Gap: A Study on the Influence of New Measurement Method on Consumers’ Decision Making

• 발행기관: 한국유통과학회
• 저자명: Hoe Chang Yang Hee Young Cho Young Ei Kim
• 간행물 정보: 『유통과학연구(JDS)』제15권 제1호, 51~56쪽, 전체 6쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.01.30

영문 초록

Purpose - The study verified the effects of consumers knowledge perception upon word-of-mouth intention and purchase intention of consumers who were exposed to a lot of information, and examined consumer s behavior from multi-dimensional points of view. Research design, data, and methodology - The study conducted the test of difference between consumer s cognition on importance and satisfaction of HMR product by gap of HMR (Home Meal Replacement) product for IPA analysis. The consumer s reliability and words-of-mouth were measured by the questionnaire method with 4 questions according to Likert 7-point scale. Conversion into z-score removed the difference of variables. Results - The causal relation model for importance, satisfaction and gap, not relying upon multi-dimensional scaling and others, could construct causal relation model to give implications. Difference (d) of the products could lessen consumer s reliability to increase consumer s knowledge perception, word-of-mouth intention, knowledge perception, and purchase intention. Therefore, enterprises should make an effort to lessen consumers complaint for the products and to elevate consumers reliability. Enterprises also try to give consumers exact information and to promote purchase intention. Conclusions - Difference (d) of consumers complaint and/or disappointment decreased consumers reliability to increase knowledge perception. Enterprises should supply consumers with products according to their requirements to minimize the gap and to give them proper information.

목차

Abstract

1. Introduction

2. Theoretical Background

3. Methodologies

4. Empirical Analysis

5. Conclusion and Discussion

References

키워드

Measuring Gap Trust Knowledge Perception Word-of-mouth Intention Purchase Intention