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소비자의 상품지식이 정보탐색에 미치는 영향에 관한 연구
최현규,김종광 동양대학교 2008 동양대학교 논문집 Vol.13 No.1
This research paper is a study on the effect of the Chinese consumers' product knowledge from their mobile phones on their information search and analyses the different effect of the consumers' subjective and objective knowledge on their information search. The study shows that the consumers' knowledge for the product brand value plays an very important role in their whole purchasing activities. Therefore the enterprises can affect the consumers by effectively advertising their products in accordance with their diversified brand images from their information search to their final purchasing-decision.