마켓메이븐이 신제품의 구전의도에 미치는 조절효과에 관한 연구

목차 (Table of Contents)

• 요약
• Abstract
• 1. 서론
• 2. 이론적 배경
• 2.1 인터넷 환경에서의 구전커뮤니케이션
• 2.2 마켓메이븐에 대한 기존 연구
• 2.3 신제품의 혁신성과 호기심
• 3. 이론적 연구모형 및 가설
• 3.1 이론적 연구모형
• 4. 연구방법 및 실증분석
• 4.1 자료수집
• 4.2 조작적 정의와 측정
• 5. 실증연구의 결과
• 5.1 측정된 항목 평가
• 5.2 연구모형의 가설검증
• 5.3 마켓메이븐의 조절효과 가설검증
• 6. 결론
• 6.1 결론 및 시사점
• 6.2 연구의 한계 및 향후 연구 방향
• REFERENCES

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