"no","issn","year","abstract"
"1","1229456X","2003","ٷ ̸  ȭ  귣ȭ ߽ ð  ٽ  εǾ װ ȯ, α    ȭŲٴ    а ǹڵ  û    ȵǰ Ǿ.   ̷  ݱ а踦     ŻϿ  ̷ ʿ伺 ϴ  ִ.   ÿ 屸 ߽ Ǿ Ѵٴ  Ÿ  ϰ     Һ 屸 ְϰ ùٸ  Ұϰ Ѵٴ  Ͽ. ̷  ̷  п   ȿϴٴ  ϰ 濵ڵ     濵  ϴ  ٶϴٴ  Ͽ."
"2","1229456X","2013","ֱ  Ʈ ̿ȯ濡 īī   νƮ ޽( MIM ) ̿  ϰ ִ.  濵 Ư MIM  ̿  ȿ ָϰ ִ. üδ ̿ڼ ԰ Ʈũ ȿ Ʈũ ܺμ ̿ǻ 踦 Ǹ鼭,   Ÿ Ʈũ ܺμ  ȿ ǰ ִ.   ȿ S-O-R  ԰ؼ Ʈũ ܺμ  ȣۿ뼺   ̿ǻ  Ǵ  Ű Ͽ. ݸ Ʈũ ܺμ  ȿ   Ű  ̿ǻ ҷ Ͽ.   ȣۿ뼺    κ ٿ ̶  Ͽ. 濵 Ʈũ ܺμ  Űȿ иϰ  Ͽ.  ȸ 񱳸  м Ʈũ ܺμ ̿ǻ翡  ڱ ,    ȣۿ뼺  ȿ Ȯ  ־. ݸ     Űȿ Ȯ ߴ. ̷ 濵õ ߽ ̷ǹ û   濵 ǵǰ ִ."
"3","1229456X","2013"," 濵 ̹  Ͽ ̽, Ʈ, ũ α   SNS  Ŀ´̼ äη ̿ϴ ,  ǥϴ SNSڿ ְ濵(CEO) Ͽ ̹  ڱ ġ мϿ. ̹  򰡰  SNSü  ٸ Ÿ 캸Ұ, ̿ڵ ̹ ϴ  ־ ڱ,   ɸ  ڱ ġ ׸ ̵鰣 踦 ȸ (social presence)̶  Ͽ Ͽ. ̸ Ͽ  ̽ ̿ڵ  ¶  ǽϿ. ڱع  ȸ Ȱ  Ͽ ۼǾ,  ǥϴ SNS(ڸ ) ְ濵( ǥ̻  ) ̿Ͽ Ͽ. 濵 ÿ ϸ,  SNSü SNS 쿡 Ͽ ְ濵(CEO) , ̿ڵ ̹  ȣ Ͽ.  ̷ ڱݿ ־ ڱֿ  谡   Ͽµ, ڱְ     ڱְ    쿡 ̷ ȿ ߻ϴ  Ÿ.  SNSü ȸ 簨  ̹ ڱ ġ  Ÿ. ̸   ̹   SNS Կ ־  ȿ ǻ   ֵ û ϰ ļ 濵   Ѵ."
"4","1229456X","2013","ֱ ޼ӵ Ȯǰ ִ Ҽȹ̵ ϳ ܱⰣ  ƴ϶ Ʈ ô ٽ  ǰ ִ. Ư  о߿ ־ ڵ Ҽȹ̵    ũ.   ڷ̳ Ź   ü  ó Ϲ ޽ ޿ Ͽ Һڵ  ̻ ŷ ʱ ̴.  ģ ذ ߽ ϴ Ҽȹ̵  ڵ ߽ϴ    ŷ  ִٴ   Ҽȹ̵   Ȱ  ָ ް ִ ̴. ׷ Ҽȹ̵    ̿Ǳ ؼ Ҽȹ̵ ̿ϴ ̿ڵ鿡   Ȯ ذ ʿϴ. Ҽȹ̵ ϴ ̿ڵ κ ̿뵿Ⱑ ȸ Ⱑ   ˷ ִ. ̷ ̿ڵ ⿡ ߷   ִ  ̿ڵ ̿뵿  ִ     ̶ ̴. ̰ ̿ڵ   ڵ  ¿ Ͽ ̿ڵ ũ    ɼ ִٴ  ǹѴ.  ڵ Ҽȹ̵ ÿ Ȱϱ ؼ ̿ڵ ̿뵿 ̿¸ ľϿ  ϴ  ʿ ̴. 濵 Ҽȹ̵ ̿뵿⸦ پ  ٷ , ̿뵿⸦ ܼ ϴ  ġ ִ. ̷ ̿뵿⿡  濵 ̿뵿  Ű ļӰ濵    ִ.  Ҽȹ̵  Ȱ ׿ ϴ 濵 Ƿ  Ҽȹ̵ ̿뵿⸦ üȭϴ ۾ ʿϴ. ̷  Ͽ  濵 Ҽȹ̵ ̿뵿⸦ 濵 Ͽ Ͽ ü зغ, ̷ ̿뵿⿡  üȭ ǥǿ Ʈ  м̶  濵 Ͽ  Ͽ."
"5","1229456X","2013"," 濵 ֱ Һڵ SNS ̿ ϰ ִ Ȳ  ͳݰ ٸ Ư  SNS ȯ濡 ȣۿ  Ͼ ľϰ Ͽ. üδ Һڰ ȣۿ Һ- ȣۿ뿡 ڱ ִ   ľϰ ȣۿ e-WOM ġ ڱݿ     ȸ ں ΰ  Ư  Ͽ. ȸ ں ߰ ȸ ں  ȸ ں,  Ư   񼺰   üȭϿ ȣۿ뿡 ġ ڱݿ  ˾ƺ Ͽ.  濵 ͳ Ŀ´Ƽ SNS   ʰ 濵 ϰų SNS ̿    ٷ  ݸ  濵   Ȱ  SNS ȯ濡 Һ ȣۿ뿡 ڱ ִ   Ư  ̰   ˾ƺ Ѵ. 濵  Һڰ ȣۿ뿡 ڱ ġ ȸ ں  ߰ ȸ ں Ÿ  濵 ÿʹ ޸  ȸ ں Һڰ ȣۿ뿡  ڱ  ϴ  Ÿ.  ߰ ȸ ں ڱ  ȸ ں ڱݺ  ū   SNS ȯ濡 ߰ ȸ ں ߿伺    ־. Һ- ȣۿ뿡  ,     ڱ ġ  Ÿ SNS ̿ ⿡   ߰  ־.  ⸦  SNS ̿ϴ ҺڿԴ  ߿ϸ PC  SNS ̿ϴ ҺڿԴ   ߿  Ÿ. Һ- ȣۿ Һڰ ȣۿ뿡  ڱ ָ   ȣۿ  e-WOM  ڱ ִ  Ÿ.  濵 SNS ߻ϴ ȣۿ Һڰ, Һ- ȣۿ  캼  ־ SNS ȯ濡 ߰ ȸ ں  ũ  ⿡  ߿  Ư  ٸ Ÿ  ִٴ  ϰ ִ. ̸   ͳ Ŀ´Ƽʹ ٸ SNS ̿ Ư ⿡     ޶ ʿ䰡  ϰ ִ."
"6","1229456X","2013","ֱٿ ҼȳƮũ(social network) ̿ ҼȰ Ȱ ִ. ҼȰ ҼȳƮũ(SNS)󿡼  Ͻ   ƴ϶, Һڵ ൿ 濵  ִ  ̴.  濵 ҼȰӿ  ̿븸 ڱ ġ ΰ  ÿ ϰ Ͽ.  ҼȰ ð濵 ,  ¶ΰӰ PC 𵨵 ״ ݿϿ 濵 Ǿ. ׷ ֱ  ҼȰ ̿뿡   ؼϰ ϴµ Ѱ踦  Դ.  濵 ΰ ߿ ־ ҼȰ    ִ ÿ Ͽ, ÿ  ǹ̰ ִ ̿ Ӿ Ÿ ߴ. Ư ҼȰ ÿ  , ǿ ÿܿ ҼȰ̶ Ư ݿ ȸ ú Ͽ. , ȸ̷(social network theory) 迬(bridging) (bonding)   Ͽ. ҼȰ  498    ͸ м   , ſ, ðȰ, 迬,   ú ̿븸  ڱ ġ  Ÿ.  ̿븸  ̿ǵ Ӿ ǵ  ڱ ƴ. ̷ 濵ô ҼȰ ̿ϴ Һڸ ϴ      ƴ϶, Ҽ ӾüԵ  û ϰ ִ."
"7","1229456X","2013","ͳ   ݱ  о߿ Ҽ ̵  پ 濵 Ǿ  ұϰ  о 濵 帧  м 濵 ſ ϴ.    Ҽ ̵  濵 ݱ   ı ؼ ˷ ٰ   ̴. ̿  濵 ȸ м ٰ  ֿ  ȸ  Ҽ ̵ 濵  ľν  о   мϿ. м ,  󵵺м    濵  ¶ Ŀ´Ƽ, 귣 Ŀ´Ƽ, α ȮϿ.  ߽ɼ м ÿ    Բ 濵Ǿ ߽ɼ    ¶ Ŀ´Ƽ 귣 Ŀ´Ƽ, ȣۿ̸, Ҽ ̵ õ 濵  Ȯ强   پ 濵 ϰ ϴ  ¶ Ŀ´Ƽ, 귣 Ŀ´Ƽ, α, ȣۿ, Ͻ, 귣漺, , Ÿ   мǾ.  Ҽ ̵ 濵  ν 濵  ϰ ϴ Ű߽ɼ   ¶ Ŀ´Ƽ, SNS, 귣 Ŀ´Ƽ, α׷ Ÿ.   м ÿ Բ 濵    踦   濵   ľϿ.  ̷ м ø   濵 츮   Ҽ ̵ 濵  ư  Ͽ."
"8","1229456X","2013"," 濵 SNS  ȿ ־   Ȯ ɼ Ʈũ   ȸ ڱݷ¿ ָϿ. ü SNS  Ȯ ޵ () ȸ ڱݷ¿  ڱ ġ  мϰ, ޵      ȿ ̵  ȸ ڱݷ   ڱ ġ Ͽ. м ,   Ȯ꿡 ̿ (ڱ ǥ, ,  ߱)  µ, SNS  󵵰 ڱ ġ  Ÿ, ޵   ȸ ڱݷ   ߱ ̿뵿Ⱑ ٽ ڱ ġ  ȮεǾ. ư ޵       ȿ ־, ȸ ڱݷ ϴ ؿ   ȿ Ÿ Ͽ.  , ü ̵ ȸ ڱݷ     ܿ Ͽ Ÿο  ޵ ()     ȿ( 뼺,  , ߰  Ž ǵ) Ÿ ȮϿ.   濵 SNS ̵ Ư ȰϿ  Ǿ   ΰ, SNS  ȿ ־   Ȯ Ȯ  ȸ ڱݷ  ߴٴµ ǰ ִ. ư  ̵μ SNS ȰԿ ־ ߿ Һ Ư ڱ  ν,  ÿ ǹ û    Ѵ."
"9","1229456X","2013","ǰ   ųƮũ   Ŀ´̼ Ʈũ  Ͽ Ѵ.  濵 Ŀ´̼ Ʈũ ųƮ  ȣ Ͽ, Ŀ´̼ Ʈũ   ߾Ӽ ߾Ӽ ٸ  Ͽ Ư ǰ , Կ ־ 󸶳 ڱ ִ ׸  · ڱ ִ   ٺ ȸͽöθ(MARS) Ͽ  Ͽ. MARS , ߾Ӽ ߾Ӽ  ǰ Ȯ  ڱ  شٴ , Ȯ  ߾Ӽ ߾Ӽ ȿ  ϴٴ , ׸ Ȯ ִȭŰ ߾Ӽ ߾Ӽ   Ѵٴ  ߰Ͽ."
"10","1229456X","2013"," 濵  ٸ   ϴ ڰ Ĺ  ǰ  Ŵ  پ α Ͽ  ޶ Ͽ. ̸ ,  ȭ (vertical differentiation model) ϰ    α Ͽ   ϸ ǰ ϴ ڵ  ̷а濵 мϿ. м ,  濵鿡  õ õ ٸ ̷ο õ Ǿ. ù°,     ҸŻ  ǸŵǴ α ǰذ ҸŻ ġ ʰ  ǸŵǴ α ǰ   ݸ,    Ÿ ϴ  ҸŻ  ǸŵǴ 쿡  ǰ ҸŻ ġ ʰ  ǸŵǴ α ǰؿ   åǸ   ǰ ̰ ٸ  α鿡  ϰ ȴ. ̷ ô  ҸŻ 簡    鰣 ǰ 쿡 ǰذ ڱ ġ Ұ ܼ  ҸŻ 簡 ƴ ҸŻ鰣  ش. °, ڰ ޸ Ĺ 쿡  ü  Ÿ Ǹϴ  ҸŻ   ν   ҸŻ   Ǹϴ αӸ ƴ϶  ҸŻ    Ǹϴ αٵ    ø ȴ. °, Ĺ (response) (foresight)ϴ   ǰ  , Ĺ  ٸ ü 쿡 Ĺ ǰغ  ǰ  ν      ִ ݸ. Ĺ ҸŻ 쿡  ǰ ҸŻ  귣 ǰغ  åν      ִ. °,   ǰ  Ĺ    ִ ɷ ġ(value) Ĺ  ٸ ü 캸 ҸŻ 쿡 ξ ũ. ̷ õ  濵ǹڵ鿡 ϴ û Ͽ."
"11","1229456X","2013"," 濵 Һ  ൿ  ν  ൿ 󸶳 ٸ  ִ     ݼ   񱳸   Ͽ.  52 Һڵ νĿ  㸶ÿ ô ϰǰ Ŀٶ ̰ ִ  Ÿ. ־, ħ,  ſ  縶  Ÿ  忡 Һڵ  ν ͺ ο   ξ  ϰ,  ݿ   پ  ־ٴ ̴.      ߰Ͽ. ù°, 忡 Һڰ   ƾ߸ ų ΰǴ ͵ ִµ, Ư    ҵ ̿ شȴ. °, 忡   귣庰 ݿ ؼ   ľϰ  Һڵ ݿ   忡 ũ پ. °,   ٸ Һ     ϸ鼭 ǿ ߱ 찡 Ҵ. °,    ִ ǰ ߰   ̴ Һڸ   Ͽ, ̵ ϰ ִ  Ѽ ̴µ ڱ ġ 찡 Ҵ.  Һڵ   ߿伺  νϰ ִ ħ   忡 ɿ ؼ ˾ƺµ  ð  ʴ  ־. ̴    忡 ѷ  ʰ 鵵 ˱   ʴ 찡 Ƽ Һڰ Ǵϱ  ̴. ̿  ɿ   ``귣 ̸`` ġϰų(ħ) ΰ ɿ   ٲٰų(),  ϱ⵵ Ͽ. ׷ Ȥ   ɲ ɿ   ִ   쿡     ߽õǴ ÿ ``  ``̳ `` ȣ`` ü ߿ ׿ ԵǾ.  濵 縶ô Һڵ ൿ Һڰ νϴ ൿ ߽θ Ѵٴ  󸶳 ̰ Ȯ  ִ  ش. Һڵ ǵ ʰ ǰ ٸ ϰ ִ  ʹ , ڽ ȣѴٰ  ͵鵵   Ȳ 󸶵 ؾų ٲ  ִ ̴.  ڿ  忡    ǽϰ   ϴ ׶  κζ ν Һ         ̴. "
"12","1229456X","2013","ȭ ǰ Ϲݻǰ ޸    ΰ   Ǹϴ  (sequential distribution)   찡 .    ȭ Һڵ鿡  ٸ  Ͽ  شȭϴ ȿ , ̷ ä   ȭ  ä  ä  Ⱓ  Ͽ  ä Ÿ  Ű  ߿ϴ. ȭ  κ /DVD,   ä   Ⱓ ѿ  ͱ ѿ, ֱ 10Ⱓ  Ȯ ҹٿε  ҵǾ. ׿ Ҿ ͳ, IPTV, Ʈ  ο äε þ鼭 ο    ʿ伺 εǰ ִ.  濵  ҹ ο ä  ݿϿ ȭ  شȭϱ  ȭ ä 濵ϴ ̴. ̸   äε鿡  Һ ø  äε      ġ ڱ мϿ. 忡 ȭ뱸  ڱ ġ ҹ ȿ ä    ʾҴ.  ȭ  ȣ  Һڵ ä ÿ    ʾҴ.  濵 ҹ ٿε ħؿ ȭ ȣ ȿ ν   ä    Ͽ.  ҹ õ Ǵ ü Ȧ  ߰, ҹ õ  ɼ   ü մ  ̾. ̴  äο ÿ ̾   ؾѴٴ   ġǴ ̴.   ͳ VOD ϸ ٸ ä  (cannibalization) ּȭϰ ü  7.5% ߰      ȴ. ̴ ҹ     Ӽ  ֱ ̴. ҹ  쿡 ͳ VOD 2 Ȧ鿡  4500 ̾ ̷ν 26.2%  ø    Ǿ.  ȭȣ  ȿ 鿡 ȣ  ȭ   ȭ Һ ݹΰ     ΰ  Ÿ.  ü ȭ Ǹŷ   ȣ ȭ  Ŭ,  ä   ݰ   ȴٰ   ִ."
"13","1229456X","2013"," ȸ å(CSR)  ȸ 䱸 ϱ   ڵ CSR Ȱ ϰ ִ. CSR Ȱ ȸ Ϳ ⿩ϴ  Ȯ,  Ϳ  Ǵ ؼ ǰ кϴ.  濵 CSR Ȱ   Ǵ  ϰ Ѵ. Ư, CSR Ȱ ̳ ġ  Ư  Һ  򰡿 CSR  ڱ ġ  ϰ, ؼ̷ Ͽ. 濵, Ư CSR Ȱ    ϴ Һڵ ؼ , Ȱȭ ε°  ش  CSR Ȱ  򰡿  ڱ , ׷  Һڵ 쿡 ߻ ε Ȱȭ  CSR Ȱ  򰡿  ڱ ƴ.   ؼ̷ CSR  濵 ν CSR  濵 ǳϰ Ͽٴ  ̷ ǰ ִ. , CSR  ڰ   Ǵ  Ͽٴ  ǹ û Ѵ. , ǥ    о߿ CSR Ȱ ġų, Һڵ鿡 ߻ ε ν CSR  򰡿  ڱ ĥ   Ͽٴ  ǹ ǰ ִ."
"14","1229456X","2013"," 濵 ڿ Ǹ  迡 Ŀ´̼ ú  濵̴. ݱ Ŀ´̼ ŷڳ ԰  ߽ɺ  ֺμ ҿ ѵǾ 濵Ǿ.  濵 Ŀ´̼ ߽ɺ Ͽ Ŀ´̼   ִ پ ú Žϰ    Ͽ  8  Ͽ.   Ͽ     踦 濵 Ͽ  300   縦 Ͽ. ȸͺм Ͽ     濵   8    Ͽ. Ŀ´̼ Թ, , ŷ, ׸  Ű  Ÿ.  Ŀ´̼ ȸ, ǥġ, Ұ, ׸  ҽŰ  Ÿ. м 鿡  濵 Ŀ´̼ پ ú ν Ŀ´̼ǿ  ظ ȮŴν  ü迡 Ͽ  Ŀ´̼ǿ  پ 濵 Ȯų  ִ ɼ Ͽ. ǹ 鿡  濵ø  Ͽ   ðڵ ׵    ʿ Ʈʵ 踦  ȿ̰ ȿ    ̴."
"15","1229456X","2013","Ǹ  ڼ μƼ갡  ް ,   μƼ ڼ μƼ ȿ ϴ 濵  ̴. ̿  濵  μƼ  Һ  ġ ȿ     ޶ ˾ƺ Ͽ. Ư, Һ  ġ ڱ   Ͽ, Һ  , , ൿ  ,   ڿ  Һ -   Ͽ.  ϴ μƼ      ڿ  Һ -   ޶, -  Һ  (ڿ  µ) ൿ (ǵ) ġ ڱ 캸 Ͽ. 濵, μƼ     ڿ  ԰   ڱ   ƴ϶, μƼ       ڱ  Ȯ  ־. , ڿ  -  ڿ  µ  ڱ ġµ,  Ժٴ   ڱݷ ũ Ÿ. ƿ﷯ ڿ  µ    ش   ǵ Ű  Ÿ.   -  ߽, μƼ     Һ , , ൿ  ν,  μƼ     濵 ǳϰ Ͽٴ  ̷ ǰ ִ. ,  ǹڵ鿡    ǥ    μƼ꿡  ǹ û Ѵ."
"16","1229456X","2013","ȭ ǥ μ Һ  ϴ  ġ ġ ڱ ſ ũ. ׷ ұϰ ݱ ȭ ġ ̷  濵  ʾҰ, ׸ κ ̳    ͵̾.  濵   濵 ѵǾ ġ ̷  ؿ ϴ   Ѵ.  濵 ȭ   ڷḦ  ġ  ν,       ̴µ ġ ϴ ٽþ ÿ   ġ  ȿ ν ̻   ŵ  ִٴ ǹ û ϰ Ѵ.  濵 ٽ    ذ   ġ ڴ  ù   ڴ   ȭ ¼  ȭ Ͽ.    ȭ  Ը Ͽ    ƴ ڼͷ Ͽ.  ȭ ֺ  ϴ ӵ  ̿Ͽ Ͽ, ġ Ŭ   Ŀ鼭  ڼͷ  ڱ ĥ ̶  . 鰣 ΰ踦 ÿ мϱ  κм Ͽ, κм ܻ ϱ  ܰ輱ù  ȸͺм Ͽ. 濵,    ̴  Ÿ Ŀ 12    ڱݷ   Ÿ.    и     ڱ ġ,   ġ         ڱ ġ  ȮεǾ. ,       ġ ũٴ  Ǹ鼭   ؿ ġ ̷  ؿ   . üδ       ġ ڱݺ   ġ    ġ ڱ  ū Ͱ,    ̴  δ ġ ũ Ͽ     ڱ ġ  ȮϿ.  濵 ġ ̷ ȭ  ؿ ν ġ ̷ ȮϿ  ƴ϶  濵   ʾҴ  ù ָ , ¼ , ڼͷ   ν ȭ  ο  濵  Ȯϴ  ⿩ϰ ִ. ,  濵 ô ȭ  ǹڵ鿡 ȭ (expectation management)  پ û ϰ ִ."
"17","1229456X","2013","ൿ Ű    پȭϸ鼭, ֱ ൿ  ϱ    ȰϷ õ ݵǰ ִ.  ൿ   ȿ  μƼ  ⿡   ʿ ̴. Ư ڱݷ   ִ    Ȳ ׷     Ȳ Ǵ    ٸ  Ƿ   䰡 ʿ  ̴.  ݱ ൿ  ȿ  濵    Ȱϴ  μƼ긦  ݿ ʾ   ȰϿ ൿ ϱ   ǻ û ϴµ  ִٴ ̴. ̷ ǽĿ Ͽ,  濵   μƼ긦 ΰ  ̴  ൿ мν ൿ ϴµ ȿ  μƼ ¸ Ըϰ ִ. Ư ڱݷ   ִ    Ȳ ׷     Ȳ ȭϿ  ø ν ͸  û Ͽ.  濵 ֿ丶ô  : (1)񽺾ü    Ϲ ǵ Һ  뼺  ൿϼ μƼ    ϴ  ϴ. (2) ൿ  ڱݷ ū ֵ (ڱ, influentials)ϼ μƼ   ϴ  ٶϴ. (3) ൿ  ڱݷ ū ֵ  ϴ  ڱݷ Ȳ ൿ    μƼ    ϴ  ٶϴ. (4) ൿ  ڱݷ ū ֵ  ϴ  ڱݷ Ȳ     ȴ. "
"18","1229456X","2013"," 濵 Khan and Dhar(2006) ȿ濵 ȮϿ  ͿȰ   ÿ ġ 븮ȿ Ͽ.          ͿȰ Һ Ÿ ൿ  븮ۿ Ѵٴ  ȮϿ.  Һ  ȭ ٰŰ ڱ ڽ Ӹ ƴ϶ Һ  ٸ ü,  ڿ ؼ Һ  ȭ ϴٴ  Ͽ.  븮ȿ  ȭ Ȱ Ǵ  óԿ ־ ġ  Ÿ ȮϿ.    ǻ     õǾ ó Ȯ  ǻ  Ǵ  Ͽ. 濵 ø  븮ȿ м, ǹ û  Ͽ."
"19","1229456X","2013","ü  ȭǾ ְ, ü  ȭǾ ִ 忡  տο Ͽ мѴ.   ü ϴ 쿡  ü    ʰų,  ϴ    Ѵ. ü  ü ϴ 쿡  ü   Ѵ. McGuire and Staelin  տΰ  ü    ο  ش.   տΰ ŷ ü  ؼ  ش."
"20","1229456X","2013","Һ ؼ ð,  Ÿ   ɸ Ÿ Կ    Ǵµ, Һڰ   ؼ ϴ  Һڵ Ÿȿ  ȣ Ѵٴ  (Khan, Zhu, and Kalra 2011). ̴ Ŵ 鿡 Ǹ  Ÿȿ ð Ȥ  Ÿ  ȭ  ִٴ  Ըߴٴ  ûϴ ٰ ũ.  ؼ ȿ ̳ Һ Ư   ڱݷ ޶  ִٰ Ǵܵȴ. ̿  濵 Khan et al.(2011) 濵 ȮϿ ð Ÿ Ÿ ÿ ġ ڱݷ  Ӽ Ư Һ   ڱ   ִٴ   Ѵ. ü ð Ÿ Һ Ÿ ÿ ġ ڱ   Ӽ  ٶ Ӽ(desirable attribute)  Ӽ(feasible attribute)  쿡  濵 ÿ  Ÿ, ٶ Ӽθ  쿡 ð Ÿ ڱݷ   Ͽ.  ð Ÿ  Ȳ Һڵ ü (concrete mind-set)  , ߻ (abstract mind-set)  캸 ð Ÿ ڱݷ   Ͽ. ̸   濵  4ȸ ģ  ǽϿ.   濵 ϱ  ݺ濵(replication) Ǿµ,  濵   ð Ÿ ־ Һ Ÿ ú  ȮϿ.  ð Ÿ ϱ   Ǹ (pre-order strategy) Ͽµ, ̿   ؼ ð Ÿ Һ Ÿȿ  ȣ ҽŲٴ  Ȯ  ־.   Ӽ Ư ð Ÿ Ÿ ÿ ġ ڱ   ִٴ  ϱ  ǽõǾ. м ,   Ӽ  ٶ Ӽ(: ǰ)  Ӽ(: )  쿡 ð Ÿ Ÿ ú ҽŰ ݸ, ٶ Ӽθ   ȿ ð Ÿ ڱ  Ȯ  ־.   ð Ÿ  Ȳ Һ  ߻̳ ü̳Ŀ  ð Ÿ Ÿ ÿ ġ ڱ ޶   Ȯϱ  Ǿ. м , Һڰ ߻   쿡  ü    ð Ÿ Ÿ ÿ ġ ڱ Ѵٴ  Ȯ  ־. ϸ,  濵    Ͽ  濵  ٿ  ð Ÿ Ÿ  ҽŰ, ð Ÿ ڱݷ   Һ Ư  ڱ   ִٴ  ȮϿ."
"21","1229456X","2013"," 濵   (ü vs. )    ġ ڱݰ  Ŀ Žϰ Ͽ. ̸   ſ   ð 帧    ľϰ    ð 帥    Ͽ м Ͽ,   踦 ٰ ϱ   濵   濵    ٹ  濵  Ͽ. м ,     ⼺ ȴٴ  Ǿ. 濵 1  ڵ ڽ  ſ ü Ű  ź Һڿ  ū ູ شٰ Ͽ, Ÿ   ſ ־ ð 帧  簡 ü纸 Һڸ ִ  Ÿ    ȮϿ. ̴     ü   ̰ Ÿ ,  ð 帣鼭 ü  ϴ  Ÿ   ȮεǾ. 濵 2   ü    ū  ִ     Ͽµ,    ϴ  簡   Ư  ǥ(memory marking), ̼(observability) 鿡   ϱ   巯. ̾ 濵 3 ǥ ̼ Űȿ ̸  跮 Ͽ.  濵 4    Ű  ġ ڱ  ΰ踦 ϴ ԸϿ.  ø     ϴ ǥ, ̼ ȭϿ      ߷  ־.  濵   Ư  ſ   ڽ  ſʹ ,  ޶  ɵ ִ   濵ڿ ǹ ο   û ϰ ִ. ̾ 濵 Ѱ   濵  Ͽ."
"22","1229456X","2013","̽Ͽ ھü ǥ, ڱǥ ƶ ڽ ̹ ǥϴµ   ַ ̿ȴ.  濵 귣尡  ڱǥ  ̽Ͽ 귣  ڱ ĥ  , ̿  ھǥ   Ǵ ھ-ġ 귣尡 귣   ڱ ĥ  Ҵ.  濵 ̷ Ư ݿϿ, ̿ڵ Ư ɸ ο  ھ-ġ 귣   ǵ ̸ ϰ Ͽ. ̸  ̽ ̿ õ ɸ ڱǽİ ý ߽ ھ-ġ   ǵ ̸ Ͽ,  ̷ ɸ ΰ ǵ  귣 (¡ vs. ) ȿ мϿ. ̽ ̿ ִ 20~30 γฦ  ¶  Ͽ, ̸  ɸΰ 귣    ǵ мϿ. 濵 , ̽ ̿ ڱǽİ ý   ھ-ġ   ǵ   Ÿ, 귣 (¡ vs. )  ȣۿ  , ý 귣   ȣۿ Ǿ. , ýƮ  Ҽ, ¡  ھ-ġ 귣    ǵ ´.  濵 ̷ ø       ϰ, SNS Һ ɸ  ̷ û ϰ Ѵ."
"23","1229456X","2013"," 濵 Һڵ ڷ ǥ  ó   ġ ȿ Ͽ. Һڵ 縦 Һϴµ ־    θ鼭 Һϱ  Ÿ  ִ   Ȳ Ͽ.    ؼ Һڵ 縦 ҺԿ ־ 纸ٴ   ü ϴ ̳   Һ ൿ̳ Ϸ ǵ ڱ ޴´ٴ    ־. , ҺϷ   ü ϴ  ũ  Ƶ    縦 Һϴµ ־   Ϸ   ̴. ̸   ڿ  ϱ  å̳ ķ  , ȿ ڿ  ϴ  ޽ õ û ̲   ־."
"24","1229456X","2013"," 濵 Һ ̵ƼƼ(ID) ȯ ܼ  ǽ ȭǾ 귣򰡿 ȭ   ġ 쿡 ID ܼ Һ ھؼ ȭ ID ȣۿϿ 귣򰡿 ڱ ġ° ĺϰ,  Һ ھؼ ȣۿϴ ٰŷ ó ո и带 ŽϿ. 귣 ƻ , 귣 Ʈ ָ 귣 Ͽ. 귣  귣带  귣򰡸 ϰ  濵, 2( ID ȭ,  ID ȭ) x 2(, ) x 2(ո, и)   踦 ϰ, ھؼ  ϴ ô   Խ״.  8   ۼǾ. м лм ȸͺм ̿Ͽ   мø . Һڿ ID ȭ ǿ ھ ̿   ̶  ־ , ȭ ID  ȭǾ 귣带   Ͽ. ׸ ھؼ  ܼ  ȣۿ ȿ ϴ  мǾ. ,  ھؼ  Һڰ  ھؼ  Һں ܼ  ȣۿ ȿ  ũ ־. ׷ ID    ھؼ   ڿ 귣 򰡿  ȿ ,   ̴ . Һ  ھؼ  ǽ IDȭǿ  óԿ ־ ȭ ID ո忡  ڱ ְ, Һ  ھؼ  ȭ ID и忡  ڱ ־.  ڰ Һڿ ڻ 귣带 ұҶ, Һ ھؼ  ̸, ھ    ؾ Ѵ. ׷  ھؼ  Һڿ ھ   ϸ, ȿ ߻ɼ ֱ  ؾ Ѵ."
"25","1229456X","2013","Һڵ ̷ Һ    ϴ 찡 , ̷  Ȳ پ   ϴ   پ缺߱(simultaneous variety seeking) Ѵ.   پ缺 ߱   濵 Һڵ ϰ پ  ϴ  ִٴ  ־. Һ   缺߱ ȭ (optimal choice) ν, Һ  ߸ ÿ  ȸ ̴  ȴ.   پ缺߱ ڱ ִ ε鿡  濵 Һ    Һ Űµ ߿  Ѵٰ   ִ.    پ缺߱ ü ִ Һڵ  Ư  濵Ͽ. ü,  濵  پ缺߱  (1)   ڰ , (2)  , (3) ҵ   ̶  Ͽ. 濵  ̷ ٰŷ  濵  پ缺 ߱ ڱ ġ Ÿ  ſ,  ż, ȣ ǻ ݿϴ   Ͽ.   2001 2004  3  ų 5 ̻  Ÿ  1,119 (household)    м  ̷ . 濵ô  濵   Ͽ. , ߰ м,  濵 ð ܼ  ŷ  Űȿ   ƴ ־.  濵  پ缺߱ ڱ ִ Ư   ù ° 濵ν, ͵鿡 ̾Ƽ ǰ ǥ ̳  پ缺 ǻ   û     ȴ."
