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How emotion and regulatory focus affects purchase of new product according to risk pereption

DC Field Value Language
dc.contributor.advisor김재일-
dc.contributor.author이현주-
dc.date.accessioned2017-07-14T04:52:17Z-
dc.date.available2017-07-14T04:52:17Z-
dc.date.issued2013-08-
dc.identifier.other000000013896-
dc.identifier.urihttps://hdl.handle.net/10371/124453-
dc.description학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2013. 8. 김재일.-
dc.description.abstractThis study reviews the results of an experiment on the effect of the emotion and self-regulatory system when consuming experiential goods. The emotion involves in either happy or sad emotional status, and the self-regulatory system involves in either a promotion focus or a prevention focus.
This study shows that emotion and self-regulatory system of a consumer influences the purchase of new products. New product is chosen as movies that are about to be released, and this study sees how people react to high-risk and low-risk movies when their emotion and self-regulatory system is manipulated.
The results of this study suggest that happy consumers are more risk-prone, and have favorable attitude toward risky product, and that sad people are risk-averse and have favorable attitude toward low-risk product. Likewise, promotion focused consumers are risk-prone and prevention focused consumers are risk-averse. This study implies that emotion and self-regulatory system can act together as variable when confronted with new product.
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dc.description.tableofcontentsTable of Contents

I. Introduction…………………………………………………………………………1
1. Purpose of Research……………………………………………………………1
II. Literature Review………………………………………………3
1. Emotion………………………………………………3
2. Emotion and Choice………………………………6
3. Regulatory Focus and Choice…………………8
4. Perceived Risk of Innovations……………………9
III. Model and Hypothesis………………………………………11
1. Research Model………………………………11
2. Hypothesis………………………………………11
3. Variable measure…………………………………13
IV. Methods………………………………………………………15
1. Research Design…………………………………15
2. Data Collection……………………………………16
3. Cronbachs alpha and Factor Analysis………18
4. Hypothesis Verification……………………………23
5. Hypothesis Verification Results and Summary…………26
V. Results and Discussion…………………………………27
1. Summary of Research………………………………………27
2. Marketing Point………………………………………………28
2. Limitations and Future Research…………………………28

References………………………………………………………30
Appendix …………………………………………………………32
Appendix 1. Questionnaire in English………………………38
Appendix 2. Questionnaire in Korean…………………………38
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dc.formatapplication/pdf-
dc.format.extent1349086 bytes-
dc.format.mediumapplication/pdf-
dc.language.isoen-
dc.publisher서울대학교 대학원-
dc.subjectregulatory focus-
dc.subjectemotion-
dc.subjectnew product-
dc.subject.ddc658-
dc.titleHow emotion and regulatory focus affects purchase of new product according to risk pereption-
dc.typeThesis-
dc.description.degreeMaster-
dc.citation.pages44-
dc.contributor.affiliation경영대학 경영학과-
dc.date.awarded2013-08-
Appears in Collections:
College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
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