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The reference price ads are to investigate how the price cues and prior knowledge of service products have an effect on consumers' perception by the type of information. To achieve these research goals, the hypothesis was established through reviewing the previous studies and the data collected from the experimental design. The major findings of this research can be summarized as follows;First, there are some significant statistical differences in the consumers' perception value and price-quality perception by level of price cues. Second, there are some insignificant statistical differences appeared in consumers' high price-quality perception by the novice. Third, there are some significant statistical differences in the price-quality perception by the level of prior knowledge and the type of information.