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앵커(Anchor)로서의 가격이 지불의사가격에 미치는 영향에 대한 연구: 유인(Incentive)의 조절효과

Study on the Effect of Price as an Anchor on Willingness-to-pay: Moderation Effect of Incentive

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참고문헌

키워드

주제분류경영학

초록

본 연구는 앵커로서의 가격이 지불의사가격에 미치는 영향을 정확하게 이해하기 위해 앵커링 및조정(anchoring-and-adjustment)과 선택적 접근(selective accessibility)의 두 가지 가설을 단일 모형에서 비교 검증을 시도하였다. 또한, 이 과정에서 지불의사가격에 대한 정확한 추정에 대한 유인수준이 앵커링 효과를 조절하는지 여부를 검증하였다. 정확한 추정에 대한 동기 수준은 구체적으로관여도 수준 및 BDM 방식(Becker, DeGroot, and Marschak mechanism)의 실험 여부를 사용하였다. 118명 대학생들을 대상으로 설문조사를 실행하였다. 분석결과 앵커링 및 조정 가설만이 앵커로서의 가격이 지불의사가격에 미치는 영향을 유의하게 설명하는 것으로 나타났다. 또한, 동기 수준과관련하여 관여도는 유의한 조절효과를 보여주지 않았으나, BDM 방식의 실험 여부는 앵커링 및 조정 경로에서 유의한 조절효과를 보여주었다

Abstract

This study explored the effect of anchor price on WTP by simultaneously examining anchoring-and-adjustment hypothesis and selective accessibility hypothesis in a single model. Meanwhile, the moderation effect of motivation is also tested. In order to accurately measure the motivation level, the scale of involvement level and BDM mechanism were adopted in experiments design. Results show that price as an anchor significantly affect WTP only in a direct way, which supports anchoring-and-adjustment hypothesis. The analyses of moderating effect of motivation showed that whether BDM mechanism is adopted turn out to be significantly affect the anchoring effect of price, even though the involvement level of product showed no significant moderation effect.

참고문헌 (48)

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