상품옵션 선택이 소비자 구매선택에 미치는 영향연구

Select this option to purchase consumer goods Influence: Customers who purchase cars

This study intends to investigate the effect of option framing and its balancing role for car-buyers and how it can affect the optional decision of customers' in a product-buying situation. The specific purpose of this study is as follows. It verifies the distinctive effect of option framing on car-buyers who are not in a situation of adding or removing its product option, but, in a situation of choices that which the level of the product option should be adjusted. This study sets the hypothesis that has a purpose the experimental results of this study on the newly found points can be summarized as follows: Framing table option from previous studies of the differential effect of the optional addition / deletion of decision situations, as well as options in the selection conditions should determine the level of significant. Results show that For car buyers, Compared to additive framing options in the case of option framing cuts even more premium option is selected.