Research Article

타인의 제품 평가가 지불의사에 미치는 영향 연구: 이중 처리 체계와 사회적 영향 관점

송재도

전남대학교

발행: 2017년 1월 · 46권 2호 · pp. 343-374

DOI: https://doi.org/http://dx.doi.org/10.17287/kmr.2017.46.2.343

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초록

본 연구는 타인이 제품 평가를 제공할 때의 지불의사(WTP) 도출에 초점을 맞춘다. 이중 처리 체계와 사회적 영향 관점에서, 타인의 제품 평가가 소비자의 지불의사에 미치는 영향을 분석한다.

키워드: Willingness-to-payuncertaintydual process systemconformitysocial influence

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발행일 2017-01-01

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