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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.20 no.2, 2022년, pp.117 - 125
김하예 (NCK Communications Inc.)
This study presents product marketing strategy for mobile gift-giving by recognizing how consumers' propensity of conspicuous consumption and level of impression management affect the choice between hedonic goods and utilitarian goods. Data were collected through an online survey, and logistic regre...
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