펰쿬쿻럑헟뻶닟뗄퇇컄뮯틲쯘퇐뺿룅쫶ꆡꆡ햪튪:풽살풽뛠뗄퇐뺿헟죏쪶떽,쿻럑헟뗄쓪쇤ꆢ탔뇰ꆢ훖ퟥ뗈퇇컄뮯틲쯘퓚쿻럑헟뻶닟맽돌훐웰ퟅ훁맘훘튪뗄ퟷ폃,늢뛔듋뷸탐쇋듳솿퇐뺿ꆣ컄헂ퟅ훘뷩짜맺췢뷼벸쓪살맘폚펰쿬쿻럑헟뻶닟뗄퇇컄뮯틲쯘뗄퇐뺿뷸햹,늢럖컶뫍쳖싛쇋틔췹퇐뺿훐듦퓚뗄튻킩컊쳢ꆣ맘볼듊:쿻럑헟뻶닟;퇇컄뮯;쓪쇤;훖ퟥ;뺭볃쫕죫훐춼럖샠뫅:B849;C93ꆡꆡ컄쿗뇪쪶싫:A1ꆡ틽퇔놾컄ퟅ훘뷩짜맺췢뷼벸쓪퓚펰쿬쿻럑헟뻶닟쿻럑헟뻶닟맽돌뻍쫇쿻럑헟ퟶ돶릺싲뻶닟뗄뗄퇇컄뮯틲쯘짏쯹ퟶ뗄퇐뺿,웤훐냼삨쿻럑헟뗄맽돌ꆣ헢룶맽돌쫇뛠룶뇤솿뚯첬뗄ꆢ쿠뮥ퟷ폃뗄쓪쇤ꆢ탔뇰ꆢ훖ퟥꆢ쏱ퟥꆢퟚ뷌탅퇶ꆢ횰튵ꆢ쫕죫쮮욽뷡맻ꆣ횻폐뇈뷏돤럖뗘쇋뷢펰쿬쿻럑헟뻶닟뗄훷틔벰뗘폲닮틬뗈랽쏦뗄퇇컄뮯틲쯘ꆣ튪틲쯘,랢쿖쯼쏇횮볤뗄쓚퓚솪쾵,닅쓜룼뫃뗘샭2ꆡ쿻럑헟뻶닟뗄볲뮯쒣탍뷢쿻럑헟뻶닟맽돌ꆣ듳솿퇐뺿뇭쏷,퇇컄뮯틲쯘쿻럑헟뻶닟쫇튻룶컊쳢뷢뻶뗄맽돌,쯼냼삨쫇펰쿬쿻럑헟뻶닟뗄튻룶맘볼뇤솿,쯼쯹닺짺뗄죽룶뛀솢뛸폖쏜쟐쿠맘뗄뷗뛎,벴쫤죫ꆢ볓릤뫍쫤킧펦풶듳폚훷쇷컄뮯ꆣ뛸쟒,뷼냫룶쫀볍살늻짙돶뷗뛎ꆣ헢킩뷗뛎놻쏨쫶돉쿻럑헟뻶닟볲뮯쒣맺볒뗄죋뿚ퟩ돉랢짺쇋뫜듳뇤뮯,헢쪹뗃뛔쿻럑탍[1],룃쒣탍(볻춼1)폫펰쿬쿻럑헟뻶닟뗄쯹폐헟뗄퇇컄뮯럖컶뇤뗃룼볓훘튪ꆣ룶쳥뫍췅쳥랽쏦뗄틲쯘뚼폐솪쾵ꆣ춼1ꆡ쿻럑헟뻶닟볲뮯쒣탍3ꆡ퇇컄뮯뗄룅쓮벰퇐뺿랽램쓚,퇇컄뮯뗄닮틬뿉쓜떼훂쿻럑헟퓚릺싲쪲쎴,퓵퇇컄뮯쫇횸늻뫏훷쇷뗄믲쒳튻뻖늿뗄컄뮯쿖퇹릺싲ꆢ릺싲뗘뗣뗈랽쏦뗄닮틬[2]ꆣ쿳ꆣ룹뻝죋뿚쳘헷ꆢ뗘샭캻훃ꆢퟚ뷌탅퇶뗈뿉틔붫평폚퇇컄뮯뛔웤돉풱뗄펰쿬잿폚훷쇷컄뮯,튻룶컄뮯럖돉벸룶퇇컄뮯ꆣ튻훖퇇컄뮯뿉틔듺뇭맊퓚첽쳖컄뮯폫쿻럑헟탄샭뫍탐캪맘쾵뗄퇐뺿튻훖짺믮랽쪽,쯼늻뷶냼삨폫훷쇷컄뮯릲춨뗄볛훐,춨뎣붫훘뗣럅퓚퇇컄뮯뛔쿻럑헟탄샭뫍탐캪횵맛쓮,뮹냼삨ퟔ벺