DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | 김민기 | - |
dc.contributor.author | Song, Eunyoung | - |
dc.contributor.author | 송은영 | - |
dc.date.accessioned | 2024-08-08T19:30:32Z | - |
dc.date.available | 2024-08-08T19:30:32Z | - |
dc.date.issued | 2024 | - |
dc.identifier.uri | http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=1097688&flag=dissertation | en_US |
dc.identifier.uri | http://hdl.handle.net/10203/321860 | - |
dc.description | 학위논문(석사) - 한국과학기술원 : 경영공학부, 2024.2,[i, 16 p. :] | - |
dc.description.abstract | The COVID-19 pandemic has increased individuals' awareness of safety needs. The perceived threat of COVID-19 disrupted consumer's buying behavior, which led to a preference for high-priced products. High-priced products, known for their symbolic safety value, attracted consumers, even in categories where functional safety features are less relevant. As consumer preferences shifted toward higher-priced products, consumers showed lesser sensitivity to price increases. In this study, I hypothesized that the heightened safety-seeking tendency influences consumer perceptions of price, leading to preferences for more expensive products. To test the hypothesis, I used the regression model to estimate both before and after COVID-19 price elasticity of high-priced bag/handbag products compared to low-priced bag/handbag products. The result showed that products positioned at higher price points within the high-end products show more price inelasticity during COVID-19 than lower-priced products. Despite the increasing frequency of price promotions during the pandemic, the study's results imply that price promotion strategy have a minimal effect on high-priced products. Consumers are more safety-seeker during COVID-19, and significant discounts on high-priced products might signal lower quality, demotivating consumers to spend. | - |
dc.language | eng | - |
dc.publisher | 한국과학기술원 | - |
dc.subject | 고가제품▼a코로나19▼a가격탄력성 | - |
dc.subject | High-priced goods▼aCOVID-19▼aPrice elasticity | - |
dc.title | Investigating changes in the price elasticity of high-priced goods during COVID-19 | - |
dc.title.alternative | 코로나-19로 인한 고가 제품 가격탄력성의 변화 연구 | - |
dc.type | Thesis(Master) | - |
dc.identifier.CNRN | 325007 | - |
dc.description.department | 한국과학기술원 :경영공학부, | - |
dc.contributor.alternativeauthor | Kim, Minki | - |
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