ABSTRACT
Alternative situation model on appeal consumer's satisfaction
Kim, Jae Young(Ph.D. Full-time instructor Dept. of Advertising & Public Relations Nam-Seoul University)
The purpose of the study is to find ASM(Alternative Situation Model mediating role of attitude toward the Aad suggested McKenzie etc) when the variables are different, Ad manipulated as experimented stimulation on 14 appeals of consumer's satisfaction for 2 low involvement was answered by 438 subjects. LISREL(8.12) for covariance structure analysis was available to test the experiment. 14 groups exploited with emotional products and thinking products would make an experiment.
As a result of the investigation of alternative situational model of fourteen group, in almost all group, three remaining hypotheses, save for independent mediation hypotheses, all turned out to be consistent. It is construed that the feature of low involvement acts on the effect that weather thinking products or emotional goods do not confirm with only one proper model but they confirm almost with three models.
In case of path effect between each variable, although there are different conditions, we can find that trough Aad, it accords with Ab and PI. However, in other experimental group, it was proved that the succession Ab → Aad is more strongly influencing than Ad → Ab. It is necessary to illuminate in the following study whether the result of this study has it's problem in measurement skill or in other external variable.