CAJ | 학술논문

收费时机是定价策略的一个重要组成部分，企业采用先收费的定价策略容易忽略消费者的感受，对品牌关系、态度及行为、甚至对企业的长期利益都可能带来不利影响。本文探讨了先收费对消费者心理的影响机制，并从消费者和企业关系规范的角度提出先收费具体契合哪种社会规范，发现当先收费不符合预期惯例时，消费者的感知风险提高、感知价值（包括感知体贴和感知信任）受损，且便利感受下降，进而影响其态度和行为意愿。所以，先收费被更多地认为是传递了企业想要与消费者建立交易型关系而非互惠型关系的信号。
수비시궤시정개책략적일개중요조성부분，기업채용선수비적정개책략용역홀략소비자적감수，대품패관계、태도급행위、심지대기업적장기이익도가능대래불리영향。본문탐토료선수비대소비자심리적영향궤제，병종소비자화기업관계규범적각도제출선수비구체계합나충사회규범，발현당선수비불부합예기관례시，소비자적감지풍험제고、감지개치（포괄감지체첩화감지신임）수손，차편리감수하강，진이영향기태도화행위의원。소이，선수비피경다지인위시전체료기업상요여소비자건입교역형관계이비호혜형관계적신호。
The charging timing is an important part of pricing strategy. Enterprises adopting the prepayment pricing strategy is easy to ignore the consumers feelings, which may bring adverse effect on brand relationship, attitude, behav- ior, and even the long - term interests of enterprises. This paper discusses the prepayment influence mechanism to the consumer psychology, and proposes prepayment specifically fit what kind of social norms from the point of relationship between consumers and enterprises; when prepayment does not match the expected usage, the consumer perceived risk increases, and perceived value （including the perception to improve tenderness and perceived trust） is damaged, and convenient feeling goes down, and then influences the attitude and behavior intention. So, prepayment is more think passing a signal that enterprises want to establish business relationship with the consumer rather than reciprocity relation.