사고방식에 따른 호텔 등급의 고착적 편견이 이용의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

In recently year, the environment of the management is complicated and the uncertainty of the information is increased. So, customer is decision-making based on easy to learn information. Therefore, This study examined 1) the difference in the willingness of potential customers to use hotels depending on different visual information(differently graded hotels) and anchoring bias(Anchoring Effect) and 2)adjustment effects of Thinking Style. The analysis of data resulted in the following findings: 1) High graded hotel is favored more by potential customers than low graded one, proving the anchoring effect; 2) The adjustment effects of customers’ thinking style is also supported. That is, the high grade of hotels is not affect the willingness of customers to use them. But, the law grades of hotels affect more susceptible analytic thinker than holistic thinker. Unlike existing studies on anchoring effect, this study applies it to the service industry like hotel business, and can provide theoretical and practical hints to marketing communication plan. This study consider the factor of consumer``s perception that perceived customer(anchoring bias), perceived situation(thinking style), perceived target(hotel grades), so that reveal the more influenced factors of consumer decision-making process. This study’s result will provide theoretical and practical implication on the marketing communication plan.

참고문헌 (Reference)

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