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소비자행동론 Consumer Behavior에 대한 자료입니다.
본문내용
『소비자 행동론 』
(Consumer Behavior )
(The Theory of Reasoned Action : A META-Analysis of past Research with
Recommendations for Modifications and Future Research)
Contents
저자의 소개
1
2
이론적 배경
3
실증연구: 가설설정--
4
분석방법
5
분석결과
6
토론
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Author
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Blair H. Sheppard is an Associate Professor of Organizational Behavior, Fuqua School of Business, Duke University, Durham NC 27706.
Jon Hartwick is an Associate Professor of Organizational Behavior, Faculty of Management, McGill University, Montreal, Quebec, Canada H3A lG5.
Paul R. Warshaw is an Associate Professor of Marketing, School of Business, New York University, New York, NY 10003.
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이론적 배경
TRA?
The theory of reasoned action (TRA), is a model for the prediction of behavioral intention, spanning predictions of attitude and predictions of behavior. The subsequent separation of behavioral intention from behavior allows for explanation of limiting factors on attitudinal influence (Ajzen, 1980). The Theory of Reasoned Action was developed by Martin Fishbein and Icek Ajzen (1975, 1980), derived from previous research that started out as the theory of attitude, which led to the study of attitude and behavior. The theory was "born largely out of frustration with traditional attitude-behavior research, much of which found weak correlations between attitude measures and performance of volitional behaviors" (Hale, Householder & Greene, 2003, p.259).