| 소비자의 내적 정보량과 구매전 탐색이 구매후 만족에 미치는 영향 - 컴퓨터 구매행동을 중심으로 - |
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| 서울대학교 소비자학과 |
| The Effects of Internal Information and Prepurchase Search on Consumer Satisfaction -Focus on Purchasing Computer- |
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| ABSTRACT |
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The purpose of this study is to examine the effects of the extent of information search on consumer satisfaction and to provide, ultimatly, effective consumer search for consumer satisfaction. Data for this study were collected from 452 computer purchasers who living in Seoul. This study has focused on new computer purchasers. The amount of internal information was measured by three categories, such as the number of computer purchase, the frequency, duration of computer use and the degree of computer education. In addition, the amount of prepurchase search was measured by threecategories, such as neutral information, commercial information and private information. The research results shows that the variables affecting on the level of consumer satisfaction are objective search, the degree of computer education, the frequency and duration of computer use, the number of computer purchase. Meanwhile, commercial information search and private information search are not significant affecting variables on the level of consumer satisfaction. |
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