영리 기업과 사회적 기업이 강조해야 할 광고 소구점의 차이가 소비자의 구매의향에 미치는 영향에 관한 연구

목차 (Table of Contents)

• 요약
• 1. 서론
• 2. 이론적 배경 및 가설의 설정
• 1) 소비자 구매동기의 유형: 개인적 가치와 사회적 가치
• 2) 기업의 유형 (영리 기업 대 사회적 기업)이 소비자의 구매 동기에 미치는 영향
• 3) 소비가치에 대한 기대수준이 구매의향에 미치는 영향
• 3. 사전조사
• 1) 실험 방법
• 2) 사전조사 결과
• 3) 사전조사 결과
• 4. 본 실험
• 1) 실험 방법
• 2) 실험 결과
• 3) 가설의 검증
• 5. 결론
• 1) 연구의 요약 및 시사점
• 2) 연구의 한계 및 후속 연구방향
• 참고문헌
• Abstract

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