조절 성향, 선택 대안, 선택 제한 및 방식에 따른 의사 결정 과정에 관한 연구 : 프랜차이즈 가맹점을 중심으로

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• II. 이론적 배경
• 1. 조절 성향(regulation mode)
• 2. 선택 대안의 수(assortment size)
• 3. 선택 제한(option limitation)
• 4. 인지적 노력(cognitive effort)
• 5. 의사 결정 과정의 만족
• 6. 지불용의 가격(willingness to pay)
• 7. 조절 적합성(regulatory fits)
• Ⅲ. 연구방법
• 1. 실험설계 (1)
• 2. 실험설계 (2)
• Ⅳ. 실증분석
• 1. 조절 성향, 선택 제한, 선택 대안에서 각 집단의 인지적 노력
• 2. 조절 성향, 선택 제한, 선택 대안에서 각 집단의 선택에 대한 만족
• 3. 조절 성향, 선택 제한, 선택 대안에서 각 집단의 지불 의향가격
• 4. 조절 성향과 선택 방식에서 각 집단의 인지적 노력
• 5. 조절 성향과 선택 방식에서 각 집단의 지불용의 가격
• Ⅴ. 결론
• 1. 연구 결과 요약
• 2. 연구의 의의 및 시사점
• 3. 연구의 한계점 및 향후 연구 방향
• 참고문헌
• ABSTRACT

참고문헌 (Reference)

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