아웃도어 소비자의 혁신성이 지각된 가치 및 추천의도에 미치는 영향 = The effects of outdoor leisure customer innovativeness on perceived value and recommendation intention

다국어 초록 (Multilingual Abstract)

This study analysed the influence of the quality of outdoor products on perceived values, and recommendation intention. The objective of this study is to suggest the efficient operating direction for specialized outdoor products to grow as an axis of the outdoor industry. The survey was conducted for the customer of outdoor products shop, located in seoul and Gangwon-do. Total 223 were used for the analysis and analysis results of this study can be summarized as follows. First, innovation of outdoor customer was found to have a significant influence on perceived value. Second, perceives value was found to have a significant influence on recommendation intention of outdoor customer. The results of the empirical analysis shown in this study property support the theoretical standard system to achieve successful performance and useful information necessary for systematic operation of specialized outdoor products shop.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 연구결과
• Ⅳ. 논의
• Ⅴ. 결론
• 참고문헌

참고문헌 (Reference)

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2 유재미, "인식된 제품 혁신성과 제품 수용 의향의 관계" 서울대학교 대학원 2004

3 조우형, "아웃도어 브랜드의 체험마케팅과 브랜드 태도 및 구매의도와의 관계 연구 : 플래그십 스토어를 중심으로" 국민대학교 대학원 2012

4 정찬구, "소비자혁신성에 따른 이용동기와 이용의도와의 관계 연구 : 디지털사진 인화서비스를 중심으로" 호서대학교 벤처전문대학원 2008

5 유순근, "소비자의 기능적, 쾌락적 및 사회적 혁신성이 구매의도에 미치는 영향: 지각된 사용성과 성능의 매개효과" 한국마케팅관리학회 17 (17): 45-68, 2012

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7 홍성태, "서비스 산업에서 소비자 가치의 전략적 활용방안: 서비스 가치에의한 커뮤니티 형성 전략을 중심으로" 1 (1): 85-102, 2003

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