외국 브랜드에 대한 미국 소비자의 태도와 구매 의도: 자동차 브랜드

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 외국 브랜드에 대한 소비자의 선택에 관한 가설

Ⅳ. 연구 설계
1. 제품 선정
2. 변수의 조작
3. 설문 대상자 선정과 절차

Ⅴ. 검증 결과

Ⅵ. 결 론

본문내용

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미국 자동차
Y1
Y2
Y3
Y4
Y5
X1
X2
X3
X4
Y1
1.00
Y2
.77
1.00
Y3
.78
.80
1.00
Y4
.58
.54
.52
1.00
Y5
.54
.52
.50
.78
1.00
X1
.39
.39
.42
.25
.34
1.00
X2
-.05
.06
.02
.06
.07
.03
1.00
X3
.15
.21
.10
.17
.19
.05
.58
1.00
X4
.17
.19
.19
.25
.23
.13
.17
.10
1.00
<부록> 미국 자동차와 외국 자동차의 상관관계 행렬표
외국 자동차
Y1
Y2
Y3
Y4
Y5
X1
X2
X3
X4
Y1
1.00
Y2
.77
1.00
Y3
.80
.77
1.00
Y4
.59
.50
.50
1.00
Y5
.60
.56
.50
.75
1.00
X1
.37
.33
.36
.32
.36
1.00
X2
.46
.31
.34
.42
.46
.17
1.00
X3
.27
.21
.30
.25
.28
.08
.58
1.00
X4
.14
.07
.08
.24
.29
.16
.26
.14
1.00
주: Y1 = 좋음/나쁨. Y2 = 흥미로움/흥미롭지 못함. Y3 = 좋아함/싫어함.
Y4 = 구매의도. Y5 = 구매 가능성. X1 = 인지. X2 = 개인적 규범.
X3 = 사회적 규범. X4 = 습관.
<그림 1> 연구 모형
사회적 규범 인지 구매의도 습관
개인적 규범
브랜드에
대한태도

키워드

외국 브랜드,   미국 소비자,   태도,   구매의도,   검증