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소비자 정보 유용성에 관한 연구

Title
소비자 정보 유용성에 관한 연구
Other Titles
(A) Study of Consumer's Usefulness of Information : Focused on the Advertising of Durable Goods
Authors
서정목
Issue Date
1986
Department/Major
대학원 가정관리학과
Keywords
소비자 정보정보 탐색정보 유용성내구재 광고
Publisher
이화여자대학교 대학원
Degree
Master
Abstract
The Consumer information is the essential quality of consumers The Consumer information is the essential quality of consumers sovereignty actualization. Efficient consumption therefore requires that consumers match their tastes and preferences to the products in the market, a process that obviously requires information. But Consumers' ignornace about the products they buy looms even langer. Products are so complex that it is impossible to know everything about everything. From the viewpoint of above observation, this study aims at providing the data in order to understand through advertising of Durable Goods in the search for information and perceived usefulness of information and to evaluate quality of product at efficiency consumption. Therefore, in search of information item perceived usefulness of information, the result from search of information, relation to perceived usefulness of information and purchase behavior and products quality of evaluate are Study Question. And then, the framework of analysis being based on theoretical references was suggested, and questionnaires were administrated to housewives. The results of this study based on theoretical structure are summarized as follows: 1. The Consumers mainly to tend in search of information in twelve item are management for using, after service, color, exchange warranty & exchange periods, payoff method and price, cost of operation per monthly, structure of mechanical. And performance, new developed function, made of care and careful point of using, a machine's life, safety are insignificant. 2. Attractiveness of advertising have relation to perceived usefulness of information is significantly revealed. And then, perceived usefulness of information item are revealed in order color, new developed function, safety, method of usage and careful point of using, management for using, performance, a machine's life, payoff method and price, after service, cost of operation per monthly, exchange warnanty & exchange periods, structure of mechanical 3. Evaluation products quality is differently reveled housewife's education level. Between in search of information item, method of usage, after service, new developed function, management for using is differently revealed housewife's education level. According to these results, housewife's in search of advertising information is partially executed and comprehension objective products quality of evaluate, knowledge can't be provided with the information, necessary to efficient consumption. So, that subjective judgement product quality of evaluate is being. Only employed housewife's socio-demographic attributes had significant on the search of information, perceived usefulness of information and only housewife's education level had significant on the products quality of evaluate. Based upon the results of above, in search of information is significantly perceived usefulness of information. In conclusion this study indicated that the improved usefulness of information based on efficiency consumption. sovereignty actualization. Efficient consumption therefore requires that consumers match their tastes and preferences to the products in the market, a process that obviously requires information. But Consumers' ignornace about the products they buy looms even langer. Products are so complex that it is impossible to know everything about everything. Form the viewpoint of above observation, this study aims at providing the data in order to understand through advertising of Durable Goods in the search for information and perceived usefulness ofn information and to evaluate quality of product at efficiency consumption. Therefore, in search of information item perceived usefulness of information, the result from search of information, relation to perceived usefulness of information and purchase behavior and products quality of evaluate are Study Question. And then,the framework of analysis being based on theoretical references was suggested, and questionnaires were administrated to housewives. The results of this study based on theoretical structure are summarized as follows: 1. The Consumers mainly to tend in search of information in twelve item are management for using, after service, color, exchange warranty & exchange periods, payoff method and price, cost of operation per monthly, structure of mechanical. And performance, new developed function, made of care and careful point of using, a machine's life, safety are insignificant. 2. Attractiveness of advertising have relation to perceived usefulness of information is significantly revealed. And then, perceived usefulness of information item are revealed in order color, new developed function, safety, method of usage and careful point of using, management for using, performance, a machine's life, payoff method and price, after service, cost of operation per monthly, exchange warnanty &exchange periods, structure of mechanical 3. Evaluation products quality is differently reveled housewife's education level. Between in search of information item,method of usage, after service, new developed function, management for using is differently reveled housewife's education level. According to these results, housewife's in search of advertising information is partially executed and comprehension objective products quality of evaluate, knowledge can't be provided with the information, necessary to efficient consumption. So, that subjective judgement product quality of evaluate is being. Only employed housewife's socio-demographic attributes had significant on the search of information, perceived usefulness of information and only housewife's education level had significant on the products quality of evaluate. Based upon the results of above, in search of information is significantly perceived usefulness of information. In conclusion this study indicated that the improved usefulness of information basedon efficiency consumption.;자본주의경제체제 하에서 정보는 소비자가 그들의 주권을 실현시키기 위해 필요한 기본적 요소가 된다. 소비자가 욕구를 충족시키기 위해 시장에서 재화 및 서비스를 선택할 때 무엇이 최상의 재화 또는 서비스 인지를 식별할 수 있는 충분한 정보를 가지고 있어야 한다. 생산자는 집중·관리된 정보를 근거로 전문화된 생산을 하는데 비해, 소비자는 개별적 경제주체의 입장에서 상품에 관한 지식과 정보를 정확하게 입수하지 못하고 있다. 게다가 현대의 기업은 독과점시장형태를 구축하여 비가격경쟁을 구조적으로 정착시키고 있으므로 소비자는 정보부족 상황에 처하게 된다. 따라서 본 연구에서는, 내구재광고의 정보탐색과 정보의 유용성인지를 중심으로 광고가 내구재 품질평가에 미치는 영향을 알아봄으로써 소비자정보제공의 방향을 설정하기 위한 기초자료를 제공하는데 그 목적이 있다. 이를 위해 정보탐색, 정보유용성인지, 정보탐색과 정보유용성의 결과인 구매행동 및 품질평가를 연구문제로 설정하였다. 본 논문은 문헌자료를 기초로, 주부를 대상으로 설문조사를 실시하였다. 연구문제를 분석한 결과는 다음과 같다. 첫째, 12개의 정보항목중 주부에 의해 주로 탐색되는 정보는, 사용중 관리방법, 애프터서비스, 색상, 교환의 보증 및 보증기간, 지불방식 및 가격, 1개월유지비, 공학적 구조 순으로 나타났으며, 성능, 새로 개발된 기능, 사용방법 및 사용상 주의점, 수명, 안전성의 정보는 탐색이 유의치 않게 나타났다. 둘째, 광고의 흥미는 정보의 유용성인지와 유의한 관계로 나타났으며, 유용성이 인지된 정보는 색상, 새로 개발된기능, 안전성, 사용방법 및 사용상주의점, 사용중 관리방법, 성능, 수명, 가격 및 지불방식, 애프터서비스, 1개월유지비, 교환의 보증, 보증기간, 공학적 구조 순으로 낮게 나타났다. 셋째, 주부의 교육수준에 따라 유의한 차이를 나타낸 품질평가는 탐색된 정보중 사용방법, 애프터서비스, 새로 개발된기능, 사용중 관리방법이었다. 이상의 결과로 보아 주부의 광고정보 탐색은 부분적으로 이뤄지고 있으며, 객관적인 품질에 대한 이해, 지식의 부족 및 정보제공의 결여로 인해 주관적인 품질평가를 하는 것으로 나타났다. 또한 인구 통계학적 변수중 주부의 취업여부만이 정보탐색, 정보유용성인지에 유의했으며, 교육수준에 따른 품질평가가 유의한 관계를 나타났다. 따라서 정보탐색은 정보의 유용성인지에 유의한 영향을 미치는 것으로 나타났으므로 기업에 의해 제공되는 내구재 정보의 질적·양적 두 측면의 유용성 향상은 소비생활의 효율화에 기본이 되는 것으로 사려된다.
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