Service

&nbsp;&nbsp;The purpose of this research is as follow;<BR>&nbsp;&nbsp;First, the reference cosmetology price is to investigate how the cosmetology price cues and prior knowledge of service have an effect on client&quot;s price perception by the type of information.<BR>&nbsp;&nbsp;Second, this study suggests some marketing strategy guides to service marketing for cosmetology price promotion strategy.<BR>&nbsp;&nbsp;To achieve these research goals, the hypothesis was established through reviewing the previous studies and the data collected from the experimental design. The experiment of this study was a 2×2×2 among the subject factorial design in which the factors were present in cosmetology price cue presentation(presentation/nonpresentation), the level of prior knowledge(high/low), and the type of information (positive/negative).<BR>&nbsp;&nbsp;The major findings of this research can be summarized as follows;<BR>&nbsp;&nbsp;First, there are some significant statistical differences in the client&quot;s price perception value by level of cosmetology price cues.<BR>&nbsp;&nbsp;Second, there are some significantly statistical differences in the client&quot;s cosmetology price-quality price perception by level of cosmetology price cues.<BR>&nbsp;&nbsp;Third, there are some significant statistical differences in the cosmetology price-quality price perception by the level of prior knowledge and the type of information.