Customer is using extrinsic product information cues to product choice or Quality awareness because of lack of objective evaluation ability. The evaluation of these extrinsic information cues is influenced on the product features or customer characters. So, this study is trying to verify that the importance of extrinsic product information cues is different from the lifestyle, one of customer's psychological factors. The results are as follows. The evaluation of all of extrinsic information cues is significantly different from 3 lifestyle groups. Rationalism seeking group and conservatism seeking group are much more favorable to the capacity and price, among 5 extrinsic information cues. It means that these two lifestyle group are weighting on the intrinsic attribute in the time of choosing product or judging quality. On the other hand, progressivism seeking group is much more favorable to the brand, product design, and advertising model, among 5 extrinsic information cues. It shows that this type of lifestyle takes a serious view of the symbolic and external factors in the time of choosing product or judging quality.
1. 서론
2. 연구의 이론적 고찰
3. 실증연구설계
4. 실증연구결과
5. 결론
참고문헌
Summary
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