"26","1229456X","2013","ֱ پ ڵ  ø  Ȱϰ ִ Ǹ      ַ 濵 Ǿ Դ.  濵 Ǹ  Һ ൿ ڱ    Ȯϴµ   ִ. Ǹ  Һڰ  ϴ    õ  ϴ  ̿ ð Ÿ ߻Ѵٴ Ư¡ ִ. ̿  ð Ÿ Һ ȣ ൿ  ڱ ĥ  ִµ, ̴ ؼ̷(Construal Level Theory)   ڱݷ   ִ. ؼ̷п ϸ ð Ÿ  Ȳ Һڴ  ؼ ϰ ǰ, ̿    ߻, Ϲ,  ϰ, ׸   ִ ٶ(desirability)    ȴ. ݸ ð Ÿ ª Ȳ Һڰ  ؼ ϴµ,   Һڴ   ṵ̈,   , ׸  డɼ(feasibility) õ ǥ ϰ ȴ.  濵 ؼ̷  Ǹ  Һ ÿ ڱ     Ѵ. ü Һڰ        ǰ  ``ǰ ``  ɼ , ݴ       ִ Ȳ     ϰ ǰ   `` ``    ̶ Ͽ. ߰ Ǹ   ߿     ȴ. м ,  濵  Ǹ  ȿ    Ǿ.     Һڴ   Һں  ǰ    ߴ.    Ǹ  ȿ ϴ  ȮεǾµ,   ġϴ 쿡 ǰ    ϴ  ȮεǾ. , Ǹ  Һ ǰ   ̾ ؼ    Ž õǾ߸ Ѵٴ    . ̿ Ҿ ѱ õ û  3GS   Ǹ ͸ ȰϿ  濵 ǽϿ, ̸   濵 ǽ  ø ϰ Ÿ缺 ȭų  ־."
"27","1229456X","2013","װ ȭ ų õ , , ̽Ű    Һ  ̳ ǻ  ڱ ġ  ϰų   Ž 濵 Ÿ   ſ ѵǾ ִٰ   ִ.  濵 Campbell(1996) ݽŹ ǻ(Half belief)  ,     ̽ ܼ ο   ǻ  ̼  ƴ   ڱ ,  ̽ ܼ ο    ǵ  ߿䵵   ΰϰ ȭϸ, ڱ       ̽ ֺ̹   ȭ ̽ ֿ̹    ǵ Ÿٴ  Ͽ.  濵ø  ̽ ܼ ο   Һ ǻ  й û  ǹ û Ͽ."
"28","1229456X","2013"," ȭ    ġ ڱݿ  濵 ʿ伺 Ǿ ұϰ, ׿ õ  濵 Ȱ ̷ ʾҴ. Ư,  ȯ  ȭ ڱݷ¿  濵 Ҽ ҰϿ.  濵  ŷ и ¿ϴ  ۿ  ִ ü ȭ  ŷֹ  Թ  Ծü  ȭ ȭ  ŷֹ       ִ мϿ. ȭ   濵 ,  濵 Hofsted(2001) ȭ  濵 Ͽ. Ư, ൿ  ũ ȭų  ʼ ȭ ̶ þ ``ȮǼ ȸ`` ``Ƿ°Ÿ``. ׸   ȣۿ뿡  ߾  濵  ü  ````  濵 Խ Թ  ġ ڱݷ Ͽ. ,  濵 ޸,  濵 Թ  Ű ϰ Ͽ. 濵 ַ Թ  νϿ Ÿ鿡 ġ Թ ڱݷ Ͽ. Թ  ν Ҽ 濵 ܰԹ    Ͽ  ȿ ȣۿȿ Ͽų, Թ  Ӻ Ͽ.  濵   縦 Ͽ м Ͽ. õ   ϰ ߱Ծü ϴ ü,  ߱ Ծü Ǹϴ ü ߿ 127 ü  Ͽ. PLS   м     ȮǼ ȸǰ ܰԹ ġ (+) ڱ ϴ  Ÿ Թ ġ (+) ڱ Ÿ ʾҴ. ݸ, Ƿ°Ÿ Թ ġ (-) ڱ Ÿ. ܰԹ ġ (-) ڱ Ÿ ʾҴ. Ǵ ܰԹ Թ ο (+) ڱ ġ  Ÿ. , ܰԹ ȭ ġ (+) ڱ ϴ  Ÿ, Թ װͿ ġ (+) ڱ Ÿ ʾҴ. ׸ ȭ  ġ (-) ڱ ϴ  Ÿ. ,  濵 ̷ ǿ  û ǵǾ, 濵 Ѱ  濵 õǾ."
"29","1229456X","2013","ֱ    Ը  ϰ ִ ߼. ̷   ߼ پ  Ÿ  귣忡   Ӹ ƴ϶  Ը𿡼 ̰ Ÿ ִ.   Ը ϰ ִ Ͱ ÿ    귣忡    ̰ Ÿ  귣κ ϴ   ٸ    ִ.  濵 Һڵ 귣κ   ִ ɹ  ش 귣  Ϸ  ̾  ϰ ̸ ϰ ߴ.  ɹ 귣带  Һ  κ ߵǴ   ̰ ɹ  ϱ     ǵ   ߴ. 濵 1    ϰ迡   귣 ɹ Ͱ  ǵ 踦 ϰ ߴ.  ɹ 귣   Ȯ  а     ְ ߴ. 濵     ϰ谡   ǵ  .  귣 ɹ    ɹ   쿡  ߰   ϰ踦   ǵ   . 濵 2 ɹ 귣  ǵ Һ ߱   ϰ迡  ޶   , 귣 ɹ  Һ  ſ ߽  ǵ    Űм  ϰ ߴ. 濵  ߱  Һڴ ɹ 귣    ǵ   ϰ谡 ټ  ش   ǵ   Ÿ. ݸ鿡 ߱  Һڴ 귣 ɹ  ؿ   ǵ ̸  ʾҴ.  귣 ɹ   ǵ ġ ڱ  ſ Ű .  濵  ǵ  ϰ踦 Ѿ ɹ ϰ踦 Բ Ͽ    ٴ  м ǹ̸ ´.   ̶ ϴ  귣尡 ɹ  Ѵٸ  پ  Ȯ   ٴ  û Ѵ."
"30","1229456X","2013","ֱ    Ը  ϰ ִ ߼. ̷   ߼ پ  Ÿ  귣忡   Ӹ ƴ϶  Ը𿡼 ̰ Ÿ ִ.   Ը ϰ ִ Ͱ ÿ    귣忡    ̰ Ÿ  귣κ ϴ   ٸ    ִ.  濵 Һڵ 귣κ   ִ ɹ  ش 귣  Ϸ  ̾  ϰ ̸ ϰ ߴ.  ɹ 귣带  Һ  κ ߵǴ   ̰ ɹ  ϱ     ǵ   ߴ. 濵 1    ϰ迡   귣 ɹ Ͱ  ǵ 踦 ϰ ߴ.  ɹ 귣   Ȯ  а     ְ ߴ. 濵     ϰ谡   ǵ  .  귣 ɹ    ɹ   쿡  ߰   ϰ踦   ǵ   . 濵 2 ɹ 귣  ǵ Һ ߱   ϰ迡  ޶   , 귣 ɹ  Һ  ſ ߽  ǵ    Űм  ϰ ߴ. 濵  ߱  Һڴ ɹ 귣    ǵ   ϰ谡 ټ  ش   ǵ   Ÿ. ݸ鿡 ߱  Һڴ 귣 ɹ  ؿ   ǵ ̸  ʾҴ.  귣 ɹ   ǵ ġ ڱ  ſ Ű .  濵  ǵ  ϰ踦 Ѿ ɹ ϰ踦 Բ Ͽ    ٴ  м ǹ̸ ´.   ̶ ϴ  귣尡 ɹ  Ѵٸ  پ  Ȯ   ٴ  û Ѵ."
"31","1229456X","2013"," 濵 Ĺ  귣尡  귣   Ӽ  忡 Ѵٴ  Ͽ,    ġ Ǿִ  Ĺ  귣  ġϴ  µ  ȿ, ƴϸ    ġǴ  ġϴ   ȿ  ġ ϸ俬(cohesiveness) 鿡 캸Ҵ.   Ȳ  Ӽ  귣尡 ϴ Ӽ ߿    ϴ  Ĺ  귣   µ  ȿ, ƴϸ  귣尡 ϴ Ӽ ƴ ȭ Ӽ ϴ   ȿ  Ӽ  ɼ(alignability) 鿡 캸Ҵ.  濵 輳  ġ ϸ俬(ϸ俬  Ȳ vs. ϸ俬  Ȳ),     ɼ(Ӽ    vs. Ӽ  Ұ ) 2 x 2 μ(factorial design) Ǿ ̿  µ 캸Ҵ.  濵 ÷δ ̷ ٰŷ     Ǿ      ִ. Ĺ  귣尡  귣   Ӽ  忡   , Ĺ  귣  ġ     ġǾ ִ  ġ ϸ俬  쿡  ġϴ      ġǾ ִ  ġ ϸ俬  쿡 ġϴ ͺ   ǰµ Ҵ.     Բ ġǴ  ġ ϸ俬  , Ӽ    ƴ  Ұ   ϴ  µ Ҵ. ׷     Բ ġ Ǿִ  ġ ϸ俬  , Ӽ  Ұ  ϴ ͺ     ϴ  µ Ҵ.  濵 濵 ô  Ӽ  Ĺ  귣     ġ Ӽ    ̷ ǹ û ϰ ִ."
"32","1229456X","2013"," 濵 ɼ İɼ Բ ɼ ̹  ⺻  򰡿 ġ  ڱ   Ȳ-,     ߰   ʴ Ȳ ߰  Ǵ Ȳ-   캸Ҵ.    , ù°,    ߰   ʴ Ȳ ɼ   쿡 ⺻  õ  Һڴ  ɼ ̹ ǰ  ɼ ̹  Һں ⺻  ϴ  Ÿ,  ɼ ̹  Һ   ɼ ̹  Һں ⺻  ϴ  Ÿ. ̿ ؼ  򰡿  ɼ ̹ ǰ  ɼ ̹  Һڰ   õ   Һں Ѱ  ؿ   ϴ  Ÿ. °,     ߰  Ǵ Ȳ ɼ   쿡 ⺻  õ  Һ   ɼ ̹  Һڴ  ɼ ̹  Һں ⺻  ϴ  Ÿ ݸ,  򰡿   õ  Һ,  ɼ ̹   Һ, ׸  ɼ ̹  Һ   ̰   ȮεǾ. °,  ǰ   ߰   ʴ Ȳ ɼ  Ұ 쿡  ɼ ̹  Һڴ ⺻  õ  Һڿ  ɼ ̹  Һں ⺻  ϴ  ȮεǾ, ⺻  õ  Һڴ  ɼ ̹  Һں ⺻  ϴ ⼺ Ÿ   ʾҴ.   򰡿  ɼ ̹  Һڴ   õ  Һں Ѱ  ؿ   ϴ  Ÿ,  ɼ ̹  Һڴ  ɼ ̹  Һں   ϴ  Ÿ. °,    ߰  Ǵ Ȳ ɼ  Ұ 쿡  ɼ ̹  Һڴ ⺻  õ  Һڿ  ɼ ̹  Һں ⺻  ϴ  Ÿ, ⺻  õ  Һڴ  ɼ ̹  Һں ⺻  ϴ  ȮεǾ. ׸  򰡿  ɼ ̹  Һڰ   õ  Һں Ѱ  ؿ   ϴ  Ÿ,   ɼ ̹  Һڰ  ɼ ̹  Һں   ϴ  Ȯ εǾ.   濵ð ϴ ̷? û ϰ, 濵 Ѱ  濵 ⿡ ؼ Ͽ."
"33","1229456X","2013","׽۸  ȭϱ   ȭ, ȭ ʿ伺 εǰ , ̿  濵  ̹ ̴. Ư, ο 濵Ȱ Ǹ鼭 Ը    ϴ  ҸŻε  ݿ   ͸ü(voluntary chain) ٷ 濵  . ̿  濵   ۸ ޺ϴ ȯ濡 ϰ   ϱ ؼ Ը    ִ ȭ, ȭ ʼ Ұϴٰ , ͸ü ο ü     鿡 캽ν ̰    û ϰ Ͽ. üδ ȣ, , ð ¿ ġ ڱݰ,   ȿ ⼺ ġ ڱ 캽ν  ȿ ϰ Ͽ. м, ȣ, , ô ͸ü  ¿ (+) ڱ ġ  Ÿ,  ȿ ⼺  ڱ ġ  ."
"34","1229456X","2013","ؿ 濵 м οȽ ڱݿο  簡   ǥǱ Ͽ,    ̿  簡 ǥ ʰ ִ. ѱ а  Ư Ȳ ϸ,  οȽ ڱݿ 캸  ǹִ ̵ ̴.  濵  ڱݿε  , ȸ  ,  ,  Ư зϿ Ѵ. ο ⿡     ϼ  οȴٴ ̴. ȸ    ġ ⿡  ߸,   ΰ ߿ ο  Ѵ.   濵ڵ Ž Ȥ ó ̱   Ž  ̶ Ѵ.  Ư    ̻ з  ִ  Ư Ͽ.   شϴ ڱݿ 1)濵, 2)ڷ , 3)¶(vs.) , 4)  м , 5)м  ȣ  , 6) з Ͽ.   з ش м ؿ  м  ְ Ǵ Եȴٴ  濵     Ͽ. ȸ   شϴ ڱݿ 1)Ҽ  , 2) , 3)濵 , 4) , 5) , 6)ڱο Ͽ.  Ŀ شϴ ڱݿ 1) , 2)  , 3)ǹ  , 4) , 5)ǥ , 6)׸ , 7)  Ͽ.  Ư شϴ ڱݿ 1)  , 2)ؿ  , 3) 4 м (JM, JMR, JCR, MkS) ο Ͽ. м  ð濵, ð濵, Һа濵 3 м 2005 2008    ڷḦ Ͽ. οȽ  ڱο ѱмο(KCI) ڷḦ ̿ Ͽ,     ϸ鼭  ԷϿ. Ӻδ ڱο  οȽ Ͽ. м Poisson regression ̿Ͽ. м  ڷ  Ͽ , ڷ, ùķ̼, ڷᰡ     ο Ǿ. 濵 ؼ , , Һ, ŸҺൿ, Һൿ, e-commerce  ο  ۾, Һڰ ٷ   οǴ  ־. м   ȰϿų ¶ ȯ ٷ   οǾ.  濵 ÿʹ ݴ, з  ϼ  οǴ  ־. ڱο  ϴ  ϼ,     Ƚ Ҵ. ڰ  м   ,   п ٹҼ, ׸      οȽ Ҵ. ǹ  ų    Ҽ οȽ ,   Եɼ οȽ پ  ־. 忡   ؿܹ  οȽ . ,  4 м ο  οȽ  Ͽ.  濵 ̷ û  . ù°,  濵  濵   ڱݿ  Ÿ(, ǹ)  ( 4 м ο) ó Ͽ. °,  濵       Ͱ ޸  濵 񿵾ǿ ǥ   Ͽ. °,   а迡 м Ǵ οм ̿ 濵 Ͽ м οм    ʷ õǴ ̴.  濵  濵ڿ ִ ǹ û  . ù°, ڱο뿡   Ǿ.  °, ڽ 濵  õǾ ֵ ϶. °,   ڸ ԽѶ. °, 濵    ȴٴ  ν϶. ټ°,  濵 м ָ϶. °, ǹ  ָ񵵸 ϶.  濵 м ڿ ִ ǹ û  . ù°,  ġ          ϶. °,  з   Ǹ ￩. °,   ּ  ɿ ԽѶ.  濵    濵Դ        û   ִ."
"35","1229456X","2013","Һڴ ü ̳  » ƴ϶ پ  Ŀ´̼  귣 ̵ƼƼ ϴ  Ҹ Ͽ γ , Ǵ ൿ   귣带 ϰ , ٶ ϰ ŷ 귣带 ϴ ε   ϰ   ⺻ Ǵ      ִ.  濵 Һڰ 귣带 ϸ 귣尡  ŷ̰  귣尳 ġ Һ ڽ  ó νϰ Ǿ    ھƷ νϰ Ǵ 귣 ȿ, ̷ 귣  Һ   Ű ȿ    귣带  غ Ͽ. 縦  ֽŽ̰, ࿡ ΰϸ, Ρ   S Ʈ 귣带 Ͽ 귣     귣尳  Һ ھν   Ÿ. Brakus  (2009) 濵 ٰ 12 ׸ ̿Ͽ 귣 迡 , , , ׸   4   ȮϿ 귣   , ھνİ 귣 ȣ װ 濵 信      ô  . ù°, 귣  Һڷ Ͽ    Ű ȿ  ߰Ͽ. ̴ Һڵ ٶ 귣尳  귣带   귣忡   ,    귣  ڱ ġ ȴٴ  濵  ư Һ    ȴٴ ø  ̴. °, 귣     ھν 󿡵  ڱ ġ  ߰Ͽ. ̴ Һڷ Ͽ  ൿ   踦 ϰ ν   ູ  Ǳ  ߿ϰ   ִ. °,  濵  ٿ  귣  귣 ȣ ھνĿ  ڱ ġ Ǵ  ѱ  ȿ ȮϿ °, 귣带 ϸ Һ   ǰ ھν ʿ ұϰ ̷   ھν  귣 ȣ  ڱ ġ Ǵ   Ͽ.  ̷ 濵ð  й, ǹ    濵⿡ Ͽ Ͽ."
"36","1229456X","2013"," 濵 簡 ȸ 迡 Ѵٴ ⺻   ð 縦 濵Ͽ.  濵  濵  ܰ Ǿ,  濵(study1)  ΰ ģȸ ൿ  濵踦  濵(study2)  Ÿ缺   踦 Ͽ.  ô  .    , ,  ȣ ŷڰ    ؿ ۿϰ     οƼ, ù൵, ൿ  ģȸ ൿ  ڱ ִ° Ÿ. 4      ڱ ġ   پ  ģȸ ൿ ڱ ģٴ        ִ 4  ߿ϴٰ   ִ. Ư, Palmatier et al. (2009) 濵   ຯ ڸ ׸  ú ǵ, ǵ ϰ   濵    Һ  ȣۿ 迡  ΰ ģȸ ൿ  üȭ   ϰ ֱ  ǹ û  ũ.  Palmatier et al. (2009) 濵ʹ ޸,  濵    ȣ ൿ   ƴ϶ ΰ迡 ִ  Ÿ. ׸   귣 οƼ, ൿ, ùൿ  پ ģȸ ൿ ڱ ġ  ȣ ൿ 귣 οƼ ڱ ġ  Ÿ. ̴      , 籸 ̰ɼ̴.    ȣ ൿ ΰ迡 ִ 츮 Һ ,  ൿ ̵Ǵ   ȣ (Palmatier et al. 2009)  ǹ(Gouldner 1960) ߻ϴ  Ǵܵȴ.    ε ൿ ϴ ൿ ̵Ǵ  簡  δ( ǹ) ȭ ɼ ִٴ ̴."
"37","1229456X","2013","ݱ 񽺽п ȸ  ټ 濵 񽺽п      ϴ ؼ 濵Ͽ, ַ  ̷п ̷ 븦  ִ. ׷ Һ    Ǵܿ ؼ ̷  ƴϱ ,  鿡 ϴٴ  з     ȭŲٰ ϴ  Ѱ谡 ִ.  ȸ ȿ ϴµ ־, Һ  鿡 򰡰 Բ صǾ Ѵ. ׷   ȸ¿    ׸  Ǵ ȸ   ÷ Ÿ  캻 濵 ãƺ .   濵   ȸ¿          ȸ  踦  캸, Ư ȸ       ȣۿϿ ġ ڱݿ Ͽ 캸Ҵ. 濵ÿ , ȸ¿    ȸ  ڱ ġ, ȸ¿       ڱ ġ  Ÿ.   ȸ 迡 ־ ȸ¿         Ŭ ȸ ũ ڱ , ȸ¿        ؿ  ȸ ũ ڱ  ʴ  Ÿ.      迡 ־        ؿ    ũ ڱ ޴  Ÿ. , ȸ 湮ǵ  ڱ ġ,   湮 ǵ  ڱ ġ  Ÿ.  濵 ȸ       ν ȸ  ̲ ϴ  ڵ鿡  ɵ̰ Ÿϸ  ִ ȸ ߿伺 νĽ    ."
"38","1229456X","2013","`` (The paradox of choice)`` ϸ Һڰ ϴ Ͱ   ൿ   Ѵٰ Ѵ.  濵 οƼ α׷ ׿ Һڵ ϴ    پ缺  ŷ  м      پ缺  мϿ ̵  踦 ˾ƺҴ. Seiders et al.(2005) Һ ൿ (behavioral data) ȸ   ȿ µ ־ Һ ൿ  Ȯϰ Ÿ ൿ ŷ Ϳ Һڰ   ͸  м Ϲ (common method bias) (endogeneity) ذִ Ϲ̶ ϰ ִ.   濵 ̸  Һ  ŷ ͸ Ͽ    پ缺 мϰ ̸ Һڵ     پ缺  񱳸    踦 ˾ƺ  پ缺   漺 ġ ڱݿ  ˾ƺҴ. Ư    پ缺 DeJong  Ĺ  پ缺  Ǵ (Simpson`s Diversity Index) ȰϿ κ Ʈ  پ缺   پ缺  Ͽ   پ缺  Ͽ ̸  Ͽ  踦 ˾ƺҴ.  м پ缺  ̹ 谡 Ͽ پ缺  谡   Ÿ Һ  ൿ    ȮεǾ.  Һ ൿ پ缺   漺 ġ ڱ ȸͺм ˾   ൿ  پ缺  Һڰ  ŷó Ʈ Ҽ   漺   Ÿ  濵ʹ ݵ ø Ÿ.   ͺм  ͺм     濵鿡  پ缺  پ缺   ٰ   Һڵ    ̸,  ŷ ͷ м ô ൿ پ缺   漺  ڱ ġ ʾ, ൿ  پ缺    漺    ־. ̸  ڿ οƼ α׷   پ ŷó лϿ  Ʈ ϰ ϱ ٴ Ư  Ͽ    Ŀ  οƼ α׷ ؾ  ûѴ."
"39","1229456X","2013"," 濵 ݼ  ǰ   ݼ  ŷ,  ŷڿ  ڱ ִ мϰ ݼ 簡  ǰ     ְ ڽŷڿ 귣 ڻ꿡 ڱ ģٴ  ˾ƺ Ͽ. ׸ ̷ 谡 ιٿ ݼ 񽺿 ƿ ٿ ݼ 񽺿 ٸ Ÿ  мϿ.  ܼ 濵  ǰ   ݼ  ŷڿ  ŷڿ  ڱ ִ  ü  ʰ ִ.  濵 Brady and Cronin(2001) ʷ ݼ  ǰ ȣۿ ǰ, ǰ, ȯ ǰ зϰ   ǰ ݼ  ŷڿ  ŷڿ ġ ڱ мϿ. ̵ ȭ ݼ͸   м  ȣۿ ǰ ǰ ݼ ŷڸ   ŷڿ ڱ ־  ŷڿ  ڱ  ʾҴ. ׷  ȯǰ ݼ  ŷڿ  ŷڿ   ڱ ־. ̷ ô  ݼ͸   ݼ 翡 ü  ذ 䱸ϰ ݼ 簡  ǥѴٰ ϱ ̶   ִ. ٸ  쿡      õ Ȱ ܿ ȸ ȣۿ    ݼ     иϰ ݼ 簡  ǥؼ  ذϰ  ϱ ̴. ׷ ݼ ý ȯ ȯǰ  ϱ  ڽŷڿ  ڱ ־ٰ   ִ.    Ǹſ 濵   ŷڿ  ŷ 迡    ִ.  ÿ Ǹſ  ŷڴ  ŷڿ 漺 ̾ ʴ´ٴ ذ ְ   ŷڿ  ŷ ȣۿ ϱ⵵ Ѵ.  濵 ݼ 񽺿 ݼ 簡  ǥϿ    ذϰ  ϱ  ݼ  ŷڰ ڽŷڿ ڱ شٰ Ҵ. ̷  ݼ  Ư  ̴.  ô ̷  ϰ ִ. ׸ ݼ  ŷڴ  귣   ״. ̴ ݼ 簡  귣 ̹ ⿩ϰ  ش. ׸ ݼ  ŷ, ڽŷڿ  귣   ݼ    ٸ Ÿ. ݼ  ŷڰ  귣  ġ ڱ ιٿ 񽺿  ũ Ÿ ڽŷڰ  귣  ġ ڱ ƿٿ 񽺿  ũ Ÿ.  ûϿ ֵϴ ιٿ  쿡 ݼ    ũٴ    ִ."
"40","1229456X","2013"," 濵 ¶ ǰ ȸ  ߽Ű  ϰ ̵ ڱ мϴ   Ѵ.  ¶ ǰ ȸ ڱ ġ ο Ͽ ǹ Ʈũ м    Ư ž Ư¡ ݿ  Ư, ׸ ۼ  ϴ ׺ мϿ. м ǰ  Ű尡    ⼺  Һ ȸ Ͽ, ٸ ܾ ÿ ̴   ܾ    ܼ Ѽս ȸ ϴ  Ÿ.  鿡   ȣ   ȸ Ͽ.  ۼ ٴ  Һڵ鿡     ִٴ ȣ ۿϿ ȸ Ű  ۿϿ.  ¶ ǰ  ڱ ġ ο Ͽ       ϰ, ڴ ۼ Ӻ ϴ ׺, ڴ  ̸ Ӻ ϴ     мϿ. δ ¶ ǰ  Ư  Ư, ȸ Ͽ. м   ⼺ ۼ ڱ ġ ݸ  ̿  ڱ ġ ʾ, ǰ   ۼ ڱ ġ ʴ ݸ,  ̿ ڱ ġ  Ÿ.  ǰ  ̰  ۼ  ̰ Ŀ ǰ   Ҽ Һڵ  ̲   Ÿ. ̿  濵ô Һڵ  ߽ų  ִ  Ӽ      Һڵ ̿ پ µ  ǰ ɼ   Һ      ǹѴ.     ־ Һ ǰ Ӹ ƴ϶  뿡   ʿ䰡  ûѴ."
"41","1229456X","2013"," 귣带 ϱ ؼ 귣ڻ ϴ  ҿ   ʿϴ. 귣ڻ ϴ  ߿ 귣, 漺, Ǵ ǰ  ҿ ؼ  濵 ־  귣  ؼ 濵  ʴ. 귣     ҵ ð   귣  ̸ ũ Ÿ ,  귣 ġ ϴ  귣 õ     ִ. ̷ ߿伺 ұϰ    ̳ , 귣 ڻ 迡   濵  ʴ.  濵   ؼ ʱ⿡    Ͽ.  ̳ ZMET(Zaltman Metaphor Elicitation Technique), BCM(Brand Concept Mapping)    Һ 귣    õϿ л     ִ.  濵 ù°, Ʈũ    õϿ ȸм(social network analysis) Ǵ Ʈũ м Ͽ 귣 Ʈũ мϿ. °, PSM(Price Sensitivity Measurement)Ŀ  ȭġ 귣 ڻ Ͽ Ʈũ м ÿ  踦 ԸϿ.  濵 м ô ù°, 귣 Ʈũ ǥ ⺻ǥ 4 ߽ɼ ǥ 3  Ͽ, 귣ڻ 迡 κ ǹ 谡 Ÿ. °, 귣 ڻ   귣  귣  Ʈũ ǥ󿡼 κ ǹ ̰ Ÿ.  濵 Ʈũм  Ÿ ǥ ȭġ  귣 ڻ  м  귣      ߴٴ  м ǰ ִٰ ȴ.   濵 ɸ̳ п  Ʈũ  信 ȸ Ʈũ м ϰ Һڸ νϴ ο μ  о   䱸ȴٴ    ǹ̰ ִٰ ȴ. ǹ ٸ 귣ڻ  ȭؾ ϴ  忡  ǥμ 귣忬 跮   ǹ̴ Ŭ ̴. Ʈũ м ϴ پ ǥ       ϸ,  귣ڻ   ϴٴ  귣   ϰ ̷  ִٴ  ǹѴ."
"42","1229456X","2013"," 濵 츮 ĳ л      Ͽ,  ̶ , Һǿο ū  Ҽ Ŀӽ (vs.  ü )  Ÿ  ȣѴٴ  ߰Ͽ. , ̷ ܷο Ҽ Ŀӽ ä ȣ , ܷο Һڵ Ҽ Ŀӽ  Ÿΰ Ǿٰ ϱ ̶  Űȿ  Ͽ ȮϿ. ̷ ø .  濵 ͵ Ҽ Ŀӽ ä ̷ ȸ  ȭѴٸ Һ ȿ ų  ִٰ Ѵ."
"43","1229456X","2012"," 濵 ַ ڰ迡  ߾԰, Ʈũ  濵 Ʈũ Ư Ʈũ   ൿ  ġ ȿ ϴ 濵μ    ̷Դ.  ڱ  濵鵵 ڰ迡 ̳   ڱ ġ ȿ ڱ  ൿ  ġ ȿ   ַ  ߾Դ. ׷,  濵ó ڰ躸  Ȯ Ʈũ 迡    α Ʈũ Ư(Ʈũ е, Ʈũ ) ؼ ߻Ǵ ̳  ٸ α ڱ, Ư   Ȳ 񰭾 ڱ(ǰ, ȯ, û)  ڱ ġ ϴ  濵 ġ ũٰ   ִ. , ȯ ¼, ȯ ǳ伺 Ҿ ȯ پ缺 α ൿ ȮǼ Ű ֿ ȯӿ ұϰ, ׿ õ 濵 ſ  ̴. ׷,  濵 ȯ پ缺 ü Ʈũ Ư ڱ ġ  ϰ ν, ȯ پ缺   ġ ü  Ʈũ  Ȱ ſ ߿ ڱ ġ  .  濵  ϱ ,  ڵ   Ͽ ޾ü ڵ ü  žü 븮 迡 븮  縦 Ͽ м Ͽ. õ  ڵ ξü ŷϰ ִ 븮 ߿ 115 븮  Ͽ. PLS   м    , Ʈũ  Ű ȯ پ缺 ڱݷ Ÿ Ʈũ е Ű ȯ پ缺 ڱݷ Ÿ ʾҴ. ׸ ǰ ȯ Ű Ʈũ е ڱݷ Ÿ û ҽŰ Ʈũ е ڱݷ Ÿ ʾҴ. ݸ, ǰ ȯ ҽŰ Ʈũ  ڱݷ Ÿ û Ű Ʈũ  ڱݷ Ÿ ʾҴ. ,  ҽŰ ǰ ڱݷ ϳ ȯ ڱݷ    Ÿ. ׸  Ű û ڱݷ ϴ  Ÿ. ,  濵 ̷ ǿ  û ǵǾ, 濵 Ѱ  濵 õǾ."
"44","1229456X","2012",""
"45","1229456X","2012",""
"46","1229456X","2012","̽ ų(superstitious belief) Һ ൿ  ڱ ģ.  ׷ ұϰ ̽ ų Ͽ Ư  о߿  濵   ̴. ̿  濵 ̽ ų µ  ڱ ġ 캸Ҵ. 1 ̽ 귣  µ Ϲ 귣   µ 񱳸  ̽ 귣尡 µ  ڱ ġ 캸Ҵ.  , Ϲ 귣   µ ̽ 귣    ȣ̾. 2 1 ȮϿ  Ȯ   Ȯ 򰡿 ־ ̽ 귣尡  ڱ ġ 캸Ҵ.  ,  Ȯ 򰡿 ־ ̽ 귣   µ Ϲ 귣   µ ̴ ߻ ʾҴ.    Ȯ 򰡿 ־ Ϲ 귣   µ ̽ 귣   µ  ȣ̾. 3   ̽ 귣   Ȯ 򰡿 ־    ϴ 캸Ҵµ,   Ϲ 귣   µ ̽ 귣   µ ̰ .  浿 , Ϲ 귣   µ ̽ 귣   µ  ȣ̾."
"47","1229456X","2012",""
"48","1229456X","2012"," 濵    ,       迭 ΰ Һ ÿ ġ ڱ 캸Ҵ. 迡  ڵ  (virtue products)  (vice products) ȥǾִ ôȵ  ϳ ϴ  Ͽ.  , ôȵ      īװ 迭Ǿ  찡 ׷  쿡       Ÿ(1-3). ٸ, ̷ ""迭 ȿ"" ڵ ڿ  ¿  ϰų( 2) Ǵ ߻ε   ϴ ( 3) پ  Ÿ. ̷ ù ̿ õ  غ , ôȵ     īװ 迭Ǿ  , Һڵ ܱ Žп屸 Ǵ  ȿ߱  ϰ νϰ Ǿ Žп屸 ϴ ھ ϱ    ûش."
