학위논문(석사)--Graduate School of International Studies Ajou University :국제경영학과,2016. 8
Alternative Abstract
This paper is about how distrust levels vary among different products commonly sold on group purchase based social commerce, also reasons for why consumers perceive different products with different distrust levels are examined.
By collecting data from 70 interviewees on 20 products, it is found that consumers’ distrust levels vary from products to products and 3 shapes of graphs are shown to demonstrate the relationship between trust level and discount rates. Meanwhile, 7 reasons are found effective for explaining distrust reasons. Lastly this paper puts forward 7 price strategy based on different categories of the products mentioned in the research.
