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A Study on Perceived Risk According to Product type and Price discount type : Focus on Korea and Thailand Consumer

The purpose of this paper is to verify that the differences and interaction effects on perceived risk (financial risk, performance risk) between consumer type(Korea and Thailand), product type(utilitarian and hedonic) and price discount type(50%off and bundle). This paper is set up 12 research subjects. Data collection was carried out in Korea and Thailand. Data consist of Korea consumers 154(51%) and Thailand consumers 147(49%). Collection of Data was carried out from 15 January 2015 to 14 March 2015. Independent variable for this study, Consumer type consists of Korea consumers and Thailand consumers. price discount type consists of price discount(50%) and 1 + 1(bundle), product type consists of utilitarian product(chicken) and hedonic product(perfume). The dependent variable is perceived financial risk and perceived performance risk. Each questions is measured as a Likert-type five-point scale. According to consumer type, product type and price discount type findings regarding difference of the perceived financial risk, Thailand consumers in price discount type is confirmed to be larger than Korea consumers , in product type, utilitarian product is greater than the hedonic product, bundle product than the 50% off product was found to have a greater than perceived financial risk. Korea consumers were found to perceived financial risks in accordance with product type is not large there is a difference, according to consumer type and price discount type was found to be greater 1 + 1 bundle product than 50% off products both Korea and Thailand consumers. This difference was also confirmed that Korea consumers are bigger than Thailand consumers, Next, perceived performance risk in accordance with consumer type, product type, price discount type is found to be larger than Thailand consumers to the price discount type Korea consumers. product type according to consumer type of interaction effects did not appear in perceived performance risk. The difference in perceive

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