제품 경험에 대한 평가가 제품 속성 평가 가중치에 미치는 영향 = Effect of Product Experience on the Perceived Importance Weight of Product Attribute for the Future Choice

국문 초록 (Abstract)

본 연구는 제품경험 평가에 대한 만족 여부가 제품 속성 평가 가중치의 변화에 미치는 영향을 검증하고자 하였다. 실험 결과, 만족 여부에 따라 제품 속성 평가 가중치가 변화하였다. 즉, 제품 경험에 대해 만족하는 경우 제품 속성 평가 가중치가 변하지 않지만, 불만족하는 경우에는 제품 속성 평가 가중치가 변하는 것을 확인하였다. 연구 결과를 기반으로 학술적, 실무적 시사점을 도출하였다.

다국어 초록 (Multilingual Abstract)

This study aims to provide a new perspective on the factors impacting the relations between customer satisfaction and their willingness to repurchase. In other words, the aim is to identify a new perspective on the efforts to address the situation where customers do not purchase the product they had bought even though they were satisfied with the product or do choose to purchase the product again despite their dissatisfaction. To this end, this study suggests changes of weighted value in product attribute assessment as one of the factors that impact consumers’ willingness to repurchase and proposes customers’ satisfaction level on their product experience as a variable. The research results show that customers’ satisfaction level on their product experience has an impact on the weighted value of alternative product attribute assessment and a change in the weighted value of attribute assessment of the product they bought after the purchase. In addition, when the customers are satisfied with the product experience evaluation, their weighted value on the product attribute assessment did not change, but when they are not satisfied, the weighted value changed, the study found. Further analysis on this data shows that the changes of the weighted value on product attribute assessment make difference in customers’ willingness to purchase the product again. Therefore, the significance of this study lies in the fact that it suggests a new approach on the factors that have impact on the relations between customer satisfaction and their willingness to repurchase, by identifying that customer satisfaction level causes changes in the weighted value of product attribute assessment.

목차 (Table of Contents)

• Ⅰ. 서론 Ⅱ. 이론적 배경 Ⅲ. 의사결정과정에서의 인지적 노력의 차이 Ⅳ. 연구 방법 Ⅴ. 연구 결과 참고문헌