Earticle

초록

한국어

본 연구는 건강 의료용품의 소비자 선택역량이 구매의도에 미치는 영향을 알아보고자 한다. 연구자가 의료용품을 활용하고 있는 소비자들에게 미국의 유명 네트워크 설문조사기관인 서베이몽키(ko.surveymonkey.com)를 이용하여 SNS를 통하여 설문을 실시하였다. 분석결과, 소비자의 선택역량은 구매의도에 영향을 미치는 것으로 검정 되었다. 소비자의 선택역량 가운데 가격역량 과 품질역량은 재구매의도에 영향을 미치는 것으로 나타났으나 디자인역량과 소비자추구 혜택역량은 재구매의도에 영향에 미치지 못하는 것으로 나타났다. 소비자의 선택역량 가운데 가격역량과 품질역량은 구전의도에 영향을 미치 는 것으로 나타났으나 디자인역량과 소비자추구 혜택역량은 구전의도에 영향을 미치지 못하였다.

영어

The purpose of this study is to provide empirical analyses to examine the influence of the consumer selection competency on health and medical products on purchase behaviors. The date for this study were gathered from the consumers of health and medical products in Busan and Gyeongnam regions over the period from July 1 to July 31, 2019. The researcher conducted this survey using Survey Monkey (ko.surveymonkey.com), a renowned US network survey company and the SNS with the consumers of medical products. The focus of this study was to conduct empirical analyses on the influence of the selection competency of the consumers on their purchase behaviors. In all hypotheses, the factors of the consumer selection competency, which were independent variables, would affect the purchase intent for the dependent variables. First, the selection competency of the consumers was found to influence on the purchase intent. As for the influence of the selection competency on the purchase and repurchase intent, the price competency and quality competency had significance. However, the design competency and the competency for the benefits sought by the consumers were found not affecting the repurchase intent, as a result of the verification of the hypothesis. The price competency and quality competency of the selection competency of the consumers were found to affect the word-of-mouth intent. However, the design competency and consumer benefits competency did not affect the word-of-mouth intent, according to the verification result of the hypothesis.

목차

국문요약
I. 서론
Ⅱ. 이론적 배경 및 선행연구
Ⅲ. 연구설계
Ⅳ. 연구결과
Ⅴ. 결론
참고문헌
Abstract

저자

• 신수범 [ Soo-bum Shin | 동의대학교 경영학석사 ] 제1저자
• 이경구 [ Kyung-Gu Rhee | 동의대학교 경영학부 교수 ] 교신저자

참고문헌