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학술저널

統合的 模型設計를 위한 製品關與의 本質糾明에 관한 硏究

The Conceptualization of Product Involvement for Intergrzated Model Design

The conceptualization and scaling of involvement has been of interest to consumer researchers since the concept’s introduction to consumer behavior almost three decades age. Though involvement has recently become a central issue to consumer researchers, substantial confusions exist as to its nature. Thus before involvement can be fruitfully investigated, researchers should reach some agreement as to the nature of this construct. In light of the need to clarify the product involvement concept, this paper will present a framework for integrating the diverse definitions of product involvement. Therefore the purposes of this paper are to integrate diverse definitions of the involvement construct and to present future direction for the product involvement research. The findings of this paper are as follows. ① Over the past 20 years, many different definitions of involvement have been proposed. However, most agree that involvement refers to consumers’ subjective perception of the personal relevance of an object, activity, or situation. Although many conceptualization of involvement has been offered, an examination of the definitions indicates the crux of involvement is personal relevance. ② Since involvement is a hypothetical construct, it cannot be directly measured. It can only be inferred from the presence or absence and intensity of its alleged determinants or antecedents. The operational question is to identify these antecedents of involvement. ③ Future study will address the dimensionality of involvement. The involvement concept appears to be both multidimensional and multifaceted where the definition and method of operationalizing often varies from one application to another. The reason for the diverse definition and measures of involvement are perhaps due to the different applications of the term “involvement”. We should be review Laurent and Kaferer’s Involvement Profile/Zaichkowsky’s PII Scale in terms of the integration of involvement measures. ④ The terms “high-involvement product and low-involvement product” are improper. Marketing researchers often have treated involvement as a dichotomy, either high or low, but this is not really appropriate. Consumers’ involvement actually varies along a continuum from very low, through moderate levels, to high levels. ⑤ I point that Laurent and Kapferer do not adress the question of whether their facets(profiles) reflect product-class involvement or brand-choice involvement or both. Future research for elaborate the involvement profiles is to develop and empirically test the measures of each of the involvement profiles separately for product-class and brand-choice involvement.

Ⅰ. 序論

Ⅱ. 關與槪念의 理論的 背景

Ⅲ. 關與의 槪念規定에 관한 再檢討

Ⅳ. 接近方法에 의한 關與槪念의 類型化

Ⅴ. 統合的 模型設計를 위한 製品關與의 本質糾明

Ⅵ. 結論

參考文獻

SUMMARY

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