시간적 거리가 소비자의 제품태도와 구매의도에 미치는 영향 : 조절초점과 구매동기를 조절변수로 = The Influence of Temporal Distance on Attitude toward Product and Purchase Intention: Moderating Role of Regulatory Focus and Purchase Motivation

목차 (Table of Contents)

• 국문요지 ··························· ⅳ
• 제 1 장 서론 ··························1
• 제 2 장 이론적 배경 ······················ 4
• 제 1 절 시간적 거리에 대한 이론적 고찰 ··············· 4
• 1. 시간적 거리의 개념적 정의 ··················· 4
• 2. 시간적 거리에 대한 선행연구 ·················· 6
• 제 2 절 조절초점에 대한 이론적 고찰 ················ 10
• 1. 조절초점의 개념적 정의···················· 10
• 2. 조절초점에 대한 선행연구 ··················· 12
• 제 3 절 소비자의 구매동기에 대한 이론적 고찰············ 15
• 1. 구매동기의 개념적 정의 ···················· 15
• 2. 소비자의 구매동기에 대한 선행연구 ···············16
• 제 3 장 연구 가설 및 실험 설계 ················ 20
• 제 1 절 가설 설정 ························· 20
• 제 2 절 실험 설계 ························· 24
• 1. 연구 대상 ···························24
• 2. 변수의 조작적 정의 ······················ 24
• 2-1. 독립 변수에 대한 조작적 정의 ··············· 24
• 2-2. 종속 변수에 대한 조작적 정의 ··············· 27
• 3. 실험 절차 ···························27
• 제 4장 연구 결과 ······················ 28
• 제 1 절 표본의 구성 및 인구통계학적 특성 ············· 28
• 제 2 절 실험의 조작 점검 ····················· 29
• 1.시간적 거리에 대한 조작 점검·················· 29
• 2.메시지 프레이밍에 대한 조작 점검 ················29
• 3.구매동기에 대한 조작 점검 ··················· 31
• 제 3 절 결과 분석 ························· 33
• 1. 제품에 대한 태도 ······················· 33
• 2. 제품에 대한 구매의도 ····················· 37
• 제 5 장 논의 ························ 41
• 제1 절 연구 결과의 요약 ······················ 41
• 제 2 절 연구의 시사점 및 한계점 ·················· 42
• 참고 문헌 ···························44
• 부록 : 설문지 ························ 50
• ABSTRACT····························62
• 연구 윤리서약 ························ 64