消費者 關與에 관한 硏究

• 영문명: An Investigation on Consumer’s Involvement with Product
• 발행기관: 호서대학교 사회과학연구소
• 저자명: 金學允(Kim Harg yoon)
• 간행물 정보: 『사회과학연구』제4집 제1호, 321~339쪽, 전체 19쪽
• 주제분류: 사회과학 > 행정학
• 파일형태: PDF
• 발행일자: 1985.12.31

영문 초록

As involvement has become a very important intervening variable in consumer research, the literature has become replete with papers that are overly concerned with defining and conceptualizing this hypothetical construct. But in spite of its popularity, the construct has not been well defined, conceptualized, and operationalized. In this paper, these issues are addressed, especially an attempt on conceptualization of this construct as “perceived personal im portance and operationalization as “the expected benefits derived from the relevant involvement stimuli” are made. Measurement as “Measurement By Fiat” of Torgerson’s term are emphasized. Finally, some marketing implications for managers and directions for researchers to take are suggested.

목차

Ⅰ. 序論

Ⅱ. 關與의 槪念化

Ⅲ. 關與의 測定

Ⅳ. 마아케팅戰略的 意味

Ⅴ. 要約 및 結論

參考文獻

ABSTRACT