LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

1인 가구의 쇼루밍 이용 속성, 쇼루밍 태도와 지속적 쇼루밍 의도의 관계

Author

정성광, 차경천

Journal Title

마케팅연구

Publication Year

2020

Topics

#Psychology

Summary

This study analyzed the impact of show-rooming usage attributes (expectation confirmation, perceived usefulness) on show-rooming attitude and continuance show-rooming intention among single-person households. The results showed that show-rooming usage attributes positively influence show-rooming attitude, and show-rooming attitude positively influences continuance show-rooming intention. Notably, the impact of show-rooming usage attributes on show-rooming attitude was more positive for single-person households.

Journal Influence

[마케팅연구]