뛀쳘뗄볛횵맛쓮ꆣ쎿튻룶퇇뗄펰쿬짏ꆣ퇇컄뮯뿉틔듓늻춬닣쏦짏뷸탐럖컶,컄뮯좺쳥뚼폐웤ퟔ짭뗄쒳킩뗃떽좺쳥돉풱죏춬뗄뷏뎣볻뗄ퟶ램쫇,쫗쿈룹뻝쒳킩맣틥뗄죋뿚쳘헷뛀쳘뗄짺믮탐캪랽쪽ꆣ퓚춬튻룶훷쳥컄뮯랶캧뗃떽튻룶랶캧쓚뗄뷏듳뗄퇇컄뮯좺,좻뫳내헕웤
ꆤ24ꆤ죋샠릤킧톧ꆡ2004쓪3퓂뗚10뻭뗚1웚쯼죋뿚쳘헷붫헢룶랶캧쓚뷏듳뗄퇇컄뮯좺뮮럖캪룸쟠짙쓪쇴쿂짮뿌펡쿳\[6,7\]ꆣ훐쓪죋쫇짧믡짏쫕뷏킡뗄퇇컄뮯좺ꆣ퓚뛔쿻럑헟퇇컄뮯틲쯘뗄퇐뺿죫ퟮ룟ꆢ쿻럑ퟮ듳뗄퇇컄뮯좺쳥ꆣ쯤좻쯻쏇뗄퇇훐,쒿잰훷튪폐쪵횤훷틥뫍닻쫍훷틥솽훖퇐뺿랽컄뮯쫇쿠떱뛠풪뗄,떫쫇죔좻뿉틔헒돶웤훐튻킩램싛,늢틔쪵횤훷틥캪훷ꆣ쪵횤훷틥쫇폃폚퇐뺿릲춬쳘헷,죧훐쓪죋릺싲뺭퇩럡뢻,퓚뛔닺욷탅쾢룷훖듙쿺춶죫퓚쿻럑헟짭짏닺짺뗄킧맻,뷸뛸풤쯑쯷ꆢ닺욷톡퓱맽돌훐뇈뷏샭훇ꆣ듓릺싲폻췻뗄닢쿻럑헟탐캪뗄튻훖뚨솿뗄랽램,훷튪평쪵퇩랽탎돉떽릺싲탐캪뗄쪵쪩뚼쫇뺭맽짮쮼쫬싇뗄ꆣ늻램ꆢ닢솿벼쫵뫍맛달랽램ퟩ돉;닻쫍훷틥쫇튻훖폃짙맺볒뗄죋뿚훰붥뷸죫샏쇤뮯,떫쒿잰맘폚샏쓪폚쇋뷢쿻럑헟쪵볹뗄튻훖뚨탔뗄퇐뺿랽램ꆣ쿻럑헟뗄퇐뺿짐뇈뷏짙볻ꆣTepper퇐뺿쇋쿻럑헟4ꆡ펰쿬쿻럑헟뻶닟뗄퇇컄뮯틲쯘쓪쇤뛎뗄뮮럖틔벰샏쓪죋뗄쿻럑탄샭폫탐캪쳘뛔춬튻룶훷쇷컄뮯,닉폃늻춬뗄뇪ힼ뿉붫웤뗣\[8\]ꆣ뷡맻랢쿖,샏쓪쿻럑헟뫜볉믤놻돆캪샏쓪럖돉죴룉룶퇇컄뮯ꆣ뛠쫽퇐뺿헟죏캪,펰쿬쿻럑죋,쯹틔쯻쏇뛔튻킩쏅캪샏쓪죋쳡릩뗄듲헛럾헟뻶닟뗄퇇컄뮯틲쯘훷튪냼삨쿻럑헟뗄쓪쇤ꆢ탔컱늢늻ퟶ돶믽벫뗄랴펦ꆣ뇰ꆢ훖ퟥ틔벰쫕죫쮮욽뫍뗘폲닮틬뗈랽쏦ꆣꆡ탔뇰틢틥짏뗄퇇컄뮯퇐뺿ꆡ쿻럑헟뗄쓪쇤틲쯘쯤좻쿖듺짧믡쟣쿲폚쯵킡쓐얮탔뇰볤뗄닮튻룶쓪쇤퇇컄뮯좺쫇평쓪쇤쿠뷼,쟒짺믮뺭틬,떫퓚쿻럑헟뻶닟짏,쓐탔폫얮탔볤뗄닮틬틀좻샺쿠쯆뗄죋ퟩ돉뗄ꆣJohn뫍Cole놨뗀,쏀맺뗄탭뇈뷏쏷쿔ꆣ퇐뺿랢쿖,쓐탔뫍얮탔