Internal reference price (IRP) is conceptualized as ‘a dynamic, internal price to which individuals compare the offered price of a product or service’. For this internal price, multiple conceptualizations and operationalizations have been proposed. This study finds heterogeneity in the use of reference price cues when consumers form an IRP and stablishes that seven distinct segments with different approaches can be can be distinguished.

The main purpose of the current study was to compare quality of eggs 1) produced from hens housed in battery cages vs. free range, 2) from young vs. old hens, and 3) tagged with the lowest vs. the highest price in a local franchised mart. The ages of hens, at which their eggs were used for the analysis of quality, were 70 weeks old in the experiment 1, 22 and 47 weeks old in the experiment 2, and were unknown in the experiment 3. Eggs were analyzed for weight, albumen height, Haugh unit, shell color, shell strength, shell thickness, shell weight, yolk color, yolk weight, and egg white weight. In the experiment 1, significant differences were detected between two housing systems in shell color, shell weight, yolk color, and yolk weight (P<0.05), but not in egg weight, albumen height, Haugh unit, shell strength, shell thickness, and egg white weight (P>0.05). Although egg weight was slightly but not significantly higher in battery cages by 2.2 g than in free range, yolk weight was significantly higher in battery cage (P<0.05). On the contrary, shell color was greatly increased in free range system by 68.5% compared with battery cage. In the experiment 2, there were significant differences between young and old hens in egg weight, albumen height, Haugh unit, shell strength, shell weight, yolk color and yolk weight (P<0.05). Egg weight, shell weight, yolk color and yolk weight were increased in old hens than young hensile albumen height, Haugh unit, and shell strength were decreased. In the experiment 3, egg weight, albumen height, Haugh unit, shell weight, and egg white weight were significantly higher in the highest priced eggs than the lowest ones (P<0.05), whereas shell strength and yolk color were lower (P<0.05) but shell color, shell thickness and yolk weight were not different (P>0.05). So, egg freshness was clearly higher in the highest priced ones than in the lowest (P<0.05). Due to the limited information on raising and husbandry of laying hens whose eggs were tested for egg quality in the current study, the present results should be cautiously interpreted while contributing to the future study as a basis in this field.

본 연구에서는 21C 핵심산업이라 할 수 있는 IT분야를 선정하여 설문의 신뢰도와 관여도를 높이기 위하여 표본대상을 구매자로 하여 내적 준거가격이 결과변수에 주는 영향력이 관여도에 따라 조절되는가를 분석하기 위하여 선행 연구 검토와 실증 조사를 한 결과 관여도에 따라 결과 변수에 주는 영향력이 조절될 수 있다는 것이다.