%0 Journal Article
%T Application Service Program (ASP) Price Elasticities
%A Hong Jaeweon
%A Cho Wanwoo
%A Jang Ho
%A Kwak Youngsik
%J International Journal of u- and e- Service, Science and Technology
%D 2010
%I SERSC
%X Although the price elasticities for off-line industry are well documented in academic field, the report of price elasticities for on-line to a given brand or industry in practice have beenrelatively rare. The researcher aims to try to full this gap by applying a price response function to Home Trading System¡¯s on-line transaction data for the first time in Korean securities market. The different price elasticities among seven brands were found from -0.819 to -1.811. These results suggested that marketers should understand the price elasticity of their own HTS, before making a price decision.
%K Price
%K Price Elasticities
%K ASP
%K HTS
%K Decision
%U http://www.sersc.org/journals/IJUNESST/vol3_no2/3.pdf