오픈프라이스 제도에 대한 소비자인식도 및 만족도

Consumers' Awareness and Satisfaction of Open Price System

The purpose of this study was to analyze consumers' awareness and satisfaction of open price system. Questionnaire survey was conducted from 3 September to 14 September 2011. We have surveyed 200 consumers who were living in Cheongju area. Major findings are as follows. First, consumers were not aware about open price system very well. The mean of the objectives and expected effects of open price system was 2.38. It means that many consumers when it comes to the open price system does not have the proper recognition was considered. Second, there was not big changes for consumers' information search behavior after execution the open price system. Third, consumers' satisfaction mean(m=2.32) of open price system was lower than dissatisfaction mean(m=3.40) of that. The main reason of dissatisfaction due to inconsistent pricing confusion was investigated. Fourth, there were statistic differences in open price system awareness and consumer behavior by consumers' socio-economics characteristics such as age, education, income, occupation, etc. Finally, consumers' satisfaction of open price system was influence by information search cost, product or brand image. On the other hand, consumers' dissatisfaction was only influence by open price system awareness.