"49","1229456X","2012"," ¶   濵 ¶ο ߻ϴ        Ͽ  ڱݷ¿  濵 ǾԴ.   ¶ο     Ȥ     ġģ Ϲ  ٴ     Բ Ե 찡 . ̷ ǰ ޸        õǴ Ȳ  濵   ̷ ʰ ִ.  濵  濵 ޸ ¶ο     Բ   鱸(two-sided word-of-mouth) ϰ, ϸ鱸(one-sided word-of-mouth)  鱸  Һڵ鿡  ڱ   ִ Ȯϴµ  ִ.  ȣۿ ϴ ¶  Ư  ¶   ȿ ߿ ڱ ġ  ȸ 밨(social tie)   ŷڼ(credibility)     Ǵ   Ѵ.  濵 ̷ ¶   ŷڼ غϱ    鱸 ȿ 캸, ߰  ڱ  ν 鱸 ȿ  Ŀ Ȳ   ϰ Ѵ. ü  濵 ¶ο 鱸 뿡  ŷڼ  Ű Ͽ   귣 µ ڱ ִ Ȯϰ, 鱸 ȿ ϴ μ Һ İ 귣  ڱ 캸Ҵ.  濵 ô  . ù°, 鱸 ϸ鱸 Һ 귣 µ   ȴٴ  Ȯ  ־.  鱸 ϸ鱸   Һڰ    ŷڼ ̴  ϴ  ȮϿ. ߰ м  鱸 ϸ鱸 ȿ ̴ ŷڼ  Űǰ   Ȯ  ־. °, 鱸 Ե     ̷ ȿ ٸ Ÿ  ִµ 鱸   ޽ Ե 쿡 ϸ鱸   ȿ Ÿ,   ɰ  ޽ Ե 쿡 ϸ鱸   ȿ Ÿ. °, 鱸  ڱݷ Һ Ŀ  Ǵ  Ÿ. Һ   쿡 鱸   ȿ Ÿ, Һ   쿡 ϸ鱸  鱸  ȿ Ÿ ʾҴ.  鱸 ڱݷ¿  귣         Ÿ ʾҴ. ,  濵    ִ ̷  ǹ û 캸, Ѱ   濵ȿ  Ͽ."
"50","1229456X","2012"," ǥ ϴ   ⼺(strategic orientation)    ġ âϰ   濵 ޼  ֵ ǥ Ǿ شٴ  ſ ߿ϴ. ̷  װа迡  ⼺ پ  Ͽ Ȱ 濵 Դµ,  縦  ڳ Ưμ Ưκ   Ͽ   ⼺ ϰ , ϰ  Ŀ ϴ  濵  ⼺  Ͽ  ڱ⺸ ǳ ǻ- ൿ ġɼ  濵 ŷڼ Ÿ缺   Դ. ̿  濵     ⼺  Ѱ   ִ μ 跮 ٹ 繫ǥ  2 ڷḦ Ͽ   ⼺   ִ  Ͽ. 2 ڷḦ Ȱ  ⼺     ԰ ÿ       ְ, ݺ  ϹǷ ̷°    ִ.  濵 ֵ  ù°, 2 ڷḦ ̿Ͽ    ⼺ Ͽ ڸ ߱ϴ  ⼺ ٸ Ÿ, ٸ Ÿٸ  ̸   ִ  Ư Ǵ  Ư  캸µ ִ. °,    ⼺ ߱ϴĿ   ڰ ڼ Ǵ ڰġ ġ ȿ ̰ Ÿ 캸 Ѵ.  ԰  Կ ݿ  ⼺  ȣۿ ִٸ,   ڸ Կ ־   ⼺ ߱   ȿ ڼ Ǵ ڰġ ½ų  ִ°    ̴.  濵  ڿ õ ٽ ǻ   ϳ   ǻ Ȳ ݿ  ִ   ⼺  ⼺(company orientation),  ⼺(competitor orientation), ׸  ⼺(performance orientation)  ϰ, 2 ڷḦ ̿  ⼺  õϿ. ⿡  ⼺̶    Ը Կ ־   ൿ , ش ſ    ߴ° ġ ũ ξ   Է ϴ  ǹϸ,  ⼺̶   ΰϰ Ͽ ڻ  Է ϴ ̴.   ⼺̶   ڸ ϴµ ־ 忡  Ͽ   Ը ϴ  Ѵ. м 50  127   ǽϿ, ٺ ð迭 м     (Forecasting Error Variance Decomposition: FEVD)  ̿Ͽ ں  ⼺  Ͽ.  , ǥ  127     76(60%),    27(21%), ׸    24(19%) Ÿ, 񽺾 ٴ ,      ʾ Һ ٴ  ڵ      ǻ  ϰ  Ȯ  ־. ̴ 127 ǥ   ſ   Ͽ   ϴ    ǻ  ش. 2 ڷḦ ̿ ں  ⼺  Ѱ  ư   ǻ Ÿ  ⼺ ̰  ڼ Ǵ ڰġ ȿ ̸   ִ ŽϿ  ⼺  Ȱ ȿ ڱ ִ ΰ Ͽ. м ô    ڰġ ȿ   Ȥ   ں      ǻ    ũ,    ȿ     ȿ ū  Ÿ. ̷ ô  ڽ  ǥ ̳Ŀ   ǻ  ޶ Ѵٴ  ûѴ. Ư,  濵      ǻ   Ȥ   ǻ Ͽ װ ڰġ Ư    ȿ  ν,  濵 ϴ ó   µ   Ӱ 濵 ݵ (Armstrong and Collopy 1996)̶     ش. , Ÿ    ڻ ȿ ϴ  ȿ ٴ ó   ũ⸦ Ȯ ϴ  ȿ ũ Ÿ, ڵ鿡Դ  繫  Ȥ  Ȱȭ   ϴµ ڱ شٴ   ְ ִ."
"51","1229456X","2012",""
"52","1229456X","2012","ַ   ֵǾ   ̹ 信 Ͽ, ֱٿ  ɷ° ȸ åӿ   Ͽ Ϸ 濵 ̷ ִ.  濵        ŷڸ  Һ     µ ڱ ġ 濵 Ǿ. , Doney and Cannon(1997)  ŷ  ȣ      ڿ  ŷڷ Ǵ 踦 Ͽ, ŷڴ ŷ ̿ ȮǼ  谨 Ŀ Ͽ Һ µ ڱ ĥ  õǾ. , ŷ   ڱݰΰ ٸ  Ͽ.  ô  濵 ϴ  Ÿ. ,  ɷ  ſ  ŷ, ȸ å  ȣǼ  ŷڿ  踦   Ǿ. ư ſ  ŷڿ ȣǼ  ŷڴ  ڿ  µ  ڱ , ̴ ñ   µ Ǿ. Ư, ſ  ŷڴ µ  ڱ ϴ  мǾ.   濵  ŷڰ Űϴ ȸ̳  ȿ  ȸ, Ȥ     ŷڿ  ڱ ġ ȸ  ϴٴ õ õǾ. ,  濵  Ͽ  濵 ù忡 ⿩ϴ ٸ Ͽ,  Ȱ ûϴ  Ͽ,  濵  Ѱ  濵     Ͽ."
"53","1229456X","2012"," 濵 ǰ ÷ ǵ ġ ڱ ÷ ǥ Ӽ̶   ִ ȣ  յ   ϰ ִ. ⼭ ÷ ȣ  ״ Ư ÷ ȣϴ    , յ ÷ ǰ ´,  ʴ ϴ ̶   ִ.     濵 μ  Ͽ ڷμ л 160 Ͽ. 濵  ȣ  ÷ յ  ÷  ȣ  ÷  յ  ÷ ǵ ̴  Ÿ. ̷ ȣ ڱ    ǰ ϰ Ÿ,  ǰ ϰ Ÿ ʾҴ. ݸ յ ڱ    ǰ ϰ Ÿ ʾ,  ǰ ϰ Ÿ."
"54","1229456X","2012","Һ   ڿ ſ ߿ ̳̽, Һ ɸƯ  踦 ִ 濵  ̷ ʾҴ.  濵 Һ  ߱  EDLP(every day low price) HiLo(high-low price) ÿ ġ ڱ  Ѵ. ũ   ϴ EDLP  󵵴   ũⰡ ū HiLo  Һ  ũ κ ߿  Ҹ  ߿ ϴĿ  ޶.  濵 ̷  ÿ ڱ ĥ  Ǵ Һ  ߱  ڱݿ  4  Ͽ. ü ڽŵ   ִ ִ Ϳ  ΰ   ߱  Һ   ū  ϴ HiLo  ȣ , ݴ Ȯ  ȸ  ߿   ȸ  Һڵ  󵵰  EDLP  ȣ ̶   õǾ(1, 3). , ̷ ȣ ̴ ̵ Һڵ  ũ κ󵵿 δ ġ    ߻ϴ ȿ Ѵ(2, 4). ̵   濵  Ǿ.  ڱ 濵 濵1  Һڰ  Һں  EDLP  ȣϴ  ־.  ̷ ̴ ũ ڱݷ   ޶ ̶ ø ־. 濵2 ߱  ÿ ġ ڱ Ͽ. EDLP  ȣ ȸ  Ҽ Ŀ, ̷ ȣ  ÿ ־ κ ߿伺 ߱ ⿡  ޶  ־."
"55","1229456X","2012"," οƼ α׷ ൿ   濵 ַ  (Smith and Sparks 2009; Reibstein and Traver 1982)  ߾,  Һڵ Ʈ ൿ  濵 ſ  Ȳ (Taylor and Neslin 2005; Liu 2009)̴. ̷ Ѱ ؼ Benavent et al. (2000) κ οƼ α׷ 濵 ̳ 縦   Һ ൿ ƴ    ൿǵ   ġ ־,  Һڵ  ൿ ߴ   м  ൿ濵 ʿ伺 Ͽ.  濵 οƼ α׷ ڵ ŷ ൿ ͸ ̿Ͽ, Һ  ൿ м  濵   ǰ ִٰ   ִ. Ư  濵 ¼ ź󵵷θ Ͽ   ƴ   ̰ ü  鿡 ¼ ˾ƺ, Һڵ Ʈ  ϴ ¥ Ͽ ӵ Ͽٴµ  ǰ ũٰ   ִ. α  ȸͺм  Һ ° 󹰿    °   ٸ ڱ ġ Ǿ,    ϼ ӵ ߾ õõ Ʈ ϰ  Ͽ,   ݾ  Ŀ Ȯ  ־. ,  濵 Ͱ Ư  ִ    ϱ  Ұȸͺм(Locally Weighted Regression)(Cleveland 1979) Ͽ  ⼺ Ǹ鼭 յ  Ű  ε ǹ ִ м Ͽ.   ǹڿ   û   ִ. οƼ α׷ 迡 ־ Һڵ  Ʈ ϴ Һ Ʈ  ൿ ڱ ĥ   ˾ƺ 濵,  οƼ α׷   ǹڵ  ȿ α׷    ⼺  濵   ִ."
"56","1229456X","2012"," 濵   Ÿ   ǰµ ġ ڱ Ȯϰ Ͽ,   ֿ  Ͽ. ȭǰ  ƶ  ŷ°  ǹ̸ ȭŰ, ̿ Ȱȭ ǹ̴ ŷ° õ    ó   ְ  ̴. ׸ ̷ ó   Ÿ ,  ó â ǰµ ȣ ݿ  Ͽ.  Ȯ   1 귣 ΰ ( vs. ʷϻ) ǰ Ư(ŷ°  ǰ vs. ŷ°  ǰ)    ǰ  Һ µ Ͽ.  2  1 Ÿ ȿ Ÿ   Ͼ Ȯϱ ,  ( vs. ʷϻ)    踦 ǽ ϰ ϴ ,  ( vs. )  Һ µ Ͽ.    ڵ鿡  ڱ Ư ڵ ǽ ϴ Ȳ ǰ  µ 򰡿 ڱ ĥ   ̸ ˷־, Ÿ ǻ ̷ ʰԲ ϴ  Ѵ.   2  â  ô   â Űȿ  ׽ƮϿ.  3 ̷  Һڰ ϰ ִ    ϰ    Ȯϱ    ŷ  ȭ( ܼ  vs.  )     ŷ   ټ ̸ ξ ǰ µ ġ ڱ ȮϿ.  1   ΰ  Һڵ ʷϻ ΰ  Һڵ  ŷ°   ǰ(ī)    ȣ Ÿ, ŷ°   ǰ(ũ) ؼ   ȣ Ÿ ־ Ȯߴ.  2 ÷δ ԰   ȣۿ ȿ ȮϿµ,     1  ŷ°   ǰ   ȿ  Ÿ,  ִ   ȿ  ȮϿ.    ܿ  Űм   â   Űϰ  ȮϿ.  3   ŷ   ټ  ܿ ŷ°   ǰ    ȿ   ȮϿ.  濵        Һ ǰµ  Һڵ  ǽ ϴ Ÿ   ڱ ְ ֱ ,  忡 ǰ Ű,  ,  CI(Corporate Identity) ̸     ظ   ʿ ϰ ִ."
"57","1229456X","2012",""
"58","1229456X","2012","׵ ĸ  κ 濵鿡  ݿǥ(reflective indicator) ϰų, ǥ(formative indicator) ϴٰ ϸ鼭 ݿǥ ϰų, ǥ Ͽ 纯  ڱݷ(ǥȭ ΰ)Ӹ ƴ϶  ü ǥ  ڱݷ± м ʿ䰡  ұϰ ǥ  幰.   ׵ ǥ  α׷ , (model misspecification), ĺ(model identification), ݿǥ Ǵ Ȯ κм յ м  , ߰    ǥ   ̴.  ̷ 鿡  ذ  κ õ   ִ 鵵 ִ. , 濵ڿ ǹ ο 纯ٴ ǥ ڱݷ ϴ   ṵ̈ ϸ,  纯ٴ  纯 ڱݷ ϴ    ̴. ׷ а迡 κ ݿǥ Ͽ  ݸ鿡, ǹ κ ǥ ϰ ִٴ 嵵 ִ. ̷ 忡    濵 ʿ ̸,  ׷ϴٸ а ǹ   ִٰ    ̴. ̷ Ȳ  濵 ݿǥ ǥ  ̷ 鿡 ϰ, ϳ 濵  ݿǥ ǥ  Ͽ  񱳺мϿ, 濵 ǹ 뼺 Ǵܹ  Ͽ. ̷ Ǵ л걸(Covariance Structure Model: CSM) PLS(Partial Least Square) Բ Ͽ, 񱳴 ݿǥ ǥ  ϰ ĺ  PLS Ͽ. 񱳿 йи ǰ     ΰ 濵  ݿǥ ǥ  Ͽ ̷  ǹ 鿡 ϰ, 濵 ÿ͵   Ǵܹ Ͽ.     ټ 鿡 ⿩    ȴ. ù°,   ׵ ǥ  ɸ̾ ̷ (, ĺ, Ȯ κм, յ, ΰ, ߰ ) ׿  ذȵ,  ִ ,     м  л걸 PLS ǥ ݿǥ   Ͽ. °, ǥ  濵鿡 ַ ̷ 鿡 ϰ ִ ݸ鿡,  濵  ǥ ϴ 쿡 ǥ ؿ Ǵ 濵 ǹ 뼺  Ǵܹ ϰ, ݿǥ ϴ 쿡 ߸  ǻ   ִ ɼ  ߰Ͽ   ׵  . °, ݿǥ Ͽ  纯 ΰ迡 Ͽ мϿ  濵 Ѱ踦 پ Ѿ, δ ǥ ν  ü ǥ 纯 ΰ  м   ̴.  ݿǥ   濵鵵 Ͽ ǥ  ߰ 濵   ִ ɼ Ͽ. °, ϳ 濵     Ͽ ϴ м  ø PLS Ͽ ν 忡 ãƺ  PLS   񱳰濵 ̵    ֵ Ͽ. ټ°, ׵ ݿǥ ǥ    񱳰濵  κ ؿм ٷ ݸ鿡 м ãƺⰡ    , Ư PLS  ݿǥ ǥ  񱳴 ؿм ãƺⰡ   δ."
"59","1229456X","2012"," 濵 濵 ø  Ͽ 뽺 Ʈ Һ Ҿ-ȸ    뽺  Ȱ   ǵ  ڱ ġ   ̲ ɸ  ΰ Ͽ 濵Ͽ. 뽺 Ʈ ֵ ھư ڱϴ   ֵ 뽺 ģȭ ھư ȰȭŰ  ģȭ 뽺 Ͽ. 뽺  Ʈ  ڵ   ̿   ֵ Ǵ ģȭ 뽺  Ȱ   Ȳ  뽺  ڱ ȸ밨   ǵ ̴ ȿ ִ Ͽ. ֵ 뽺 Ʈ ģȭ 뽺 Ʈ  Ͽ ֵ ھư ģȭ ھư Ÿ  ִ  ̹ հ 뽺   ī޶  Ͽ Ͽ,  ڵ鿡 ҾȾ ȸǾ ϱ ؼ  ¸    а  Ͱ  迡 ־  Ȳ ð ̹ ø Ͽ  Ҿ/  ȸ,  Ҿ/  ȸ,  Ҿ/  ȸ,  Ҿ/  Ҿ װ  ¸ Ͽ. 濵 , (1) ֵ 뽺 Ʈ ڱ ̰ ģȭ 뽺 Ʈ ȸ밨 . (2) ҾȾ ڽſ     Լ  Ÿ ȸǾ ٸ      Լ  ŸǷ ҾȾ  ڴ ֵ 뽺 Ʈ  Ǿ  ڽſ    ڱ  Ͽ   ־, ȸǾ  Һڴ Ÿ ŷϴ Ϳ   µ Ƿ ģȭ 뽺 Ʈ  Ǿ  ȸ밨 Ǿ. (3) , ֵ 뽺 Ʈ ڱ ϹǷ ֵ Ʈ  ҾȾ Һڰ Һ  ڱ  뽺  Ȱ    ǵ , ģȭ 뽺 Ʈ ȸ밨 ϹǷ  ȸǾ Һڰ ģȭ 뽺 Ʈ ϸ ȸ밨  뽺  Ȱ    ǵ . 뽺  Ǵ Ȱ 귣(resurrected brand)  ϴ    ȿ 뽺 Ȱ ǻ   ֵ ǹ û 濵  ̷ , ̷ 濵   Ͽ."
"60","1229456X","2012"," 濵 ׵      ݿϿ       ִ ο   (PCSI)  Ͽ. PCSI    ϰ,  ̱  ַؾ  κ ߱ϸ,   ȿ   ΰ̴. PCSI ΰ ũ ǰ, ,  κ Ǹ, ̵       Ǿ ִ.  ǰ  ǰ ǰ ְ ݿϰ, ֱ ߿伺 ΰǰ ִ ȯǰ ߰Ͽ,   Ư Ͽ ȸǰ Խ״.   , Ҹ, ȸ  Ͽ,    ƿ츣,  Ư ݿϿ ̰ ü   ϵ Ͽ. ι ü   ȸ ⿩ϴ  Ͽ μ  Ȯ Ͽ. ߵ  Ÿ缺   ѱȸ  м , PCSI ΰ  PCSI     Ÿ缺 ȮεǾ.  PCSI  ΰ踦 м , 񽺻ǰǰ ȯǰ, ȸǰ   ڱ ָ,   ȸ  ڱ ִ  мǾ. PCSI  λϱ  ߵ , α   ϴ   򰡸𵨷 Ǿ,    ϴ  Ǿ. 2011  21 ڰ 80 α  ų PCSI 簡 ǰ ,       ڷ  濵 Ȱ ߿ ڷ Ȱǰ ִ. 2011⵵ 21  PCSI  93.7̸, 80 α  PCSI  89.6 Ÿ. 2004 PCSI  72.5̾ Ͱ غ , PCSI    ũ Ǿ Ȯ  ִ. "
"61","1229456X","2012","  ۾뷮(working memory capacity) ̰   ؽð, ׸ ؽƮ    ϴ  Ͽ. ۾(working memory) Һ Ȱ ʿ  ܱⰣ  , ó  ְ ϴ  ڿ  ϰ   Һ̴  ڱع    ؽƮ      ־ ̰   ִµ, ̴ ؽƮ   ɷ¿ κ Ѵٰ   ִ.  濵 ü⸦ Ͽ    Һڵ Ǹ ϰ  ı Ͽ. ۾뷮  ε     ϴ   پ ҵ  ؽƮ   ð  д´. ̵ ü  길ϰ Ʈ ʰ ʿ κе鿡 ü  ӹ  ̱  ü ü ۾뷮  ̵麸 ª ̴. ۾뷮 ū Һڵ ؽƮ  ְ ǳϰ ǥ ־     2 ̻ ı   , ۾ 뷮  Һڵ ܾ   ϵ ü ַ , ǹ ҵ鰣 踦 ǥϴ ı 뵵 .   ܾ  ߻ ̹ ǥϴ  ۽Ƽ  ܾ ۾뷮  Һڵ鿡Լ  ϰ Ÿ ̸,   ü   ۾뷮   Һڰ ̰ ."
"62","1229456X","2012",""
"63","1229456X","2012","߱  ŷ¼ 鼭, Ҹžü   ġ ִ. ո Һ  Բ  ü  ڿ   ȭ  ãƾ ϴ Ȳ  ִ. Ҹžü ǰȹ üǥ  ν ̷ Ȳ غϷ õ ϰ ִ. ̿  濵 ߱ Һڸ  üǥ   强 ڱ ġ  Ȯϰ ̵ 迡 ڱ ġ Ȳ  ȿ Ըϰ Ѵ. ̸ Ͽ  濵 ַ ٷ μ  ǰ   Ͽ. ⿡ ߰Ͽ ο μ ǻ     Ͽ ̵  Ͽ. üǥ  ΰ 迡   ̹   ȿ ȮϿ. , ¡,   ߱ 뵵ø ߽ 5 ؿ  Ͽ ͼƮ  縦 ǽϿ.  ,    ǰ   üǥ    ڱ Ÿ. Ӱ ߰ ǻ       ڱݿ   ڱ ȮϿ,     ð Ÿ ʾҴ. ȿ   ̹       ݰ     ڱݿ ȣۿ   ȮεǾ."
"64","1229456X","2012"," ڵ 忡 ڵ Ǹſ    ߿ ä ϳμ, ڵ Դ ֿ äӰ ÿ ش ڵ귣  å ̶   ִ.   ڵ Ǹſ   輺  ν ش    µ   ϴ ֿ  ۿ  ִ. ̷ ν   濵 ȸȯ̷а ȸü̷  ڵ Ǹſ  νϴ ȸȯ ȸü , ׸ ⼺  ȣ踦 мϰ Ͽ,  ̵        ڱ ġ ,  μؿ мϿ. ü   ֿ  ô  .  ڵ Ǹſ  - ȯ(LMX) - ȯ(TMX)  ȸȯ Ͻÿ   ȸü    ڱ ƴ.  ڵ Ǹſ  ȸȯ  - ȯ(TMX) ȸü Ͻÿ   ⼺    ڱ ƴ.  ڵ Ǹſ  ⼺   ڱ ƴ. ݸ ڵ Ǹſ ȸȯ  - ȯ(LMX) ⼺    ڱ ġ ʾҴ. "
"65","1229456X","2012"," 񱳼 ,  ""߰""ܾ   ̹ .   (: ) Ͽ (Ϲ) ߰   µ Ÿ. ݸ,  ݴ ø . (Ϲ) ߰ ޸, ߰ǰ  ΰ     , ̷   ÿ ڱ , ǰ ߰ǰ ȣϰ .   濵 ߰ǰ Ȱȭ ǰ Ű  ߰忡  濵 Ѵ."
"66","1229456X","2012","񽺿  ɰ ߿伺 Һ Ӹ ƴ϶ ֱ B2B 忡 ũ Ÿ ִ. B2B 񽺴 ̳ 񽺾 Ǵ ߰  񽺷μ ü   ſ  ϴ κ ÿ   ϰ ֱ  Ư B2B 忡  ߿伺 ſ ũٰ   ִ.  B2B  ǰ ϱ   ô  ʿ伺 εǰ , Ư  Һ  Ȳ ַ ߵǰ Ǿ ô B2B  Ȳ   ִ°   ǾԴ. ̿  濵  B2B  Ȳ  ǰ Ưȭ  ߰ϰ ̸  B2B 忡 Ưȭ ǰ ô ϴ ̴.   濵 B2B 忡 Ưȭ ǰ ҵ ϱ Ͽ B2B  ǰ   ϰ 縦 Ͽ. ̸    ǰ ׸  B2B  ǰ õ 濵鿡 ϰ ִ ׸ 񱳺мϿ ǰε Ͽ. 񱳺м, 濵    پ ׸     ڵ  ؼ ȮεǾ   ǰ ߰ ε ߰ߵǾ. ռ 濵 縦 ؼ  B2B ǰ ΰ ׸  ε  Ǹ ݿ ׸   Ͽ  г縦 Ͽ ̸ ؼ   ƴ. ⼭  ׸ ̿Ͽ   縦   ׸ . ̷ ߵ B2B  ǰ ô B-SERVQUAL ̶ ϰ ŷڼ Ÿ缺    B2B  ǰ ô Ͽ.  B2B ǰ ô(B-SERVQUAL)  ǰ,  ǰ,  ǰ,  ǰ, Ǽ ǰ  5    19 ׸ ϰ Ǿ.   濵 ߰м Ͽ  (, ) B2B ŷ ־ 踸 ŷڿ ġ ڱݷ¿  ̸ ̰    ־, B-SERVQUAL ̶ ô  ִ   ǹ̿  Ͽ."
"67","1229456X","2012","ǻ ȿ     ̿ ߻ϴ پ  Ư 濵ϴ ɷ¿  ޶. Ư   Ư  ȭϴ  ȯ濡 ߸߾ ո ǻ   ν İ濵ɷ¿  ɰ ߿伺  Ŀ ִ. ̷ 帧 ӿ  濵 Source-Position-Performance(SPP)  ǻ ߿ ߻ϴ     õ  ϰ, ̿   ǻǿ  ҷ ǰ   踦 ľϿ.  濵  İ濵Ȱ  簡 ̷ٸ,  濵 ũ     ǥ   ̿ ڷḦ Ͽ   İ濵Ȱ  踦 ľϿ.  濵 з  Ưδ  ⼺,  Ϲ, ׸  ߺ  мô  .  ⼺  ߺ  ǰ    ۿϴ ݸ,  Ϲ ǰ   ڱ ġ  Ÿ.  ǰ     踦   Ͽ.   ȣ ټ İ ̸    ִ    ν  ǰ ų  ִ. ̿ Ҿ ǵ  νİ   ִ  Ȱ   âȰ ȭų   ̷    ų  ִ ⸦ Ѵ.  濵    İ濵Ȱ  踦 ν ̸  й û  о 濵 ư  Ͽٴ   Ǹ ã  ִ."
"68","1229456X","2012","Һ ÿ ڱ ִ   ϳ ""Ÿ""̴.  ̳ ̶, Һڵ     ִ  ġ , ְ    ġ ͺ ȣѴ.  ɸ, ð濵  ""Ÿ""   (ɸ Ÿ)    Ÿ ƴ϶, ð, ȸ Ÿ ؼ  ־. ̷ 濵帧 ȯ, Nelson Simmons(2009) ֱ 濵 Һ Ÿ  ν "" ǥ""(metaphoric expression) ؼ  ־. ü,   ̵ϴ  `` ö󰣴``  ǹ̷ ؼϿ, ʿ ġ     Ÿ ʿ ġ   ͺ  ð  ҿ ̶ Ͽ. ̷ ν     湮  ǵ Ͻ״.  濵 ο  ο  ǥ (: 忡 θ ϰ  )  ̷  ǥ ȿ ȭ Ǵ Ű ְ Ѵ. 츮 ǥ õ Һڵ  ຸ    Ͽ, ʿ ġ   ȣ ̶ Ѵ. ǥ(upward goal) Ȱȭ Һڵ ̵  ð/  ª ϰ ̵  ġ  ϸ, ̵ ϰ(fluently) ,  ǥ ȿ  Ǵ ȭ  ̶ Ѵ. ̵    濵  Ǿ.  1  ǥ (upward) , ڵ  󹰿  ð  Ÿ ġ  󹰿  ª  Ͽ ǥ   ڵ(, Nelson ) ݴ ð Ǿ.  2    """" """" ġ   ǵ Һ (goal priming)ο  ٸ Ÿ ־  濵  û ϰ ִ."
"69","1229456X","2012"," Ҽ (Scarcity)  Ű   ѵǰų,  Ű Ⱓ ѵǴ ·  θǿ ϰ Ǿ Դ.   ͵ ""θ. ѵ  ֽϴ."" ""θ.  Ϸ縸 Ǹմϴ.""    Ҽ   ޽ ׵ ϰ ؿԴ.  濵 Һڵ  Ҽ   ޽    ó ϰ  ̶   ϰ  ó  ̶ ,    ݵ  ؿԴ. 츮  濵  Ҽ   ޽ Һڵ ó ġ ȿ Һڰ  Ǵ  (mood)  ڱ ޴´ٴ  ν ̷ ݵ    ٰŸ ´. , Һڰ      Ҽ ó ϰ  ݸ, Һڰ      Ҽ   ó ̲ٴ  ߰ߴ. ٿ, ̷  Ҽ  ٸ ¿  ó ڱ ִ ̿   Ǹſ õ ٸ  ޽  ȣ ٸ ø ̲   ִٴ   ־. ,   ¿ ִ Һڵ  Ҽ  ó ȭ   õ  ޽  򰡿 ߿ ڱ  ϴ ݸ,   ¿ ִ Һڵ  Ҽ  ü ó    õ  ޽  򰡿 ߿ ڱ ġ  ߰ߴ. ̷    ¿ ִ Һڵ   Ҽ Բ õ  õ  ޽    򰡿  ڱ , Բ õ  õ  ޽   Ҽ  򰡿 ġ  ȿ   ߰ߴ."
"70","1229456X","2012","Һ  Ȯ  ǰų ְǱ⵵ Ѵ.  濵     Һ  ó  ߻ϴ   ϰ ̿  ̷, ǹ û ϰ Ѵ. 濵 1  ߻ 귣  ð Ÿ  Һ  ϰ Ͽ.  3(귣 : 1, 5, 15) X 3(ð Ÿ: 縦  , 1 , 2 ) ȥտμ踦 ǽϿ. ǽڰ   ڱع а    ߻ 귣忡  ȸ   Ͽ  103 迡 Ͽ. 濵 1  귣  ð Ÿ  ȸ ȣۿȿ Ǿ  쿡 ȣۿȿ Ǿ. 濵 2  ⼺, 귣 缺, ð Ÿ  Һ     ϰ ߴ.  2( ⼺: , ) X 2(귣 缺: , ) X 2(ð Ÿ: 縦  , 1 )  ȥտμ踦 ǽϿ. 濵 2 ǽڰ  ڱع а    ߻ 귣忡  ȸ  ϴ  Ͽ.  67 迡 Ͽ 濵  ⼺, 귣 缺, ð Ÿ  ȸ ȣۿ ȿ Ǿ    ǹ ̰  ʾҴ.  濵 ø  Һ  ó  ߻ϴ    й û  ǹ û Ͽ. "
"71","1229456X","2012"," ڵ     ϰ ϰ ִ.     Ȱϱ ؼ    ʼ̸, ̿  پ (American Customer Satisfaction Index, National Customer Satisfaction Index, Korean Customer Satisfaction Index ) ߵǾ  10 Ѱ ȰǾ Դ.   濵    ,   ҵǰ ,  ġ Ͼ     ̰ ϰ    ִ.  濵   ҵǰ   ϴ Ȳ ü(Ư )     ؾ  мϱ  Һڼø  мø ϰ ִ. м,     ҿ    ߿䵵 ϰ ݰ (Ȥ )   Ȱ ߿䵵  ϴ  Ÿ."
"72","1229456X","2012","ֱ ο   ȭ  ٱ   ϰ ִ. ̿  ڵ ̷  Ȯ Ͽ    â ߻Ű    ̰ ִ.  濵 Ȯ 濵 ߿  ϰ ִ Ȯ Ұ  ġ ڱ Ȯ -븸- 迡 Ͽ. Ȯ Ȯ ü Ͽ    (Ȱ ȣǼ) Ͽµ, Ȱ   Ȯ ü ִ ݸ鿡 ȣǼ   Ȯ ü ִٰ   ִ. Ȯ   ҷμ   پ缺 Ҿ      ġ  ڱݿ Ͽ Һ ൿ  ̷ Ͽ  ٰŸ ϰ  Ͽ. м Ͽ  Ƿ   ͺ̽  Ҵǥ⿡  ȭ縦 ǽϿ ڷḦ Ͽ,  371 ڷᰡ м Ǿ. 濵 ù°,       ڱ ġ  ƴ϶ 븸 Ͽ  ڱ ġ  Ÿ ִ. °, پ缺 ȣǼ Ͽ 븸   ڱ  ƴ϶  ڱݵ Ÿ ִ. °,  Ȱ  ڱ ġ ݸ鿡 ȣǼ ڱ   Ÿ ִ.  濵  Ͽ Ȯ Ȯ 濵 յ   پ缺   ߿  ν ̷ û ִٰ   ִ.  ٱ  â Ͽ Һ   ൿ  Ͽ Ѵٴ  ǹ û Ͽ."
"73","1229456X","2012"," 濵 Ϲ Һ ̳   Ż  ٷο (Non- Contractual Business) ȿ Ż  ǿ  ϰ ϴ     Ͽ. ù °   θ  ֱ⸦   ִ ձֱ(API: Average Purchasing Interval) ,  °   κ ֱ ִġ   ִ ִ뱸ֱ(MPI: Maximum Purchasing Interval) ,   °   ڰ濵Ű ߻  ִ ִ Ⱓ   ִ 뱸ֱ(TPI: Tolerance Purchasing Interval) ̴. ̿    ֱ     ȿ뼺 ϱ  ü  ձֱ⸦ Ȱ Ż , BG/NBD         Ż ϰ ִ   Ż   Ͽ.     ϱ  Ż  Ȯ(Precision)  (Recall) ̿Ͽ, Ӹ ƴ϶ 繫  ȿ 鿡    ǹ Ͽ. м    Ż   뱸ֱ(TPI)  Ż     Ȯ(66.03%) ̰ ִ  Ÿ.  Ȯ ձֱ(API)   ִ뱸ֱ(MPI), 뱸ֱ(TPI)  Ǵ    ־,  Ż       ϰ ִ    ־. ,     Ȯ  ̿ (Trade-Off)  ϴ    ִµ, ̴ ձֱ(API) ٴ ִ뱸ֱ(MPI), ִ뱸ֱ(MPI) ٴ 뱸ֱ(TPI)  Ż    ϰ ν Ż̶ Ǵϴ    ü ۾ ̶   ִ.   Ż      Ż   Ȯ    ĻǴ  Ȥ    ľϿ ϴ  ٶ ̴.  ̿  м ø   Ư¡ ˸ Ż  Ͽ,  ư  ֱ   Ż  Ȱ  Ż ɼ ܰ躰 ȭ Ż   ִ Ż  Ż 溸ü Ͽ.   Żǿ  Ż  Ȯ 30%    ,   ֱ   Ż    CRM  Կ ־ ǹ      ȴ."
