Earticle

초록

영어

The purpose of this study was to examine the effects of the consumers' cognitive and emotional responses to the firm's compensation program on the recovery of the consumers' behavioral responses. This research suggested that the types of the product were divided into low involvement(such as family restaurant case) and high involvement(such as laptop computer case). Also, the types of the firm's compensation program were divided into practical compensation such as gift voucher and hedonic compensation such as free musical ticket. This research conducted an experiment employed a 2(product : low involvement vs. high involvement) × 2(compensation program : practical vs. hedonic) between-subjects design. The results show that the hedonic compensation has influence more than the practical compensation on the recovery of the consumers' cognitive, emotional and behavioral responses for low involvement product. But the practical compensation has influence more than the hedonic compensation on the recovery of the consumers' cognitive, emotional and behavioral responses for high involvement product. This imply that the sunk cost effects on high involvement goods has influence more than low involvement goods in the losing situation. And then these are appeared to risk aversion when the consumer estimates the firm's compensation. Therefore, this suggests that the consumer prefers the safe and certain benefit such as the practical compensation.

목차

Ⅰ. 서론
 Ⅱ. 이론적 배경 및 가설
 Ⅲ. 연구 방법
 Ⅳ. 실험 결과
 Ⅴ. 결론
 참고문헌
 Abstract

키워드

저자

• 송균석 [ Kyun-Seok Song | 건국대학교 경영학과 교수 ] 주저자
• 범상규 [ Sang-Kyu Beom | 건국대학교 경영학과 겸임교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]

• 간기

  격월간

• pISSN

  1225-3553

• 수록기간

  1987~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330