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논문 기본 정보

자료유형
학술저널
저자정보
조태수 (동국대학교)
저널정보
한국수산해양교육학회 수산해양교육연구 수산해양교육연구 제29권 제4호 (통권 제88호)
발행연도
2017.8
수록면
1,156 - 1,169 (14page)
DOI
10.13000/JFMSE.2017.29.4.1156

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연구배경
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초록· 키워드

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This study analyzed the customer response process which is delivered to consumers through integrated marketing communication exercised by an early adopter in the sports market, and proposed an efficient marketing plan for sports goods in the hope that customers come to have the process of having more accurate information about goods. Accordingly, this study aimed to analyze the influential relationship of an Innovator’s integrated marketing communication on a Customer Response. This study conducted research with focus on a survey questionnaire, and deducted the results through SPSS 18.0 and AMOS 20.0 for Windows as follows: First, as a result of doing an empirical analysis of Hypothesis 1, it was found that spatial behaviour and physical appearance in an Innovator’s integrated marketing communication had a positive influence on consumers’ monetary expense. Second, as a result of doing an empirical analysis of Hypothesis 2, physical appearance in an Innovator’s integrated marketing communication was found to have a positive influence on consumers’ likability. Such results show that early adopters’ integrated marketing communication is taking place, and also confirm that such marketing communication is delivered in a positive direction. What is clear is that general consumers and early adopters come to know that they can make an easy access to company goods because both side have homogeneity.

목차

Abstract
Ⅰ. 서론
Ⅱ. 연구 방법
Ⅲ. 연구결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
References

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