승용차에 대한 가치 및 평가기준이 차종선택에 미치는 영향
The Influence of the Value & Evaluative Criteria about Motor-Car on the Choice of Car-Types
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Abstract
The main purpose of this study is to examine influences of the value & evaluative criteria about motor-car on the choice of car-types, and to contribute to be devised effective marketing strategies. In order to solve these research problem, a survey was conducted from Nov. 18-22, 2002. 680 female and male adults living in Seoul were abstracted by convenience sampling method. The results are as follows. First, the values about motor-car were classified as five factors. Those are named as "symbolism", "rationalism", "utilitarianism", "eco-friendly", and "instrumentalism". Second, evaluative criteria were classified as five factors. Those are named as "function", "design", "economic", "space", and "corporate image". Third, values were verified to influence on evaluative criteria. Fourth, values and evaluative criteria were verified to influence on the choice of car-types.
참고문헌 (8)
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