Business Commons^™

제품보증의 유형이 소비자의 제품에 대한 태도에 미치는 영향, Ku Yeun Oh, Ick Hyun Kwon

Asia Marketing Journal

The purpose of this study was to analyze the effects of explicit and implicit product warranties on consumers` attitudes toward the products, and particularly, the main effects of product types and level of manufacturers` business ethics on the relationship between warranty types and consumers` attitudes. For this purpose, relevant literature was reviewed and thereupon, a survey was conducted for an empirical analysis. As a result of empirically analyzing the relationship between warranty types and consumers` attitudes and the main effects of the product types (search goods vs. experience goods) and level of business ethics (high vs. low) on the relationship, …