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쿠폰 미소지로 인한 후회감이 구매의도에 미치는 조절적 역할
이호배 한국방송광고공사 2008 광고연구 Vol.0 No.79
This study investigate how the coupon proneness affects coupon redemption and whether regret variable as mediating role influences the relationship between coupon proneness and purchase intention. There are two major hypothesis to test with empirical data. Hypothesis 1(including 4 sub-hypothesis 1-1 to 1-4): Higher coupon proneness, associated with the greater purchase intention. Hypothesis 2(including 4 sub-hypothesis 2-1 to 2-4): The greater level of anticipated regret, the stronger is the positive(negative) link between coupon proneness and purchasing behavior(intention or postpone purchase). As result of empirical test, The half of hypothesis were accepted. There are some findings from this study. First, this study confirmed the impact of coupon proneness on postponement to purchase. Second, this study found the mediating role of anticipated regret between the coupon proneness and purchase intention.
李浩培 홍익대학교 경영연구소 1985 경영연구 Vol.9 No.-
This article attempts to explain how the firm selects the foreign market in terms of strategic perspective. Among many types of international business activities, these are, exporting, licensing, joint venture, foreign direct investment, this article mainly deals with exporting. Exporting is basic strategy because it is prevalent form in entering foreign market and it eventually can beconverted into foreign direct investment. The process of foreign market selection is divided into 3 steps. Step Ⅰ : Identifying the product-market boundary. In order to exclude unnecessary competition and to use limited business resources efficiently, the clear defining of business boundary is a starting point for the foreign market selection. Step Ⅱ : Accessing market similarity in foreign countries. After step I, it is desirous to investigate whether the similar condition of domestic market exists in order countries. In this step, the environment of foreign countries is not yet considered but market structure and function are. Step Ⅲ : Selecting the foreign market. Even the structure of domestic market is very similar to that of foreign market, environmental factors may influence the selection of foreign market. So it is more suitable to consider the foreign environment for the purpose of selecting foreign market. If above processes are to be useful, these should be performed under the strategic planning. In addition, the company should have good relation with foreign companies through multinational collaboration.
李浩培 홍익대학교 경영연구소 2003 경영연구 Vol.28 No.-
This study is to find the impacts of credit card usage on impulse buying. As the results of empirical analysis, there are some findings as follows: First, the perception of credit card is related with the preference of credit card and the credit card usage positively. Second, shopping-oriented lifestyle also is related with the preference of credit card and the credit card usage positively. Third, The preference of credit card is related with credit card usage positively. Finally, the preference of credit card and the credit card usage are related with impulsiveness positively.
李浩培 홍익대학교 경영연구소 2002 경영연구 Vol.27 No.-
The objective of this paper is to find the relationships between market orientation and IMC level. The paper is consisted of some parts as follows; First, it reviews the previous studies about IMC concept and the empirical researches. Second, it also reviews the market orientation and it's empirical studies. Finally, it establishes some research propositions, based the reviewing There are some propositions; The greater the market orientation of organization, the more integrated the level of IMC. The greater the market orientation, the higher the stage of organizational IMC structure.