소비자의 상품지식이 정보탐색에 미치는 영향에 관한 연구 = A study on the effect of the consumers' product knowledge on their information search

다국어 초록 (Multilingual Abstract)

This research paper is a study on the effect of the Chinese consumers' product knowledge from their mobile phones on their information search and analyses the different effect of the consumers' subjective and objective knowledge on their information search. The study shows that the consumers' knowledge for the product brand value plays an very important role in their whole purchasing activities. Therefore the enterprises can affect the consumers by effectively advertising their products in accordance with their diversified brand images from their information search to their final purchasing-decision.

목차 (Table of Contents)

• Abstract
• I. 서론
• II. 이론배경과 연구가설
• III. 연구설계
• IV. 연구모형과 가설검증
• V. 결론
• 참고문헌