퓚펵폐튻볾닺뛠돉쓪쿻럑헟죏캪ퟔ벺뗄쓪쇤뇈쪵볊쓪쇤쓪쟡욷뗄뾴램짏듦퓚ퟅ뫜듳닮틬ꆣ쓐탔돉죋듳뛠죏10ꆫ15쯪\[3\]ꆣ틲듋,탭뛠퇐뺿헟죏캪횻폐탄샭쓪캪,펵폐튻룶닺욷펦쪹쯻믱뗃튻훖폅쫆,쪹ퟔ벺폫쇤쿠뷼뗄룶쳥,닅뿉뮮럖퓚춬튻쓪쇤퇇컄뮯좺훐ꆣ쯻죋폐쯹쟸뇰ꆣ뛸얮탔퓲쟣쿲폚릺싲쓜잿뮯룶죋뒦폚쒳룶쳘뚨쓪쇤뛎뗄룶쳥퓚릺싲뻶닟짏폐탭뛠뫍짧믡맘쾵뗄닺욷ꆣ쿻럑헟뛔짌뎡럾컱훊솿뗄움릲춬횮뒦,늢뇭쿖돶튻킩늻춬폚웤쯼쓪쇤퇇컄뮯볛뛔웤뻶닟닺짺훘듳뗄펰쿬ꆣIacobucci뫍Ostrom좺뗄쳘뗣ꆣ쿻럑헟뗄욫뫃뛔쿻럑헟뻶닟웰ퟅ쪮럖퇐뺿랢쿖,늻춬탔뇰뗄쿻럑헟퓚뛔럾컱훊솿뗄움훘튪뗄ퟷ폃ꆣHolbrook랢쿖\[4\],쓪쇤틲쯘믡뛔쿻볛짏듦퓚닮틬,얮탔뇈뷏맘힢폫쯹폶떽뗄듌벤폐럑헟뗄욷없욫뫃닺짺펰쿬,룶쳥퓚쒳룶쳘뚨뗄쓪맘뗄랽쏦,뛸쓐탔퓲훷튪틔럾컱뗄훷튪랽쏦벰믱쇤뛎틗폚뛔쒳훖짌욷탎돉돖뻃뗄욫뫃ꆣ쿻럑헟뻶뗃뗄쒿뇪ퟷ캪움볛틀뻝\[9\]ꆣ닟맽돌쫇튻룶탅쾢볓릤뗄맽돌,틲듋쿻럑헟뗄탅뷼쓪살,늻짙퇐뺿헟뛔횰튵얮탔뗄쿻럑탄샭쾢볓릤쓜솦뇘좻믡뛔웤릺싲뻶닟닺짺펰쿬ꆣ탭뛠뫍탐캪뇭쿖돶풽살풽얨뫱뗄탋좤ꆣ퇐뺿뇭쏷,폫퇐뺿헟뾼달쇋늻춬쓪쇤뛎뗄쿻럑헟퓚탅쾢볓릤쓜럇횰튵얮탔쿠뇈,짌욷뗄욷없뫍뗪볒뗄횪쏻뛈퓚솦짏듦퓚뗄뻖쿞탔뛔웤릺싲뻶닟뗄펰쿬ꆣJohn뫍횰튵얮탔뗄쿻럑뻶닟맽돌훐웰ퟅ룼맘볼뗄ퟷ폃ꆣCole뗈퓚럖컶쇋듳솿퇐뺿닄쇏뗄믹뒡짏\[3,5\],랢퓚릺싲쪱볤짏,횰튵얮탔룼쟣쿲폚퓚췭짏뫍훜쒩쿖볇틤볓릤죝솿뗄뻖쿞탔믡ퟨ낭뛹춯뫍샏쓪죋췪좥릺컯ꆣ퓚릺컯랽쪽짏,횰튵얮탔뇈럇횰튵얮탔돉뇈뷏뢴퓓뗄탅쾢볓릤죎컱;뛸웤쯼쓪쇤뛎뗄죋룼욫뫃췸짏릺컯ꆣ퓲쓜룼폐킧뗘췪돉뢴퓓뗄탅쾢볓릤죎컱,쓜릻룼ꆡ훖ퟥꆢ쏱ퟥꆢퟚ뷌퇇컄뮯퇐뺿뫃뗘ퟶ돶릺싲뻶닟ꆣ훖ퟥ튲쫇펰쿬쿻럑헟뻶닟뗄튻룶훘튪뇤솿ꆣ내쓪쇤쳘헷,퓚튻룶훷쇷컄뮯훐뿉럖돶탭뛠늻춬훖ퟥ뗄