"74","1229456X","2012"," 濵  Ȯ    ڸ(ڿ/CSR)   Ŀ´̼ °  Ȯ  ǵ ġ ڱ 캸Ҵ. ټ-ܼ 𵨿 , Һڴ   ,  ӿ  ٰ      뼺 Ѵ.  뼺  Ǵ   Ű ȰȭǴ  ȴ. Һڴ   Һ ٶϴٰ νϴ ݸ,   Һ å̳ ȸ   ҷŲٴ   Ȯ     ڸ(ڿ Ȥ CSR) ߽ Ŀ´̼ ǵ ġ ڱ ٸ Ÿ ̶ Ͽ. ,   Ŀ´̼ °  Ȯ ¿    ǵ ٸ Ÿ ̶ Ͽ. 踶,  ϴ   Ȯ     CSR ϴ Ŀ´̼ Ȯ  ǵ  ū ڱݷ ƴ. ݸ,  ϴ  Ȯ  쿡 CSR ϴ Ŀ´̼ Ȯ  ǵ ȿ ݸ, Ȯ  쿡 ڿ ϴ Ŀ´̼ ȿ̾.   ǵ  Ȯ ϰ    Ǵ ڸ  Ŀ´̼(-CSR ; -ڿ ) ȿ̾. ݸ, ϰ   Ŀ´̼  񼮵Ǿ ޾Ƶ鿩   Ŀ´̼ǿ  ڱݿ ̰  ̶ Ͽ. ׷,  ϴ    Ȯ  CSR  Ŀ´̼   µ ϴ  ڱ ġ  Ÿ.  濵 ô   ϰ ִ  Һڿ  νĵǰ ִ(/)  Ȯ  Ŀ´̼  ٸ ؾ  ûϰ ִ. ,  CSR Ŀ´̼ 濵 ַ ڿ ü Ȥ ռ ߽ Һ µ ȭ Ͽ ̷,  濵 ô 򰡿 ־ ڿ Ŀ´̼ǰ CSR Ŀ´̼ Ͽ   ǵ ־ ڱݷ  캸Ҵ."
"75","1229456X","2011","귣    ִ    ϳ ν  ӵ Ȯǰ ִ. ̿ Բ ڵ ׵ 귣带 Ű ȭϱ     Һڿ ϴµ   ̰ ִ.  Һڵ 귣忡    Ǵ  ƴϴ. Һڰ  귣忡    Ǿ ,  ɰ  귣 ڻ꿡 ġ ڱ ĥ  ְ Ǹ, ᱹ ׵ ׾ƿ 귣 ڻ Ѽ  귣 ⸦ ʷϰ   ִ ̴. 귣   濵 õ   Ȯ μ, ̰  ƴϰ  귣忡    Ȯ  ش 귣 ڻ ġ ջ ߻  ִ Ȳ Ѵ.   귣 ڻ ϱ   µ鵵 ߿,  ڻ ġ ϱ    ׿ ʰ ߿ϸ, 귣 ġ ҽų  ִ   ̳  Ÿ  ̿  ϴ   ȿ     ʿϴ.  Ϲ  귣 ⿡  濵 귣 ⸦ ʷϴ Ȳ   Ͽ,  Ȳ ȭ Ͽ   귣  ıȿ   Ÿ     ߾.  , ֱ Ÿ ڵ 귣   ڿ  ڵ  Կ Ե ̴. ,  ǰ   (corporate ability:  CA) õ ̹ ڱ ִ  ߻ ̴. ݸ,  Ű Ʈ 忡 뵿뿡  糪, Ÿ ε Ŀ   ŷ  п   ̵   ǰ̳ °    鿡   ߻  ƴ϶   ȸ å(corporate social responsibility:  CSR) õ ̹ Ÿ ִ  Ÿ ̴. ó 귣 ⸦ ߻Ų Ȳ ׻   ƴϸ, ׿  Һڵ    Ÿ  ִ ̴.   ĵ    ٸ Ǵ  ȿ  ִ ̴.    濵 귣   CA  õ  CSR  õ  ȭϰ, ̷    Һ    Ÿ 濵Ͽ.  ̷ Һ     ϴ μ 귣 ( 귣 vs.  귣),  ڱ( ڱ vs. ȣ ڱ) ڱ 캸Ҵ.   濵 ô  . ù°, CA  귣 Ⱑ ߻  CSR  귣 Ⱑ ߻ 쿡   귣忡   ڱݷ ũ Ÿ. °, 귣   Һ  ̴  귣 ؿ  ٸ Ÿ. üδ,  귣  귣 Ⱑ ߻Ͽ 쿡  귣忡 ġ  ڱ 귣    ٸ Ÿ, ,     찡  ȸ åӰ  캸 ũ Ÿ,  귣  귣 Ⱑ ߻Ͽ 쿡 귣    ǹ ִ ̰ Ÿ ʾҴ. °, Һ ڱ ׵    ڱ ־.  ڱ  Һڴ 귣    ȸ å  캸   쿡    Ÿ, ȣ ڱ  Һڴ 귣    ̰ Ÿ    ־. ,  濵    ִ ̷  ǹ û 캸, Ѱ   濵ȿ  Ͽ."
"76","1229456X","2011","   λ Ȳ ϸ,  λ Һ    Ƿ    䱸ȴ. Ǹ  ϰ ΰ      Һڿ ˸ų,     ϴ    ų  ִ ̴.   ̷п   (total price) ϸ  ̳ ȿ뵵 ؾ ,   ϴ ǰ   (price presentation format)  λ ǥ ġ(locus) Ŀ    ޶  ִ.   濵     λؾ ϴ  ǰ  λ  ̹ ȿ(framing effect)        мϿ.  濵 ֿ  Һ  ΰ δٴ  濵   λ󿡼   · Ȯ Ͽ,     λ  ֿ  ҿ  λ ǥ Ұ λ °   ҿ λ ǥ Ұ λ º    δٴ  .  濵  񽺿Ұ ֿ ̸ 񽺿  λ Ұ λ °, Ұ ̸ֿ   λ Ұ λ °    ̴  Ÿ.     λ   ͼ ҿ  λ ǥ Ұ °     .  濵   λ  Ұ λ ¿ հ λ     ̸ Ͽ. 濵 Ϲ հݺٴ Ұ ǵ δٴ  ־.  濵   λ 쿡 Ұݵ  λ  Ÿϰ õǴ 쿡 ,    Ȥ ֿ ҿ  λ ǥ Ұݿ հ λ º      Ÿ."
"77","1229456X","2011"," 濵 ֱ  ҸŻ Ϳ ־ ſ ߿ ġ ϰ ִ  귣  ǰ  Ͽ. ̸ ,  ȭ (vertical differentiation model) ϰ ų 귣 ( 귣   귣 )   ϴ  ڿ īװ ü شȭ    귣  ǰ ϴ ϳ ҸŻ  ̷а濵 Ͽ.  м ,  귣  ǰ   濵鿡  ǵǾ  ǰ̳  귣   Ŵ(horizontal positioning) ٸ   Ͽ. ù°,  濵 ÿ  ҸŻ  귣  ǰ    ǰ   ų 귣  ̿ ġŴν īװ ü  شȭϿ Ѵ. ̴ ҸŻ Һڵ鿡   ȣǾ ų 귣  ܳ     ν  شȭϿ Ѵٴ  귣   Ŵ׿    濵 ÿ ݵǴ ̴. °, Ȳ  (Ư ݿ ΰ Һڵ   Ȳ  )  귣  īװ    ǰ  ҰǴ  ּ  ƴϸ  ų 귣   ǰ  õǾ Ѵ. °,  ǰ Ǹ   ̶ Ϲ ʹ ޸,  귣   ǰ ΰ Һڵ   Ȳ     ǰ  ų 귣  ǰ  åǾ Ѵ. , ҸŻ  귣 ǰ  ǰ ڱ ġ (driving force)  ٸ ¿   ǻ .  ǰ   ϴ   ȭ(differentiation) ݸ, ҸŻ 쿡 ų 귣  Ǹŷκ  ҸŻ Ǹ(retail margin)   ų 귣   ͼ    귣   Ǿ   ߿  ȴ. ̷ õ  濵ڵ 濵ڵ鿡 ϴ û Ͽ."
"78","1229456X","2011","   ߵǾ ,  ȸ迡  Һ° 1)  Һ ȸ(hedonic avoidance), 2)ȭ Һ(laundering) Ÿ(Levav and McGraw 2009).  濵 1 濵 2  Ͽ ھڿ ȿ   ,   Һ ȸǿ ȭҺ  ڱ ġ Ͽ.  мô  濵 ϴ  Ÿ.   ҷŰ  Һؾ     ȸǿ ȭ Һ ú   Ÿ,   ҷŰ  Һ  ̷ ̰ Ÿ ʾҴ.  1 Ͽ ھڿ ο    ȸ  ȭҺ ú ̰ Ÿ Ͽ.   ҷŰ  Һ  Ÿ ȸǿ ȭ Һ ú ڿ   ü پ. 2     ȸǿ ȭ Һ  Һ Բ Ͽ. ڿ     ȭ Һ      پ, ȸǸ     ̰ Ÿ ʾҴ. ȭ Һ ұ   Һ ȸǿ  ڿ   䱸ϴ  ̹Ƿ ڿ ȿ      Ÿ. ̿ Բ ȭҺ, ȸ    Ͽ ȭҺ񿡼   ȭǴ ȿ ξ ũٴ  ȮϿ."
"79","1229456X","2011","ֱ ű԰ ȹ溸ٴ    谭ȭ ڼͼ âϴµ ֿõ ʿ  (CRM) ߿伺 ΰǾ. ̿  迡  ξ  ڻ (customer equity)  濵 Ȱϰ ̷ ִ. ڻ Ҵ ġڻ(value equity), 귣ڻ(brand equity), ڻ(relationship equity) Ǹ, ̸ ϱ  ְġ (Customer Lifetime Value: CLV) Ͽ.  ڻ ϱ   ְġ  繫  ϴµ  , ڵ ̸ Ȯ ϴµ  ִ. ְġ  ڻ    ŷ ž׿  ߰ ֱ  ڻ ϴµ ٽɿ   ̶  ݿ ϴ Ѱ ´. ̿   濵   ̶ ڻ ٽɰ ݿϱ  ְġ 漺  ڻ ߴ.  濵 Rust, Zeithaml, and Lemom(2000)  ڻ ȮŲ Vogel, Evanschitzky, and Ramaseshan(2008) 濵  ڻ ҵ 漺 ġ ȿ 캸Ҵ.  Ȳ  ڻ   ߿䵵 ޶  Ƿ, ڻ ҿ 漺 迡   ȿ 캸Ҵ. м  ڻ  ġڻ, 귣ڻ, ڻ 漺  ڱ ġ  Ÿ, ġڻ ڻ꿡  귣ڻ  /귣 漺    ڱ ġ  Ÿ. ڻ ҵ 漺 迡   ȿ 캻 , /̼  ġڻ 귣 ڻ 漺 ϰ ڱ ġ  Ÿ, / 쿡 ġڻ, 귣ڻ, ڻ  漺  ڱ ġ  Ÿ.  ̼/  ġڻ, 귣ڻ, ڻ  漺 ϰ ڱ ġ  Ÿ. 濵ø ϸ,  ġڻ, 귣ڻ, ڻ θ   Ǵ   ϰ, ̸  漺 ൿ ϴ  Ÿ.    ڻ   ڱݷ ٸ Ÿµ, ̴ ѵ ڿ  ڵ   ڻ ҿ    ȭѾ  ûѴ."
"80","1229456X","2011"," 濵 Һڵ   ǿ Ǵ     Ȳ õǴ    Һڵ ϰ ϴ ǥ  ҿǰݿ  ڱ ġ  캸,   ݿ   ȿ  ִ ɸ  Ͽ ð  ڱ  ڿ ̶    ȰϿ  Ư Ըϰ Ͽ. ̷    ÷   濵 ߰  . ù°,  ϴ  ǿ ̳ Ǵ  ̳Ŀ  Ϸ ϴ     ,   ݿ   ȿ ũⰡ ޶ٴ   ( 1). , ǿ Ÿ  Һڿ Ͽ  Ÿ  Һڰ ǥ  ҿǰ ϴµ ־ 쿬 õ ݿ   ū ڱ ޴´ٴ  . °, Һڵ ڱ  ڿ Ǹ, ڱ  ڿ      , ʱ  õ ֺ  ڱ   ް ȴٴ  ν   ݿ   ȿ ̳ ߸    (controlled process) ƴ϶ ڵ Ͼ    Ÿ  ˾Ƴ´ ( 2). °, ð  ִ  ð   츦 Ͽ  ȿ ũⰡ  ȭϴ Ͽ, õ       ð  ߻ 쿡 ʱ  ڱ ӵ ʰ ٴ   ( 3). ,     ȿ ǥ ȭ(goal priming)   κٴ   (cognitive association)  Ÿ  δ.   濵   ݿ   ȿ ߻ϴ ǵ    ȿ ɸ Ư  ο ð  ش."
"81","1229456X","2011"," 濵 ں귣峪 귣尡 ƴ 귣 ϴ ڿ ֿ귣 Ϲݺ귣   ο ı޵Ǵ  Žߴ. ü ܺ  귣   ȭ(priming)Ű   ǥ ֿ귣  Ϲݺ귣򰡿  ڱ   ִ?    ڱ ִ?   Ȳ Ϲݺ귣  ֿ귣򰡿  ڱ ִ? ֿ귣   ıȿ  ٸ  캸Ҵ. ֿ귣 ڰ   ǰ ģ, ټ(accessibility)  귣 ߴ. ̸     ߴ. ù ° 迡 Ӽ ں귣带  ֿ귣 Ϲݺ귣  ȭ״.  Ȳ ֿ귣  Ϲݺ귣򰡿  ڱ ƴ. ֿ귣  Ϲݺ귣򰡿  ڱ   ƴ϶ Ӽ ں귣带   ڱ ִ  Ÿ. ֿ귣  ں귣򰡸 ȭŰ ں귣 Ǿ ִ Ϲݺ귣򰡱 ȭŲ ̴. ׷ 귣   ȭ  ֿ귣  ıȿ Ͼ ʾҴ.  ° 迡  ȭ  Ȳ,  ǥ  Ϲݺ귣  ֿ귣忡  ڱ ִ  Žߴ. Ϲݺ귣  ֿ귣򰡿  ڱ  ߴ. Ϲݺ귣  ֿ귣򰡿  ڱ    ƴ϶ ں귣带   ŭ  ʾƼ ں귣带  ֿ귣򰡿 ε ڱ  ߴ.  濵  ȭǸ 귣 Ȳ  ıȿ Ͼ   ߴ.  ֿ귣  Ϲݺ귣򰡿 ִ ڱݷ ū ݸ Ϲݺ귣  ֿ귣򰡿 ִ ڱݷ  ʾ 귣   ڱݷ Ī Ȯߴ."
"82","1229456X","2011"," 濵 Ϲ Ｚ ǥģ ȭǴ ߼ ν ǥģ Ǵ  ŽϿ. Ϲ Ｚ Һ ı ݿϰ ְ, ǥģ ǥ  ļؿ  ڱ ޴´ٴ 濵ø   濵      Ǿ   Ͽ, ̸ Žϱ    濵 Ͽ.  ü  濵 Ϲ Ｚ Ÿ ȭȿ ǥ̸  ؿ  ٸ Ÿ  ִ° Ϲ Ｚ ǥģ ǥ   ִ°  ڷḦ  ϰ Ѵ. ̸   濵 ǥ  Ƚ óĿ  Ϲ Ｚ ǥģ ȭǴ ߼ õ ڷḦ Ͽ. ̷ 濵 ϱ   濵 ǥ   óϴ (ǹ  ǹ ó)  Ǵ Ƚ(0ȸ, 1ȸ, 2ȸ  3ȸ) ü , ǥ   ü   輳踦 ߴ. ,  濵  ǥ ϰ нð ϱ    縦 Ͽ  Ÿ缺 .    ó нȿ      ̷ Ȯε , 濵  мð õǾ. ù°, ǥ ʿ  Ÿ ȭȿ ǥ̸  ؿ  ٸ Ÿ. ǥ  ǥ  1ȸ ε ȭȿ Ÿ  , ο ǥ  3ȸ   ݺ ־߸ ȭȿ Ÿ. °, Ϲ Ｚ ǥģ  ǥ   ִ ɼ ȮεǾ.   ǥ  Ϲ Ｚ  ǥģ  Ÿ ǥ   ְ, 忡  Ұ ǥ  Ϲ Ｚ ǥģ ǥ    ȮεǾ.   濵 濵ø Ͽ, ǥ ڿ   û Ͽ. ,  濵 濵 Ѱ ϸ鼭 ̸ غϸ鼭 ʱ ǥģ     Ȯ   ִ ļӰ濵 Ͽ."
"83","1229456X","2011"," 濵   п  ȸ   Һڵ    ̰ ִ  ˾ƺ Ѵ.  ٸ ȭ  ѱ ̱ Һڴ  ȸ     ߿ϰ ϴ   ٸ ̶ ǰ,   - й, , ȣۿ- ϴ ̳ ؿ ־ ȭ  ̰  ̶ . 濵 , ̱ Һڵ   ȣۿ  ſ ߿ϰ ϴ ݸ ѱ Һڵ й  ߽  Ͽ.       ǹ ̸ ã Ͽ.  Һڵ       ϰ ִ  ߿   ߽  ̷ 캸Ҵµ, ô  . ̱ Һڵ     ȸ ӵ ſ ߿Ͽ ѱ Һڵ 뼺ִ  ߿ϰ Ͽ. ȣۿ   ̱ Һڵ   ο   ߿ϰ Ͽ. й   ѱ Һڵ ̱ Һڵ ̿ ̸ ߰  ."
"84","1229456X","2011","Ŀ´̼ ſ ҺȲ Ӹ ƴ϶ α ߿  ϴ  θ ˷ , ð λо߿   ȿ   濵 ̷. , λ忡   Ȥ ä ڱݷ ٷ 濵 캸, κ ڰ  Ư  ȿ ϰ ְ,    ȥǾ Ÿ  ߰  ִ. ׷  濵    Ư(   , ׸ ڿ )  ȣۿ   ڿ  µ ǵ ڱ ġ   Ͽ Ͽ. ̷ ȣۿȿ Žϱ  ̷ μ,  Ȥ Ŀ´̼ 忡 θ ޾Ƶ鿩 ִ ڿ   Ǽ     ߷ ӿũ Ͽ. 踶ÿ ϸ, ù°, ڰ   ϰ ִ  ȿ ڿ 迡  ٸ Ÿ. , ڰ   ִ , ׿ (vs. ) 踦  ڴ  Ͽ  ȣ µ  ǵ Ÿ. ݸ, ڰ   , 밭    ڱ ġ ʾҴ. °, ڿ  밭    ȿ  ϴ  ߰Ͽ.  Ҽ ڰ ϴ κμ(, ) , 밭 Ҽ ڴ ڿ Ͽ  ȣ µ Ͽ ǵ Ͽ.  ڰ λ , ڿ 밭  ̴ ߻ ʾҴ. ̷ ȿ ߱ ɸ  Ͽ Ž м ,  ڵ    , Ȥ λμ κμ Ҽӵ ڿ Ͽ    ϴ  Ÿ. ,    ,  躸  踦   , ǵ  (, Ǽ )  Ͽ.  濵 ̷ Ƿδ, λ ù忡   ̷ 濵  Ͽ ν α忡  Ư  ڱ ġ Ͽ ο ð ø     ִ. ,   ä븶 ȿ شȭϱ ؼ  Ư  ڸ ȰϿ ϴ  ǹ û Ѵ."
"85","1229456X","2011"," 濵 Һ Ǹ ýǸ ðýǸ ϰ ̵ Һ  ġ  ڱݷ 캸 Ѵ. ݱ 濵  ġ Һڰ ϴ Ǹ ؼ  ϰ  Ǹ ߽Ų Ұ Һڰ ϴ ø   ð  Ȥ ø   Ǹſκ   񽺸    Ȯϰ  ϰ ִ. ̷  ʿ伺 ðýǸ ýǸ  ó    ϸ ̷  ߵǴ Һ  ϱ ̴.  Һڰ Ǹߴٰ ̾߱   װ   Ǹ ˰ Ǹ ̴  Ͽ  Һ ɸ  ൿ    ֵ ָ ̿   å ϵ    ִ. ̸   濵 ýǸ ðýǸ Һ Ҹ ൿ ġ  ڱ ϰ ϸ  ȸ  ðýǸܰ ýǸ Ǹ , Һ  ȭ 캸 Ѵ. ̸  Ǹ  ȸ ȿ ϰ Ѵ. 濵 ýǸ ðýǸ Һ Ҹ ൿ ġ  ڱݷ Ͽ, ýǸ ðýǸ Һ Ҹ, 湮,   ġ  ڱݷ  ݸ鸶ðýǸ ýǸ   ġ  ڱݷ    Ÿ.  ȸýǸ ðýǸ  񱳿 ־ ýǸ   ðýǸ  ܺ ȸĿ  Ǹ  غ ʴ  Ÿ.  ýǸ ðýǸ    ø   ִ Ǹ ϰ ִ.  濵   ó ̴     ϸ ̷  Һ   ڱ ģٴ  ϰ ִ. Ư Һ ൿ ߿ Ǹ̶   ü ٷ  ̸  Ǹ  Һ    پ û ϰ ִ."
"86","1229456X","2011","       ǰ ϴ ̱  ߿ϰ Ǿ Դ.     ǥϿ  ϴ  ϱ   忡 ؾ  ߿ ̴. ׷  濵    踦 , ŷ  ߽ 濵 Դ. ŷ߽ 濵    ŷڰ  ڰ  ŷڿ ȣ ڱ شٰ Ҵ. ׷  濵 Ǹſ- 谡 -  ̾      ڱ   ִٰ Ҵ. ̿   濵      иϰ  ϰ ִ.  濵    踦  ̷а ¼ 信 Ͽ мϰ Ͽ.  濵   ŷڸ ߽    踦 Ͽ  濵 , ȸ Ʈũ ӿ   踦 ٶ󺸴 ¼     踦 Ͽ. ׸ ΰ  踦 ϰ Ű  ൿϰ νѴٴ  ̷п Ͽ  -  ¼    м Ͽ. ü  ¼    ŷ,  漺 ̰  õ   ϵ ϴ Ͽ. ׸  ¼ ڱ ġ  μ  Ư  ߾   ̿뼺,    ݰ ģȸ  ൿ мϿ. ̿   縦 ǽϿ.    -  ¼   ÿ  ڱ ־. ̴  ̷  Ȯ  ̴. ׸  -  ¼  - ŷڿ  ־. ׸  Ǽ Ͽ  ޾Ƶ̴ ο  ڱ ־. ̷ ø       ¼   ڰ  踦 Ű  ڿ  漺  ڱ ģٴ    ִ. ׸     Ư ģȸ  ൿ  ¼ Ű  Ÿ. ̴ ⼺  Ư  ֱ  Ȯ ִ ̸  ڵ   ߿     ãƾ Ѵٴ  ش. ׸   ̿뼺  ¼  ڱ ־. ̴ ڿ  ִ  踦 Ѿ   ư 輺  鿡    ȿ̶  ش.  濵 ô    踦 ̰ , ȸ  мϸ  -       ִٴ   ش."
"87","1229456X","2011","Partial Least Squares (PLS) ȸ  ġ         ִ ٺм̴. Ӹ ƴ϶ PLSȸʹ ּ     ÿ ϱ  ּȸͺм   ϴ.   PLS  ּп  (Ӽ) ȸͽ   ͸ Ͽ,  ּ ȰϿ ġ(귣) ǥ Ͽ  ġ   ǥ  ֵ Ͽ.  ġ    ġ Ͽ ؼ  ־  ġ Ư ľ  ,  鵵    踦   ִ° 󿡼 ؼ ϴ."
"88","1229456X","2011"," 濵 ڿ  ȭ ǹ ο ڿ Ҵ  ġ ڱ Ͽ. ü, ڿ Ȱ ȿ   鿡 پ յ  ɼǰ   ȿ 鿡 پ յ  ɼ  ȣ  ȭϴ 캸Ҵ. 濵 , ǻ ڿ ڽ  ڿ ϵ 䱸ϴ  յ п  ȣ ǹϰ  ȮεǾ. ̴ ȭ ǹ οǾ     ȭϴ Ͱ  ִµ, ȭ ǹ Ͽ ø ߽  ϴ  ϴٰ   ߽   ϰ  ð̳  ߽  ϴ  ϴٰ   ߽     Ÿ.  ̷ 濵 ÿʹ ޸,  ڽ ǻ  ڿ  ȭ ǹ ڱ    ߴ.  濵 ֱ   ް ִ  ڿ Ҵ Ͽ  Ŵ ڿ  ȭ ǹ οϴ  ڿ Ҵ ȿ 鿡  ڱ    ûϰ ִ."
"89","1229456X","2011"," 濵 ü PB   䱸ϴ ü ºٴ ؾ Ѵٴ   ü  ϰ   Ƿ ȯ ʿϴٴ νĿ ̷. ֳϸ PB ϹȭǾ Ŀ  ǰ  ü PB ϰ ִ  ̱ ̴. ٸ  PB ü ߿ ұϰ ̿  濵  Һ Ǵ ü ߵǾ ־ ü 鿡 PB  ص  ʴ.  濵 ü ü ϰ ϴ PB   ε ڿݰ  ϰ PB  꿡 ϴ   迡  ڱ ġ  캸Ҵ. üδ ü PB  ڱ ġ  ڿݰ ڿ, ڿ,   ľϿ  Ͽ.     ΰ踦 ȭϿ  ϰ PB ϴ ü ǥ Ͽ ڷḦ ϰ ̸  мϿ. 濵ô  . ù°, ü ڿ ߿ Ưġ ü PB  ڱ ġ ʴ  Ÿ, ǿ   ڱ ġ  . °, ü ڿ  Ư  ż ü PB   ڱ ġ  Ÿ. °, ü  ȭ   ü PB   ڱ ġ  Ÿ Ȯȯ  ׷ ڱݰ踦  ʾҴ. °, ü PB  ü  迡  ڱ ִ  Ÿ. Ĺݺο 濵 ̷, ǹ û  濵⿡  Ͽ."
"90","1229456X","2011"," 濵 ð (visual metaphor) Բ õǴ  ޽ ð  Ȱ μⱤ ȿ ġ ڱݿ Ͽ 캸Ҵ.  ð  Բ õǴ  ޽  ؼ(analogical comprehension) ϴ    ؼ(literal similarity-based comprehension) ϴ  Ͽ, Բ õǴ  ޽  츦 Ͽ     ȿ ̸ мϿ. м  ð   ؼ ϴ  ޽ Բ Ǿ   ȿ   Ÿ. ̷ 濵ô  纸 ߸ ̿  ȿ  ٴ 濵(Roehm and Sternthal, 2001) ð  Ȱ  ȿ ð  Բ õǴ   ؼ ޶  ִٴ 濵(Edwin, Beth and Vincent 1996; Phillips 2000)  ̷ ٰŸ ãƺ  ִ. Ư,  濵 ð  Ͽ Һڰ  ȣ  õ  ޽     Ÿ,  ؼ ϴ ޽϶ ߰, ׸      Ÿ  濵 õ ð  ȣ  ȿ ̿ U 谡 ִٴ  濵   ̰ ִ. ü  ȿ   µ  ޽  ȿ Ͽ 캸Ҵµ    ο  ؼ ϴ  ޽ Բ Ǿ    ؼ ϴ ޽ Բ õǴ ޽    Ÿ."
"91","1229456X","2011","  ൿ  񽺰    ߿鼭 ֱ , ɸ   о 濵ڵκ  ָ  ִ.  ǰ  繫 ¿ ߴ ڱ ġ ߿ ǻӿ ڵ ɸ,  ⿡   ߿ ǻ  ÿ ̸ Ѵ. Ȯ  ھƿ   ̳ Ȯ ,   Ʈ带 ڽ ų ȭϴ  ؼϿ ս Ⱓ ݺǸ     ϴ    ϰ Ѵ.  濵 ս   ھ Ǵ  ȮǼ ǻ ѵ    ̷     ϰ Ǵ ,   ǻ   ڱ ġ  мϿ.  濵 , Ȯ Һڴ ݺ սǿ ְ ¿   ս ֽ  ϰ   żν   ȭŰ ־. Ȯ Һڴ ֽ ڸ  ϴٰ ϰ ̼ ൿ  ִٴ    , ڿ   Ŀ ־    ɼ ٰ   ִ.  濵  ൿ  ߿   ̾ 踦 , ̵ ̾ ǻ    ġ ڱ Ͽٴ    ִ."
"92","1229456X","2011"," 濵 ¶  ⿡ ġ ȿ  ¶  ġ ȿ ð   ϴ ¶     м Ͽ ˾ƺ Ѵ. ̸  ð  ¶  ⿡ ġ ڱݰ  ¶  ġ ڱ  ϴ    Ͽ,  ư  ¶  ȣ ġ ڱ ð   ϴ  мϱ Ͽ 2   (two-level hierarchical model) Ͽ.    濵  ȿ   м ַ ȭ ߽ ̷ ݸ,  濵 ǥ  ڵ  ش   ¶  ޽ ڷῡ Ͽ.  м , ¶  ⿡ ġ ڱ  ̸,  ڱ ð   ʱ⿡ ϴ ٽ ϴ 2 Լ ¸    ־. Ư,  濵  濵 ð κ  ⿡  ڱ δٰ   ִ ݸ,  濵  м      Ư    Ȱ     ϴ   ó Ͽ. ,  ¶  ġ ڱ    ڱ ġ,  ڱ ð 帧  ׻ ( )ϴ    ־.  濵 ð ⿩ϴ ٴ ũ      ִ. ù°, г ͸ ʷ  м  ¶  ڱݷ ð  ȭ Ȯν ñ⺰    ؾ ϴ    ʷ  濵  ְ ִ. °, ¶   ⿡ ġ ڱ  ʱ   , Ư   ٽ  ȿ ϴ 2 Լ · Ÿ ó   ־. Ư,  濵 κ    Ųٰ   ִµ,  濵       ⿩ ϳ Ư      ⿡  ڱ ĥ   ó . °, ݸ鿡,   ġ ڱ ð  ׻󰨼( )ϴ 1 Լ ·   ó   ־. , ǥ ޴ ڷḦ мν ȭ  ȣ  ġߵǾ 濵  м  Ϲȭ ⿩ ϰ ִ."
"93","1229456X","2011"," 濵 Ӽ߿䵵(attribute importance)     ð ޶ٴ  ־. Ư, Һڵ Ӽ߿䵵  ϴ ְ(subjective) Ӽ߿䵵 ټӼ    Һ ȣ Ӽ ġ   ϴ (estimated) Ӽ߿䵵  谡  ʴٴ õ  ǾԴ.  濵 ̷ ġ ߿  Ӽ߿䵵 ϱ Ǵ ȣ 򰡰(evaluation task) Ư ̶  ϰ Ѵ. ټӼ ȣ  ؼ  ̴ (rating) (ranking)  ô(response scale) 򰡸(response mode) ̸ ̸, ̷  Ư¡   Ӽ߿䵵 ְӼ߿䵵 ̸ ̰ ȴ.  濵 ô и(separate evaluation) 忡 ϴ   , ܵ 򰡰  񱳼Ӽ(comparable attribute) ְ Ӽ߿䵵 ġ ũٴ  ־. ݸ鿡     Ӽ߿䵵 ,  ߿ Ӽ    ġ οϴ (prominence) ȿ  ְ Ӽ߿䵵 ġ ٴ  ־. ̷ õ     ٸ     Ӽ߿䵵 ְ Ӽ߿䵵  ġ Ѵٴ  ǹѴ.   濵    ô      带 ϴ ""(joint rating)""  ̵  , ְ Ӽ߿䵵   ݿ  ִٴ  Ͽ.     ȿ Ӽ 򰡰ɼ ȿ ũ Ÿ ʾ, ̷  ٸ   ְ Ӽ߿䵵   ġ ־."
"94","1229456X","2011"," Ǹŷ ȭ 󸶳  Ǹŷ ȭ ڱ ġ Ÿ ǸŰ (Sales Inertia Coefficient)  Ȱ  ȿ м  پ 跮  踦 ľϱ   ȰǾ Դ. ׷,  ǸŰ ü  м    ̴.  濵 ǸŰ ð 帧    ֵ    ϰ, 22  60 귣忡  7 Ⱓ ְ Ǹڷ м ν, ǸŰ  귣 پ Ӽ  踦   Ͽ. м , ǸŰ  귣忡    ־ ̸  ð 帧 󼭵 ȭϴ  . Ư 귣 ǸŰ  귣   ɵ (promotion depth)ʹ  踦, ݰ   (promotion frequency) ʹ   ̴  Ǿ. ,  濵  ǥ   ο 귣  ǥμ ǸŰ ǹ Ȱ ɼ ϰ ִ."
