총 36페이지

24 T&CTower
SocialCommerce,Arousingthe
Argus
Consumer’sSentiment
The
/
ji
Hee
Discountedpricedazzling
Choi
consumers
“Wow, the real price of the item is
much cheaper than the discounted
price in social commerce site!”
You may have this experience after
buying some products in the social
commerce. ‘Anchoring,’ which is
the theory of the behavior
economics says the human
behavior depends on the first
given information when we
▲Acustomerisbuyingawristwatchonthesocialcommerce,Coupang.
havetochooseorsetthecriteria.
For instance, even if the real
they just exaggerate the
online member’s mail. In this point,
fixed price of a pair of jeans is
discount rate compared
theword‘Today’makespeoplethink
a 50,000 won but they raised the
with the real discount rate. Social
thattheycouldnotgetbenefitsifthey
price to 90,000 won and gave 40
Commerce enterprise’s exaggerated
misstoday,andtheytendtothinkthe
percent discount so that its price
discountrateisawrongpoint,butthe
products are more precious. That is
becomes54,000won.Itsaysthat“We
reasonconsumersarepsychologically
justthe‘Heuristic-Thinking’workon
even offered ‘40 percent’ discount.”
affected by the discounted price is
ourmind.‘Heuristic-Thinking’isthe
At that time a consumer does not
because consumers do not tend to
theory of the Behavior Economics.
compare the real fixed price to the
consider the real product’s value.
‘Heuristic’ is a process that the
discounted price. They just compare
Theyjustfocusonthefirstsuggested
person unconsciously or deliberately
thepricewhichthesocialcommerce
price 90,000 won which catches
disregards the recognized
site suggested (90,000 won) to the
the consumer’s mind. A rational
information. The reason we make
discounted price (54,000 won). That
person who is expected to be in
a mistake when we purchase the
makes people feel that they get the
economics will consider whether the
products could be explained by our
much benefit just ‘anchoring’ the
price 90,000 won is reasonable or
‘Heuristic-Thinking.’ According to
90,000 won which is the social
not. However, the person in reality
that theory, consumers are putting
commerce’s first suggested price.
has the limit to consider all part of
more importance the value to the
But, customers actually paid 4,000
goods. That is why he has a trouble
products having time and amount
wonmorethanthefixedprice.
todoit,andjustputthecriteriatothe
limitation, disregarding the original
FTC announced a report, which
wrongpriceinformationwhichsocial
productorservice’svalue.LeeSung-
requestedConsumersUnionofKorea
commerce enterprise suggested,
min, sophomore of Department of
to survey the 53 social commerce
irrationally.
Mathematics in HUFS, said “Time
enterprise’s products. And the result
limitation that we could get the
was that the discounted price of 29
Wrongjudgmentduetolimitation
discounted products only ‘today’
productsamongthemismuchhigher
ontimeandamount
makes us think that we must buy
thantheonlinehighestprice.Inother
Ifwegetintothesocialcommerce
that products and must not miss the
words,eventhoughsocialcommerce
site like ‘Coupang,’ they say we can
chance, even though the product is
enterprise strongly advertises that
purchasethestuffwiththediscounted
not really necessary to me. I think
they applied 50 percent discount in
price only ‘Today’ and that day’s
that time limitation disturbs our
the products, it is not true because
discountedproduct’slistissenttothe
wise purchase.” It means that the
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