쿻럑헟퓚ퟶ뻶닟쪱믡뇭쿖돶늻춬뗄쳘룶퇇컄뮯좺ꆣ웹뷱,헢랽쏦뗄퇐뺿훷튪벯훐퓚쟠헷ꆣ퓚쏀맺,듓훖ퟥ퇇컄뮯뗄뷇뛈뾪햹뗄쿻럑헟짙쓪ꆢ훐쓪ꆢ샏쓪헢벸룶쓪쇤퇇컄뮯좺짏ꆣ쟠짙쓪퇐뺿튻횱틔살훷튪벯훐퓚뫚죋폫냗죋퓚릺싲뻶닟뛔튻룶볒춥뗄릺싲뻶닟웰ퟅ훘튪뗄펰쿬,늢쟒쯻랽쏦뇭쿖돶뗄닮틬,횻쫇뷼웚닅뾪쪼뛔퇇틡벰웤쏇ퟔ벺뗄릺싲솦튲쯦쓪쇤퓚늻뛏퓶볓,틲듋쟠짙쯻짙쫽쏱ퟥ좺쳥훰붥볓틔맘힢ꆣDeshpande뫍쓪쿻럑헟틽웰쇋퇐뺿헟룼뛠뗄힢틢ꆣ맣룦쫇쿻럑Stayman뗄퇐뺿랢쿖,짙쫽쏱ퟥ좺쳥훐뗄돉풱룼죝헟뻶닟맽돌훐쯑쯷뫍믱좡탅쾢뗄튻룶훘튪살풴ꆣ틗탅죎듓쯹쫴좺쳥훐췆돶뗄맣룦듺퇔죋,늢평듋Macklin퇐뺿쇋맣룦훆ퟷ뗄탎쪽뛔쟠짙쓪쇋뷢닺퓶잿뛔쒳룶욷없뗄믽벫첬뛈\[10\]ꆣ욷탅쾢뗄펰쿬,뷡맻랢쿖닉폃쫓뻵ꆢ쳽뻵쮫훘탎쪽튻킩퇐뺿헟놨뗀,쿻럑헟뗄ퟚ뷌틲쯘쫇쿻럑뗄맣룦뇈떥뒿뗄쫓뻵탎쪽믲쳽뻵탎쪽뗄맣룦룼쓜헟뻶닟뗄튻룶훘튪뗄풤놨웷\[11\]ꆣ퓚쿻럑헟뗄룶
죋샠릤킧톧ꆡ2004쓪3퓂뗚10뻭뗚1웚ꆤ25ꆤ탔ꆢ쫕죫ꆢ볒춥탎쪽뗈펰쿬룶쳥뗄릺싲뻶뚨뗄쿻럑뛔쿻럑헟뛠룶퇇컄뮯돉풱짭럝쫇죧뫎쿠뮥ퟷ폃틔뇤솿짏,ퟚ뷌뿉쪩볓럇뎣훘튪뗄펰쿬ꆣ퇐뺿헟뛔벰쯼쏇쫇죧뫎퓚쪵볊뻶닟맽돌훐랢믓ퟷ폃뗄첽쳖폌첫죋뫍럇폌첫쿻럑헟뷸탐쇋뛔뇈퇐뺿,랢쿖폌쫇캴살퇐뺿뗄튻룶탂뗄쟷쫆ꆣ퓚캴살뗄퇐뺿훐,첫쿻럑헟퓚쯑쯷닺욷탅쾢쪱쪹폃룼뛠뗄탅쾢풴,퇐뺿헟폐췻뿋럾쿻럑헟퇐뺿쇬폲뗄럖쇑ힴ첬룸퇐룼쟣쿲폚릺싲탂닺욷[12]ꆣ뺿듸살뗄뻖쿞탔,틔튻훖룼볓헻뫏뗄랽쪽뛔쿻럑ꆡ쫕죫쮮욽뫍횰튵헟뻶닟맽돌뷸탐퇇컄뮯럖컶ꆣ쿻럑뺭볃탄샭톧뗄튻룶믹놾볙뚨쫇,쿻럑헟뛔짌욷믲럾컱뗄탨쟳쫇틔쯻쏇볈폐릺싲풸췻,폖닎뾼컄쿗:폐릺싲쓜솦캪잰쳡뗄ꆣ퓚헢랽쏦뗄퇐뺿훐,춨뎣[1]ꆡ쾣럲싼LG,뾨얦뿋LL.쿻럑헟탐캪톧[M].폡컄뗈붫쿻럑헟뗄쫕죫쮮욽폫웤짧믡뷗닣뫍횰튵뷡뫏웰틫.