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정덕헌 경북실업전문대학 1998 慶北實業專門大學論文集 Vol.17 No.1
Hovland and his associates developed a conceptual framework in the 1950s. Although this framework made reference to the processing of information contained in a persuasive communication, particularly to questions of attention, comprehension and acceptance, most of the empirical research that was generated had little to do with processes of this kind. In the course of more than 30 years, although thousands of empirical and theoretical papers were published, the outcome was disappointing. It is against this backdrop of failure that Petty and Cacioppo's theoretical and empirical work on the "elaboration likelihood model" must be evaluated. The prolific output from Petty and Cacioppo's laboratories produced a coherent body of knowledge related to persuasive communication. There are two general paths by which people are persuaded. The first route to persuasion, the central route, occurs consciously and involves integration of the message into the individual's previously existing cognitive structures. The other route to persuasion, the peripheral route, is characterized by less cognitive effort by the receiver and a greater reliance on heuristics and cues. This thesis examines three major elements in the persuasion process : message, source and receiver. Each of these elements will affect the reception of the message and its effectiveness in changing the receiver s viewpoint or attitude toward the issues. There are differences in body language across cultures. This thesis provides information about how to communicate that an international business negotiator must remember in order not to insult the other party during negotiations. Objections may be offered at any time during the relationship between seller and buyer. Six effective methods of responding to objections are examined : direct denial, indirect denial, compensation, feel-felt-found, boomerang and pass-up. Three effective methods of obtaining commitments are examined : direct request, benefit summary and probing. Lastly, overall persuasion policies are considered : price competition by the control and improvement of goods quality and source credibility.
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정덕헌 경북실업전문대학 1996 慶北實業專門大學論文集 Vol.15 No.1
Most Contracts in international sales of goods are formed by face-to-face negotiations. Conducting business across international boundaries requires interaction with people and their organizations nurtured in different cultural environments. Cross-national face-to-face selling has received very little scholarly treatment in Korea. This study concentrates on analyzing negotiation theories and mechanism of contract formation, offer and acceptance.
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정덕헌 대구미래대학 2001 論文集 Vol.19 No.1
Among the most significant barriers to global electronic commerce over open network such as the internet are those pertaining to information security. Ensuring presents the opportunity for higher security in international electronic commercial transactions. Firstly, this thesis analyze the characteristics of digital products. Also specific cryptographic technologies including public key cryptography, digital signature and certification are examined. Lastly, this thesis forecasts the impotance of carriage of goods as well as marketing in international electronic commerce.
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