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NTIS 바로가기한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.15 no.11, 2015년, pp.467 - 485
누립국 (전남대학교 전자상거래협동과정) , 박만석 (전남대학교 경영학부) , 고준 (전남대학교 경영학부)
The market share of private brand(PB) is growing at a rapid pace. Based on the previous studies, consumers pay more attention to the extrinsic cues when they buy the PB products. This paper proposes an integrated model to examine how the retailer credibility which is one of the important extrinsic c...
핵심어 | 질문 | 논문에서 추출한 답변 |
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Howard and Sheth는 친숙성을 무엇이라 하였는가? | 친숙성의 정의는 학자마다 다르게 내리고 있다. 예를 들어 Howard and Sheth[28]는 친숙성을 브랜드에 대한 이해, 제품에 대한 지식이나 기술 등 제품 평가에 필요한 기준을 판단할 수 있는 능력으로 정의하였다. 한편, Marks and Olson[29]은 친숙성을 소비자가 기억으로 저장하고 있는 과거의 경험의 인지적 표현이라고 하였다. | |
외재적 단서의 예로는 어떠한 것이 있는가? | 이와 달리 외재적 단서는 제품과 관련되어 있으나 제품자체가 아닌 단서들을 말하는데 외재적 단서가 변하더라도 제품자체의 물리적 속성은 변하지 않는다. 이러한 외재적 단서로는 가격(price), 브랜드명(brand name), 점포명(store name), 광고수준(advertising level), 포장(package), 보증(warranty), 제조국(country of origin) 등이 있다. 이러한 분류기준에 따르면 유통업체 신뢰성(retailer credibility)도 외재적 단서 중의 하나가 될 수 있다. | |
내재적 단서는 무엇과 관련된 단서인가? | 내재적 단서란 제품 그 자체와 관련된 단서로 제품 그 자체의 특성을 변화시키지 않고는 조절될 수 없는 제품의 구성요소를 말한다. 즉 맛, 질감, 향기, 성능 등을 포함한 그 제품의 속성과 직접적으로 관련된 단서이다. 이와 달리 외재적 단서는 제품과 관련되어 있으나 제품자체가 아닌 단서들을 말하는데 외재적 단서가 변하더라도 제품자체의 물리적 속성은 변하지 않는다. |
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