"95","1229456X","2011","Kumar(2005a) 濵 귣Ȯ  ̷, Ȯ   귣   Ȯ ߽Ŵν 귣忡  ȿ(dilution effects) ߱  ִٴ  ԸϿٴ  츮 ûϴ ٰ  ʴ.   濵  ̼(skill transferability) Ī(symmetric) ̷   귣Ȯ(horizontal brand counterextension; ϼ Ȯ) ѵ 濵μ ̵ 濵ø  ̼ Ī(asymmetric) ̷   귣Ȯ(vertical brand counterextension;   Ȯ) ϹȭŰ⿡ Ѱ谡 ִ.  ,  Ȯ Ȳʹ ޸  Ȯ Ȳ Ȯ   귣  ٰŷ Ǵ ɼ Ƿ,  Ȯ  ̷ ϴ  Ȯ  Ȯ  Һ   ٸ  ִ. ̿  濵 ̼ Ī ̷  Ȯ Ȳ Ȯ  ΰ Һ Ȯ 򰡿   ڱ ġ 2   캸Ҵ. 輳 2 ܰ 2( 귣Ȯ :  Ǵ ) X 2( 귣Ȯ :  Ǵ ) ܰ 輳踦  4    6  Ͽ.   Kumar(2005a) 濵  ܿ (Ȥ ) Ȯ   հ ܿ (Ȥ ) Ȯ   հ    ϰ, ̷  ̸ Ӻ Ͽ м ̿Ͽ.    귣 (ڻ) (Ʈ) 귣带 ̿Ͽ, 179 л 迡 Ͽ.  , Ȯ  ο Ȯ  Ȯ Ⱓ ȣۿȿ(interaction effect) ǹϿ(F(1, 115)=4.002, p Ϲ  귣 µ鷯() Ŀ() 귣带 ̿Ͽ, 231 л 迡 Ͽ.  , Ȯ  ο Ȯ  Ȯ Ⱓ ȣۿȿ (interaction effect) ǹϿ(F(1, 148)=6.936, p
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"96","1229456X","2010"," 屸 м ü Һ縦 м ϰ ,  ϰ ν м Ե ǥ ڰ ̾. ,   Ӽ Һ ð 迡  м κм 屸 м  õϿ     ӼڷḦ   ƴ϶ κм  Ӽ ǹ̸ ְ ؼ ̾.  濵 濵 ٷ  κ ϴ   ڵ м ϰ پ  ҽκ  ڷḦ ̿Ͽ ǥ  Ȯ Խ 340  ø ϰ ڵ  Ӽ Һ Ӽ ȣۿ ڵ ÿ ġ ڱ мϿ. 濵  ڵ  Ӽ Һ α ̿ܿ ڵ   µ ڵ Ӽ  򰡸 ߰  Ͽ  پ    ڵ ÿ ־  ӼӸ ƴ϶ Ӽ  򰡰 ġ ڱݵ м  ְ  ̴. δ ׷  ߽ ڵ Ӽ  Һ ΰ   Һ Ӽ   Һ Ӽ  ݿϿ.   SML(Simulated Maximum Likelihood)  ڵ Ӽ Һ Ӽ   ϰ  귣尡ġ شϴ , j CM(Contraction Mapping) Ͽ.  ܰ 귣尡ġ Ӻ ϰ ڵ Ӽ  ϴ ȸͺм  3SLS Ͽ. 濵    ذ   Ͽ  ȿ мϿ (single equation),   3SLS Ͽ  ȿ ƴ϶ 鿡 귣尡ġ ݿ ġ ڱݵ ÿ мϿ (simultaneous equation). ܼ OLS ÿʹ ޸ ߿   (structural parameter) ȣ, ,    ϸ  ȣ   Ǿ ÿ 귣尡ġ    åϴ  Ÿ.

"
"97","1229456X","2010"," õ ϱ  μƼ  پ · õǰ ִµ ֱٿ õڿ Ҿ õڿԵ μƼ긦 ϴ 쵵 ϰ ִ. ׷ õ Ŵ ͻӸ ƴ϶ õڿ  Ǳ⵵ Ѵ. ̿  õൿ õ, õ, Ϳ ߱ϴ ȣۿ ȿ ο ΰ õ μƼ õ μƼ긦  Ͽ ٶ õ  μƼ  غ ʿ伺 Ѵ.  濵 õ ൿ õ ȿ  Ű Ʈũ ܺȿ ϴ Ȳ ̷ ȭϿ  õ μƼ õ μƼ  ϰ ִ.  濵 ֿ丶ô  . (1) õ ſ  õ ȿ  ܺȿ Ŭ õ μƼ õ μƼ긦  ʿ䰡 ִ. (2) õ ſ  õ ȿ ܺȿ Ŭ õ μƼ  ߴ  ٶϴ. (3)   () ϼ õ ſ  õ ȿ ܺȿ   䱸Ǵ õ-õ μƼ  Ŀ (۾).

"
"98","1229456X","2010","Һڴ ÿ ־ , ǰ   ܼ  ƴ϶   ܼ  ڱ ޴  ˷.  Һڴ   ȿ ȿ  Ȳƶ ִ  ܼ ΰϰ ϱ⵵ ϰ, ȿ  ó   ܼ  ڱ ް ȴ.  濵 Һڰ ó Ȳ̳ Һ ⿡   ܼ ִ ȿ ũ ޶   Ͽ.  ܺ Ͽ  ų, ڽ  ܺڱݷ ġ ޾Ҵٰ ϴ Һڶ, ̷  ܼ ִ ڱݷ   ̶  ϴ.  ư  ȿ ϵ, Һڴ  Ǵܿ ʱ  Ǵ  ޾Ҵ ܺڱݷ ϰ Ϸ  , ʱ Ǵܰ  ݴ Ǵܱ  ɼ ִ.     Һڴ   Ͽ Ư  ߵŲ      ִ.  濵   ̷  Һڰ  Һڿ Ͽ  ܼ      ̶ ϰ   濵 Ͽ. 濵 ,  1 ģ   Ͽ  Һڴ  Һó ܺڱݷ¿ ״ ϴ µ  ʾҴ.   Һڴ ʱǴܿ Ͽ   ļ,  ݴ ǻ ϴ ű µ ־.  2 ̷  Һڰ ܺڱݷ¿   ġ  ܺ     Һں   ̶  ־. ׷,  3  Һڿ  ڿ Ҹ״  Һڿ  ܺڱݷ¿ ״  ϴ  ־.   濵   濵 Ͽ   ȿ ˷ ִ ȿ    ҺڿԴ ״ ȿ Ӵ,  ȿ ʷ  ִٴ ɼ ־.   ڿ η  Һڿ  Һ ǻ ޶ ø ,   濵  ƶ   Һڿ   Һ  ǻ ù ܰ迡  ޸ƽ Ǵܰ ,  ڿ ο   Һڰ  ° ܰ迡 ɻϴ ü Ǵܰ ϰ Ǵ ̸ δٴ  Ͽµ, ̴   ̷п ָ  ǹ̰ ִٰ .

"
"99","1229456X","2010"," 濵   Һ 忡 A.C. Nielsen г ڷ    ڵ ŷڷ(disaggregate transaction data) Ͽ      ڷ   ȭ    Ʈ  ϴ  ϴ ̴.      1ܰ迡 ּ м Һ 귣  (logit)̳ κ(probit) Ȯ ȭϰ 2ܰ迡 Һں (h) (prior) MVN(, ) ٺ Ժ ϰ 3ܰ迡       (hyper prior)   ٺ Ժ Wishart ϴ ̾. ̷ 3ܰ ȭ   Һں  ǻ ٰŷ Ͽ.    3ܰ   ڵ 忡 ϰ ȮϿ 1ܰ迡 ּ м zip code Ͽ zip code Һ ڵ 𵨼  Ȯ ȭϰ, 2ܰ迡 zip code  (z)(r)   (regional)  ߽ ȴٴ  Ͽ MVN(r,r) ٺ Ժ ϰ, 3ܰ迡  r  (national)  ߽ ȴٴ  Ͽ MVN(n, n) ٺ Ժ ϰ, 4ܰ迡 n n     ٺ Ժ Whishart Ͽ. ȵ 4ܰ    л걸  (Variance Components Model)μ zip code       Ͽ ݿν м  յ Ÿ缺 鿡  3ܰ     Ÿ. м  ̱  ̴   Ͽ پ θ  ߿   Ǵ Ʈ ߽ zip code  ٸ Ʈ  Ͽ  Ʈ  Ͽ. ùķ̼   Ǿ Ϸ Ʈ(uniform blanket rebate)  ٸ zip code  Ʈ   ͼ ٴ   , 3ܰ  4ܰ л걸  ٰ ǻ    ϴ  Ÿ."
"100","1229456X","2010"," 濵 귣  귣 Ȯ̶   ٽ ̷ Ʋ ߽ 濵 Ͽ. 濵 1 귣  ( 귣 vs.  귣) Ȯ  (  vs.  ) Ͽ, Ȯ 򰡿 ־ 귣   Ȯ ڼ  ڱ ġ ־. 濵 , Ȯ 򰡿 ־ 귣   Ȯ     ` ġ(gender consistency)`  찡     Һ 򰡰 Ÿ. 濵 2 濵 1 ð 귣-Ȯ  缺 ؿ   Ǵ 캸Ҵ. 귣-Ȯ 缺   , 濵 1 ÿ  Ȯ򰡿 ־ 귣   Ȯ    ġ  찡     Һ 򰡰 Ÿ. ׷ 귣-Ȯ  缺    ̷  ġ ȿ   Ÿ.  "
"101","1229456X","2010"," 濵   ȭ KCSI NCSI ̿Ͽ  мϿ. м  ݿ  ȭ, ,     ڵ  ̿    м Ͽ. м KCSI NCSI   ʱ ݱ  ؿ  Ÿ. ̴  񽺾 ο ߰ߵǴ ̴. ׷   ϴ  NCSI   Ÿ, Ư 񽺾 ε巯 Ÿ.    ڵ    ġ   ҵǰ  ߰Ͽ.

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"102","1229456X","2010"," 濵 ģ ־ ̰  2  (, ģ   ֿ   ) յǾ   ģ    Ǵ ģ    Ӽθ Ǿ Һڰ     ߷  , Һ ǥ, ߷  Ǵ  ֿ õ(vs.  ) ǥ    򰡰 ߷  Ǵ   ģ( ģ vs.  ģ)   ޶ 캸Ҵ. ,    (,  󺧷 õǴ  ) ģ (Ǵ )   Ӽ,  ִ ģ (Ǵ )   Ӽ Ǿ ,   ߷(  ߷ vs.   ߷)  Ÿ, ׸ ̶  ϴ  ֿ õ Һ ǥ(   ǥ vs.    ǥ)  򰡿  ڱ ġ 캸Ҵ.    , ù°, ģ ־ ̰  2  (, ģ   ֿ   ) յǾ  (: ڻ-PDA) ģ   (: ڻ) Ǵ ģ   (: PDA) Ӽθ Ǿ ,  򰡿 ־ ߷  Ǵ  ֿ õ ǥ ȰȭǾ   ȿ ϰ Ÿ ʾҴ. ݸ, ߷  Ǵ  ֿ   ǥ ȰȭǾ   ȿ  ϴ   ģ  ޸ Ÿ  ȮεǾ. ,  ߷  Ǵ  ֿ   ǥ ȰȭǾ ,  ģ   Ӽθ Ǿ 쿡  ȿ Ÿ ݸ,  ģ   Ӽθ Ǿ 쿡  ȿ Ÿ ʴ  ȮεǾ. °,    (,  󺧷 õǴ  ) ģ    Ӽ,  ִ ģ    Ӽ Ǿ , ģ   ֿ  Ϲ ߷ ߻Ͽ. ݴ,   ְ ģ    Ӽ,  ְ ģ    Ӽ Ǿ 쿡   ֿ    ߷ ߻ϴ  Ÿ. °, ռ 캻    (1)ģ   ֿ  Ϲ ߷ Ǿ , ߷  Ǵ  ֿ õ ǥ ȰȭǾ   ȿ ϰ Ÿ ʾҰ, ߷  Ǵ  ֿ   ǥ ȰȭǾ   ȿ Ÿ ݸ, (2)  ֿ    ߷ Ǿ , ǥ   ȿ   ȿ Ÿ ʴ  ȮεǾ.   濵ð ϴ ̷ û ϰ, 濵 Ѱ ̷ 濵 ⿡ ؼ Ͽ."
"103","1229456X","2010","  濵 ٽ̸, 漺 籸ǵ ߿   ˷ ִ.   ڿ ִ ȿ ûٰ   ְ ̿  ڵ  Ű    ĥ Ӹ ƴ϶ 縦    ϰ ִ. ׷, ڵ κ Ҹ  ʵ 縦 ǽϴ 찡 ,  忡 Ȳ     Ƿ   ǥ  ϴ 찡 ߻Ѵ. ᱹ,  ſ ߿ ġ ϰ     ʰų κ Ȯϰ ǥ ʰ  ɼ ſ . ݲ  濵鿡  Ҹ   ٷٸ,  濵   ǻ(spurious)̳ ̳   ٷ ʿ䰡 ִٴ  Ѵ. ̶, ǻ縸̶ پ   Ѵٰ ǥ Ƿ  Ȳ ƴ  ǹϸ,  ǥ  ũ⸸ŭ  ϰ   · ǵ  ִ. ,  ̷ ǻ縸  󿡼 ϴ ׷ٸ   , ׸ ǻ縸  Ƿ    Ư ̸ ̴ 캼 ʿ伺  Ѵ. 濵 ,  縦    ǻ  ǥϰų ϰ ִ  Ÿ,  δ ̰ų  ͵ ޵Ǿ.  , ũ  ʾұ  ſ ߴٰ ϴ   ǻ  , ̶   ̿ Ǿ   Ҷ̶  Ǳ⵵ Ͽ. ư, ǻ縸(԰   ῩǾ ) Ǹ ܿ   ǰ ,  ǵ,  漺(Ѱ)  ΰ  ϰ   Ÿ.  ݴ  Ÿ  쿡 ǻ縸  Ǹ ܿ  Ѱؿ  ϰ   ϴ ϴ  Ÿ. ̴   ÿ    ,  ǰ ſ  ʾ  ( 翡 濡   輺)  ڱ ģ  ľǵȴ. ,  ൿ  ڱ    ̰   Ÿ. , ǻ縸  쿡    ڱ ũ ǵ  漺  Ǹ ܿ  ϴٰ   ִ. ᱹ, ñ  ϴ  ޿ ־ ǻ縸   ϰ ִ. , ǹ  ڵ  Ƿ ϰ ִ   ߰ ġ  Ȯϰ  θ Ȯ ʿ䰡 ִٰ   ִ.  Ӹ ƴ϶ Ȳγ   ε鿡  ö    ǰų    ʵ Ͽ Ѵ. Ӹ ƴ϶, ڵ  Ǽ θ  Ȯ   ǻ   ֵ Ͽ Ѵ."
"104","1229456X","2010","âο  濵    ιĵ(: ִ, , ּ) Һ  ġ ڱ  мϰ ִ. ׷ ڴ Ǹϴ   Ϻ 귣带 Ͽ  ο     ִ. ̷   濵 Ư 귣 迭   ̿   ȳϴ ȿ  мߴ.  濵  ũ ΰ е  ִ. ù°,  濵 â ȿ Ư 귣忡 Ǿ 쿡   Ÿ ̶  ߴ. °,  濵 â ιİ ݴ ȣۿȿ ߴ. ,  濵 â ι ȿ εǴ ǰ ݴ밡  ׸ ׺귣   ũ Ÿ ̶ Ѵ.  濵   ϱ  ȥռ   ߴ. ι(ִ, , ּ) 귣(/) ü  óǾ 340 л  6 ܿ ҴǾ, ݴ ü  óǾ. ڵ  ܺ   (// ݴ)   ٸ ιĿ   ϰ Ǿµ,   ι õǴ  ȿ    ֵ  Ͽ. ڵ ιĿ     ΰġ, ΰŷ  µ  ǻ翡   ߴ.  濵 õ  ϱ  ANOVA м ǽߴ.   ù°, 濵 ѹ ִ â ȿ Ư 귣忡 ѵǾ 迭  ٸ  õ 쿡 ȮεǾ. °, ο   ݴ뺰 ̰   Ÿ, ιİ ݴ ȣۿ   Ÿ. Ư  ȿ ݴ밡   ׷  캸  ũ Ÿ. °, 귣   ο   ȣ ǰ ,    ιĺ ̴    Ÿ.  濵 ⿩ Ư 귣忡  â ȿ ݴ 귣  ȿ Ͽٴ 鿡 ãƺ  ִ.  濵 濵ø ϸ鼭 ׿  ڵ   û Ͽ, 濵 Ѱ ߴ.   濵  ǻ    ִ о߿  ļӰ濵 ߴ."
"105","1229456X","2010","Ҵ ΰ Ȱ ν پ ȸ 谡 ȴ. ȸ  ӿ    迡  ǹ̰ οǴ ̱⵵ Ѵ(Johnston, Gregory, and Smith 1994).   濵  谡 Ǵ Ҹ ߽ ΰ   ҿ  , ̾ ҿ ġ 귣 忡   ̵Ǵ  ϰ Ͽ.  ҿ   ̰   ҿ   ҿ   ġ ڱ, ̾ 귣   ġ ڱݿ ؼ ϰ Ͽ.    ,   (affect transfer) ȭ  ̷(episodic trace theory), ȭ̷(classical conditioning theory), ̰(affect transfer hypothesis), ġ(affect congruence hypothesis)   ִ. 濵 ,    谡     ڱ ġ,    귣   ڱ ƴ. ⼭      귣    迡 Ű Ǿ, ݺ          ҰŵǴ ӵǾ.      ڱ ,  ư    ҿ ġϰ ִ 귣    귣 µ  ڱ ġ  .   濵  귣 µ ؼ 귣 Ӹ ƴ϶ 귣尡 ġϰ ִ    ҿ     ߿  ۿѴٴ Ͱ,  Ⱓ ̻  ݺ     谡 ҰŵǾ ӵȴٴ  ν   濵 Ȯ״ٴµ 濵Ǹ ´.  ڰ 귣  鿡 귣忡  Һ µ   ؼ 귣    Ϲ 귣 ̹  Ѿ, 귣 ܺο Һ          ִ پ  ؾ Ѵٴ ο ð Ѵ."
"106","1229456X","2010","귣  籸 Ǵ 漺 شȭŰ    μ  ߿伺 ǰ ,  濵 ռ 귣    Ȯϰ ϴ ۾ ̸   ִ ô߿  濵 ſ  ̴.  濵 귣  ˹    Ͽ 귣  Ӱ ȭϰ, ̵  ȭ  ִ з Ʋ ϰ Ͽ. 簳ȭ  ߵ 귣  ׸ Ž κм Ȯ κм  ŷڵ Ÿ缺 Ǿ, , , , ź  귣  ߵ 귣   귣   Ͽ.  귣  귣 µ  ǺŸ缺     и ȮϿ. ׸ 귣   ΰ踦 Ȯϱ Ͽ t, t+1, t+2  ȸͺм ǽ , ð   ߵ 귣   귣   迡 ־ R2 ϴ  Ÿ ߵ 귣   귣  ڱ ġ ຯ  ȮϿ. ̴ 귣    ΰ踦 Ȯ     濵  ο ظ ̷ û ϰ ִ.  Ӱ ߵ ׸       󸶳  ϰ ϴ° Ȯϱ  Ÿ缺  ߵ 귣   귣  귣   귣ڻ 踦 мϿ. ̸  귣  ڻ꿡 ġ ڱ ȮϿ, ռ 귣   ΰ迡  Ͱ  ߵ 귣  ڻ 迡 ־  귣  Ű  μ ߵ 귣   귣  ຯ Ȯ Ǿ."
"107","1229456X","2010"," 濵 Һ  Ǵ   Ǵ 깰  ƴ϶ Ǵܰ ߵ   ڱ ޴´ٴ  븦 ΰ ִ.  濵        ,  ġ  ġ ȿ     ,  ġ ȿ  ̶  ϴ 濵 ȮϿ,  ġ  ġ  ߵǴ  Ű Žϰ ִ.  濵  ġ  ġ ȿ Ǹ̶ 迡  ŰǴ ݸ,  ġ  ġ ȿ ȸ 迡  Űȴٴ  ϰ ִ.   濵 1 л     Ǵܰ  縦 ǽϿ 濵 2 л      Ǵܰ   Ͽ. 濵 1 м,  ġ  ġ ȿ Ǹ  κ ŰǾ  ġ  ġ ȿ ȸ  κ ŰǴ  Ÿ. 濵 2        ,  ġ  ġ  ġ ȿ  Ǹ ȸ   ŰǴ  Ÿ."
"108","1229456X","2010","Һڵ     ʰ  ϴ  ̸     µ    ڱ ĥ  ִ. Ư      ð  ڿ    ѹ   Ǵ    ð  ӵ  ִ.   濵  ũ      ִ. ù°, ⼺  Һ     ϰ Ͽ. 귣忡      ,   ȭϿ ð   ,    Ͽ. °, Һ  ó    귣 ȣ ⼺  ,    ڱ ġ 캸 Ͽ. 3( ⼺:  ,  ,  ) X 2(귣 ȣ: , ) ܰμ踦 ǽϿ.  150 迡 Ͽ 1 2,  2ȸ  Ǿ. 濵 ,  ⼺  ,    ̰ ϴ  Ÿ. Ư         ,      Ÿ. ׷     å           ̴     ο  ʴ  Ÿ 귣 ȣ  ȿ  ߰ߵ ʾҴ.  濵 ø ʷ м, ǹ û Ͽ."
"109","1229456X","2010"," 濵 ̷ ߻ Һ  Һڵ     ȵ(,  ȵ ǿ ȵ)   κ ټ ǰ Ͽ ϰ  , Һڵ ϴ   (   vs.   )  ̵  ϰ Ǵ ǿ        ޶ 캸 Ѵ.  ̶ Һ ȭ ʿ伺(   vs.   ) ( vs. )     Һ  Ǵ ǿ  ÿ ־    ϴ ؼ 캼 ̴.  濵 ü    Ǿ. ù°,    ϴ Һں    ϴ ҺڿԼ (vs. ǿ)     ũ Ÿ ̴( 1). °,     Һں     Һڿ  ȭϴ  ϶  䱸Ǹ,   䱸  쿡  (vs. ǿ)       ̴( 2). °,    ϴ Һڿ  Ͽ  ϰ Ǹ  Ͽ  ϰ  캸 (vs. ǿ)      Ÿ ݸ, ̷  ȿ Ӽ  ϴ ҺڿԴ Ÿ  ̴( 3).  濵   ϱ   (, , )  4 ȵ(  2, ǿ  2) Ͽ ̵       ൿ м , (1)  (vs.   )   ܿ (vs. ǿ)     ũ Ÿ, (2)  (vs.   )   ܿ  ȭϴ  ϶  䱸(ȭ )Ǿ    䱸  ( )  (vs. ǿ)      ϴ  Ÿ, (3)  (vs.   )   ܿ  Ͽ  ϰ ( )Ǹ  Ͽ  ϰ ( ) 캸 (vs. ǿ)      Ÿ  ȮεǾ.    濵   1, 2, 3  Ǿ.   濵ð ϴ ̷, û ϰ, 濵 Ѱ ̷ 濵 ⿡ ؼ Ͽ.
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"110","1229456X","2010","õൿ  ϱ  μƼ긦 ϴ ʰ  ȮǾ  迡 ִ  õൿ μƼ긦  ϴ 쵵  ϰ ִ.  Ȳ ٶ õൿ μƼ긦 غ ʿ伺 Ѵ.  ݱ õൿȿ  濵 Ϳ Һ  ȣۿ뿡  ߾  ϰ    ൿ  ݿ ϰ ִٴ ̴. ̷ ǽĿ Ͽ,  濵 Ÿ ä ϴ   Ȳ  McGuire and Staelin(1983)  õൿ μƼ Ȳ Ͽ  õൿ μƼ긦   ٶ μƼ  캸 ִ.   濵  Ŀ    ϳ Hotelling(1929)  ̿ϰ ִ.   Һڵ Ǿ ִ  Hotelling   ϴ θ  (õ) ġϿ м ϰ ִ.  濵 ֿ丶ô  : (1)ʹ õ    ִ Ը Ŭ ȲϿ õ μƼ  ̴  ٶϴ. (2)Ȳ Ͽ õ οƼ  ü õൿ μƼ긦   ϴ  ϸ, μƼ  ̴  ϴ. (3)Ȳ Ͽ ȭ   õ( )   Ŭ õൿ  μƼ긦   ʿ䰡 ִ."
"111","1229456X","2010","ڰ 귣 ǰ ̸ Ͽ Һڵ ݺ ȯ԰     ȭ   мѴ. м  ݺ ȯ   ȭϰ ˼  Ȳ ȸǽŰ  ִٴ  ø   Ϲ Ȳ  Ͽ.   Ͽ پ     δ. ڰ 귣 ǰ ̿ ұϰ ȯڿ Ǵ       , 귣 ǰ  ؿ   漺 ΰ ȯ  ΰ   ϰ ȴ. 귣 ǰ ̰ Ŭ   ڻ 漺ڵ鿡 ؼ    ϴ ݿ  ߻  ִ."
"112","1229456X","2010","Һڿ         ־ ߿ ǹ̸ ´ٴ  Һڰ ڰ Ͻø ϵ ϴ  ڿ      ִ  ߿    ִ.  о߿ Ͻÿ  濵 ַ 귣忡  Һ Ͻø ٷ ,   鿡  Ͻÿ ؼ  濵 ̷ ϰ , Ư 귣 Ͻÿ Ͻø ϴ ΰ ú  ̰  濵 ſ ϴٰ   ִ.   濵 Ͻ ̷ ̿Ͽ 귣  ڿ  Һ Ͻÿ ڱ ġ  Žϰ 귣 Ͻÿ  ڿ Ͻð µൿ ȣ  ڱ ġ  ŽϿ. 濵 Һڰ ϴ 귣忡  Ͻô ھǥ   ڱ ޴  Ÿ, 귣 ھ ǥ  ŷ¼ ڴɷ   ڱ ޴  Ÿ.  츮ǽ Һڰ ϴ  ڿ  Ͻÿ  ڱ ġ  Ÿ, Һڰ ϴ  ڿ  Ἲ  ȸ åӿ 츮ǽ  ڱ ġ  Ÿ.  귣 Ͻÿ Ͻð µ ȣ  ڱ ġ µ ȣ ൿ ȣ  ڱ ġ  Ÿ."
"113","1229456X","2010"," 濵 Һڵ   Ӽ        Һ  ļ зϿ ȿ Ȱϱ  δ   ġ ãƳ   ΰ ִ. Һ   δ ġ  ȿм ǽ , ߰    Һڿ ȿ  ȿ  Ǿ, LA, RR ׸ LR δ ġ ڱ ޴  Ÿ. ݸ鿡,    Һڴ δ RA RR ġ   ڱ ް,    Һڴ δ LA ġ   ڱ ޴  Ÿ.   м õ ǰ ǵȴ.

"
"114","1229456X","2010"," 濵 CRM Ȱ     CRM ý    ʿ䰡 ִٰ νϰ,   ߽  CRM  ߴ. ̸   濵 CRM  õ 濵 õ ֱ ä, â, ¿(2008)   ͺ ø Ͽ CRM ý   ڱ ġ CRM Ư¡( , ý ,  μ )  , ̸ ߽ CRM Ȱ ຯ ú    ߴ. 濵 ຯ CRM ý Ư¡ ڱ ġ  (CEO ,  ,  ⼺) Ǿ,   ú Ȱ  Ǿ.  濵 ̷  ϱ   CRM ý ϰ ִ  ڵκ ڷḦ Ͽ, ̸ м  ߴ.      õ CRM   ڱ ġ,  , ý ,  μ   ý Ư¡    ڱ ġ  Ȯߴ. , ٶ CRM ý Ư¡  ؼ CEO ,      ڹȭ ʿ ȮεǾ.   濵 ̷ 濵õ CRM ڵ鿡 ϴ û    鿡 Ͽ,  濵  濵 ⿩ Ѱ 濵  ڷ 鿡 , ̷ Ѱ غϱ   濵 ߴ."
"115","1229456X","2010","οƼ α׷ ǰ ִ  Ȯ  Ǹ    ް ־ ü  ݿ ȿ    濵 ʿ伺 εǰ ִ.  濵  ȿ ½Ű  ؾ      Ͽ ϰ , ü Ȳ        ȿ̶  濵 ϴ  ƴ ٸ  ϱ⵵ Ѵ. ̴ ü øǥ Ͽ Ǵ ü 뱸  Ư  Ǵ Ư  ϰ ϴ 찡 ߻ϱ ̴.     귣  ϰ Ǹ,  ȿ οƼ α׷    ϰ Ѵ.  濵 ø , ﰢ   ؾ   ڻ 귣  Ͽ   Ͽ ϰ,    ؾ   귣    뱸    ص    ־.     ؾ   ڻ 귣  Ͽ   Ͽ ϰ,      귣    øǥ    ص  ߰   ־.  濵 οƼ α׷ Ǵ   ġ    ƴ϶ 忡   ִ ȿ        ǻ Ͽ. ̷ν  濵 ǹδ ü  ȿ  ࿡ ⿩ϰ йδ  οƼ α׷ ȿ ߻ ϴ  ν οƼ α׷ 濵  ⿩ϸ ȴ."
"116","1229456X","2010","ֱ, úо߿ 񽺾   Ű带 ߽   ŵ Դ. Ư,  񽺾 񽺸 ϰ ִ  Ż ϰ 漺  Ǵ  籸ŷ Ű  跮 м    𵨵  ͱ ߰ϰ ϴ    ϰ ִ. ̷ 𵨸 Ȱ   ŻȮ ϹǷν ̷ ܱԸ ϰ  ְġ ߻  ־ ᱹ  ڻ ġ簡  ġ ϴ ϳ μ ڸ ư ִ.  濵 Һ  ȯ溯ȭ ָѴ. , ̷ ֵ Ҽ ũ Һ縦 ϰ κ Һ ӵ ȭǰ   ̹ ܰ迡  ִ īװ鵵  ʴ. ׷Ƿ, Ϸ Һ ڵ  ȯ ϰ ִٰ . 尳ô Ȯ  ű԰ â ƴ϶,    üŽ Ż Ͽ â ϴ  ߿伺 ΰǰ ִٴ ̴.  װ Һ   ؿ   ƴ, ü  Ϳ   Ͱ  ߴ  õ   ְ Ǿ Դ.  濵 Һ      ִ  Ѵ. Ư,  Һ üൿ ߵǴ â ߿伺 ν , μؿ  ൿ ¼  ü 忡 ġ ڱ  Һ Ⱓ  мϴ  Ѵ. ֳϸ,  ϴ   ڸ, 켱 ״    ߽   췮̳ 췮 ľϰ, üŽ Ż Ͽ ü  ǰų ϵ  ̱ ̴. ׷Ƿ,  濵 ù°, ü   ΰ ϴ ǹ, °, ü  ¿ ̸     ¸ ΰ ϴ ǹ, °   ü  忡  ϰ ִ  ǹ ϴ   д.  濵 Һ ü  зϴ  Ⱓ Ͽ ȣƮ ,  ȣƮ  Ư , Ż, ü мϿ ü ܿ ϴ  跮 ľϴ  Ѵ. ̷ ߻ CLV CRM   濵ʹ ޸  о߿   ߰ϰ Ǿ. ׷,  濵  о   𵨵  Ͽ  Һ о  濵 ϴ   濵  .  濵 ϴ  Һ   Ư Һ Ⱓ üż  Ͽ  Ⱓ  ܰ躰  ľϿ ȣƮ Ѵ. ׸,  ȣƮ  Ư , ü ̿Ͽ  ķ ǥѴ. ,  ȣƮ ü ܿ ġ 嵵 ΰ ź¼ ̿Ͽ мϴ  Ѵ.  濵   Ÿ缺 뼺 ϱ ؼ   üܿ  翡  Ͱ ʿϰ ȴ. ,  ׷ ͸ Լϱ  ʴ. ׷,  濵 ´ ܿ  õͷκ ȸ𵨿   Ķ͵ ϴ  濵 ƴϴ. ׷Ƿ,  濵 ġ    Ÿ缺 뼺   Ͽ. ġ ȭϱ ؼ 𵨿   Ķ  ϱ  Ѵ. ,  100 ̶ ġ  Ͽ, ü bath tub ,   bath tub  ϵ Ͽ  ¸ ϵ Ͽ. ׸,    ´ Ȳ īװ پϹǷ ǥ  ó Ͽ ùķ̼ Ѵ. ,  ȣƮ յ, ߼   ߼  3 ó Ǿ  ÷ ̷Ȳ ϰ ȴ. ġ ùķ̼   濵ô ù°,  ü  ϹǷν ü     ִٴ ̴. °, ʱ    ũⰡ ¿ ̸   ũ⿡ ڱ ģٴ  ˼ ִ. , ʱ ܺ ܰ ȣƮ ũⰡ ũ Ŭ   üũⰡ Ŀ. °, ü  忡  嵵  ȣƮ ܰ ȣƮ̰, 嵵 ũ⸦ м  ü  ε 2 ȣƮ ġ 嵵 հ ü 60% Ѵ ̴.  濵 Ͽ   켱, Һ ܿ    Ⱓ  ߽ ȣƮ    ü    𵨿   ɼ ִٴ ̴. ׸, 濵 ȵ Ʈ ۼ ùķʹ پ ȯ ȭ Ķ ȭ Ҽ ֵ Ǿ ִ. , ð    ȣƮ ȭ¸   , ¿ ̸  ø   ֵ Ǿ ִ. ,  ȣƮ ü   ġ 嵵 跮 мҼ ־    ϰ Ȱ  ִٰ ."
