가격에 근거한 제품 제시순서가 가격탄력성에 미치는 영향

초록

This research examines the influence the order in which alternatives are presented on price elasticity, focusing on three types of presentation methods (e.g., ascending price order, descending price order, and random order). It is hypothesized that the price elasticity and price importance is higher when alternatives are presented in ascending price order than descending price order or random order. Study 1 examined the impacts of presentation order (ascending/ descending/ random) on price elasticity in consumer evaluation of the options. The result revealed that price elasticity was higher in ascending price order than in descending price order or in random order. Study 2 explored whether the method of sorting products by price affected price importance in consumer product choice decision. The results indicated that the order of price presentation significantly influenced the importance of price in choice decisions. The importance of price was judged to be higher in ascending price order than in descending price order or random order. Furthermore, the price importance mediated the influence of presentation order on the choice. The two empirical studies supported our hypotheses. The theoretical contribution of this study lies in verifying the psychological mechanism in which the effect of the presentation order on price elasticity occurs due to changes in the perceived importance of price. In practice, the study provides important implications for consumer alternative selection and increasing corporate profits by demonstrating that a company’s strategic choices can influence consumers’ price perceptions and price sensitivity.

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