저비용 항공사의 옵션 가격 도입 전략에 관한 연구
A Study on Option Pricing Strategy for Low Cost Carrier
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This study is designed to analyze and introduce strategy about option pricing for low cost carrier by using framing effect. In these days it is necessary to sell options to customer for low cost carrier because the competition between low cost carriers is growing fiercer and it is more and harder to earn enough profit for low cost carrier. In this study, we explore the ways to suggest option product to customer and try to find proper option framing. We suggested additive option framing and subtractive option framing and we found the consumer's decision making can be changed by option framing. The results of this study are as follows. First the consumer would like to choose more option and spend more money to buy option when the provider suggests subtractive option framing. Second the consumer perceived higher reference price and higher reference service quality when we suggest subtractive option framing than we suggest additive option framing. Third the option framing effects is greater to the low price ticket than high price ticket. Last there is no moderating effect of consumer's knowledge.
Abstract
This study is designed to analyze and introduce strategy about option pricing for low cost carrier by using framing effect. In these days it is necessary to sell options to customer for low cost carrier because the competition between low cost carriers is growing fiercer and it is more and harder to earn enough profit for low cost carrier. In this study, we explore the ways to suggest option product to customer and try to find proper option framing. We suggested additive option framing and subtractive option framing and we found the consumer's decision making can be changed by option framing. The results of this study are as follows. First the consumer would like to choose more option and spend more money to buy option when the provider suggests subtractive option framing. Second the consumer perceived higher reference price and higher reference service quality when we suggest subtractive option framing than we suggest additive option framing. Third the option framing effects is greater to the low price ticket than high price ticket. Last there is no moderating effect of consumer's knowledge.
참고문헌 (25)
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