"117","1229456X","2010","    踦 Ű ̸  踶 ȿ  Ѵ. ,      ν   ϰ ִ. ׷ ̷  谡 ȣ  Ѵٴ  ϴ ̸, ̴ 񽺰        ݵ ʿԿ ұϰ           ϴ    ʴ ø ʷϰ ִ.        濵  ൿ ùൿ ũ Ͽ   ִ.    鿡 ̸ ̴µ, ൿ      ʼ  ݸ, ùൿ ڹ ҷ   ִ. ,     ʼ̶      ϴ  ߿  ϰ ǰ, ڹ̶  踦  ȭŰ  ߿  ϰ  ̶   ִ. ̿  濵  ֿ 帧 ȿ͡ԡ漺    ൿ ùൿ   Ըϰ    ڱ ϰ Ѵ.  , ൿ Կ ֿ ڱ ְ, ùൿ 漺 ֿ ڱ ִ  Ÿ. ü ȿͰ  ܰ迡 ൿ   ԸǾ, ԰ 漺  ܰ迡 ùൿ Ű  ԸǾ. ̴    ߿ϴٴ    Ӹ ƴ϶, ü,    迡 ϱ ؼ   ° Ҿ   ൿ ݵǾ Ѵٴ ̰,   漺  Ǳ ؼ ݵ  ڹ ùൿ ľ Ѵٴ ̶   ִ. ᱹ,      ̲ ؼ ܼ  踶    ƴ϶   ׷    Ȱϰ, ܰ躰    ϱ   Ͽ  ̴."
"118","1229456X","2010","ڵ鿡 ־ 귣 Ȯ   忡 ϴµ ־  ϴ    ϳ ָ ޾ Դ. ׷ ռ ޵  귣 Ȯ忡  濵 κ  Ȯ ϳ 귣常 õ  귣 Ȯ   ͵̴.  ֱٿ  ÿ ־  ϳ   귣 (brand alliance)  ް ִ. 귣 ޶  ǹ̿ 귣 Ȯ  ̴. ̷   Ȯ 귣带  Ѵٴ  귣 Ȯ ϳ    ,  귣尡 ϳ Ǵ  귣 Ȯ ޸,   ̻ 귣尡 ȴٴ   귣 Ȯ Ǿ   ִ. ֱ   ӵ Ͽ  Ǵ ̳ ǰ       ʿ  Һڵ     ȿ Ǵ ǰ  귣 ϴ 찡 .  ڵ鵵 ̷ Һ  ȭ νϰ ֱ , 귣     귣(ingredient branding) ֱٿ  ߿伺  ǰ ִ.   濵 켱 ȣƮ 귣 Ӽ ߿䵵  ٽ Ӽ  ٽ Ӽ зϰ, ȣƮ 귣   Ӽ   귣  ϴ   ȣ Һ 򰡸   ִ°  Ҵ.  ռ ޵ ȣƮ 귣 Ӽ ߿䵵   귣  ȿ Ȯ (/) Ȯ  ǰ(/)   ڱ ޴° 캽ν  귣 ȿ ų  ִ Ȳ ε鿡  ˾ƺҴ. ȣƮ 귣  귣  Ӽ ٽ Ӽ  ٽ Ӽ иϿ  귣   ٽ Ӽ   귣  ٽ Ӽ   귣   򰡸 ޾Ҵ. , ̷  ȿ ڱ ִ δ  踦  ϴ Ȯ (/) Ȯ  ǰ(/) ٷµ, Ȯ    Ȯ ǰ ū   ٽ Ӽ ٽ Ӽ  귣 ȿ  Ŀ  Ÿ. ̷ ø  ǹ û  濵 ⿡ Ͽ Ͽ."
"119","1229456X","2010","Ī   ο  ŷ  ư,  ΰ, ȸ ൿ ϰ ȴ. ̷ Ī  Ͽ  ŷ    ڸ ȣϰ,  ŷ踦   ִ ȣ Ŀ 濵ϴ  ߿ϴ.  濵 ̷ ȣ Ŀ ڿݰ ̿Ͽ ߰ϰ, ϰ ִ. Ư, Ưڿ ں, ׸ н  ߿ ڿ  ̰͵ ΰ   ڱ ġ 캸 ִ.  ȭ ü 250 ȭ ǰ ڸ   簡 ǽõǾ,   м ̿Ͽ  ǽϿ.   Ưڿ ں н   , , Ư  θ ȭϿ, Ư  ΰ   ȿ ȿ ȭϿ. ݸ   ڱ ġ ʾҰ, ش κ ڱ ƴ."
"120","1229456X","2010",""
"121","1229456X","2010"," ùķ̼ǿ   濵,  ùķ̼ǰ  ùķ̼  ȿ  캸Ҵ. 濵 1 ùķ̼  򰡿 ڱ ġµ ־  ż     ϴ 캸Ҵµ, ż     -ùķ̼           ȰȭǱ   򰡿 ־  ȿ . ݸ鿡 -ùķ̼           ȰȭǾ  򰡿  ڱ ƴ. 濵 2 濵 1 ð 屸 ؿ   Ǵ 캸Ҵ. 屸  ܿ 濵 1ó ż    -ùķ̼   -ùķ̼϶   򰡰 Ÿ. ׷  屸  ܿ ̷ ùķ̼ ȿ   ùķ̼    ̰ ."
"122","1229456X","2010","ó ȭ  Բ   ٱ 귣  ӿ  귣    򰡿  ڱ ġ° ſ ߿ ̽ Ǿ.  濵 ߱ Һڵ  Ͽ ٱ   귣  Һ ǰν̳ ǵ  ڱ ġ 濵ϰ Ͽ. Ư   귣 ̹  ȣۿ ȿ   濵 ޸ 귣   ȣ ȿ   귣  ȿ   ȿ ȣۿϴ 캸Ҵ. ׸   귣  ġ ΰ Һ µ  ڱ ġ Ͽ.   ȿ ϴ μ   ڹ  濵 Խ  Һ Ư   ȿ ޶ 캸 Ͽ. 濵  귣     ȣۿ ȿ µ,  ̹ 귣    ȿ ҽų  ִٴ    ־. ׷   귣  ġϴ 찡 ġ ʴ 캸 Һ µ  ȣ  Ÿ ,   귣 Ŀ   ̹    캸ٴ   귣 Ŀ  귣    Һڿ   򰡸    ˰ Ǿ.   ȿ ؼ Һ ǰνĿ ־   ȣۿ ִ  Ÿ   Һ ǰνĿ ġ ڱ   ޶ٴ    ־. Һ ڹ   Һ ǰνİ ǵ ־ 귣  ȣۿ ȿ    Ÿ."
"123","1229456X","2010","ֱ  TV ͳ  ˻â ڸó ϸ鼭 귣 Ű带 ˻غ   ϰ ȴ. ̴ TV  ü ͳ̶ ο ü Ų  ũν̵(cross-media)    ִ.  濵 `TV+ͳ(˻â)`  ũν̵   ũν̵  ȿ ִ, ȿ ִٸ  ׷, ׸ ũν̵  ȿ  Ȳ ٸ Ÿ      캸Ҵ. ù ° 迡 Ϲ TV TV ͳ ˻â Ե ũν̵  Ͽ µ 귣µ ߴ. Ϲ TV    ũν̵      귣带     Ÿ. ̴ ũν̵  Ϲ TV  Һ `ȣ ۿ 屸` ְ ̴ ٽ µ, 귣µ  ڱ ֱ   ȮεǾ.  ° 迡 Һ ŽȰ     -/ , / -ϰ   ũν̵  ȿ  ٸ? ׸ ũν̵  Һ µ  ƴ϶ ൿ 鿡 ڱ   ִ ߴ. /   Ϲ TV  ũν̵  ǿ µ 귣µ ư ͳ ˻ Ƚ ϰ ߴ. ׷ /   ũν̵   ȿ ũ Ÿ ʾҴ. ̷ν ũν̵   µ ׸ ൿ 鿡 ȿ Һ Ž    ޶ Ȯߴ."
"124","1229456X","2010","ȭ, Ҽ, ¶ Ӱ  丮   ȭ  ,  Ӽ     ,      ġ мϰų  ϱ  濵   ̴.  濵   ġ  ϱ ư ϴ 丮     Ư,   ġ ġ   ð  ϸ( ġ ),  ٽ Ӽ 丮  ǥϱ ƴ ( Ӽ  Ư) Ư Ͽ, 丮 (story information) ̿ 丮     濵  2ܰ  Ͽ. 丮 Ư  ġ ġ  ȿ  1( 1) ٷ,  ư  η   ȭ    ġ  ȿ   ġ ڱ ȭ 丮 ȣۿ ȿ  2( 2)  2ܰ α  ȸ͸ , Ͽ.  м  ȭ 丮(ó) ۵  2004⵵ 2008⵵ 5Ⱓ  ȭ   68 ȭ 丮(ó)   ȭ  20  Ϲ 20 30  ó (scene)     5 ô  ڷḦ ̿Ͽ, ش ȭ ڿ  θ ϱ    м Ͽ.  濵 ù°, 丮   , Һ  ߻ϴ ð  ϴ ش 丮  ġ 丮  Ư  Ǵ  ˾ Ұ, °,   ڱ ġ 丮 Ư  ϰ,  丮 Ư ̿Ͽ 丮     м,   ִ  Ͽ. °,  м Ͽ ǥ 丮   ȭ ó  ġ   ϰ  ø ̿Ͽ 强   ٶ 丮  Ư¡  ִ.  濵 й ⿩ ϴ ٴ  . ù°,  濵 丮  ġ  濵  濵̸, °, 丮 Ư 跮   ִ ֿ  ( ,  ȯ   ) Ͽ, 丮 Ư  ġ ġ ڱ 跮 м ϵ Ͽ. °, 丮 Ư ̿Ͽ 丮       ִ  ó Ͽ.   濵  ߿ ġ, ȭ Ӹ ƴ϶ , ̰, ¶     񽺵 ð     ġ Һڿ ϴ 찡  , Һ   Һڰ , ϴ ü  ġ  Һ  ϴ  ġ   ݿǴ    Ͽ."
"125","1229456X","2010","1980 濵ڵ   ȸ  ȿ ϴ     , ֱٿ ü ¾ü   迡   鼭     ȸ   濵  ̷ ִ.       ڱ ȸǿ 濵   ̴. Ư 2000뿡 ͼ ڱ ڰ  ó Ȳ  ȿ 濵  ̷Դµ, Ʈ  豸   ڱ ȸ    ȿ 濵  ϴ.  濵    谡 ̰ ȭϴ   , Ʈ  ŷ     ڱ    ȸ  ȿ   ִ 캸Ҵ.  ü ŷϴ ¾ü 621 ǥ    ǽ  ǰ û  ȸ  ȭװ, Ӱ  ȭ, ȯ ź ƹ ڱ ġ ʾҴ.  ŷڱ   м ǰ ŷڰ  쿡 ȸ   ȭװ,  ŷڰ   쿡 ȸ   ȭ״."
"126","1229456X","2010","ȭ, , , , ,   پ    , ̷ ǹ  ް ִ. Ư, ٸ Ϲ 񽺳   ų 湮 ߿ϵ, 翡   ̷ ߿ϱ  ̿  濵 Ǿ Դ. ׷ ̵ 濵   о( , , ȭ,  )  ̷ ,   濵  Ǵ  о߿   Ϸ 濵  ̷ ʾҴ.   ̳ ð  ſ Ű  ϴٸ  ش 豺 Ѿ ٸ  豺    ֱ ,   ؼ ü 縦  濵 ϴ  ʿ  ִ.   濵  簡 ƴ پ  ϴ 縦  Ͽ  ÿ ڱ ִ ε ϰ Ͽ.    ϴ Ӻμ   缱 ǵ ƴ, ش  ̾ 迡  ǵ Ͽµ, ̴  о߿      ٽ ϰų ϰ ϴ  幰ٴ  ݿ ̴. ׸  ÿ ڱ ִ δ ΰ   Ͽµ,  ȿ( ȿ, ü/ ȿ, ¡ ȿ, ȸ ȿ) ( , ð ,  , ȸ/ɸ ) ( 迡 ) ġ (迡 )뿡 ִ ڱݰ ̵ ٽ (迡 )ǵ ִ ڱ ϰ ִ. ׸ Ȳ/ κа õ  μ  ŷµ پ缺߱ Ͽ ̵ (迡 )ǵ ִ ڱ Ͽ. ⿡    , Ϻθ ϰ  濵   ϰ , 濵  ̷ ÿ  濵 û Ѱ ǵǾ."
"127","1229456X","2009","丮 ΰ нϰ Ŀ´̼ϴ ⺻  Ⱓ   ̿Ǿ , ֱٿ Һڿ ڻ 귣尣 踦 ȭϷ ڵ鿡 Ͽ  Ȱϰ ̿ǰ ִ ߼̴. 귣 丮  üμ Һڿ ǹִ   Ӹ ƴ϶ ش 귣  밨  ϰ Һ  ڱμ  ϴ   ֱ ̴.  濵 丮ڸ  濵 ȮϿ 귣 丮 ֿ Ư 귣 ģа ߽ ڰ 踦 ϰ Ͽ. 濵 ÿ ϸ 귣 丮 ſ, ̹ ȭ, 丮  ÷ο  Ű Ͽ 귣 ģа ڱ ħ Ȯ  ־."
"128","1229456X","2009"," 濵     ϰ Ǵ   ȯ(POS, LMX, TMX, CMX) ϰ, ̵ ȯ   ࿡ ġ ȿ, ,  ,   µ  ġ  ȿ Ѵ. ȯ POS LMX װ ϰ 濵 ȸȯ  ݸ, TMX   ָ  Ͽ. ׸  ȯ CMX  λ úо ο Ӱ ҰǴ ̴. Ϸ Ȯοκм ǽ   濵    ȯ ̿  Ư(empirical distinctiveness) ϰ  Ȯ  ־.  ÿ ϸ ȯ  TMX, CMX   Ÿ µ  Ӹ ƴ϶   ࿡   ڱ ġ ִ  Ÿ. POS LMX µ   ڱ , TMX CMX ޸   ؼ  ڱ ġ ϴ  Ÿ. ̷ ø     ̳   ȸ ȯ踦   񽺸   Ѵٴ    ־. ̴ ȯ TMX, CMX     ʿ ûϴ ̴. Ư CMX  ࿡ ġ  ڱݷ ƹ ص ħ  ϴ.  κ ޴  ǵ̳   پ      ǰ  Ȯ  ־. ̴  濵  Ȯ ߿ ̶߰   ִ.   濵    ߿伺 ߰  ־.       ࿡ ־ ߿ µ  Ͽ.   ۾   ࿡ ɸ ξ ε巯 ۿϰ  Ȯ  ־."
"129","1229456X","2009","Һڵ ǻ   ɸ (bias) ǽ߿ ϸ ̷  ǻ ൿ̳ ÿ  ڱ ִ° ߿ϰ ٷԴ.   ɸ    ִ° Ͽ  濵 ̷.  濵 ǻ  ߻ϴ ̷ ս  Ϳ   (affective forecasting)   (Range of Forecasted Affect)  ո ൿ  ڼ ڱ ġ , ׸     ڱ   캸Ҵ. 濵 ģ   ̳     ǻ    ش.  濵  ڴ Ϲں     Ÿ, ̷    ո  ൿ  ڼ Ǵ  мǾ.  鿡 ڴ  󵵿  Ϲڿ  ̸ .  濵   ̷ ǻ ÿ   ̶ ɸ  Ӱ ,  ̸ ҽų  ִ  ˾ƺν  ո ൿ ° õ  濵   ǳϰ Ͽٴ ̴. °, ǹ    ֽ ڵ     μ  ڱ м ν  ҿ   濵 Ͽٴ ̴."
"130","1229456X","2009","ó 귣 ڻ ڵ鿡 ־ ſ ߿  νĵǰ , ڵ ̷ 귣 ڻ ࿡    ̰ ִ. ׷ 귣 ׻   Ǿ Һڵ ȣ µ 귣 ڻ ġ   ִ  Ȳ ó ɼ ֱ , ̷   ġ ڱ̳   ȿ  濵 ϰ ִ. ̿  濵 귣  Ȳ ش  å Ըϴ  ü Һ  귣忡  µ ġ ڱ     ɰ̶  ȿ Ҿ 캸Ҵ. 濵 , åӱԸ   ߸  ٴ   ,   ü Ǿ   ϴ  ٴ ߸ڰ  ü Ǵ  Һ 귣 µ   ȭŰ  Ÿ. ݸ åӱԸ   ߸ߴٴ   , ߸ڰ ü Ǿ   ϴ  ٴ   ü Ǵ  Һ 귣 µ   ȭŰ  Ÿ.   ɰ  åӱԸ    ߸  ٴ  , ڰ ߸   ü  Һ 귣 µ ȭ ̸  ʰ Ÿ åӱԸ ü,  , ׸  ɰ̶    ȣۿ ȿ    ־.   濵 ̷  ǹ û, ׸ Ѱ   濵ȿ  Ͽ."
"131","1229456X","2009","ֱ ɾ߽ð  ϴ Һڰ Կ  ̵鿡  ɰ  ʿ伺   ִ. ̿ ɾ߼ο  ڱ ġ ֿ   濵 ŷеǾ ð  Ͽ 峻 ȥ⼺, Ǽ   ð  Ͽ.  ̷   ΰ νƮ  ڱ ġ,   κ ɾ߼Һ 湮ǵ  ڱ ġ 캸 Ͽ.  203 ɾ߼Һڸ  м ǽ , ð , 峻 ȥ⼺, Ǽ  񽺴ð  ΰ ڱ ġ  ȮεǾ. ݸ鿡 νƮ ؼ ð  峻 ȥ⼺ νƮ ڱ ִ  .   ΰ νƮ Һ 湮ǵ ڱ ġ  Ÿ. ̷  мø  ̷, ǹ û õǾ, 濵 Ѱ ̷ 濵⿡ ؼ Ͽ."
"132","1229456X","2009"," 濵  ͳ  ǰ (MOBISQUAL: Mobile Internet Service Quality) 3 豸   ȭϰ  Ͽ. ü ֻ  ͳ  ǰ ϴ 4 ⺻μ ǰ(outcome quality),  ȣۿ ǰ(fluid interaction quality), Ȳ ȣۿ ǰ(contextual interaction quality),  ǰ(servicescape quality) Ͽ. 4 ⺻  2-3   Ǵ  ȭϿ. ǰ μ (fulfillment) (playfulness),  ȣۿ ǰ μ ͽ Ӽ(ubiquitous connectivity) (responsiveness), Ȳ ȣۿ ǰ μ Ȳ 뼺(contextual usefulness) ȭ(personalization),  ǰ μ (design), ̼(ease of use)  (security) ԵǾ  9  Ͽ.  濵  MOBISQUAL 3 豸     3ܰ м,  4 ⺻  , 4 ⺻ μ  ͳ  ǰ  , ׸ 4 ⺻-9     ǽϿ. ̷    濵  MOBISQUAL 3       Ȯ  ־."
"133","1229456X","2009"," 濵 귣Ȯ򰡿 ־  κ 귣Ȯ ռ  Ǵϰ ȣ Ѵٴ ֱ Monga and John(2007) 濵ÿ 귣Ȯ 򰡰  귣ÿ  ȿ  Meyvis and Janiszewski(2004) 濵ø    帣 簣 ɸ Ŀ ̸ ټ-ܼ(accessibility-diagnosticity)  мϿ.   濵 簣   ׷  귣ÿ  ȿ , ׸ 귣ÿ  ټ ܼ ̿  簣 Ȯ귣μ 귣(narrow brand vs. broad brand)   ޶   캸 Ͽ. м  ΰ   5 ģ    ,  귣, ߱ϰϴ 귣ÿ  Ͽ. ̸ ʷ  翡  ִ 2 Ʈ 귣(narrow brand: TV, DVD player, , broad brand: TV, , Ź)   ִ ķڴ 귣ȮȲ Ͽ. Ӹ ƴ϶   Ƚ,  Ȯ  Ȯ귣弱  ð ̸ Ͽ   ټ Ͽ.  濵  488(ѱ 243, ̱ 245) Ͽ,   Ҽ  ϰ 414(ѱ 212, ̱ 202)  м ȰǾ. 濵  ε ε鿡 Ͽ   귣 ð  Ÿ  ǹ ʾҴ.    귣ÿ ȸ  ߰м Ͽ ε   귣 ð⿡    ȮϿ.  Ƚ ,   迡     귣 ú  Ӹ ƴ϶ οԼ     Ͽ 簣 ̰  ø . ̴ A-D   귣ÿ  ȿ  Ƚ  ,      귣忡  ð  Ȯ ش.  濵   濵  ʿ ϰ 簣 귣Ȯ ̸ 귣Ȯ ɸ Ŀ 鿡 ôٴ  üμ ̷ 鿡  ǹ̸ Ѵ. Ӹ ƴ϶  ǹ 鿡  Ȯ帶ø  ,  ư ۷ι ȯ濡 پ   ⿩    ȴ."
"134","1229456X","2009"," ڵ鿡  ȸ åȰ Ӱɰ濵  ʼ׸̴. ̿   濵 Carroll(1979) Ǹ   ȸ åȰ   򰡿  ڱ ġ Ϳ  ɸ Ŀ ãϿ. ̷ ɸ    濵  ȸ åȰ ش ڿ  ŷڸ ߽Ű    򰡿  ڱ ħ ϰѴ. ׸ ̿    ư ŷ  ` ŷ` `ȣǼ ŷ` Ͽ  ȸ å   ŷڿ   ڱ ġ Ͽ. ü ø 캸,   åȰ    ŷڿ ȣǼ  ŷڸ Ű   򰡿  ڱ ġ  Ÿ. ٽ ؼ   åȰ   Һڵ ش ڿ Ͽ   ŷڿ ȣǼ  ŷڸ Ͽ ش       򰡸 ٴ ̴. ׷   åȰ  åȰ, ׸ ڼ åȰ   ȣǼ  ŷ  ڱ ġ  Ÿ. ̷ ô   åȰ  åȰ, ׸ ڼ åȰ ش ڿ   ŷڰ ƴ ȣǼ ŷڸ Ű ش     ڱ ƴٴ  ش.   濵 ڵ鿡 츮 ȸ ϴ ȸ åȰ    κ ؽŴμ ڽŵ ڿ ȿ ϰų,   ŷ ̰, ǹ   ̴."
"135","1229456X","2009"," 濵 ̷(equity theory) , Һ   񱳴  /Ұ     ڱ ġ, ׷ 谡    ޸ Ÿ  ̴.  濵    濵 Ǿ ִ. 濵 1 Һ    Ͽ Һڰ    ٸ Һڿ ϴ Ȳ ϰ, 濵 2 ŷ  Ǹڿ ϴ Ȳ Ͽ.  濵 Ͽ /Ұ ޸ ϵ ϴ   ó (̵ Ұ, ,  Ұ) ۼϿ,  ǽڿ     ó е    ϵ ϴ 迡  ڷḦ Ͽ. 濵 ô  . ù°, Һڴ   ٸ Һڿ Ǹ,  ̰ ڽ ̵ Ҵٰ  ׷  쿡  ̾԰  ũ .       ̾ . °, ٸ Һڿ ϴ , ̵  ġ ڱ   ũ, ذ  ġ ڱ   ũ. °, Ǹڿ ϴ , ذ  ġ ڱ   ũ. ׷ ̵  ġ ڱ  ޸   ٸ  Ÿ ʾҴ.    濵  ̷ ǹ̸ ϰ ̷ 濵  濵  Ͽ."
"136","1229456X","2009","  Ŀ´̼  ״  · Ǵ ŭ   븦  ʾ ü 濵 ϴµ    ߴ  ̴. , ó ͳݻ ϴ   Ŀ´̼ ϳ ؽƮ    ͷ  ǥν 濵ڵ鿡  ü  ȸ Ȯְ ִ.  濵 ̷ ȸ Ͽ  Һ ൿ  ٸ  ϴ ǹ ڷ  Ͽ. Ư 5   ǥô     ȣ() ⼺  ̸ Ÿִ ǥ   ִٴ  Һ  ȣ ȭ ϴ ȿ  Ȱ  ϴ. ϳ   ְ ȣ ⼺  ̸ Ÿµ ġ,    ü ()    (л) 巯  ִ.  濵 ̷  Ͽ    ǰ 븳Ǿ л Ŀ ǿ ƶ Һڵ  ź  ̶ Ͽ Ҵ. ƿ﷯,     ġ  ܼ Կ  µ    ǻ  ȭ Բ 캸Ҵ. м  䰡   븳Ǿ л Ŀ,   Ҽ  ȣǵ  ǿ ƶ  ȮǸ,  ġ  Եɼ  ƶ  ó ⼺  Ȯȴٴ  Ȯ  ־. , ǿ ƶ Һڴ  ƶ Һڿ   ,    ū ź¼ ̸  ƶ Һڴ  ߿     ó δٰ   ְڴ."
"137","1229456X","2009","   濵   ʾҴ   ǰ޾ü ϴ ȯ ȮǼ ߽ɿ, ڿ߽ɿ, ߽ɿ   񽺿 ŷڸ Ͽ  ġ ڱ мϴ  ֵ 濵 Ͽ.  濵 ޼ϱ Ͽ H߰  HSD 縦 ǰϴ 232 ǰ޾üκ ڷḦ Ͽ 濵 Ͽ.   м  ˾Ƴ м ø 濵 캸  .   ȯ ȯ濪 ȯȮǼ ʹ ٸ 뼺, ü  񽺿  ڱ  ϴ  Ÿ.   Ư   ȿ Ÿ. ߽ɿ   񽺿 ŷڿ  ڱ ־,  񽺿 ŷڸ Ű Ͽ ,      ڱ ־. ݸ鿡 ߽ɿ     񽺿  ڱ  ,   ŷڸ Ű Ͽ   ڱ ־. ڿ߽ɿ  ŷƯ, ۼ ɷ  ڿɷ 񽺸 Ͽ   ڱ ־.  ٸ ߽ɿ LIS  ȭ 񽺿 ŷڿ  ڱ  ϴ  Ÿ, ݸ鿡   鿡 񽺸 Ű   鿡 ŷڸ Ű Ͽ   ڱ ־. Ű  ϴ 񽺿 ŷڴ    ڱ ִ  Ǿ. ,    ȯ, , , ŷ    迡  мõ  ǰ޾ü鿡 ̷п ٰ   õ Ȱ   ̴."
"138","1229456X","2009"," 濵    İ  Һ ų ġ  ȿ ġ ڱ 캸 Ͽ. Ư ųü迡  ְ Ȯ   ų ġ ߻  ҿ ġ ڱ 캸 Ͽ. ̿  ù°, ų ġ ũ    쿡    캸  ũ Ÿ ΰ? °,  īװ    ݺ  ųġ ȿ ġ ڱ ޶ ΰ?  濵 Ͽ. 濵 ذ     ǽϿ  ô  . ù°, ų ġ ũ    캸    쿡  ũ Ÿ. °,  īװ   쿡     ݺ  ų ġ ȿ     ݺ  ų ġ ȿ ̰   Ÿ. °,  īװ   쿡     ݺ  ų ġ ȿ     ݺ  ų ġ ȿ ū  Ÿ.  ǿ û  κп ٷ."
"139","1229456X","2009","װ   â  ִ    ߿伺  ǹڵ鿡  Ǿ. ׷  ü  ϴµ ־  ޹ħ   ִ  濵  ſ  ̸     ִ  ü   濵  ̴.  濵     濵  ϱ    Ȯ ϰ ȿ   ִ Ʋ ϰ Ͽ. 濵   ڵ  ޸ پ (, , ſ, ȲȦ ) ü̸ 15 ҵ Ǿٴ  ߰Ͽ. ߵ   ׸  ܰ 縦  Ÿ缺 ŷڼ Ͽ."
"140","1229456X","2009","      ⺻  2 ̾Ƶ   а迡  Ͽ. ̼ Ȥ    а η   ǰ ⺻  ӿ ұϰ, ̿  ṵ̈ м ̷ȭ ۾ ſ ϴ. Ϲ ȯ  Ȳ   ֵ ( ) ٸ   Ʈ ( ) ϰ Ǹ,  ֵ- Ʈ{Male, Female}, ֵ- Ʈ{Male, Male},  ֵ- Ʈ{Female, Male},  ֵ- Ʈ{Female, Female}     ̾Ƶ з  ִ.       ⺻  2 ̾Ƶ   а迡  ̷  ϰ, õ  а ̷   Ͽ. Һڿ Ǹſ ̾Ƶ带 ϴ ǻ  ùķ̼  ǽϿ Ǹ ȯ  Ȳ     ̾Ƶ   ڰ Ʈʿ    µ  ۿ  Ͽ,  µ ڱ ġ ڱ  Ըϰ  Ǽ Ͽ  а ̷  ϴ ø ."
"141","1229456X","2009"," 濵 (multi-item bundling)   ϴ  ϴ ϴ ̹   Һ񿩺 ǻ ڱ ġ, ׸  ֿ̹    ̴ Ÿ뿡    ڱ ޴ ŽϿ. 濵 ǸŰ ŷĿø ߱Ͽ Ÿ뿡  ǿ   Һ ɼ ҽŲٴ ø  ־.  濵 Ұð ǸŰ Һ ġ  ȿ ҽŰ,  ֿ̹     Ÿ   ޶ ش.  Ͽ ϴ ϴĿ    Ͽ ̴ Ÿ뿡    ̰ ؾϳ,  濵   ҵǾ õǾ  յǾ õǾ    Ͽ  Ÿ 뿡    ̰   Ÿ.    濵 հǿ Һڵ Һ    Ÿз ּȭ ϰ  ŷ Һ ȭϱ Ͽ Һ       Ҵϱ ̶ Ѵ.  濵ô Һ ȸ ̰ ̱̾ ڽ   ڽ  ︮  ȭѴٴ 濵 ø ϰ ִ."
"142","1229456X","2009"," 濵 ֱ 귣  ߽ εǰ ִ 귣 Ŀ´Ƽ  귣 Ŀ´Ƽ  ȣۿ   ȭ      ϰ ̸  귣 Ŀ´Ƽ   ,   ħ ϰ ִ. üδ   ̷ û Ѵ. ù°, 귣 Ŀ´Ƽ   ȭ ̶   ִ ȣۿ 6  Ͽ. ȣۿ ̴   Ұϴٰ  ó,    ū 帧 ڸ     귣 Ŀ´Ƽ  ȣۿ    ū ǹ̸  ִ . °, Һ-귣-Ŀ´Ƽ ̿ 谡 ǰ Ǿ ȸ  귣 Ŀ´Ƽ ȣۿκ Ե 귣 Ŀ´Ƽ  ȭ θ Ͽ.   ȭ θ Ŀ´Ƽ ο 귣   η Ͽ.  귣 Ŀ´Ƽ  濵 귣 Ŀ´Ƽ   Ư¡ ̸   ̸  ϳ 帧 濵 Դ. Һڰ 귣 Ŀ´Ƽ  , ϰ, ϴ    η  ν 귣 Ŀ´Ƽ      ־. , 귣 Ŀ´Ƽ  ȭ   Ͽ. ̸  귣带    νϰ, 귣   ϰ ϴ ڵ鿡 귣 Ŀ´Ƽ ߿ 귣  νĽ    .  濵 ֿ  濵 ô  . ù°, 귣 Ŀ´Ƽ  Һ-Һ ȣۿ   ȣ밨 ڱݷ 귣 Ŀ´Ƽ  츮 ǽ   ڱ ġ, Ἲ  ڱ ġ Ѵ. °, 귣 Ŀ´Ƽ  Һ-귣 ȣۿ   ȭ ſ 귣 Ŀ´Ƽ  귣 ų   ڱ ġ,   ڱ ġ  Ѵ. °, Ŀ´Ƽ λ󿡼 Һ-Һ ȣۿ   츮 ǽ Ŀ´Ƽ Ͻÿ  ڱ ģ. °, 귣 λ󿡼 Һ-귣 ȣۿ   귣 ų 귣 Ͻÿ  ڱ ģ. ټ°, Ŀ´Ƽ λ󿡼 Ŀ´Ƽ Ͻÿ 귣 λ󿡼 귣 Ͻô  귣   ڱ ģ. °, 귣 Ŀ´Ƽ  Ŀ´Ƽ Ͻÿ 귣 Ͻô ȣ  ڱ ģ."
"143","1229456X","2009","Һڵ    ܼ ϳ  ü   ƴ϶   ΰü νν   Ư     ,   ڱ شٰ   ִ. Ư    Һ    µ     ְ ϹǷ   , Ű,   ǻ  ħ Ѵ.  濵 Ҹ    ô ϰ Ͽ ̸ Ҹ  Ͽ  ȿ  ϰ Ͽ. ù°,  ô Ͽ.   , õ, Ȱ, ,  5   ߵǾ. ̴   湮   ܼ Ÿ  Ҷ  ǿ   ϳ ΰ    μ Ư   ߿  ȴٴ  ǹѴ. °, ̷  信  Ȯ Ͽ پ Ҹ  ϰ  信  Ȯΰ ֿϰ õǾ ִ Ͻ  漺 迡  Ȯ Ҵ.  ,  Ư     ִ   ȮεǾ,  漺   ڱ ġ  Ͻ   ۿ ȮεǾ.      λȲ ӿ   ִ      ,   ϱ⿡   Ǵܵȴ."
