What do you need in a motherboard? Regarding pricing, here's a few things to consider.
1) Features make up some of the price. WiFi, Bluetooth, front panels, extra USB 3.0 and SATA 6G ports than the chipset supports? All that increases a motherboard's selling price. Thus, you must ask yourself if you actually need those features.
2) Chipset matters for cost. Z77 costs more than H77. It adds the functionality of overclocking. Do you need? Yes? Z77. No? H77.
3) Overclocking can increase cost. On a base level, even the cheapest Z77 board supports overclocking. The more expensive ones might just support "better" overclocking. However, "better" might mean supporting so much overclocking that you'd be required to do liquid cooling. If you're just an average Joe who wants to boost their K CPU to 4.2-4.5GHz on air cooling, then you don't need the higher end motherboards with super voltage support and a gazillion VRM phases.
4) Brand matters for price. For instance Asus often commands a higher price for their products than a more or less equivalent ASRock product. The reason is brand. Not quality. Not features. Not support. This isn't to say that all brands are created equal. I'm just saying that sometimes you are paying for the name.
5) Performance. Many think that paying more for a motherboard gives better performance. That is only true if you manage a higher overclock due to the more expensive motherboard. Otherwise, motherboard performance is pretty much the same across a chipset. There used to be differences, but now with the performance oriented parts integrated into the CPU itself (memory controller, PCIe lanes, clock generators) there isn't much left for the motherboard to add for pure performance.