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제품평가요소가 소비자태도에 미치는 영향 : 셀롤러폰과 PCS를 중심으로 Focus on Cellular-Phone and PCS
차수련,함영봉 동국대학교 경영대학원 1998 經營論叢-東國大學校 經營大學院 Vol.22 No.-
The purpose of this study is to offer some cue that to predict consumer attitude in the future market, to make an attitude on the product through the evaluation factors. The attitude was measured with four category as the factor of personal effect : experience, involvement, product knowledge, subjective norm. Involvement was used not to measure the attitude. but to extract of high-involvement. This study largely consist of literature review. hypothesis generation and experiment. At first this studies involved in this topic, and then built systematic models based on literature review and generated several hypothesis about personal factors : experience, product knowledge and subjective norms. On experiment objective, the reason of it to choice, it's definition, and recent situation are reviewed to base the hypotheses. To test hypotheses, I examine reliability, validity, and multi-regression analysis. In experience category, the factors passively influenced the attitude. In product knowledge, is influenced positively or negatively the attitude. Finally, in subjective norm, it's all factors negatively influence the attitude. It is to be against that the previous studies(SB influence positively the attitude.). Shortly, experience and product knowledge influence the consumer attitude, but subjective norm is not on the cellular-phone and PCS. This study has also a limitation that the results difficult generalization because the sample is limited by 20-30 ages. But the study can offer some cue that to predict the attitude and to make an attitude on the products in the future market.
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