희소성 메시지 유형과 동일시 욕구의 충족성이 구매의도에 미치는 효과

목차 (Table of Contents)

• 요약
• 1. 문제제기
• 2. 이론적 배경
• 1) 희소성 메시지가 구매의도에 미치는 긍정적인 효과
• 2) 희소성의 원인: 수요 희소성 메시지와 공급희소성 메시지가 구매의도에 미치는 효과
• 3) 동일시와 차별화의 욕구가 소비행동에 미치는 효과
• 4) 동일시 욕구 충족 정도가 희소성 메시지선호에 미치는 효과
• 3. 연구1: 사회적 지지에 의한 동일시의욕구의 충족과 희소성 메시지 유형이 구매의도에 미치는 효과
• 1) 연구문제
• 2) 연구1의 실험
• 4) 결론 및 논의
• 4. 연구2 : 동일시 욕구의 충족성과 희소성 메시지 유형이 구매의도에 미치는 효과
• 1) 연구문제
• 2) 연구 2의 실험
• 3) 연구결과
• 4) 결론 및 논의
• 5. 종합 결론 및 논의
• 참고문헌
• ABSTRACT

참고문헌 (Reference)

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