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of Attitude)
3. 태도와 행동을 설명하는 이론들
(1) 이론들의 관점에 따른 지형 구분
(2) 합리성의 관점을 지지하는 이론들
가. 행위 추론 이론 (Theory of reasoned action)
나. Bentler와 Speckart의 모형
다. 계획된 행동이론 (Theory of planned behavio
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Thaler(1985), "Mental Accounting and Consumer Choice," Marketing Science, 4(Summer), pp. 199-214. Ⅰ. 서 론
Ⅱ. 이론적 배경
Ⅲ. 연구설계
Ⅳ. 실증분석
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약함
가치, 태도 그리고 행동의 관계는 또한 계층에 따른 가치-태도-행동 모델로서 표현됨 Abstract
Introduction
The theory of planned behavior(TPB)
Consumer values and TPB
Detecting consumer values
Conceptual model and research hypotheses
Methodology
Results
Discussion
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