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논문 기본 정보

자료유형
학술저널
저자정보
(제주대학교)
저널정보
한국인터넷전자상거래학회 인터넷전자상거래연구 인터넷전자상거래연구 제16권 제1호
발행연도
수록면
285 - 309 (25page)

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초록· 키워드

The purpose of study is to apply the concept of heuristic to marketing and to practically investigate determinants of heuristic activities according to different types of heuristics, and behavioral intention in wine purchasing. This study theoretically analyzed the relationship between behavioral intention and the determinants of heuristic activities, and types of heuristic in the wine brand choice. Specifically the finding indicate that the determinants of heuristic, e.g. , brand, social proof, subjective norm have positive effect on heuristics as hypothesized. This study analyzed availability heuristic is positively related to social proof, subjective norm, but representativeness heuristic is positively related to brand, social proof anchoring and adjustment heuristic positive responses to subjective norm. also the different types of heuristic is positively related to behavioral intention. This study provides theoretical and managerial implications. It is important to provide useful information to heuristic activities and give the power of decision to customer. As for the summary of this study’s outcomes, we should broaden the heuristic variable takes an important role in customer behavior.
#Brand #Social Proof #Subjective Norm #Availability Heuristic #Representativeness Heuristic #Anchoring and Adjustment Heuristic #Behavioral Intention
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목차

  1. Abstract
  2. Ⅰ. 서론
  3. Ⅱ. 이론적 배경 및 가설
  4. Ⅲ. 연구 설계 및 방법
  5. Ⅳ. 실증분석
  6. Ⅴ. 결론 및 시사점
  7. 참고문헌

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UCI(KEPA) : I410-ECN-0101-2016-326-002661001