준거가격의 구성개념과 효과에 관한 문헌적 고찰 - 준거가격 조작개념을 중심으로 - = A Literature Review of Construct and Effects of Reference Price with a Special Focus on Operationalization of Reference Price

다국어 초록 (Multilingual Abstract)

During the past decade, researchers` increased attention has been drawn to the reference price as a comparative reference point in the consumer behavior arena. The research has focused on the manipulation of the construct of reference price, the effect on consumer`s choice of brands, and variables moderating the effect of the reference price. This article contributes to rethinking and consolidation of emerging knowledge in this important field. On the basis of the literature review, the present article examines the construct and effects of the reference price on the consumer`s decision in purchasing products. First, the basic theories of the formation of reference price were briefly reviewed. Secondly, empirical research based on the internal reference price depending upon memory and the external reference price closely related to contexts was taxonomically classified and discussed. Third, the effects of the reference price was inspected covering from its general effects to asymmetry based on the prospective theory and moderating variables. Finally, the future research direction in the reference price was suggested.