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김성기(Seongki Kim),서민교(Minkyo Seo),강한균(Hangyoun Kang) 한국인터넷전자상거래학회 2011 인터넷전자상거래연구 Vol.11 No.4
The purpose of this study was to investigate the difference of consumption values and purchasing behaviors between Samsung smart phone users and Apple smart phone users. The relations among consumption values, purchasing behaviors and importance ratings of attributions of smart phone were examined, and these relations in Samsung smart phone users and Apple smart phone users were compared. Data were gathered by surveying college students using Samsung smart phone and Apple smart phone. The results of the T-test show that Apple smart phone users score high in individuality value, brand oriented value compared to users of Samsung smart phone. Samsung smart phone users score high in practicality, multi-function compared to users of Apple smart phone.