짏몣:뮪뚫쪦랶듳톧돶냦짧,2002.살뷸탐ퟛ뫏뾼달ꆣ평폚쫜떽쫕죫쮮욽뗄쿞훆[2]ꆡ릨헱,죙쿾뮪,쇵횾뎬.쿻럑헟탐캪톧[M].듳솬:뚫,뻸듳뛠쫽쿻럑헟퓚ퟶ릺싲뻶뚨쪱,뛔짌욷볛룱뇈뷏놱닆뺭듳톧돶냦짧,2002.쏴룐[3]ꆡJohnDR,,춬쪱뛔짌욷뗄탔쓜뫍훊솿뇈뷏훘쫓ꆣ쿻럑헟뗄횧돶뷡릹폫웤쫕죫쮮욽튲폐쏜쟐맘쾵ꆣ럆샻sing:understandingdeficitsinyoungandelderlyconsumers웕ꆤ뿆쳘샕뗈죋뛔퇇훞룷맺뗄쫕죫쮮욽뫍쿻럑탐[J].JournalofConsumerResearch,1986,13:2972315.[4]ꆡ:some캪쳘뗣뷸탐쇋퇐뺿,뷡맻랢쿖늻춬쫕죫쮮욽뗄볒emergingpatternsofconsumertastes[J].JournalofCon2춥퓚쿻럑횧돶뷡릹짏폐쿔훸닮틬ꆣ퇐뺿랢쿖,쓪sumerResearch,1993,20(2):2452256.쫕죫퓚1000쏀풪틔쿂볒춥뗄쿻럑훷튪벯훐퓚믹[5]ꆡJohnDR,놾쪳욷짏,뫜짙폐뿉ퟔ평횧엤뗄쿻럑뾪횧ꆣ쯦ퟅknowledgeinchildren:acognitivestructureapproach[J].볒춥쓪쫕죫뗄퓶볓,쿻럑뾪횧뗄랶캧훰붥퓶볓,웤JournalofConsumerResearch,1986,12:4062417.횧돶뷡릹훐폐룼뛠뇈샽뗄횧돶폃폚택쿐ꆢ춶ꆢ폩[6]ꆡ샖뗈랽쏦[2]ꆣchildrenꆯsproduct2relatedrecall[J].JournalofConsumer쿻럑헟횰튵퓚쿻럑헟뻶닟맽돌훐랢믓ퟅ뛀쳘Research,1994,21(1):1542164.뗄펰쿬ꆣ횰튵뛔죋쏇뗄쿻럑뻶닟맽돌뗄펰쿬쫇쿠[7]ꆡꆯslearningofbrandnamesfrom떱맣랺뗄ꆣ듓ퟜ쳥짏살쮵,늻춬횰튵뗄쿻럑헟쯹visualcues[J].JournalofConsumerResearch,1996,23(3):2512261.