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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2024.4
- 수록면
- 265 - 278 (14page)
- DOI
- 10.5934/kjhe.2024.33.2.265
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초록· 키워드
오류제보하기
The purpose of this study is to investigate the effects of expectations of limited-edition products and need for uniqueness there of on product attitudes and behavioral intentions. The results of this study are as follows.
First, in terms of the effect of expectations of limited-edition products on product attitude, ought expectations and ideal expectations both had significant effects on cognitive attitudes, and ought expectations and ideal expectations were both found to be significant influencing factors in emotional attitudes. Second, examining the relationship between the need for uniqueness of a limited-edition product and its influence on product attitude showed that creative choice and non-popular choice had significant effects on cognitive attitude, while creative choice, unpopular choice, and avoidance of similarity had significant effects on emotional attitude. Third, a moderating effect of scarcity was found in the relationship between expectations for limited edition products, need for uniqueness, and product attitude. Fourth, as a result of investigating the effect of product attitude on recommendation intention and purchase intention, which are behavioral intentions, cognitive attitude and emotional attitude both had significant effects on each of recommendation intention and purchase intention.
First, in terms of the effect of expectations of limited-edition products on product attitude, ought expectations and ideal expectations both had significant effects on cognitive attitudes, and ought expectations and ideal expectations were both found to be significant influencing factors in emotional attitudes. Second, examining the relationship between the need for uniqueness of a limited-edition product and its influence on product attitude showed that creative choice and non-popular choice had significant effects on cognitive attitude, while creative choice, unpopular choice, and avoidance of similarity had significant effects on emotional attitude. Third, a moderating effect of scarcity was found in the relationship between expectations for limited edition products, need for uniqueness, and product attitude. Fourth, as a result of investigating the effect of product attitude on recommendation intention and purchase intention, which are behavioral intentions, cognitive attitude and emotional attitude both had significant effects on each of recommendation intention and purchase intention.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론 및 제언
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