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ISSN : 1229-8778
This study focused on product category, consumer’s inclination, and purchase situation where odd price works effectively. Experiment 1 selected product type, price type, and price consciousness as independent variables and purchase intention as a dependent variable. The result of this experiment showed that odd price is more effective when it is set on hedonic goods and the effect is much stronger to consumers who have high price consciousness. This is because the feeling of cheapness induced by odd price makes the purchase of hedonic goods justified and increases purchase intention. And consumers who have high price consciousness pay particular attention to low prices, so the effect of odd price stands out more when they purchase hedonic goods. Experiment 2 selected justification for hedonic goods purchase and price type as independent variables and purchase intention as a dependent variable. The result of this experiment showed that under purchase situation where consumers can't justify buying hedonic goods, odd price is more effective in increasing purchase intention. But when they can justify buying hedonic goods by any means, round price increases purchase intention highly.
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