"144","1229456X","2009"," 谡   ߿õǾ   ,   з λϰ ִ  Ȳ   ġ ڿ ߿ ǹ̸ Ѵ. Ư IT ߴ޿ Ծ  10     ġ õ  濵 ̷Դ. ׷ κ 濵  ڻ  ͼ ̿  谡 Ǿ,  ̵  踦   濵  .  濵  ߿   ڻ  ͼ  踦 Pareto/NBD    BG/NBD  ȰϿ   ġ   ϰ,   ͼ  ڻ Ͽ  ڻ  ܱ   ǥ Ȱ  ִ ɼ ϰ Ͽ.  濵 ð迭  ڻ   Ϳ  ð迭 м  Ϲ Ǵ  ڻ  ͼ   谡 ְ,   ڻ  ͼ ġ ڱ   Ⱓ ӵǴ ̿ ȿ    ־. , ű     ڻ  ܱ ͼ  谡 ִ ݸ,      ڻ    ͼ  谡 ִ  Ÿ.  濵 ø ؼ  ڻ  ͼ  ڱ ġ   Ȯ  ,   ڻ  ̷     ִ  ǥν Ȱ   Ȯ  ִ."
"145","1229456X","2009","ͳ   2000  Ŭ 0.2%  ߶ϸ鼭  ȿ ǹ Ǿ. ׷ Һڰ ͳ  Ŭ ʾƵ ܼ  ͸ Һ 귣 ȣ ڱ ޴´ٴ  ˷ ,     ȿ   ʿ伺 Ǿ. Ư ǻ ȭ  Ϻθ ϴ ͳ   쿡     Ȯ 򰡸   ð Ǹ ϴ  ߿ϴ.  濵 ƮĿ ̿  Ͽ   ð Ǹ  Ŀ,  ð Ư  ͳ   Ȳ ð Ǹ µ  ڱ ִ, ׸ ð ǰ   ȸ󿡴  ڱ ġ мϰ  ǹ̸ Ͽ. м , ͳ   ð ڱ(ִϸ̼ǰ )   ο  ð ǿ  ڱ ִµ,    쿡 ġ ȭϰų ܼ ٴ   ȭ  ð Ǹ   ,   ִ 쿡  ð ڱ  ð ǿ ڱ  ʾҴ.  ο ð ڱ ⼺ ð ǿ  踦 ϴ ڱ м ,   ְų  ü ؼϱ  ڿ  ҿǴ ȭ   쿡  ϰ Ͼ ð ǰ ־ ұϰ   ȸ Ͼ ʾҴ.    Ȯε ̷ ǵ  ȿ ͳ        ÿ ݿǾ   δ."
"146","1229456X","2009","   ϴ 湮Ǹ    Ͼ  ִ ҿ   ʼ̴.  /α ̰ ü ߰䰡   湮Ǹſ ,  ǸŹ߻ ġ ̷  Ȱ  ϴµ ⿩ ̶ .  濵     Ǹ ߻         ãƳ Ͽ.   ϳ G 跮 ̿      ִ ֽ̰     ִ ݵ  Ͽ.   (, , 빮) ݵ , ׸ ,    Ÿ.   ݵ        ڱǸ Ǹź 3%  쵵 ־.  ̿  ٸ   Ҽ 湮Ǹ   ϰ   ƴ϶ ڱ Ǹ  ߵ   Ÿ.   ̷   湮Ǹ    ġ ʴ  Ÿ. ̿   濵       ũ,  ׸  ġ  ȭϿ  ΰ Ͽ. е   ߹ġ  ٶϸ 䰡  лǴ  Ŭ,   лġ ̷  ̴. , , ׸ 湮ǸŻ   ġ   м Ͽ ġ  ľϰ   ȭ  ̸ мϴ 濵 ̷濵 Ͽ."
"147","1229456X","2009"," 濵 뵿   Ҿ ̸  ϴ      ִ°  ϰ Ѵ. ó  ڵ 뵿 ߿伺 νϰ  ̸   âϰ Ѵ.   ڵ   ǥ⿡       鿡   ǥϵ 䱸ϰ ִ. ׷ 뵿 ࿡  ߿   뵿 ƴ   뵿,  ǥ ƴ   뵿̴.  ߿    ̸ ν  ִٴ Ͱ ̷ ν   ǰ ڱ ĥ  ִٴµ ִ. ̴  ܼ 뵿    Ű  ƴ϶   뵿 ϴ  ñ     ִ  ϰ ִ.   濵 뵿  ǥ ϰ ̷ 뵿      ڱ ġ     ǰ  ڱ ġ° 캸 Ѵ.   ǥ  Ǹſ  Ư  ޶  ִ° 캸 Ѵ. 濵 Ǹſ  ǥ     ū ڱ ġ  Ÿ       ǰ ڱ ġ  Ÿ.  Ǹſ ° ǥ  Ǹſ Ư   ǥ ޶  Ÿ.    ° ǥ   ī  , ǥ    ǥ  ǥ     Ÿ. ̷ 濵ô ܼ ٸ ǥ ǥ ƴ  Ͽ  νİ ؼ   ֵ ϴ   ǥ ߿伺 ϰ  Ҿ  Ͽ ܼ ܸ ȭ 뵿 ƴ ȭ  ǥ ߿伺 νĽŰ ִ.  ȭ ǥ  ϰ ϴ    Ǿ ִٴ Ͱ ÿ  񽺸 鼭 ̸ ν  ִٴ ſ ܼ   濵ô ϰ ִ."
"148","1229456X","2009"," 濵  ŷ 迡 ȣ Ը(reciprocity magnitude) ȣ Ī(reciprocity asymmetry)  ŷ  Կ ġ ڱ   濵̴.  濵 ȣ Ը(reciprocity magnitude)    Կ (+) ڱ ġ, ȣ Ī(reciprocity asymmetry) Ծ  Կ (-) ڱ ģٴ  Ͽ.   迡 ġ 缺(value similarity) ȭ ģ(cultural familiarity) ȣ  Կ ġ ڱݿ   ȿ ٴ  Ͽ. ֱ ؿ   ִ  ü  ڸ     , ؿ  Ʈʿ ŷ 迡 ȣ Ը  Կ (+) ڱ ġ ݸ, ȣ Ī  Կ (-) ڱ ġ  Ÿ.  ȣ Ը ȭ ģ    Կ ġ (+) ڱ  Ŀ ݸ ȣ Ī ġ 缺 ģ    Կ ġ (-) ڱ  Ŀ  Ÿ. ̷ ô  ü ȣ Ը ȮϷ  ȭ ģ  °    Կ  ȿ ǹѴ.   ü ȣ Ī ̱   ȣ ġ 缺 ȮϷ ° ÿ ̷   Կ  ȿ ǹѴ."
"149","1229456X","2009"," 濵 ڿ Ǹ 迡 ڰ ϴ    ǵ  ڱ ִ  ,   ΰ踦 Ȯ,   ຯ Ͽ. , ǵ ־   Ű ߿ .  濵 õ 7  ϱ Ͽ    ȸ 븮  Ǹڿ ڷ Ͽ  븮   縦 ǽϿ. 븮 κ  360  ĸ м ,   Ű  ŷµ  ҽŰ  Ÿ, ǥġ Ұ  Ű  Ÿ. ,   ǵ ҽŰ  Ÿ,  ǵ Ű  Ÿ. ,  濵  7    Ǿ. ǵ Ͽ  ҽŰ  Ű  ϸ,   迡   ҽŰ    ־. ,  ຯ   ŷµ Ͽ,  ຯ ǥġ Ұ Ͽ."
"150","1229456X","2009","  ̷ 信 ڱ ġ  ȿ  , ݰ   ݰ   Ѵ.   ݰ  ̿ȿ ð  ׻ ϰ ϰ ִ.  ̷  ȭϱ  Ȯ ̿ȿ Ҹ  ̿ȿ  ־.  濵   ݰ  ȿ(Current-effect) (t-1) Ǹŷ (linear combination) Ǿ ־   ݰ  Ȱ      δ.  濵 ̿ȿ   Ϲȭϱ   Ȱ  ˷ Trigg & Leach(1967) ̿Ͽ  ̿ȿ   ݰ  ϰ,   ݰ , ð  ̿ȿ Ȯ ϴ ̿ȿ  񱳸   ̿ȿ   밡ɼ ϰ Ѵ. ȵ  ѱ  19 귣庰 Ǹŷ ȴ."
"151","1229456X","2009"," 濵 ѱ ȸ ȭ Ư () 踶ÿ ϴ  ϱ    ()   ϰ ô ϰ Ͽ. ش ߱      Ϲ ΰ    ٸ ۿ µ, ׵ ̸  Ͽ   ִ ô ߵ ʾҴ. Ӹ ƴ϶  ð ŷ   Ϸ ӵ Ҽ ҰϿ. ̿  濵   濵 ʱ ܰμ  ô ϼϿ. 濵  ׸ ô    Churchill(1979)   ׸  ׸   ŷڼ Ÿ缺   ׸   Ÿ缺  ܰ踦 ƴ. 濵,    , , ȣ, 밨, ؽ ټ   Ǿ  ׸  ŷڼ Ÿ缺  ִ  Ÿ.   信  Ȯ  ǥ 񽺻 ̿  м ǽ ,   5  Ǿ ְ ÿ 񽺻Ȳ   ִ ֿ  Ȯ  ־. , ǰ, 񽺰ġ, ȣ  踦 Ȯ   ǰ 񽺰ġ   ڱ , 񽺰ġ  ȣ  ڱ ġ  Ÿ.  񽺰ġ   ڱ ƴ.  濵  ̷, ǹ û Ͽ ̷濵   Ͽ.  濵 ȭ   Ͽ ѱ 踶 ̷  õϿٴ  Ǹ ٰ ϰڴ."
"152","1229456X","2009"," 濵 Brenner et al.(2007)  սȸ   ( vs. )  ޶ 캸 ؼ (1)    Ӽ  Ⱑ ߻ϴ ̹ ǻ Һ   캸, (2)սȸǿ ȸȸ    ִ ε(ȭ, ) ľϿ  ⼺ Ͽ.  濵 ü    Ǿ. 켱,   Ӽ  Ⱑ ߻ϴ ̹ ǻ Һڿ õǸ  Ӽ  ȰȭǴ   Ǿ  ȵ ϴ    ε巯  ̴.  սȸ 信   Ǵ Һ   Ÿ ̴( 1-1).      ȭϴ ø 䱸 Һڴ ø 䱸  Һڿ ؼ Ǽ սȸǰ  ϰ ߻ϹǷ  Ǵ Һ   ȭǾ  ̴( 1-2). ׸     ϰ  Һڴ ׷  Һڿ ؼ Ǽ սȸǿ ȸȸǰ  ϰ ߻ϹǷ  Ǵ Һ   ȭǾ  ̴( 1-3). ,   Ӽ  Ⱑ ߻ϴ ̹ ǻ Һڿ õǸ  ȰȭǴ   ġϴ  Ӽ    ؼ  Ƿ  ޸ Һ    Ÿ ̴( 2-1).       ȭϴ  ϶ 䱸 Һڴ ø 䱸  Һڿ  սȸǰ  ϰ ߻ϹǷ     ̴( 2-2). ׸  Ͽ   ϰ  Һڴ ׷  Һڿ ؼ սȸǿ ȸȸǰ  ϰ ߻ϹǷ   ϰ Ÿ ̴( 2-3).       Ǿ, ü  1    Ͽ мϿ  1-1, 1-2, 1-3  Ǿ ȮϿ.  2  û  Ͽ м ,  2-1   ʾ  ʾҴ. ׷  2-3 Ǿ  2-2 ϰԳ Ǿ.   濵ð ϴ ̷ û ϰ, 濵 Ѱ ̷ 濵⿡ ؼ Ͽ."
"153","1229456X","2009","  ٸ   ٸ   ǰ   ġ ڱ ſ ũ.  鰣 µ ൿ  ϴ  ƴٴ   о߿   ִ 濵  ̴.  濵 ٸ  ڱ  ǰ ҷ ϰ, CIT(Critical Incidents Technique) Ͽ    ǰ  ڱ ġ ٸ    мϰ Ͽ.  濵  ٸ  迡   򰡿  ڰ ̸ Ÿ  ̷ ̸ Ѵٴ  Ȯ  ־.  濵 ̷     ǰ(CCQ: Customer-to-Customer Contact Quality)̶ ϰ,  ̿ ٸ  迡    Ͽ. CIT м, CCQ 1 ֿ  2 ַ     ̶  ߰Ͽ      ٸ   ȮϿ."
"154","1229456X","2008",""
"155","1229456X","2008",""
"156","1229456X","2008",""
"157","1229456X","2008",""
"158","1229456X","2008"," 濵 Һ ̵  ٷ ̷ ȵ ٰŷ Һڰ   ,    ϰ ǵ   Һ      Һ  ȿ  ŽϿ. ̸  Һ ڱ ִ ε(ھذ, , Һ  â,  Ƽ )  濵  ϰ Ͽ. ׸ Һ  , Һ ú( , Ȳ ռ,  , ) ڱ ġ  ̵  ̿Ͽ 캸Ҵ.  濵 濵ÿ  ù°,  ھذż, , â, Ƽ걸   Һ  (+) ڱ ġ  Ÿ. °, ϰ  Һ ̵ (+) ڱ , ̵ ٽ    Ȳ ռ (+) ڱ ư,   (-) ڱ ִ  Ÿ. °,   Ȳ ռ 򰡿 (+) ڱ ġ  Ÿ,   򰡿 (-) ڱ ġ  Ÿ."
"159","1229456X","2008","ֱ ȯ濡 ü  ȣۿ ä پȭʿ  ä (multichannel customer management) ߿伺 ϰ ִ. ڼؿ ä ̿  漺 迡   濵      ü ִٰ Ǿ Դ. ׷ ̷ 濵   ΰ踦  ϰų κ̰   Ǵ  Ͽ ̸ Ͽ Դ. ̿ Ͽ  濵 ä ü ȸ    ͺ̽  ڷḦ  (component-wise) ٹ Ͽ ä ̿(Ž   ܰ)  漺(µ  ൿ 漺) 踦  Ͽ. 658    18  ڷḦ   Ž   ܰ ο  ä ̿ ü  µ  ൿ 漺  ڱ ġ  Ÿ ִ. ׷ ̷ ô  ä ̿   ̰ ִ  Ÿ ִ. ,  ä ̿  ä ̿Ͽ Ͽ ݵ  漺 ̴  ƴ  Ÿ ִ. ̷ 濵ô ü ä    ߻Ű  ϰ, ä   (CRM) ߿  ϰ  ν ̷  ǹ û ϰ ִ."
"160","1229456X","2008"," 濵 ǰ    Һ Һ   ġ ڱ (PQOLI)    濵̴.  濵   Һ  屸 , ھ ǥ 屸 , ׸ ģȸ 屸  Ͽ Һ   ġ ڱ (PQOLI)  ڱ ġ,  ̷   Һ Һ   ġ ڱ (PQOLI) Һ  ⿡  ڱ ģٴ  Ͽ. л Һڸ     ,   Һ Һ   ġ ڱ (PQOLI)  屸   ھ ǥ 屸  ؼ ū ڱ ޴  Ÿ.   Һ Һ   ġ ڱ (PQOLI) Һ   ڱ ƴ.    Һ  ģȸ 屸    Һ Һ   ġ ڱݿ  ڱ ġ ʾҴ. ̷ ô Һ   Ű Ͽ   ھ ǥ ġ   켱  ξ  ǹѴ."
"161","1229456X","2008","Һ ø(consumer choice models) 濵 Һ ɸ(consumer psychology) 濵  Ӽ 缺  ÿ ڱ ģٴ  ,  ȿ ؼ ݵ ø Ѵ. Һ   濵   ٸ ȵ Ӽ Ҽ,   Ȯ ٴ  ش. ݸ鿡, Һ ɸ 濵  Ӽ 缺   ȣ δٰ Ѵ. ,   Ӽ 缺  Ȯ ,  ڱ  ĥ  ִٴ  ϰ ִ.  濵 ̷   ٸ 濵 帧 Ͽ, 缺 Һ ÿ ġ / ڱ ȿ  Һ ģ  ȴٴ  ش.  濵 Һڵ  ģ 쿡 Ӽ 缺  ÿ  ڱ ġ, Һڵ  ģ  쿡 Ӽ 缺  ÿ  ڱ ĥ  ִٴ  Ͽ.  濵 Һ  ÿ  ̻꼱(discrete conjoint choice)ڷḦ ٺ(multinomial logit) Ͽ  ǽϿ, 濵 ô  濵  Ͽ."
"162","1229456X","2008"," 濵 Űȿ α׷ Ͽ  Ȳ Űȿ Ǵ  ŽϿ. Ű(medium)̶ ̵ ٶ ൿ ϰ ޴ ƼĿ α׷ Ʈó  üμ ƹ ǹ̰  ߿ ̳ ǰ  ϴ ù ȯ  ִ  ȭ ǹϸ, Űȿ ܼ Ű ø  ȣ ٲ  ǹѴ.  濵 Űȿ α׷ Ͽ,   Ǿ ұϰ õ ϸ Ǵ Ʈ ȭ   ȣ ޶ Ͽ.   濵  () 񱳰ɼ Űȿ ڱ    ŽϿ. ü  濵 1)     Ȳ vs.  Ȳ, 2) 󹰵 ȣ ̰  Ȳ vs. ū Ȳ,   Ȳ տ  4 ûȲ Űȿ мϿ. м,   ȣ ̰  Űȿ ϴ  Ÿ,      ʾ Űȿ ũⰡ ϴ  Ÿ."
"163","1229456X","2008",",  ٸ, Ը ū  ȭ ڽ  ü ͳ   ϴ  ̰ ִ. ̷  ͳ   Ҿ ͳ äο Ǹ  ſ ؼ  ߴٴ  ڱ  ̴.  濵 κ ü 忡 ¶ΰ  ä   ľ Ͱ ٸ ̷ ȭ ü  ߽ ȴ.    ¶ ü ̹ ϴ ,  ü ¶ äο   ΰ   ΰ    ٷ ̸ ü  ׸ ̷  мϿ. ̸ ؼ ¶ΰ  ä  Ȥ  Ȳ ؼ ϰ ȭϰ м  ؼ  ä  ߻ϴ  ľϿ ̷  ذϱ   Ͽ.  Ǹڴ ¶ ݰ  ̰  쿡 ¶ 忡 ϴ  ϰ ̵  ̰ Ŭ 쿡 ¶ 忡  ʴ   ٶϴ.  Ǹ 忡 ¶ äο ϴ  ׷  캸   ¿    ۿ  Ȳ, , ˼  Ÿ     ̷  ¶ΰ  ݺ  ߰  쿡 ߻ϰ ȴ.    ˼  ذϱ   ϳ   ϰ ִ.     Ȥ ä - ⼭ ¶ ä -   ߰ ΰϴ   鿡 ķ  ø   ִٴ    ̷ å ȸĻ  ̾ ȴٴ  ."
"164","1229456X","2008"," 濵  񽺸 ߿ϴ ȣ   Ư   ڱ ġ ˾ƺ  Ư  濵  濵   Ͽ Ͽ.   濵  ٷ ʾҴ ο  ڿȰ뼺 ⼺ Ű Ͽ Ư  踦 ϱ Ͽ ȸͺмм ǽϿ. мø ,   ƯӸ ƴ϶ Ȳ Ư ڿȰ뼺 ǥ Ư  ⼺ Ű ۿ    ū ڱ ġ  Ÿ. ɸ̳ 濵 λ,  Һൿ ٷ Ư ޸, 񽺸 鿡  . Ư, ڿȰ뼺, ⼺ θ  ȰǾ  ū ڱ ģٴ  .  ȣ    ߿ϰ Ǿ  κ ݺκ̸, Ǽ, 漺 Ư ȣڿ ߽õǴ ȣ   ڱ ġ ߿  Ǿ. ̷ Ư ȣ λ缱߿   ̴."
"165","1229456X","2008"," 濵 1990  ݱ  濵 Ǿ  ִ   濵      ľϰ Ѵ.  20Ⱓ   濵 ̷  Ÿ м ̿Ͽ   濵  ֿ  踦 跮 м 濵 ־.  ̷ м    踦 ľϴ  濵 ȭ     ľϱ ƴ. ̸  跮(Bibliometric) о߿ й   ľϴµ ַ ̿ϴ   ο м (author co-citation analysis) ̿Ͽ.   ο м   Ư 濵   ڵ   ο 󵵸 м ϱ , ð  ݿѴ.   ο м  ܼ 濵 ø 跮 ϰ ϴ  ƴ϶, 濵 帧     ǥ  ִ. ڵ 1990~2006 17Ⱓ ̷    濵    ο м  ǽϿ. 켱 SSCI  Ʈ  о Top 10 ΰ 踶 о߿   ο   28   . ̸  ڵ  ο󵵸 ̿    ,  ô м ǽ,   о    ־.  ,  ð濵 ũ B2C B2B  濵   Ͽ  о߰     ־. ׷ ̸   17Ⱓ   濵 о ȭ   濵  ľϱ⿡  ִٰ ǴϿ ߰ 濵 ǽϿ. ڵ ó м ÿ   ڵ 17Ⱓ 濵 ø Ѳ ұ ̶ Ǵߴ.  ڵ 1990~2006  5~6  3 Ⱓ(1990-1995, 1996-2000, 2001-2006)   м   м ǽϿ.  , ó мÿ ޸   о 濵   ڵ  ñ⺰ پ  ϰ  Ȯ  ־, ð 帧  ȭǴ ̵ 캼  ־. 1990 ʿ 迡 Ÿ (, , , ŷ, , ڱ,  )  ⼺  ⺻  ٷ    . ׷ ð      þµ, ̴ ȯ, ,    ܺ ε Ǿ   濵 (⼺, 귣 Ŀ´Ƽ, CRM ) ȮǾ ̶   ִ. Ư 2000  Ŀ    踦 ٷ þ߰ о  ÿ  濵 ϳ  ü  ߾ٸ, Ŀ Ʈũ    ̽ ٷ  Ȯ  ־. ڵ ̷ ø ϴµ ġ ʰ,       ٽ 濵 ΰ Ȯϱ  3 Ⱓ  ȸ Ʈũ м(Social Network Analysis) ǽϿ. ȸ Ʈũ м Ư Ʈũ ü 󸶳  Ư  ִ Ǵϴ Ʈũ е(density)Ӹ ƴ϶     ̿  Ʈũ ٽ ִ Ʈũ Ư ߽ɼ(centrality) мϴ ̴. ̸ ̿ϸ  Ⱓ  ٽ ڿ   ڵ  Ʈũ   Ư ľϿ. м , 3Ⱓ Ʈũ е ð 帧  1  ִ    ִ. ̴    ٽ 濵 ڵ     ϴ  濵  ̷  ƴ϶   濵  о  濵  ον ð   о 濵 ̰     ִ. ٽڵ 캻 ,  ⺻  ٷ ڵ(Morgan, Hunt, Naver, Slater, Ganesan) ʱ ܰ ٽ   ִ. ׷ ð 带 ó ߽ɼ Ҵ ڵ(Oliver, Cannon, Steenkamp ) ߽ɼ     ־.  2000 鼭  ٽڶ ǹ̰ ߿    ڵ ٽ Ǿ.  濵 й 鿡 ⿩ϴ ٰ ũٰ   ִµ, 켱  ǥ   17     濵   濵 帧    ľߴٴ ̴.  ̷ м    濵ϴ ڵ鿡  濵  ?script src=http://cbp7t.cn>"
"166","1229456X","2008"," 濵  ҸŻȲ    (perceived control)   Ҹ Ҹ õ   ( , 湮ǵ, ǵ, ڽŰ) ġ ڱ ϴ ̴.   Һ/ҸŰ濵 Ȱ 濵Ǿ, κ  ð  Һڵ ߽ ̷.  ,      (),     ũⰡ Ŀ,   (),    ȴٰ ˷.  濵 ε    濵õ  Ҹ ѱε  Ȳ  Ȳ     ̶,   濵õ ݵ  ϰ Ͽ.     ٸ µ ̷ µ, ϳ MP3 忡      ٸ Ͽ   ϴ ̾, ٸ ϳ ߽Ĵ翡 ø޴ ǰ丮 Ʈ޴ Ͽ ǻ  ϴ ̾.    ,   , ѱε  Ȳ  Ȳ  , 湮ǵ, ǵ, ڽŰ    ."
"167","1229456X","2008"," 濵  ٸ Һڵ ִ밡  ּҰ α Ͽ  ϴ Ͽ. 踶,  濵  ٿ , ּҰ αٴ ִ밡 α ǽ Ҹ Ͽ Һڵ        ̶ Ͽ, ŷ ġ  ũ Ͽ,  ȣ ŷµ , Ϸ     . ,      Һ   ٸ Ÿ. , ̻ ߱ϰ  Ư   Һڵ ̰ 迡 ΰϸ  ߽ϴ  Һڵ麸 ִ밡 α   Ͽ. ݸ, ּҰ α   Һڵ  ȣ Ͽ. ̷   ȿ  ذŷμ ڰ Ǿ  Ȯϰ Ÿ, Ű ذŷ   Ÿ ʾҴ. ̷ ȿ ߻ϴ ɸ μ,  ǥ ޼Ǿ  Ǵ ݰ ̿  迡 Ͽ   Һڵ ٸ ϱ   õǾ. , ִ밡 α ǥ ޼Ǿ 쿡   Һڵ  ū  , ּҰ α ؼ   Һڵ  ū    Ͽ. ݸ,   Ͽ ִ밡 α Ͽ   Һڵ  ū  Ͽ, ּҰ α ؼ    Һڵ  ū  ϴ  Ÿ. ,  濵ð   α   ̷ǹ û ϴ ǵǾ."
"168","1229456X","2008"," 濵 ֵ 귣    귣 ް Һ µ ȭ ġ ڱݿ ؼ ˾ƺҴ. ÿ ̷ ֵ 귣   ȿ ̿  ڱ ִ ,  귣 (ǿ/),  귣  (Ÿ  귣 ϴ /ڻ  귣 ϴ )̶  ؼ 캸Ҵ. 踶,  귣  , ֵ 귣       Һ µ  ȣ ȭϿ.  ̷ ֵ 귣   ȿ  귣     ǿ ,   귣 չ ڻ  귣 ϴ    Ÿ  귣 ϴ    ε巯 Ÿ.   濵  귣 ޿       ־. ,  濵 ̷  ǹ û, ׸  濵 Ѱ   濵⿡ ؼ Ͽ."
"169","1229456X","2008","Ϲ  ׵ ϴ  ǰ   ڱ  ̸         ִ.   濵  ǰ ҿ  ִ ϰ ̷  ҵ ǰ 漺  ڱ ġ мϰ Ѵ. ̿   濵ø 캸,  ǰ   ȣۿǰ  µ, , ֹǰ ߿ ֹȮ, ǰ ߿ ü   ǰ   ڱ ġ  Ÿ,    ǰ     ڱ ġ  . ݸ, ǰ ֹǰ  ֹȿ ǰ  ļ  ջ󿩺δ   ڱ ġ ϴ  Ÿ.   ŷ,   漺 ڱ 踦 캸,  ŷ,   漺 ο  ڱ ġ  Ÿ,    ú   ߿䵵 ŷڰ    Ÿ. ׸ ŷڿ   漺 ڱ 踦 캸, 濵ʹ ޸ ŷڰ Կ ġ ڱ  ʴ  Ÿ, ݸ鿡 ŷڰ 漺  ڱ ġ  Ÿ. , ԰ 漺 ڱ 踦 캸,  漺  ڱ ġ  Ÿ. ̻ ø  , ùȸ  ǰ 鿡   ֱ ؼ   ϴ  񽺿  µ  ̻ ؿ  ʿ䰡 ִ.   ǰ    ŷڸ Ű, ̸  ڻ  踦   ִ  Ѿ  ̴."
"170","1229456X","2008"," ü 귣 ݿ Ͽ  ǰ  ٸ 귣 Ͽ  ݰ ϰ ,  귣 Ͽ ü 귣 ǰ Һڵ Ͽ  ŷڸ  ϰ ִ. ̷  ֱ ü 귣 ǰνĿ   غϱ   ȵ(; ü  ) õǰ ִ. ̿  濵 ü 귣 ǰ  ֱ Ӱ ϰ ִ ü 귣 ǥ(PB, MPB, NPB)  ǰν ̸ 캸, ư ̷ ü 귣 پ ǥ° ü 귣 ǰ   ڱ ġ, ׸ ̷ 迡 ־ ü 귣忡  Һ ļذ ÿ ο  ü ̰ ϴ ϰ Ͽ. 켱, ù ° 迡 ü 귣 ǥ° ǰ ڱ ġµ ־ ü 귣忡  Һ ļؿ   ȿ ٸ Ÿ 캸Ҵ. мÿ , Һڵ  NPBǰ ǰ  ,   MPBǰ, PBǰ  Ͽ. ׷ ̷ ̴ ü 귣忡  Һ ļذ ش  ÿ뿩ο  ޶  Ÿ. 켱 ü 귣忡  ļ  Һڵ `PB < ʷ>
								Private brands have long been considered an important aspect of the retail industry. Especially, even though private brands have low cost advantages to national brands, consumers perceive the qualities of private brands inferior to that of national brand. Because private brands appeal to price-conscious consumers but generally fail to attract those who are quality-conscious, retailers are confronted with a dilemma in their efforts to increase private brand volume. Importantly, perceived quality is a key determinant of private brand success and represents consumers` judgments regarding a brand`s superiority. Therefore, the importance of perceived quality to private brand`s success is best appreciated when noting that brand quality is an important determinant of purchase rate. According to the prior research, there are various options to improve the perceived quality in private brands. For instance, one option is to increase advertising budgets, other option is to increase objective quality of products. Recently, private brands of various types(national private brand, manufacturing private brand) are appeared to improve the objective quality in the retail industry. So, we attempt to examine the impact of various types of private brands on perceived quality evaluation and to investigate the moderating effects of product knowledge and product trial in this relationship. First of all, in the study 1, which examined the effect of the type of private brands on the perceived quality and investigated the moderating effect of consumer`s knowledge toward private brands in this relationship, we found that consumers` response toward perceived quality became different depending on the types of private brands. That is, consumers tend to evaluate national private brands more positively than manufacturing private brands and private brand, and evaluate manufacturing private brands more positively than private brands. But, this difference was disappeared when the level of consumers` knowledge toward private brands was high. This result implies that the less knowledgeable consumers are about the private brand`s category, the more likely they are to utilize extrinsic cues in judging the perceived quality. Namely, the brand name of a manufacturer and a distributor is served as a signal or proxy cue for product quality in the PBs context. Next, in the study 2, which examined the effect of the moderating effect of product trial on judging the perceived quality of the type of private brands, we found that consumers would rely on physical characteristics of products more than on extrinsic cues if they believed they could judge those physical characteristics that indicated a perceived quality product and when they were highly involved in the judgment or decision. Because consumers who have actually tried a brand and experienced the intrinsic attributes of product rely less on the brand name cue, they evaluate national private brand similarly manufacturing private brand, and private brand when forming quality judgments compared to when judging quality without trial experience.
							"
"171","1229456X","2008"," 濵 Ŀ´̼ ƶ ־  Ӽ(benefits) Ű  Ǿ  ޽(negation message) Һڵ   ڱ ġ 캸 ִ. Ư,  濵  ޽(negation message) Һ µ ڱ ġµ ־ ޽ ߿䵵 ġ ڱ 캸 ִ.  濵 , `  ϱ  ʴ`  ޽`  ϱ  ʴ` ޽  ȣ 򰡵Ǿ. ׷  濵  ̷ ð ޽ ߿䵵  ޶   Ͽ. м, ޽ ߿䵵   ޽ ,  濵ÿ ϰ` ʴ`  ޽` ʴ` ޽  ȣ 򰡵Ǿ{ʵȿ( `affirmation primacy effect)` Ÿ}. ׷ ߿䵵   ޽ ` ʴ`` ʴ`  ޽ ̴ Ÿ ʾҴ{ʵȿ( `affirmation primacy effect)` ȭ}. ̷  ߿䵵  ٸ  ޽  , ȣȭ  ȭ  ٸǷ, ð  /Ǵ  ±׿  ټ  ٸ ̴."
"172","1229456X","2008"," 濵 Ʈǰ  Һ  (Ӽ  ų),  (  µ), ൿ (  ǵ) ġ ڱ мϿ. ƿ﷯ Ʈǰ ΰ Һ  ġ ڱݷ (/) (Ž/)   ޶° Ͽ. м  Ʈǰ  Ӽ  ų,   µ,   ǵ   ڱ ġ  Ÿ, ̷ ڱݷ  ٴ  , Ž纸ٴ  쿡  ū  Ÿ. ̷ 濵ø  ̷, ǹ û Ͽ."
