소비자 행동연구의 體係化를 위한 小考 : 특히 統合모델의 도입과 관련하여 with special relation to the introduction of Integrate Models = A Study for systemizing Consumer Behavior Research

다국어 초록 (Multilingual Abstract)

We can't think about consumers without essential recognition on consumer behavior. And we can't think about marketing without comprehensive understanding on consumers as well. Nowadys, in an era of high consumption, importance of marketing can't be overemphasized. CB analysis can be significant because
1. enterprises lack autonomy
2. consumers become sovereign interest group
3. consumer behavior can a sort of super-cultural behavior
4. consumer behavior is a problem-solving, rational effort
Traditional Consumer Behavior Models were:
1. too much intricate and difficult to explain easily
2. to be unacceptable even to the management.
Consumer Research should verify the validity of the integrate models by more empirical studies. Furthermore, Consumer Behavior Research should be analytical and of interdisciplinary approach as well. Availability of consumer behavior will be increased to the following fields and ways:
1. to systemize public policies,
2. to understand social marketing,
3. to understand the essence of planning in a democratic society.
From manager's viewpoint, consumer behavior can be available to
1. evaluate new market opportunity,
2. choose highly segmented market,
3. increase retailer's sales volume.
Levels of explanation & prediction in the Integrate Model are generally low except in the case of brand loyalty model, diffusion model, store patronage model, attitude change theory, new brand penetration model and so on.
some basic generalizations about consumer behavior:
1. Consumer Behavior is purposeful,
2. consumer Behavior is sovereign,
3. Consumer motivation and behavior can be understood through research,
4. consumer motivation and behavior can be influenced.
For systemizing Consumer Bahavior:
1. Models and theories should be used more extensively and intensively,
2. Research priorities should be identified,
3. Greater attention should be paid to important methodological considerations,
4. Typologies should be developed to allow generalization across types of decisions,
5. Information summary and retrieval systems should be developed,
6. Cross-cultural sensitivity should begin to pervade a field that has been predominately North American in orientation.

목차 (Table of Contents)

• 1. 問題의 所在
• 2. 연구의 새로운 인식대상
• 3. 연구의 중요성
• 4. 소비자 행동모델의 본질
• 5. 소비자 행동모델의 發展과정 및 問題点
• 6. 소비자 행동의 설명수준 및 그 評價
• 7. 소비자 행동의 예측수준 및 그 評價
• 8. 연구의 改善을 위한 몇가지 提言
• 9. 요약 및 결론
• 참고文獻