상표선택단계에서의 다양성추구자가 고려상표군 형성단계에서도 다양성추구소비자인가 ?

다국어 초록 (Multilingual Abstract)

In this paper, we investigate the relationship of variety-seeking tendency between brand choice and consideration set formation stages. Although it is well known that variety-seeking tendency is an important factor in brand choice behavior, not much has been done on its relationship in two-stage choice process. Using simulated panel data, we propose the typology which we are able to categorize the characteristics of variety-seeking tendency in consideration set formation, and examine the consistency of variety-seeking tendency in two-stage choice process. We also address the behavioral patterns between variety-seeking in the stage of consideration set and brand switching in the choice stage. Our empirical results show that each type of variety-seeking tendency in consideration set formation leads to different brand choice behavior. Based on these findings, we discuss theoretical and managerial implications.