부정적 온라인 사용자후기가 브랜드 선택 과정에 미치는 순차적 효과

목차 (Table of Contents)

• 요약
• I. 서론
• II. 이론적 배경 및 연구가설
• III. 연구방법
• IV. 연구결과
• V. 결론 및 논의
• 참고문헌
• Abstract

참고문헌 (Reference)

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2 박은아, "온라인 사용후기가 구매의사결정에 미치는 효과: 후기방향성, 브랜드인지도, 제품유형에 따른 차이" 18 (18): 7-22, 2007

3 박철, "온라인 구전효과에 영향을 미치는 요인에 관한 비교문화적 실증연구" 한국경영학회 35 (35): 1617-1647, 2006

4 차태훈, "온라인 구전의 수용에 관한 연구- 온라인 쇼핑몰의 사용후기를 중심으로" 한국방송광고공사 22 (22): 223-252, 2006

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