DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | Yoon, Yeosun | - |
dc.contributor.advisor | 윤여선 | - |
dc.contributor.author | Kim, Eunsoo | - |
dc.date.accessioned | 2022-04-15T07:58:07Z | - |
dc.date.available | 2022-04-15T07:58:07Z | - |
dc.date.issued | 2021 | - |
dc.identifier.uri | http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=949152&flag=dissertation | en_US |
dc.identifier.uri | http://hdl.handle.net/10203/295085 | - |
dc.description | 학위논문(석사) - 한국과학기술원 : 녹색경영정책프로그램, 2021.2,[ii, 41 p. :] | - |
dc.description.abstract | In the context of diffusion of a green new product through word-of-mouth, this research proposes the social distance of recommender as the situational factor that affects individuals’ perception and decision-making. Specifically, we propose and demonstrate that the fit between construal level activated by the social distance of recommender and benefit type influences quality perception and purchase intention. We adopt organic wine for the experiment, which is a green new product conveying both functional and symbolic benefits. The result shows that the relationship between the type of benefit (functional vs. symbolic) and the purchase intention is moderated by the social distance of recommender (close vs. distant) as well as the perceived quality mediates the effect of benefit type and social distance of recommender on the intention to purchase. When individuals communicate with the socially close recommender, individuals with functional (vs. symbolic) benefits are more likely to perceive higher quality and exhibit greater purchase intention. However, when individuals communicate with the socially distant recommender, individuals with symbolic (vs. functional) benefits are more likely to perceive higher quality and exhibit greater purchase intention. | - |
dc.language | eng | - |
dc.publisher | 한국과학기술원 | - |
dc.subject | word-of-mouth▼asocial distance▼aconstrual level▼afunctional benefit▼asymbolic benefit▼aorganic wine▼aperceived quality▼apurchase intention | - |
dc.subject | 구전▼a사회적 거리▼a해석수준▼a기능적 편익▼a상징적 편익▼a유기농 와인▼a품질지각▼a구매의도 | - |
dc.title | (The) effect of fit between social distance and benefit type on consumer response to organic wine recommendation | - |
dc.title.alternative | 사회적 거리와 편익 유형의 적합성이 유기농 와인 추천에 대한 소비자 반응에 미치는 영향 | - |
dc.type | Thesis(Master) | - |
dc.identifier.CNRN | 325007 | - |
dc.description.department | 한국과학기술원 :녹색경영정책프로그램, | - |
dc.contributor.alternativeauthor | 김은수 | - |
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