기억에 근거한 판단과 구매 의도 간의 구조적 관계에 관한 연구 = 소비자들의 관여도와 사전지식 수준에 따른 기억과 판단 효과

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the structural relationships between ‘memory-based judgements’ and ‘purchase intention’ according to the varying level of product involvement and knowledge. For this, this study conducted experimental research. Based upon the previous research, ‘memory-based judgments’ are classified into four categories: ‘Global product judgment,’ ‘Global advertising judgment,’ ‘Discrete product judgment’ and ‘Discrete advertising judgment.’
According to hypothesis test results, in the high involvement and high knowledge conditions, Discrete product judgement influences more dominantly purchase intention than Global product judgement. And Global judgements exert stronger influence on purchase intention than Discrete judgements in the low knowledge condition whereas Discrete judgements have more impact on purchase intention than Global judgement in the low involvement condition. These findings are found to be consistent with in the prior studies.
In addition, Discrete product judgement play a more significant role in building purchase intention in the high involvement and high knowledge conditions than in the low involvement and low knowledge conditions. On the other hand, Discrete ad judgement have more stronger impact on purchase intention in the low involvement and low knowledge conditions than in the high involvement and high knowledge conditions.

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