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Building Contingency Paradigm Model based on Paradoxical Attitude Study

역설적 태도 연구에 기반한 상황적 패러다임 모델 구축

  • 이원준 (청주대학교 경영학과) ;
  • 정상수 (청주대학교 광고홍보학과)
  • Published : 2010.02.28

Abstract

With increased complexity of product and market, the phenomenon that a consumer get paradoxical attitude toward marketing object has been increased. And this phenomenon eventually affects the relationship between consumer and product. In this study we tried to find more paradoxical phenomenon and understand consumer behavior confronting these situations when they buy agro-product based on ground theory methodology. According to the results, consumer's expectation and purchase experience can promote quality paradox experience during confronting various marketing activities such as price, product, promotion, place. Also these experience can cause quality paradox related interaction and communication even though there could be differences in their experience according to demographic characteristics, personal preference, and risk perception. Consumer will develop multiple strategies against quality paradox to manage the uncomfortable paradox experiences.

Keywords

Agro-product;Paradoxical Attitude;Quality Paradox;Ground Theory;Paradigm Model

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