This study examined whether and how consumers who seek a bargain in their shopping for luxury fashion brands differ from traditional luxury consumers or non-luxury consumers on their market-related attitudes. To do so, this study compared multi-dimensional perceived values, fairness price perceptions, satisfaction with purchase, brand loyalty, and future purchase intention among luxury consumers, luxury-bargain seekers, and non-luxury consumers. Data was obtained from online surveys and the market-related attitudes were compared using an ANOVA test. The comparion of three types of consumers revealed that luxury-bargain seekers and regular luxury consumers are distinct consumer markets. Overall, luxury consumers displayed high perceived values and brand loyalty and were fairly satisfied with the purchase at full-prices. On the other hand, luxury-bargain seekers showed significantly low perceived social value, perceived fairness toward the original price of the brands, and brand loyalty. They were satisfied with the bargain purchase but not likely to purchase the luxury at full-prices in the future. Understanding these distinct types of consumers and targeting them with different product and pricing strategies are important for luxury brands and retailers to expand luxury consumer base without diluting their brands’ prestige image. Potential marketing strategies based on the findings of this study were suggested.

The purpose of this study was to investigate the effect of perceived risk, community usage motive, and price sensitivity of customers who purchase children’s wear directly from overseas on customer satisfaction. Specifically, this study is aimed at verifying the moderating effect of price sensitivity when perceived risk and community usage motive significantly influence customer satisfaction. A survey was conducted among consumers who experienced directly purchasing children’s wear from overseas and engaging in communities. A total of 415 questionnaires were distributed, which 41 responses were insincere and excluded; thus, 374 responses were analyzed. Results of this study are as follows. First, the analysis on how perceived risk and community usage motive influence customer satisfaction reveals the significant influence of economic and social psychological risk on customer satisfaction. Moreover, informational, recreational, and social emotional usage motive have a significant influence on customer satisfaction. Second, the effect of perceived risk and community usage motive on customer satisfaction based on different levels of price sensitivity was verified. As a result, delivery and economic risks affect customer satisfaction for consumers with high price sensitivity. Moreover, recreational usage motive has a significant influence on customer satisfaction for high price sensitive consumers. In conclusion, perceived risk negatively impacts customer satisfaction. Therefore, it is essential to provide a system that can reduce the perceived risk of consumers who purchase children’s wear directly from overseas.

In this study, the effects of anticipated regret and perceived uncertainty on price sensitivity or purchase hesitation in overseas purchasing are analyzed along with the effects of price sensitivity on purchase hesitation. The survey was conducted among internet fashion consumers with experience in overseas purchasing and 480 responses were used in the data analysis. The results showed the psychosocial anticipated regret positively influenced the price importance, and the service, product and psychosocial anticipated regret positively influenced the price search. The preference and psychology uncertainty positively influenced the price importance, and the information and psychology uncertainty positively influenced the price search. The price importance positively influenced payment stage hesitation and shopping cart abandonment, and the price search positively influenced purchase hesitation in overseas purchasing. The functional, service and psychosocial anticipated regret positively influenced payment stage hesitation, and the service and psychosocial anticipated regret positively influenced shopping cart abandonment and overall purchase hesitation. In addition, the perceived uncertainty positively influenced the payment stage hesitation, and the information and psychology uncertainty positively influenced the shopping cart abandonment and overall purchase hesitation. The results of this study will be helpful for developing the marketing strategy for customer relationship management for overseas internet shopping web-sites.

The purpose of this study was to investigate the effects of perceived price and servicescape on employee service quality, food and beverage quality, and customer value in Daegu Korean restaurants and to suggest methods for them to become the food mecca of Korea and the world. The samples for this study were customers of nine Korean restaurants in Daegu. A total of 368 questionnaires were analyzed with factor analysis, a reliability test, and a covariance structural analysis. The results showed that perceived price was positively related to employee service quality and food and beverage quality and that servicescape was positively related to employee service quality and food and beverage quality. However perceived price, servicescape, employee service quality, and food and beverage quality were not related to customer value. The reasons were that these factors did not influence perceived customer value in Daegu Korean restaurants. The Daegu municipal office should require these restaurants to develop distinguished employee service and food and beverage quality and conduct consistent marketing to Koreans and westerners, so that these restaurants can become the food mecca of Korea and the world.

