Consumer preference for pay-per-use service tariffs: the roles of mental accounting
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Yun, Sejeong | - |
dc.contributor.author | Suk, Kwanho | - |
dc.date.accessioned | 2022-09-25T08:40:47Z | - |
dc.date.available | 2022-09-25T08:40:47Z | - |
dc.date.created | 2022-09-23 | - |
dc.date.issued | 2022-09 | - |
dc.identifier.issn | 0092-0703 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/143985 | - |
dc.description.abstract | When consumers purchase service plans, they often fail to choose the lowest cost alternative because of their general tendency to avoid pay-per-use pricing. The present research examines the role of psychological process in consumer' preference for price plans, focusing on the reasons for lower preference for pay-per-use plans. In addition, this research proposes a novel method to increase the preference for pay-per-use pricing by simply reframing it as a price plan with an initial allowance and gains and losses from the allowance. The results of seven studies demonstrate that the reframed pay-per-use plan is preferred to the regular pay-per-use plan, although the actual costs are the same. The increased preference for the reframed pay-per-use is caused by the change in the salient reference point that influences the perceived gain and loss of the price plan. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | SPRINGER | - |
dc.subject | FLAT-RATE | - |
dc.subject | LOSS AVERSION | - |
dc.subject | CHOICE | - |
dc.subject | USAGE | - |
dc.subject | IMPACT | - |
dc.title | Consumer preference for pay-per-use service tariffs: the roles of mental accounting | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Suk, Kwanho | - |
dc.identifier.doi | 10.1007/s11747-022-00853-y | - |
dc.identifier.scopusid | 2-s2.0-85127682258 | - |
dc.identifier.wosid | 000779226000002 | - |
dc.identifier.bibliographicCitation | JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, v.50, no.5, pp.1111 - 1124 | - |
dc.relation.isPartOf | JOURNAL OF THE ACADEMY OF MARKETING SCIENCE | - |
dc.citation.title | JOURNAL OF THE ACADEMY OF MARKETING SCIENCE | - |
dc.citation.volume | 50 | - |
dc.citation.number | 5 | - |
dc.citation.startPage | 1111 | - |
dc.citation.endPage | 1124 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.subject.keywordPlus | FLAT-RATE | - |
dc.subject.keywordPlus | LOSS AVERSION | - |
dc.subject.keywordPlus | CHOICE | - |
dc.subject.keywordPlus | USAGE | - |
dc.subject.keywordPlus | IMPACT | - |
dc.subject.keywordAuthor | Pricing | - |
dc.subject.keywordAuthor | Pay-per-use | - |
dc.subject.keywordAuthor | Framing | - |
dc.subject.keywordAuthor | Reference point | - |
dc.subject.keywordAuthor | Mental accounting | - |
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