내적준거가격과 준거할인 수준이 구매의도에 미치는 영향에 관한 연구: 지각된 거래가치 및 가격공정성의 매개효과와 브랜드충성도의 조절효과

The purpose of this study was (1) to investigate the customers' internal reference price(IRP) and reference discount(RD) for the product or service frequently offered at a discounted price, which are evoked and used as reference points to evaluate the listed product selling price and discount rate, (2) to figure out the effects of IRP and RD on customers' buying intention through the mediation effects of perceived transaction value and price fairness, and (3) to examine the moderating effect of brand loyalty on the overall relationship between them. Empirical research was conducted and data was collected through both on-line and off-line survey with recent visitors to 'V' Family Restaurant in Korea. Total of 292 valid responses were finally analyzed via Regression Analysis and some major findings are as follows. First, the average IRP perceived by the respondents was 20,504 won at only 73.5% of the regular price and the average RD was 22.3% that could be the evidence for the distorted regular price by the discounted price. Second, the higher IRP and the lower RD reveal to increase customers' buying intention through the full mediation effects of the higher perceived transaction value and price fairness. Finally, Brand loyalty appear to moderate the effects of IRP on customers' perceived transaction value and price fairness as a neutralizer.