국내상황을 고려한 단수가격 효과에 관한 연구

Abstract

In this study I examined the effect of odd price in considering the domestic situation. Different from the past studies, in this study I postulated that the price magnitude(or level) play an essential moderating role in the relationship between the odd price and round price and the purchase intention. According to the results, as price level was increased, consumers tended to evaluate in a more positive manner to the product with odd price, but these positive effects were weakened when the price level was very low.