Earticle

초록

영어

This study was conducted to find the relationship between patterns of involvement and patterns of information processing, and patterns of involvement and degree of consumer information processing under situations with considerating moderator, familiarity. Patterns of involvement in this study mean enduring involvement(EI) and situation involvement(SI), and patterns of consumer information processing mean choice by processing brand(CPB), choice by processing attribute(CPA). Moderator which was used in this study is familiarity, a kind of consumer knowledge. Finding of this study are as follows; 1. This study did not find a significant fact in relationship between patterns of involvement(EI/SI) and patterns of information processing(CPB/CPA). 1. The strongest involvement set with choice by processing attribute(CPA) is the set of enduring high involvement(mean=5.000), and the next is the set of situational high involvement(mean=4.236), and the third is the set of situational low involvement(mean=3.913). The weakest involvement set with choice by processing attribute(CPA) is the set of enduring low involvement. 2. And familiarity, a kind of consumer knowledge, does moderating role between patterns of involvement and degree of choice by processing attribute(CPA). 3. There is a statistically significant difference between information sources and degree of consumer processing by attribute.

목차

I. 序論
 II. 理論的 背景
  1. 持續的 關與와 狀況的 關與
  2. 情報探索方式
  3. 調節변1數로서의 親熟度
 III. 硏究樓型및 調査設計
  1. 硏究樓型의 設計
  2. 硏究假說의 設定
  3. 調査設計
 IV. 調査結果의 分析
  1. 測定道具의 흉當性과 信賴性
  2. 假說檢證
  3. 結果의 解繹및 論議
 V. 結論
  1. 硏究結果의 要約및 示唆點
  2. 硏究의 限界點과 向後 硏究方向
 參考文獻
 Abstract

저자

• 이명국 [ Myung Kook Lee | 안동과학대학 유통경영과 조교수 ]

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