브랜드애착과 브랜드태도상황에서 남녀 소비자의 브랜드전환의도 연구

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구의 배경 및 문제제기 1
• 제 2 절 연구방법 및 절차 6
• 제 2 장 이론적 배경 7
• 제 1 절 정보의 방향성과 인지부조화 감소 7
• 1. 정보의 방향성과 선호불일치 정보 7
• 2. 부정적 불일치 정보로 인한 인지부조화 의 정의 및 원인 11
• 3. 인지부조화 감소행위 13
• 제 2 절 정보처리의 이중모형(내적 감정처리와 외적 인지처리) 15
• 제 3 절 비(非) 선택대안에 대한 애착 18
• 1. 선택대안에 대한 후회와 실망 18
• 2. 비(非) 선택대안 애착 20
• 제 4 절 브랜드 애착과 브랜드 태도 22
• 1. 선호의 강도와 정보처리 22
• 2. 애착의 심리학적 개념 23
• 3. 심리적 애착의 확장 27
• 4. 브랜드 애착 정의 28
• 5. 브랜드 애착의 구성요소 30
• 6. 브랜드 애착과 브랜드 태도 구분 33
• 제 5 절 남녀의 차이 36
• 1. 남녀 차이의 근본 이유 36
• 2. 감성적이고 세심한여자 vs 이성적이며 자기주장이 강한남성 40
• 3. 여자들의 애착성향 및 관계중시성향 41
• 4. 소비자행동과 성차 44
• 5. 정보처리의 성차 47
• 6. 온라인환경에서의 소비자행동 및 정보처리의 성차 49
• 제 3 장 가설 설정 52
• 제 1 절 가설 설정 52
• 1. 브랜드 선호상황에 따른 브랜드 전환의도의 차이 52
• 2. 브랜드 선호 상황과 성별의 상호작용에 의한 브랜드 전환의도의 차이 54
• 제 4 장 연구 조사 방법 59
• 제 1 절 연구1(브랜드 선호상황과 성별의 상호작용) 59
• 1. 설문지구성 및 변수의 조작화 59
• 2. 연구설계 및 실험절차 60
• 3. 가설검증 및 결과 63
• 4. 연구1 논의 69
• 제 2 절 연구2(제품의 다양성에 의한 연구) 71
• 1. 연구설계 및 실험절차 71
• 2. 가설검정 및 연구결과 73
• 3. 연구2 논의 77
• 제 3 절 연구3(부정적 불일치 정보유형에 의한 연구) 79
• 1. 가설설정 79
• 2. 연구설계 및 실험절차 83
• 3. 가설검증 및 연구결과 84
• 4. 연구3 논의 90
• 제 5 장 결론 92
• 제 1 절 연구결과 종합 및 토의 92
• 제 2 절 연구의 시사점 100
• 제 3 절 연구의 한계점 및 향후 연구과제 108
• 참고 문헌 110
• Abstract 148
• 설문지 151

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