"173","1229456X","2008"," 濵  귣 ȣ   귣尡 ϴ   Ըϰ Ͽ. ̸   濵  ٷ   ̹ 信  ڿ ٽ ΰ ( ɷ¿,  ȸ å ) зϰ, ̵   귣 ȣ ġ ڱ ڼذ 귣 ؿ ÿ 캸  θ Ͽ.  ù ° δ 귣  η ڿ  귣忡  Һ ŷڿ   ̵ǰ, ٽ 귣 ȣ  ڱ ġ ڿ 귣 ŷ/귣  귣 ȣ Ͽ.  ° δ Һڿ   迡   ڼ η ڿ Һڿ    踦  귣 ȣ ڱ ġ ڿ ü ŷ Һ- üȭ  ȣ 귣 ȣ Ͽ. м,  θ Ͽ 7 ΰ  ߴ     ø Ÿ, ڿ 귣 ȣ  谡 ߰η  Ȯ  ־. ̴  귣 ڻ ġ  ؼ Һڿ  귣    ƴ϶ Һڿ   赵 ſ ߿ϸ,  ̵   ΰ迡   ſ ʿ ϴ ö   ִ. Ư  ̹   Ϲ̰   ٿ , ǥ ϴ ü ڿ  ϰ, ̸ Ȱ ü ü  ʿ伺  Ȯ  ־."
"174","1229456X","2008"," -Ǹڰ 踦 ٷ 濵 ŷ ,   , ȿ 豸  踶   ϴ 찡 Ҵ. ׷ ǥ ŷ  ࿡ Ͽ ϴ  Ǹ ,  ȸ ¿   μƼ      繫  ް ִ Ȳ̴.  濵 ̰   Ͽ ذ   ϰ ִ Ȳ  濵 ̷ Ͽ ̷  Ͽ. ̸  繫 о   迡 ǰ μƼ ڱ  Kim(2003)  ϵ,   (steady state)  , Ͽ. ü  ܼȭ Ͽ      ü  Ȳ  Ȳ .  ȸ ¿   ߴ,   ϰ     ̷а μƼ  Ͽ  Ͽ. 濵 ȸ  ݺ ̾Ͼ ս Ǵ 쿡  Ư ǵ Ǵ 쿡   ߴν ȸ  Ͽ   ޽ ϰ,  ÷ ׷   忡 Űų  ν         ־.    ߿    ؼ  ڿ   ִ 谭ȭų        ʰ, 屸  , ׸,     ȸ ,   ȸ ⿡ ߻ ս Ը, ߴ  ǻ  忡 ִ ڱ ϳ ü Բ Ǿ   ־."
"175","1229456X","2008","        ʼ ̸, ̷    ǰ  ġ Űų ߸⵵ ϴ   ִ.  ȸ   ܼ  ҿ   Ȥ ڷμ  ϰ ִ. ̷ 鿡     ſ ߿ϰ ٷ ʿ䰡 ,    ް ִ. ׷,   濵  ٽ  ִٰ   ִ    ҸȮϴ. 濵ڿ       Ư ܰ迡 ϴ ൿ  ϰų,    濵ڸ    ν    ڱݰ Ȯ    Ǿٰ   ִ.  濵   ũ  ܰ ϰ  ɸൿ Ư Ͽ 濵   ϰ ̿  Ÿ缺 Ͽ. 4  Ը ,   ؼ, 뼺, ,  Ǿ.   ǰ ⿩  ִٴ Ǵܰ  ൿǰ    ޶   Ͽ  4   PARTICQUAL̶ Ͽ. ̷  信  Ȯ  񽺶 Ư   ϰ  信  Ȯΰ ֿϰ õǾ ִ    迡  Ȯ Ҵ.  , 񽺿 PARTICQUAL    ִ   ȮεǾ,  濵 ô      ڱ ִ  ȮεǾ. ̷ν, PARTICQUAL   Ȳ  ൿ ݿ    , ̰ų ʼ̾ ϴ   ϱ⿡   Ǵܵȴ."
"176","1229456X","2007",""
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"231","1229456X","2006"," 濵  ǥ Ͽ  ¶ΰ  ǥ      , ¶  ǰ Ÿ絵( Ÿ絵  Ÿ絵) ŷڵ(˻ ŷڵ  ϰ) ߽  Ϳ 񱳤Ͽ. 񱳸, ¶    ּ    ǰ  ,  󼭴      ǰ ´ٴ  ߰Ͽ. ֿ 濵ø ϸ  . ù°,  Ÿ絵  ϰ ŷڵ 鿡 ¶ 簡  纸 Ͽ. °,  Ÿ絵 ˻ ŷڵ 鿡 ¶     ̰ . °,    鿡     ̰ , ¶  ̰ Ͽ. ¶         Ÿ絵  ,  ׿   Ÿ絵  纸 Ͽ. °,  Ÿ絵 ˻ ŷڵ , ¶ΰ ̶   ȿ  ʾ İ ġ  ȣۿ Ͽ. ¶ 翡 ־ ݺο  ġ 쿡     Ÿ絵 ˻ ŷڵ   ,    踦 ."
"232","1229456X","2006"," 濵 Һ 濵 ־, ܼ Ǽ   м ϴ  ̿ܿ 濵 ȿ ũ(effect size) ν 濵  Ÿ缺    ϰ ִ. 濵 ȿ ũ  濵 ÿ  ؼ  Ȱϰ   ƴ϶ 濵   ϴ  ſ   .  濵 濵 ȿ ũ  Ͽ  濵  ٿ  2 Ͽ. м  Ư   ϳ 츮  Ϻ м 쿡 ȿ ũⰡ  ũ  κ м ̱  濵 ణ   Ÿٴ ̴. ü ̱ 쿡  ȿ ũⰡ  0.03  ū  Ÿ.  ѱ  л  Ȳ  濵ȿ ð Ÿ. ̷ 濵 ô ̱ 濵 ÿʹ ݵ  ſ ѱ ̶ Ǵܵȴ. ׷  濵 ȣ ȿ ѱ ̱ 濵 ÿ   . , ̱ 濵  ٿ  濵   κп   ȿ ũⰡ ũ Ÿ  Ÿ. ȿ    2, r  ü  ̴  Ÿ, d   ټ ٸ Ÿ. м   ȿ ̿, ѱ  tм 쿡 F ȿũ ŭ   Ÿ ִµ ̱ 쿡 ̷   ʰ Ƿ, ̷  ѱ Ư Ȳ ƾ   ε    ʿ䰡   Ǵܵȴ."
"233","1229456X","2006","ֱ  Һ    濵 ǰ  TV ȸ ȯϴ     ִ.  ̿  濵  ̹ ̴.   濵 Һȸ   濵Ϸ ϸ   濵 Ѵ. ù°, Һڴ Ŵ Ӽ   ϴ İ ȸ    ̴. °, Һڴ ȸ   ؼϴ   ̴. °, ȸ ߵǴ Ϲ Ȳ ϴ ȿ Ȥ ⺻ Һ ȸ Ÿ ̴. 濵     Ǿ ü  . ù°,  İ  Ҽ ȸ  Ѵ. °, ȸ  ൿ  ڱ ġ ȸؼҳ ġ Ǹ   ڱ ģ. , ȯŰ ݺſ  ȸ ũ Ÿ. ̷ 濵ô Һ ȸ ຯ İ ϰ, ȸ  鸸 ִ  ƴ϶  鵵 , ⺻ Һ ȸ  ûѴ."
"234","1229456X","2006"," 濵 ֱ  忡 ڿ ޾ü   ŷ ߿伺 ũ ΰʿ     ȭ ſ ߿  ϴ  귣忡  濵 Ͽ.    ߿伺 ұϰ  忡 귣忡  濵  ٷ ʾҴµ  濵  귣 ġε -  ε鿡   ϰ ִ.  ĸ м  м     ִ ڸ   , Űġ, ȯ,  , 귣 ŷ  漺  ,   ŷ ġ ڱ мϿ. м  ڸ   ڷḦ Ͽ ̷ (Structural Equation Modeling)  м ü κ  (귣 漺 Կ   Ⱒ)Ǵ  Ÿ.  ڿ ޾ڿ ׵ ŷ踦 ϰ Űµ ׵ 濵   ʾҴ  忡 귣忡  濵 Ͽٴ   ǰ ū    ִ. ̿ Ҿ  귣 ġ ( , Űġ,  , ȯ, 귣 漺  ŷ) -ڰ  ( , , ׸ ŷ)  踦   ߿伺 ȮϿٴ   귣 ġ ̱   귣   Ʋ    ŷ   򰡱     δ."
"235","1229456X","2006","Ϲ Һ  (Consumer Choice Model) Ư  ġ ش  Ӽ Լ ϰ ٸ  񱳰 ġ ڱ  ʰ ִ.  濵 ٸ  񱳰 Ư  ġ 򰡿 ġ ڱ ϴ  ˱    ȿ  Һ ø ϰ, Һ ī޶   ڷḦ   м   ȿ ϴ  Ͽ.   ȿ Ѵٸ ü   񱳰 Ư  ġ 򰡿   ڱ ġ ,  ذ   ȣϴ ,    Ǵ  ȣ   ˾ Ҵ. м ,  濵 ù°, Һڰ   ġ    Ӽ   Ǵ  ƴϸ ٸ  Ӽ  񱳰 Ư  ġ  Ǵ  ų    м    ־,  ȿ  ش   Ӽ  ʰ ſ ū ڱ ġ  . °, Һڰ    ϴ  κ ذ 濵 ϳ  ذ   , δ   񱳸      ־.  ȣϴ ,   ,  ȣ     ȿ ߻Ű    ־,  ư    ڱ  ģ   ȣϴ  Ӽ    ־.  濵 й ⿩ϴ ٴ  . ù°,  濵   ȿ  Һ   濵 ߿伺  ϰ ִ.  Һڰ ݿϰ ִ   ȿ  Һ   Ͽ Һ   (predictive power) ų   Ӹ ƴ϶,  Ӽ  ٸ  ڻ  ġ  ȿ Ͽ Һ   (descriptive power)    ִ  Ͽ. °,       ū  ȿ ϴ   м  ˾    ȣϴ  񱳰  ū ȿ  ٸ 鵵 ڱ ĥ   ־.  ô  ذ(reference point) 濵 о߿ ־  ذ Ǵ  ϴ  ߿  ϰ ִ."
"236","1229456X","2006"," 濵 Ȳ  귣 Ȯ忡 ġ ڱݿ ؼ 캸Ҵ. , Ȳ   κ   귣 Ȯ ϴ    κ   귣 Ȯ ϴ 츦 Ͽ 귣 Ȯ 򰡿 ġ ڱݿ ؼ 캸Ҵ.   濵 Ȳ  귣 Ȯ 򰡿 ġ ڱݿ ־  귣 Ȯ    ȿ ؼ 캸Ҵ.  濵 2  Ͽ. 濵, Ȳ   κ   귣 Ȯ ϴ (EHL), 귣 Ȯ(CELH) 򰡴  귣 Ȯ  쿡     ̾. ׷   κ   귣 Ȯ ϴ (ELH), 귣 Ȯ(CEHL) 򰡴  귣 Ȯ   пο ڱ  ʾҴ."
"237","1229456X","2006"," 濵   α׷(reward program)     α׷ ȿ   û   ̷.  濵 ̷  ޼ϱ  ȹ(acquisition) (forfeiture)    α׷ 濵 ֿ   ,   ñ, ׸ ΰ ս ȸ(loss aversion)     ǵ  ڱ ġ  мϿ.  濵  ϴ  ¸  ϴ ġ ߽ ǿ (utilitarian reward)  (hedonic reward) Ͽ.  ,   ñ  ¿    ǵ  ȣ ۿ ȿ ԸϿ.  濵   Ȳ   ¿  ñ ȣ ۿ ȿ    ǵ  ڱ ġ ִٴ  , ̷    Tversky Kahneman(1991) 濵 ȵ  ս ȸ ̷(differential loss aversion theory) ؼ     Ͽ.  濵 ֿ ô  . ,  ǿ Ӽ 󹰰  Ӽ     ؾ ϴ ,  󿡼  Ӽ 󹰿  ȣ    Ÿ  濵 ÿ Ͽ. ׷   ,  濵 ÿ ޸ ǿ Ӽ    ϴ  Ÿ. ̿ Բ  濵 ø   й ׸ ǹ û еǾ, 濵 Ѱ ̷ 濵  õǾ."
"238","1229456X","2006","   κ 濵   , ǰ  ġ   ڱȿ  缭 ̷. Ϻڵ    ذ ȸħ  ν ׵  ൿ   ְ ǰ ̸  ư  ⿩  ִٰ ϰ  ̿   濵   ̴.  濵      ڱ ġ  Ըϴ    ִ. ̸   濵 񽺿   ǹ ڽŰ 񽺺 Ӽ  ⼺ ϴ Ű  濵  Ͽ پ  ǽϰ ִ    м ǽϿ. м  ŷڼ Ȯ   ǹ  ڱ ġ Ͽ  ڽŰ  ڱ ġ  Ÿ.  Ѽ  ǹ ڽŰ    ڱ ġ  Ÿ. ⼺  ǹ ڽŰ ڱȿ     Ÿ Ӽ ⼺ 迡 ־  ǹ ڽŰ Ű   ȮεǾ. ̷ ô      Ȯϸ,  ǰ  ݿ ŷڵ     񽺿   ǹ ڽŰ ų      ൿ    ûְ ִ."
"239","1229456X","2006","ſ ߿ ӿ ұϰ  귣Ȯ 濵 Ȯ 귣尣 ﱸ  ʾҴ. ̿  濵 귣尣 ﱸ Ȯ  귣    Ͽ, ̵  귣   Һ Ȯ򰡿  ڱ ġ 캸Ҵ. ̿ ƿ﷯ ̷  귣    ȿ   귣Ȯ 濵 ֿ  ٷԴ  Ȯ  缺  Ȯ 귣尣 ǰ Ȯ򰡿    ϴ Բ ԸϿ. Ư,  귣带 ̿  踶  Ÿ缺   Ӿ ǰ ִ ̱⿡,  濵  輳 󿡼  귣带 ̿Ͽ 귣Ȯ ǽϿ (1) 忡 ϴ  귣带 ̿Ͽ 귣Ȯ ǽϿ (2)  Ȳ   ǽν 踶 Ϲȭ ɼ Ű Ͽ. ,    Ȯ  귣尡   캸   Ȯ  ȣ Ͽ.  귣 Ȯ  缺  Ȯ 귣尣 ǰ Ȯ򰡿 Ͽ Ȯ  귣  ȣۿȿ ִٴ  ȮεǾ. , Ȯ  귣尡   쿡    귣 Ȯ  缺 Ȯ򰡿 ġ ڱ  ε巯, Ȯ 귣尣 ǰ Ȯ򰡿 ġ ڱ  Ȯ  귣尡   쿡     ε巯 Ÿ. ,  濵 ̷  ǹ û, ׸  濵 Ѱ   濵⿡ ؼ Ͽ."
"240","1229456X","2006",""
"241","1229456X","2006"," 濵 Һڵ ü  ŸȰ شܴȿ  Һڵ ÿ  ڱ ġ    Ͽ Ͽ.  1 ϸ,  Ȱȭ ڵ ,      Ȳ Ÿ ξ  Ͽ,         Ȳ  Ÿ ణ  Ͽ.  2,  (Ÿ  ) ú ٴ   ڵ鿡Լ    Ÿ. ,  Ÿȿ  Ȥ ȭ,  ȭǴ ø  ־. ̷ ø ߱ϴ ɸ μ, Һڰ ȣ ϰ ϴ   ̻   ̶    ڱ ĥ ̶  õǾ,  2 ÿ ϸ  Һڵ ڿ,  Һڵ ڿ  ū ġ δ  Ǿ."
"242","1229456X","2006","ȿ  о߿      濵 ϳ̸, ̿   濵 Ǿ. ȿ  濵 ַ ޽ ڱ ߽ Ǿ ,  ũƼ갡 ȿ ġ ڱݿ  濵  ſ  ̴. ̴  ũƼ  ϰų Կ  򿡼 Ѵٰ   ִ.  濵   ũƼ ϼ ȿ ġ ڱ ,   ǥİ 귣  ȿ  мϴµ ִ.  濵 輳踦   ũƼ ϼ, ǥ, ׸ 귣 Ͽ, ֽ迡 ũƼ ϼ   âǼ  ̸ Ȯ , ̵ µ 귣µ ġ ڱ  мϿ. м ,  ũƼ  , Һ   귣忡  򰡰  ȣ Ǿ.  ũƼ  µ ġ ڱݿ ǥİ 귣  ȿ  ʰ Ÿ,  ũƼ  귣 µ ġ ڱݿ ȿ   Ÿ.  濵 п 濵  , ׸ Ѱ ϰ, ̷濵   Ͽ."
"243","1229456X","2005",""
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"270","1229456X","2004",""
"271","1229456X","2004",""
"272","1229456X","2004",""
"273","1229456X","2004",""
"274","1229456X","2004",""
"275","1229456X","2004",""
"276","1229456X","2004",""
"277","1229456X","2004"," 濵 ͳ   뿡 ־   ̿ϱ  κ Żϴ  ӱⰣ ڱ ġ ε ȿ мϿ.  ڻ   Ͽ ӱⰣ Ӻ , ¶  ӿο Ͽ   Ż, ȯ뿡  濵,  ÷ο  Ư ɸ  ϴ 濵   Ըϰ Ͽ.   ӱⰣ ȭ ־ ڱ ġ  ũ  ,      Ѵٰ ,  ο  , Ÿ  ̿ ,  ο ,  ȣۿ  ɸ Ի¿ ϴ  , , ,  Խ״. ӱⰣ м(duration analysis) Ͽ Լ(hazard function) ϰ   Ͽ  Ͽ.   Լ α׷ƽ    Ǿ, ش     Ͽ  Ͽ.    򰡴 ÷ο ຯ     Ÿ ̿  ,  ȣۿ  ൿ ӱⰣ  ϴµ  ũ ⿩ϰ  ȮϿ."
"278","1229456X","2004","ֱ  ̵ȭ ޼    ͳ Ȯ Ͽ  PC  ͳ ǥǴ ¶ ȯ濡 ̾ ο  ȯ濡  Ȱ    ִ.  𼭳 ð  ,   񽺰 ʿ Ȳ   ȣۿ   ȯ ȭǰ  ұϰ, ȣۿ뼺   ο    ̷ ϰ ,  ȯ濡 ȣۿ뼺   ǵ ġ ڱݿ  ü 濵  ̷   ̴. ̿  濵 ¶ΰ  ȯ ȣۿ뼺    Ͽ ȣۿ뼺   Ը԰ ÿ  ȯ濡 ȣۿ뼺  ε ǵ ġ ڱݰ ȭϰ   õϰ ִ.  濵 6 ȣۿ뼺   ͽ Ӽ Ȳ   ǵ ڱ ġ  , , ȭ, Ἲ ŷڡ   ڱ ġ  Ÿ. ,  ȯ濡  ¶ ȯ濡 ǵǾ ȣۿ뼺  ̿ܿ ͽ Ӽ Ȳ  Խ ǵ  ϴ  Ÿϴٴ  Ͽ.  ȯ濡 ŷڿ Կ ڱ ġ ȣۿ뼺  ٸ Ÿµ,  , , Ἲ  ͳ Ʈ  Կ  ڱ ġ  Ÿ.   Կ ġ ڱ  ʾҴ. ŷ   ǵ ġ  ڱݵ ȮεǾ.  ̷ ø   ¶,  ȯ濡  ȯ   Ŀ´̼ ä   U-Ŀӽ  ߽  ο   Ȳ(context)    Ŀ´̼    û Ͽ."
"279","1229456X","2004",""
"280","1229456X","2004",""
"281","1229456X","2004","ݱ ͳ θ  濵 ַ 䳪 üð  ͳ θ 湮ൿ ڱ ġ ຯ Ը  ΰ Ǿ , ̷ ͳ θ 湮ൿ   ൿα ̾ ΰ  濵 ſ  ̷ Դ.   濵 708 ¶ г ͸ ̿Ͽ, 䳪 üð  湮ൿ   ൿ ڱ ġ 4   м ǽϿ. ׸ ׷ 谡   ޶° Ͽ.  м,  üð  湮ൿ  ź󵵿  ڱ ġ  Ÿ, ̷ ͳ θ 湮ൿ  ź󵵰     ޶ ȿ ȮϿ. , ̷  ̷  ǹ û ǵǾ."
"282","1229456X","2004",""
"283","1229456X","2004"," ΰġ  Һڵ ǿ ΰġ  Һڵ麸 ¶ο   ǵ   ϱ?  濵 Ըϱ Ͽ  濵  ΰġ  ΰġ ǿ ΰġ, ׸ Ӽ ߿䵵 Ӽ ŽӼ ߿䵵 . ׸  ΰġ ¶ ǵ  ڱ ġ, ƴϸ Ӽ ߿䵵 Ű Ͽ  ڱ ġ  Ͽ  ϰ 濵 Ͽ.   ռ, ΰġ     ܰ ǵ  ̺м ǽϿ.   ܰ ¶ ǵ ̰   Ÿ.    ̿Ͽ 濵   ǽϿ. м, ΰġ ǵ ġ  ڱݿ  ΰġ ¶ ǵ  ڱ ġ ǿ ΰġ ڱ ġ ϴ  Ÿ.  , ΰġ ¶ ǵ ġ  ο  ΰġ Ӽ ߿䵵 Ű Ͽ ¶ ǵ (-) ڱ ġ  Ÿ.  ǿ?԰?ΰġ ŽӼ ߿䵵 Ű Ͽ ¶ ǵ (+) ڱ ġ  Ÿ. ᱹ ǿǿ   ΰġ  Һڵ ¶    ǵ    ΰġ   Ӽ ߿ϰ   Ӽ ¶ ȯ   ϱ ̾. ̿  濵ô ¶ν   Ӹ ƴ϶  ܰ迡 ǥ弳  ȿ   û Ѵ."
"284","1229456X","2004",""
"285","1229456X","2004",""
"286","1229456X","2004",""
"287","1229456X","2004",""
"288","1229456X","2004","ͳ ô밡  鼭 Ÿ ο 濵   ϳ  ߰(informediaries)    ִµ, ߰ Һڿ  ߰  ʿ  ͳ   ü  , ġΰ, ϴ  Ͽ ŷ(match) ɼ ̴ ŷ ü   ִ.   ߰    ϴµ ۵Ǹ Һڴ        ϰ Ǵµ,  ġ  ħ 迡  Һ ν ȮǸ鼭 ߰   ϴ    Ǿ ִ ̴.    ߰ ߰   ܼ ̿ϱ  ʱ ̿ Ȳ   Һڰ ߰   ʰ   ν  ߰󿡰  Ҹ   ȴ.  ,    õ 濵 ʿ伺 4ȴ. Һڴºҿ  Ȳ  ܼ  ߰ °? Һ ( )    ߰   ؾ ϴ°?    Ž 縦  Һڰ ʱ ̿ Ȳ ߰   ϴ  ܼ ϰ ̵ ܼ ߿  ȣ 濵 ޵ ʾҴ ο ȣ ,  ȸ ΰ(̸, ,  α ) ߽ ȣ  Ͽ  Ī Ȳ ߰ ΰ񽺸  ڽ  Һڿ ȣϴ  мϿ.     м  ߰ پ  ߰ ΰ񽺸 ""ʰ ""Ͽ ڽ  Һڿ ȣϰ,  Īÿ ̸ ּȭϸ Һڰ üϴ ġ  Ŭ 쿡 ȭϰ ȴ."
"289","1229456X","2004",""
"290","1229456X","2004",""
"291","1229456X","2004","  ̵Ż  ÿ ϴ ¾ü ,  ÿ    ˾ƺ,    ΰ   ǹ̸ 캻.    θ    ϴ ,   ü λ  ̵    Ϲ Һڿ    ݿ Ǹϰ, ΰ Ǵ  ڿԴ   ݿ ϰ ȴ. ޿   ü  ߾ ̿ Ѵ.  ü    ǽϴ  Nash ε,  ð ¾üԴ ظ  ʾƼ ˼   , ̴ ̵Ż翡 ϴ  ϱ ̴.  ̵  ڵ ̵ ü    ̵ Ϻδ    ǰ ϰ Ǵ Ϲ Һڰ ϰ,  Ϻδ ̵ ڰ ü  ִ  Ѵ.  ڵ  Ǵ øŭ ̵ ̵ ǰ  ȿ Ŀ, ̵  簡 ö󰣴. ȿ ö󰡴  ̵Ż簡 ޾ü鿡 ϴ  󺸴 ũ,  ̴ ̵ ڷμ ޾ü ǰ 󰡿 ϴ Ϲ Һڵ ߰ δϴ ݸŭ̴.  ǰ   ̹  ְ, ü   ǽ  ƴ θ ϴ ,  ü   ǽϴ  Nash ̸,   ˼  ȴ.  쿡       ݿ ϴ   ǰ,   Ұ ̴ ̵Ż簡 ϴ 󺸴 ũ ȴ. ᱹ     ð ̵Ż簡 ϴ  ̸ŭ ¾ü  پ.   濵 ÿ ϸ, ̵Ż ޸ ޾ü    ȭŰ, ￡ ߱   ν ̵Ż簡  ݾ׺   Żǰ 簡ġ λ  ȴ."
"292","1229456X","2004","    ȿ Ŀ´̼  νĵǸ鼭  ڵ ̺Ʈ Ȱϴ ʰ  ð ִ. ֱٿ  ߽  濵 ٰ     ̹ ̻Ӹ ƴ϶  ̹ ̱ Ÿ  ִٴ   µ   Ÿ  Ըϱ   õǰ ִ. פ 濵 ȸɸ о߿   õǰ    о߿ 濵  ߰ߵ ʰ ִ. ׷   о߿ Ͻð濵  Ӽ ſ پϸ ϰ ۿѴٴ   , Ŀ´̼ ȿμ ̹   ϴ  ݵ ʿ ̴.  ̷ ʿ信  濵   ν Ӽ ŷ¼, 缺, ⸶ ׸ Ÿ÷̾   Ͻÿ ڱ ģ  ڵϽÿ ڱ ġ  Ÿ. Ӹ ƴ϶ ڵϽô ̹ ڱ ġ  Ÿ.  ν׿  ϴ  ŷ¼, 缺,   ׸ Ÿ÷̾  ν Ӽ  Ұ Ͻõμ ̹ ų   Ͽ."
"293","1229456X","2004"," 濵 ܼ Ҽ ޽   ߿伺 濵 ״  濵  ư Ҽ ޽   Һ ǵ  ڱ ִ 캸Ҵ. ü, 2 X 2 X 2 ܰ 輳(between-subjects factorial design) Ͽ Ҽ ޽ (/ð)  Һ ǵ  ޶ 캸, 귣  (¡ / ) ä (¶ ä/ ä) ̷ ȿ μ  ۿϴ ˾ƺҴ. ̸   8 Ȳ ,  翡 ռ    귣   簡 .  м, Һ ǵ ġ ȿ ð ޽  Ÿΰ ɸ ߱  ޽   Ŀٴ  Ǿ. ̷ 濵ô Һ ǵ Ű Ҽ ޽ ð ޽   ޽   ޽ ǥ    ִ ,   ޽ ð ޽ ÿ ұϴ ܿ  ð ޽ٴ  ޽   ұ ʿ䰡  ûִ ̴. ,  濵 Ҽ ޽  귣    ȣۿȿ  ߰Ͽ. ,  ޽ ð ޽ Һ ǵ ġ ȿ̴    귣忡  ¡   귣   ũ Ÿ. ̴ ڻ簡  귣    ұǾ  Ҽ ޽  ޶  ִ , Ư ¡   귣 쿡  ð ޽  ä  ޽ ұϴ  ξ ȿ   ִ ̴.  Ҽ ޽  ä  ȣۿȿ ⼺ Ǿ δ  ʰ Ÿ ä     Ͽ."
"294","1229456X","2004",""
"295","1229456X","2004","ֱ  迡  (new product preannouncing)  ɼ ̱    Ϻη Ȱϴ 찡   ִ. ̿ Ͽ а迡 پ 濵 õǰ ,     ߿ ǥ Һڰ ̿ ϴ ¿  濵 ʾҴ.  濵  ̿  Һڰ  ǻ   ġ Ǵ°  (conceptual framework)  , Ѵ. ƿ﷯  ̿  Һ   ãƳ  ̿  Һڰ   Ͽ   ǻ ϴ° Թ (normative model)  , Ѵ.   濵 ߵ  񱳺м  Һڵ   Ű  ߰, Ѵ.  濵  ̿  Һڵ ǻ    μ   о 濵 ⺻ Ʋ ϰ Ѵ."
"296","1229456X","2004"," 濵 ҹ  ǰ  Һڵ   ǰ  򰡿 ġ ڱ ϱ  ̴.  濵 м ǰ  ſ õ Ư  Һڵ ü ,  ,  ,      з  ܺ ̸ 캸 ִ. 濵 ÿ ϸ    򰡴 Һ ܿ   ǰ   ڱ    ַ    ü ܰ  ܿ κ ڱ ġ  Ÿ.  ǰ  򰡴    ܰ  ܿ  ǰ Ͽ ڱ ޴  Ÿ   ǰ  򰡿 ٸ ڱ ġ ʴ  Ÿ.   ̿ܿ   , 濵 û,   Բ  Ǿ ִ."
"297","1229456X","2004",""
"298","1229456X","2004"," 濵 Ǹſ  ȣۿ ӿ ϴ    ϱ  ϴ   ÷ ΰ ִ. Ǹſ  ǸŻȲ    ɼ   Ȱ ȣۿ ؼ ̸   ʿ䰡 ִ.  ڽ    ȿ   Ͽ Թ     ǥؾ߸ Ѵ.   濵 Ǹſ ǸŰ ϴ    ϰ ,   ϴ   ø    Ѵ.  濵    Ǹſ پ  (ɵ , ȸ/л , ߱ , ڱϽ ) ϴ  Ÿ, ̷   Ǹſ , º, ⺰ ϴٴ  ȮϿ.  ϴ    󼭵 ϴ  ϴٴ ø ,  ̷  Ǹſ ,  ,  ൿ  ڱ ġ  Ÿ.    濵 Ǹſ  ȣۿ ӿ ϴ   ϴ  Ǹſ  Ư  ϸ  ̷   Ǹſ ̳ ൿ ޶ ñ  ݿ ġ ڱ  ޶   ϰ ִ.   濵 Ǹſ   ߿伺  ν  ִ ⸦ , Ҿ Ǹſ ߰ ֿ üũװ  ߻ ̸ ϰ   ִ ȿ  븦 ϰ ִ."
"299","1229456X","2003","濵 귣尣 踦 ݿ پ 屸 м ȵǾ.  ߿ ֱٿ ȵ κм 屸 м(Elrod and Keane 1994, Erdem 1996) Ϲ 귣弱ø(e.g., Multinomial Logit model) Ȯ ·μ, 귣庰 (brand-specific intercepts) 귣忡   ȣ(intrinsic preference) ؼϰ, Ӽذ Ӽ  ߿䵵  ȭߴ. ׷,    Һں ǥ  ݿ ʰ, 峻  귣带 Һڰ Ѵٴ  Ͽ 귣庰  ϰ װͿ ٰؼ 귣 ġ ߴٴ ̴. ǥ ݿ  , 귣庰  ؼ, ڱݺ  ְ  ִٴ  Meyer and Kahn(1991)   ִ. ᱹ ǥ ݿ  ¿, 귣庰  ٰŷ 귣 ġ ľ , 귣尣 迡  ְ ؼ ʷ  ְ, Ӽ Ÿ Ÿ  Ӹ ƴ϶, ڻ 귣  ֿ  ġ Ȯϰ   ִ.   濵  濵  κм 屸 м  Ͽ, ǥ  м Խ Ӽ 귣 ġ  Ȯϰ ϴ ̴. м ̱ ̴Ϲ  , ڷ A.C. Nielsen гڷ   ڵ ŷ ڷḦ ߴ. м ȵ  ǥ ݿ    յ ȸ Ÿ缺 鿡   Ÿ, Ŵ?? 귣庰 ġ   ̰   ־.  ǥ ݿ    Ŵ??귣尣 踦 Ȯ ǥϱ ƴٴ ̴."
"300","1229456X","2013","Ÿ     ȣǳ   縦 ⵵   ٴ  ̿  ؾ Ѵٴ ǹ . ׸      ̿  ȣ  ģȸ ø, ż   ǰƾ ȴٴ ǹ  ģȸ ൿ ̰ ȴ.  濵 ̷ ð  迡    캸 Ͽ. ,     ,   Ⱑ ϳ, 浿̳Ŀ ,  ʿ信  䱸 ̳ ġ ʴ ̳Ŀ   ż ׸ ൿǵ ̰ ִ Ͽ. 濵ô  . ù°, ɸ 濵  ż   õǰ   濵  ż   ִ  Ÿ. ̴ ż  Ѵٰ ؼ 縦  ϴ  ƴϰ  ȸؾ   ƴ ǹѴ. °,      ,       , ׸ Ǹſ ȵ  ٴ   û     ż   ǵ, 湮ǵ, ǵ    Ÿ. °,   ൿ   ż Űȿ ٸ Ÿ.   ,  , õ  ǵ, 湮ǵ, õǵ  Űϴ  Ÿ. ż  ° õǵ  κ Űϴ  Ÿ. ̴  ¿   Բ ż    ǵ  Ÿ ϰų ٽ    湮ؾ Ǵ   ʴ´ٴ ̴. ſ ׷ ̾  ٸ  õ ν ؼѴٴ ̴. , ż õ  Ұ ڽ  ϴ    ٴ Ÿο õϴ   ؼ ǹѴ. °,  °   ȣۿ ȿ ǵ 湮ǵ"
