제품 확장 시 사소한 제품 속성 단서의 특성이 제품 평가에 미치는 영향

• 영문명: Effects of Trivial and Irrelevant Attributes on Product Quality Evaluation
• 발행기관: 한국외국어대학교 지식출판콘텐츠원 글로벌경영연구소
• 저자명: 유수민 박지혜
• 간행물 정보: 『글로벌경영연구』제22권 제1호, 107~125쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2010.02.28

영문 초록

The purpose of this study was to examine the effect of trivial attributes on brand attitude and quality evaluation. One hundred forty participants were randomly assigned to the manipulated condition. A2×X2 between subjects’ factorial design was employed: trivial attribute scarcity (high vs. low) by attribute-product fit (high vs. low). Results showed that a trivial attribute with greater scarcity was perceived better quality than a trivial attribute with lower scarcity. The trivial attribute with greater scarcity was not likely to be influenced by the attribute-product fit as compared to the one with lower scarcity.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구 결과

Ⅴ. 결론 및 토의

참고문헌