소비자 구매행동에 대한 브랜드의 태도: 토론에 대한 대응 토론 = Brand`s Attitude toward Consumer`s Purchasing Behavior: Rejoinder to Professor Yoo

다국어 초록 (Multilingual Abstract)

With the rapid increase of mobile devices and the buildup of related infrastructure, it is expected that the usage of the mobile wireless Internet would be accelerated. In this circumstance, many companies have been growing interest in finding the way to increase the intention and time to use the wireless mobile Internet. To give some suggestion to this, a conceptual framework is presented that depicts both the importance of consumers` value on the mobile wireless Internet usage and the mediating role of the usefulness and the intention in the usage time of the mobile wireless Internet. We has hypothesized that traditional dichotomous hedonic and utilitarian value are related to the consumers` attitude and intention to the mobile wireless Internet. Results from the empirical research show that the relationship between two value dimensions and mediating variables except the relationship between utilitarian value and the intention to use the mobile wireless Internet are significant. It is also found that the usefulness of the mobile wireless Internet can be a predictor of the intention to use, and eventually this intention increase the usage time.