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소비자의 문화차원이 혁신제품 평가에 미치는 영향: 홉스테드의 문화차원이론을 중심으로
Author
허현구
Journal Title
무역연구
Publication Year
2021
Topics
Summary
This study analyzes the impact of consumer cultural dimensions on attitudes and purchase intentions toward innovative products. Focusing on Hofstede’s six cultural dimensions, the results showed that long-term orientation had a negative effect, while masculinity had a positive effect.
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