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기업 인터넷 사이트의 국제 마케팅 지향성에 대한 이론적 연구
곽원일 東西大學校 2002 동서논문집 Vol.8 No.-
The Internationalization of the Internet makes the Internet itself one of the most powerful tool for international marketing. Almost, of all companies try to take their chances on the Internet. 'Going globally with the Internet' is not a simple task, because each country has their own infrastructure, geographical characteristics, languages, currency, culture, and so on. Many Internet-based companies like Yahoo already have the multinational Internet program. Then how can we make our Internet sites international? This question is related to the contents of the Internet sites. In other words, what factors of the contents do Internationally and locally acceptable web sites have to include? This manuscript gives some solutions for the question. The given solutions are 1) having local domain names or URL's, 2) the registration of the domain name to local search engines, 3) developing the Multilingual Internet sites, 4) giving the various ways to access the Internet sites, and 5) Using the CI concept.
곽원일,최원일 대한경영학회 2002 大韓經營學會誌 Vol.15 No.4
Until 1980's many consumer behavioral researchers begin to show their interests on the affective aspect of consumer behavior. Consumer affective responses are considered important variables in a lot of studies about themes like satisfaction, store image, perceived service quality, impulse buying behavior and so on. In spite of these interests we don't have enough information about the types of consumer affective responses and the method of affective response measurement. The purpose of this study is to give some more information about consumer affective responses. The specific contents of this study are 1) the review of the literature about consumer affective responses, 2) the identification of the types and dimensionality of consumer affective responses, and 3) the development of the measure for consumer affective responses in Korean. As a result we find two types of consumer affective responses, in-store mood states and consumption emotion. The dimensionality of In-store mood states is two, pleasure and arousal. That of consumption emotion is also two, positive and negative.