뒦뗄짧믡뷗닣튲늻춬,늻춬짧믡뷗닣뗄쿻럑헟훷[8]ꆡ맛짏죏캪쫊뫏ퟔ벺뗄닺욷뫍짌욷튲쫇늻춬뗄ꆣsumersꆯresponsestoagesegmentationcues[J].ꆡ뗘샭틢틥짏뗄퇇컄뮯퇐뺿ConsumerResearch,1994,20(4):5032519.틑폐뗄퇐뺿뇭쏷,퓚쿻럑헟뻶닟짏듦퓚ퟅ쿔[9]ꆡIacobucciD,훸뗄뗘폲닮틬ꆣ쿻럑헟욫뫃퓚쿻럑헟뻶닟맽돌훐coreandrelationalaspectsofservicesontheevaluationof웰ퟅ훘튪ퟷ폃ꆣ늻춬뗘폲뗄쿻럑헟퓚쿻럑욫뫃짏servicesencounters[J].JournalofConsumerPsychology,폐ퟅ쿔훸닮틬,쳘뇰쫇퓚쪳컯뫍틻쇏쿻럑짏ꆣ퓚1993,2(3):2572286.늻춬맺볒,짵훁쫇튻룶맺볒뗄늻춬뗘쟸[10]ꆡDeshpandeR,:distinc2,죋쏇뗄컯훊뮷뺳뫍짧믡뮷뺳듦퓚늻춬돌뛈뗄닮뇰,훂쪹늻,1994,31:57264.춬뗘폲뗄쿻럑헟퓚쿻럑뻶닟짏뇭쿖돶늻춬쳘헷ꆣ[11]ꆡꆡ뷡쫸폯riskindurablegoodspurchasedecision[J].Journalof쯦ퟅ룼뛠뗄퇐뺿헟뛔쿻럑헟퇇컄뮯틲쯘뗄맘ConsumerMarketing,1990,7:27238.힢,쿻럑헟퇇컄뮯럖컶훰붥돉캪튻룶탂뗄죈뗣ꆣ[12]ꆡ싵뿋뛻ꆤRꆤ쯹싞쏅.쿻럑헟탐캪톧[M].헅펨뗈틫.퓚맽좥벸쓪뗄퇐뺿훐,틑뺭좡뗃쇋뫜듳뗄뷸햹ꆣ놱뺩:뺭볃뿆톧돶냦짧,1998.떫쫇,퓚맽좥뗄퇐뺿훐,퇐뺿헟듳뛠횻쫇퇐뺿쿻럑헟뗄튻훖퇇컄뮯돉풱짭럝뛔웤뻶닟맽돌뗄펰쿬,퇐뺿뷡맻퓚쪵볊쿻럑쟩뺰훐뗄펦폃쫜떽쇋쿞훆ꆣ
