미용 서비스의 할인 가격이 소비자 가격 인지에 미치는 영향에 관한 연구 = A Study of the Influence on Client"s Price Perception toward Discount on Cosmetology Service

다국어 초록 (Multilingual Abstract)

The purpose of this research is as follow;
First, the reference cosmetology price is to investigate how the cosmetology price cues and prior knowledge of service have an effect on client"s price perception by the type of information.
Second, this study suggests some marketing strategy guides to service marketing for cosmetology price promotion strategy.
To achieve these research goals, the hypothesis was established through reviewing the previous studies and the data collected from the experimental design. The experiment of this study was a 2×2×2 among the subject factorial design in which the factors were present in cosmetology price cue presentation(presentation/nonpresentation), the level of prior knowledge(high/low), and the type of information (positive/negative).
The major findings of this research can be summarized as follows;
First, there are some significant statistical differences in the client"s price perception value by level of cosmetology price cues.
Second, there are some significantly statistical differences in the client"s cosmetology price-quality price perception by level of cosmetology price cues.
Third, there are some significant statistical differences in the cosmetology price-quality price perception by the level of prior knowledge and the type of information.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구 방법
• Ⅳ. 결과
• Ⅴ. 결론
• 참고문헌