구매의사결정에 있어서 내재적 속성과 상표의 상대적 중요성에 영향을 미치는 소비자 요인에 관한 연구: 관여와 제품지식을 중심으로 = A Study on the Consumer Factors Influencing the Relative Importance of Intrinsic Attributes and Brand in the Purchase Decision Making: Focusing on Product Involvement and Product Knowledge

다국어 초록 (Multilingual Abstract)

In this study, three consumer factors which influence on the relative importance of intrinsic attributes and brand were extracted: utilitarian involvement, hedonic involvement, and product knowledge. Then hypotheses were derived and tested. The result showed that two types of involvement exerted significant and independent influences in determining the relative importance of intrinsic attributes and brand: as the utilitarian(hedonic) involvement increases the relative importance of intrinsic attributes(brand) increases. And it is also found that the hedonic involvement is more influential that the utilitarian involvement. The interaction effects were tested as well. While the influence of hedonic involvement is significant regardless of the level of product knowledge, the utilitarian involvement exerts a significant influence only in the case of high product knowledge.