소비자의 할인추구성향, 가격지식, 브랜드충성도가 내적준거가격 및 준거할인의 지각에 미치는 영향

The Effects of Customers’ Deal-Proneness and Price Knowledge on their Internal Reference Price and Reference Discount: The Mediating Effects of Discounted Purchase Experience

This study aims to investigate the customers' Internal Reference Price(IRP) and Reference Discount(RD) for the product or service frequently offered at a discounted price and to examine how IRP and RD affected by customers' characteristics such as Deal-Proneness, Price Knowledge, Brand Loyalty with mediating effects of Discounted Purchase Experience. Research data was collected through the on-line and off-line survey with recent visitors to 'V' Family Restaurant and total of 292 valid responses were analyzed. The results indicated that average IRP perceived by the respondents is 20,504 won at only 73.5% of the regular price and the average RD is 22.3%. Both IRP and RD was affected by Deal-Proneness and Price Knowledge with some mediating effects of Discounted Purchase Experience. However, Brand Loyalty has only direct effects on IPR and RD, especially the perception of fair level.