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초록
This study focuses on brand reputation and temporal distance in terms of purchase intention of dynamically continuous innovative high-tech new products, in order to help hands-on marketers. The experimental design consisted of 2(brand reputation: high vs low) × 2(temporal distance: long vs short). The results showed that there was no difference in purchase intention according to brand reputation in the case of long temporal distance. Also, in the case of short temporal distance, the purchase intention of dynamically continuous innovative high-tech new products with high brand reputation was higher than that of one with low brand reputation. Theoretical as well as practical implications of the study were further discussed.
키워드
brand reputation; temporal distance; innovative; high-tech new product; 브랜드 명성; 시간적 거리; 하이테크; 혁신; 신제품
- 제목
- 브랜드 명성과 시간적 거리가 혁신 하이테크 신제품 구매의도에 미치는 영향
- 제목 (타언어)
- Effects of Brand Reputation and Temporal Distance on Purchase Intention of Innovative High-tech New Products
- 저자
- 남아영; 이효정; 서찬주
- 발행일
- 2018-08
- 저널명
- 상품학연구
- 권
- 36
- 호
- 4
- 페이지
- 63 ~ 69