http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
Siva Muthaly,하홍열,Jing Ping Yeo,김남윤 한국외국어대학교 국제지역연구센터 2009 International Area Studies Review Vol.12 No.2
As consumer beliefs about direct-to-consumer (“DTC’) advertising vary, two different types of beliefs (beliefs about DTC advertising and beliefs about quality of treatment) are associated with how consumers’ beliefs affect behavioral intentions. The authors also consider how consumers’ judgments of DTC advertising of prescription drugs vary with different levels of credibility. Taking a moderating effect perspective on the consumer beliefs-behavioral intentions formation, the authors theorize that the lower level of credibility is a key element in facilitating consumer activity. Data from Singaporean had been used to test a proposed model. The findings show that the effect of beliefs about quality of prescription drugs advertised on behavioral intention is more powerful than the effect of beliefs about DTC advertising. The interaction effects suggest that at a lower level of credibility on DTC advertising, consumers are likely to discuss this matter with their doctors to increase their confidence.
하홍열,Felix Mavondo,Siva Muthaly 한국마케팅학회 2009 ASIA MARKETING JOURNAL Vol.11 No.2
This research attempts to investigate differences in past experiences of using internet in repurchasing. In doing so, the authors identify online consumer characteristics, particularly one-time and repeat users comparison across geographical borders of Korean and Taiwanese teenage customers. Results show that there are significant differences in online shopping typologies between Korean and Taiwanese customers. While attitude serves as a distinguishing factor for both data sets along the other two dimensions, trust does not. Since researchers have focused on comparisons between Western cultures and Asian cultures’ online purchase behavior or Internet use, the current study provides a valuable comparison for this niche population of young customers at least in a Korean-Taiwanese context. The authors also make a brief argument that these findings can influence marketing practitioners and site developers in their strategies.