This research is to understand luxury consumption values for luxury consumers. The aims of this study is to identify their luxury consumption values and the effects of the values on the perceived acquisition value. This study also divided data into two groups according to the difference between reservation price and actual price; positive reservation price group, negative reservation price group, and analyzed the effects of the values on the perceived acquisition value between two groups. In this study, we used structural models equation and results presented that the conceptual model was a good fit to the data. The empirical results suggested four dimensions of luxury consumption values; symbolic value, innovative design value, quality value and origin value. There were positively significant effects of symbolic value and quality value on the perceived acquisition value. The effects of innovative design value on the acquisition value was significantly negative. Two groups categorized by reservation price depicted the differences on effect levels of symbolic value, innovative design value, and quality value on the acquisition value perception.

The purpose of this study was to measure the effects of menu price and image on perceived sacrifice and value of tourist restaurant, the mediating effects of perceived sacrifice on the relationships between menu price and value, and between image and value. A total of 273 questionnaires were completed. ANCOVA was used to measure the mediating effects of perceived sacrifice on the relationships among menu price, image, and value. When the menu price and perceived sacrifice were regressed on the value, the menu price and perceived sacrifice were statistically significant. Moreover, when the image and perceived sacrifice were regressed on the value, the image and perceived sacrifice had a statistically significant effects on value. The results demonstrated that perceived sacrifice played a mediating role in the relationship between menu price and value.

The purposes of this study were to a) find out the operational characteristics of the contract-managed highschool foodservice in Seoul, b) investigate the expected level of meal-price and facilities investment cost perceived by contract-managed highschool foodservice managers c) compare the present level and expected level of meal-price and facilities investment cost. From October 12 to November 13 in 2001, the questionnaires were mailed to 249 high schools which was managed by contract foodservice company with respondent rate 40.2%. Data were analyzed using SPSS Win(10.0) for descriptive analysis and one group paired t-test. The results of this study were as follows ; 1. The student enrollment of highschools run by contract-managed foodservice was 1,243 with 72.6% participation rate of school lunch program. The average meal-price was 2,138 won. The average annual period of school foodservice operation was 156.78 days per year. The average contracting period was about 3 years. 2. The average cost concerned in the facilities investment amounts 169,578,180 won at the initial investment and 25,204,092 won at the repairs and maintenance cost in the course of operation. 3. The present level of meal-price and facilities investment cost were respectively 2,136won/meal and 171,157,336.72 won. And expected level of meal-price and amount of facilities investment cost were 2,418.75 won and 121,353,215.19 won. Comparing the present level with the expected level of the meal- price and facilities investment cost, expected level of meal-price was significantly higher than the present level of meal-price(p<.001) and expected level of facilities investment cost was significantly lower than present level of facilities investment cost(p<.001).

Purpose – The objective of this study is to investigate the differences and interaction effects on the perceived financial risk between Korean and Thai consumers according to the types of product(utilitarian and hedonic) and price discount (bundle and 50%off). Research design, Data and Methodology – This paper sets up 6 research subjects. Data collection was carried out in Korea and Thailand. Data was made of 154 Korean and 147 Thai consumers. As for the independent variables for this study, consumer types are composed of Korean and Thai consumers, price discount types were bundle(1+1) and 50% off price, and product types consist of utilitarian and hedonic product. The dependent variable is perceived as a financial risk. Each question is measured as a Likert-type five-point scale. Results – According to the price discount and product type, perceived financial risk of Thai consumers is confirmed to be a larger one than that of Korean consumers. Also, there are interaction effects in the perceived financial risk. Conclusion – Our findings can be used as useful information for global retail markets as marketing strategies in future Korean enterprise through a comparative study on Korean and Thai consumers.