.png){kind=logo}
ISSN : 1229-8778
This study intends to explore and explain the differences in terms of online consumers' brand reliance by product types and product familiarity and to derive strategic implications for online businesses. Based upon the previous research on brand dependence, online environment characteristics, including multi-sensory weakness and availability of attribute information, and consumer uncertainty, the conceptual model was developed; and the corresponding hypotheses were established and empirically tested. In empirical study, the experimental method was carried out in a computer lab connected to the Internet. The subjects for the experiment were university students who can use the Internet. For experience goods, perfume, clothes, and dress were adopted; and for search goods, computer, walkman and VTR. The hypotheses were tested through the covariance structure analysis using the AMOS 3.61 computer program. The reason of the difference of brand reliance is that the availability of product attribute information cannot reduce multi-sensory weakness in the case of experience goods. In turn, in the case of search goods and consumers with high product familiarity, online multi-sensory weakness is not considered important in the purchase decision and information provided online makes comparison among alternatives easier, which eventually reduces consumer uncertainty and therefore, brand reliance.
(2003) 마케팅 활동, 사회적 상호작용, 플로우가 온라인 게임애호도와 구전에 미치는 영향에 관한 연구,
(2003) 소비자 브랜드 선택의 휴리스틱 접근에 대한 이해 광고연구,
(2003) 온라인 브랜드 공동체 의식이 브랜드 커뮤니티 동일시와 브랜드 태도에 미치는 영향에 관한 연구 ,
(2001) 웹 사이트 브랜드 자산의 선행요인에 관한 연구,
(2000) 웹 서비스품질이 사이버 브랜드 자산에 미치는 영향에 관한 연구,
(1999) LISREL에 의한 구조방정식모델, 도서출판 석정
(2002) 웹 특성변수가 웹 브랜드 자산 형성요인에 미치는 영향에 관한 연구 ,
(2002187-206) 인포미디어리의 사용과 브랜드가 온라인상에서 소비자 구매의도에 미치는 영향에 관한 연구 ,
(1996) 가상환경에서의 연결마케팅에 관한 연구, 서울대학교
(2000) AMOS를 이용한 구조방정식 모형과 경로분석, SPSS 아카데미
(1990) Consumer Evaluations of Brand Extensions Journal of Marketing,
(1997) Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces,
(1987) Dimensions of Consumer Expertise Journal of Consumer Research,
(1995) The Accident Superhighway: A Survey of the Internet,
(1991) A Strategic Analysis of Electronic Marketplaces,
(1960) Consumer Behavior as Risk Taking in Dynamic Marketing for a Changing World,
(1996) On the Road of Electronic Commerce: A Business Value Framework, Gaining Competitive Advantage & Some Research Issues, ,
(1988) The Role of Involvement in Attention and Comprehension Processes ,
(1996) The Rise of Electronic Communities,
(1967) The Sorting Rule Model of Consumer Product Evaluation Process in Risk Taking and Information Handling in Consumer Behavior Division of Research Graduate School of Business Adminstration, Harvard University
(1973) Free Competition and the Optimal Amount of Fraud Journal of Law and Economics,
(1994) Consumers' Use of Brand Name and Retailer Reputation as Signals of Product Quality Journal of Marketing, Marketing Universals
(1987) Competing on the Eight Dimensions of Quality,
(1982) Journal of Marketing,
(1986) Advertising and the Ambiguity of Product Experience Journal of Consumer Research,
(1989) Managing What Consumers Learn From Experience Journal of Marketing,
(1996) Marketing in Hypermedia Computer-Mediated Environment; Conceptual Foundations,
(1995) Commercial Scenarios for the Web: Opportunities and Challenges,
(1971) Brand Name and Product Composition Characteristics as Determinants of Perceived Quality Journal of Applied Psychology,
(1993) Journal of Marketing,
(1987200-213) Effects of Quality and Quantity of Information on Decision Effectiveness Journal of Consumer Research,
(1994) Competitive Interference Effects in Consumer Memory for Advertising The Role of Brand Familiarity Journal of Marketing,
(1993) An Alternative Consequence of Ad-Evoked Affect Journal of Marketing,
(1981) Toward a Cognitive Structure Conceptualization of Product Familiarity Advances in Consumer Research,
(1997) Consumer Information Search Revisited: Theory and Empirical Analysis,
(1991) A Test of service Marketing Theory Journal of Marketing,
(1974) Advertising as Information Journal of Political Economy,
(1972) Cue Utilization in the Quality Perception Process A Cognitive Model and an Empirical Test, Purdue University
(1973) Price as an Informational Cue Effects on Product Evaluations Working Series in Marketing Research College of Business Adminstration, The Pennsylvania State University
(1995) Associative and Rule-Based Accounts of Cue Interaction in Contingency Judgement, ,
(1988) The Moderating Effect of Prior Knowledge on Cue Utilization In Product Evaluations Journal of Consumer Research,
(1997) Intermediaries and Cybermediaries: A Continuing Role for Mediating Players in the Electronic Marketplace,
(1988) The Relationship Between Prior Brand Knowledge and Information Acquisition Order Journal of Consumer Research,
(1986) Electronic Mail in Organizational Communications,
(1989) Journal of Consumer Research,
(2000) Consumer Learning and Brand Equity,
(1985) Communication Effects of Advertising versus Direct Experience When both Search and Experience Attributes are Present Journal of Consumer Research,
(1988) Consumer Perceptions of Price Quality and Value; A Means-End Model and Synthesis of Evidence Journal of Marketing,
(1994) The Design of Future Telematic Systems for Private Customers,
(1994) The Design of Future Telematic Systems for Private Customers,