스마트기기 구매과정에서 의사결정모델링에 관한 연구
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서지정보
ㆍ발행기관 : 한국광고PR실학회
ㆍ수록지정보 : 광고PR실학연구 / 8권 / 3호
ㆍ저자명 : 조용석
ㆍ저자명 : 조용석
목차
서론이론적 배경 및 가설
연구방법
연구결과 및 시사점
논의 및 제언
한국어 초록
This study is to discover the functions of customer emotion in highly involved and informationintense buying decision process. This study used smart networking devices (ex. smart
phones), which falls into expensive commodity category in its acquisition and use. Known
through many other previous studies, information tends to trigger emotional responses.
However, this study, assumed emotion also as information, tried to find emotion-triggered
consumer responses in buying the products. The results lighted the finding that emotion as
information helped to form positive interests on products as well as positive emotion on
products. Unlike the previous studies on positive connection between interests and
product/service value evaluation, interests triggered by emotion in this study did not show any
connection between them. The phenomenon stretched to the relationship between interests
and consumer needs. Although the study was only about smart device buyers’ emotional
responses, it became obvious that emotion as information majorly works through a limited
path when consumers form their buying intention. Based on the findings, ideas of promotion
and communication activities that are designed to work around emotion-triggered-buying
(a.k.a. impulsive buying) may need to have a better and closer examination to further clarify
the cause and effect relationship. The part may need further studies.
영어 초록
This study is to discover the functions of customer emotion in highly involved and informationintense buying decision process. This study used smart networking devices (ex. smartphones), which falls into expensive commodity category in its acquisition and use. Knownthrough many other previous studies, information tends to trigger emotional responses.However, this study, assumed emotion also as information, tried to find emotion-triggeredconsumer responses in buying the products. The results lighted the finding that emotion asinformation helped to form positive interests on products as well as positive emotion onproducts. Unlike the previous studies on positive connection between interests andproduct/service value evaluation, interests triggered by emotion in this study did not show anyconnection between them. The phenomenon stretched to the relationship between interestsand consumer needs. Although the study was only about smart device buyers’ emotionalresponses, it became obvious that emotion as information majorly works through a limitedpath when consumers form their buying intention. Based on the findings, ideas of promotionand communication activities that are designed to work around emotion-triggered-buying(a.k.a. impulsive buying) may need to have a better and closer examination to further clarifythe cause and effect relationship. The part may need further studies.참고 자료
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