제품관여도의 반응행위에 관한 연구

• 영문명: A Study on the Response Behavior of Product Involvement
• 발행기관: 건국대학교 경제경영연구소
• 저자명: 송균석(Song Kyun Seok)
• 간행물 정보: 『상경연구』제23권 제2호, 239~267쪽, 전체 29쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 1998.12.31

영문 초록

The degree of product involvement is the most important factor that shapes the type of decision-process behavior that will be followed. When product involvement is high, consumers are motivated to search for relevant information and to process it thoroughly. Thus, product involvement has important implications for marketing strategy. But, since product involvement is a hypothetical construct, it cannot be directly measured. It can only be inferred from the presence or absence and intensity of its determinants or antecedents. Therefore, before product involvement can be fruitfully investigated, researchers should reach some agreement as to the nature of this construct. In light of the need to clarify the product involvement constructs, this paper presents a definitions of product involvement. This study defines the product involvement as “consumers’ perception of importance or personal relevance for an product.” And this study holds that the determinants of product involvement are personal factors, product factors, and situational factors. The typical types of the product involvement are situational involvement, and enduring involvement. The enduring involvement exists when we are interested in an offering for a long period of time and situational involvement is only temporary. Another purposes of this paper are to review response behavior of product involvement construct and to present the direction for the marketing strategy. The results of this research have discovered that the product involvement results in information search, opinion leadership, innovativeness, brand loyalty etc. These findings help marketer to develop a marketing strategy. Future research is needed to test the proposed relationships and further refine the findings of this research.

목차

Ⅰ. 서론

Ⅱ. 제품관여도의 본질규명

Ⅲ. 제품관여도의 반응행위에 관한 검토

Ⅳ. 제품관여도의 반응행위에 관한 실증분석

Ⅴ. 결론

참고문헌

Abstract