이중가격제에 대한 인식이 부정적 감정 및 구매회피에 미치는 영향

Objective: This study aims to analyze the impact of dual pricing on negative emotions (disappointment, betrayal, and anger) and purchase avoidance behaviors of consumers in the foodservice industry. This study also seeks to provide foundational data for the design of pricing policies and consumer relationship management strategies for foodservice companies. Method: This study conducted a survey on 220 foodservice consumers who had experienced delivery services. This study used a regression analysis to examine the effects of dual pricing perception on negative emotions and purchase avoidance. Results: Perception of dual pricing significantly influenced negative emotions, such as disappointment, betrayal, and anger. Among these, anger and disappointment directly impacted purchase avoidance, whereas betrayal did not show a significant effect. Additionally, dual pricing perception had a meaningful impact on purchase avoidance behavior. Implications: This study suggests that foodservice companies should adopt pricing policies emphasizing fairness and transparency to mitigate negative emotions caused by dual pricing. Consistent service delivery is necessary to build consumer trust. These findings provide practical strategic insights for sustainable management and trust-building in the foodservice industry.