외국 브랜드에 대한 미국 소비자의 태도와 구매 의도: 자동차 브랜드
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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

, "Assessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perspective," Journal of Marketing Research, 22 (November), 388-96.
----- Ilkka A. Ronkainen, and Michael Czinkota (1994), "Negative Country-of-Origin Effects: The Case of the New Russia," Journal of International Business Studies, 25, 1, 157-176.
Joreskog, Karl G. (1971), "Statistical Analysis of Congeneric Tests," Psychometrika, 36, 109-33.
----- and Dag Sorbom (1987), LISREL Ⅶ, 4th ed., Mooresville, Indiana: Scientific Software.
Lutz, Richard J. (1977), "An Experimental Investigation of Causal Relations among Cognitions, Affect, and Behavioral Intention," Journal of Consumer Research, 3 (March), 197-208.
Metzner, Ralph (1963), "Some Experimental Analogues of Obsession," Behavior Research and Theory, 3, 1-7.
Oliver, Richard L. and W. O. Bearden (1985), "Crossover Effects in the Theory of Research Action: A Moderating Influence Attempt," Journal of Consumer Research, 12 (December), 324-40.
Petty, Richard E. and J. T. Cacioppo (1996), "Addressing Disturbing and Disturbed Con- sumer Behavior: Is It Necessary to Change the Way We Conduct Behavioral Science?." Journal of Marketing Research, 33 (Feb.), 1-8.
Ryan, Michael J. (1978), "An Examination of an Alternative Form of the Behavioral Intention Model's Normative Component," in Advances in Consumer Research, Vol. 5, ed., H. Keith Hunt, Ann Arbor, : MI: Asso- ciation for Consumer Research, 283-9.
----- (1982), "Behavioral Intention Formation: The Interdependency of Attitudinal and Social Influence Variables," Journal of Con- sumer Research, 9 (December), 263-78.
----- and E. H. Bonfield (1980), "Fishbein's Intentions Model: A Test of External and Pragmatic Validity," Journal of Marketing, 44 (Spring), 82-95.
Schwartz, Shalom H. and Richard C. Tessler (1972), "A Test of a Model for Reducing Measured Attitude-Behavior Discrepancies," Journal of Personality and Social Psy- chology, 24, 2, 225-36.
Shimp, Terence A. and Subhash Sharma (1987), "Consumer Ethnocentrism: Construc- tion and Validation of the CETSCALE," Journal of Marketing Research, 24 (August), 208-9.
Triandis, Harry C. (1977), Interpersonal Behavior, Monterey, CA: Brooks/Cole.
Varela, J. A. (1971), Psychological Solutions to Social Problems, New York: Academic Press.
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

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