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ISSN : 1229-8778
This study examined the effect of common attributes on consumer judgment and choice. Common attributes were defined as the identical attributes shared among brands and unique attributes as differential attributes from one another. In this study, unique attributes were manipulated to have good-good attributes or good-bad attributes and then one of the attributes had primary importance or both attributes had similar importance. To find out the effect of adding common attributes to the alternatives, a preference judgment and choice were examined. The results showed that common attributes had an effect on consumer judgment and choice, in contrast with the normative view of decision making that attributes shared by alternatives in the choice set are canceled in the process of choice.
The author intended to understand the psychological dynamics of individual consumer in the continuous buyer-seller relationship emphasizing the importance of relationship commitment. For this, the current study established and empirically examined the conceptual model of multidimensional relationship commitment(affective, calculus, normative). Three different commitment was theorized to mediate differentially the relationship between the relationship outcome determinants(trust, closeness, self-disclosure, relationship attractiveness) and relational behavioral intentions(intention to stay, tolerance with relationship recovery, intention to relationship growth). The study identified the multidimensionality of relationship commitment and the mediating role of the concept with AMOS analysis. The results mean that the buyer-seller relationship is the complex dynamic relationship. Finally, we discussed the role of commitment and the strategies of the commitment development, and suggested several further studies.
This study was designed to explore the expenditures of the visitors on a tourism festival. It was considered potential predictors that were the past visiting experience, duration time in the site, travel distance to the site, the purposes of the travel, travelling companions, and other demographic variables. Especially, two possible psychological mechanisms were focused that novelty or variety experience in the destination could have some mediating effects on the consumption influences of the past visiting experience and travel distance to the site, and the effects of duration time is based on compensation need for the psychological invests of the travelling. 325 visitors were surveyed in the exit of the 2001 World Festival for Islands Cultures that has been held in Jeju island. The results showed that the past visiting experience, duration time in the site, married condition, and sex are influencing on the expenditures. Additionally the visitors with the family did more expenditures than the visitors with friends. But it was not found that the predicted psychological mechanisms of the novelty experiences and psychological compensation is operating on the expenditures. In discussion, the authors have explained on the implications and the limitations of this study as well as the future studies.
The purpose of the current study was to investigate measurements and applications of customer satisfaction. A particular goal was empirical test that focus on methodological aspect of customer satisfaction concept. Practical methods, degree of attribute satisfaction(AS) and degree of overall satisfaction(OS) are measured and applied, were searched and suggested. Participants were 461 adults that dining at a family restaurant. The results showed that degree of overall satisfaction was keyword in the customer satisfaction research.
Recently, the studies of Netizens internet usage-behavior have been processed, however, there are still some parts which needs more systematic research. Those are that what netizens regard as important when they evaluate the website and how they evaluate it. Therefore, this study has been investigated that what kind of factors are composed of the website and which factor decides website attitude from the Netizens viewpoint. In addition to, it has been used comparative method with the website kinds and Netizens ages in the evaluation of the website which Netizens frequently access. As a result of web-survey given to 12,674 Netizens, Netizens value highly of stability regardless of website kinds. Next, when they evaluate the site for their convenience and knowledge, Netizens think much of information amount. But in contrast, the site for entertainment and communication, visual constitution above anything else. On the other hand, Netizens have positive opinions that their familiar website has much information, systematic visual constitution and much participation space as well, yet they have opinion that the site does not have related link list systematically and does not update recent list. Also, teens regard visual constitution as important, twenties information amount, above thirties participation space. But other ages except teens evaluate that these factors are not properly provided.