동아시아경상학회지 (East Asian Journal of Business Economics (EAJBE))

동아시아경상학회 (East Asia Business Economics Association)
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Study on the Tasting of Distributors

  • LEE, Sung-Heun (Department of Business Administration, Yonsei University) ;
  • HWANG, Hee-Joong (Department of International Trade, Korea National Open University)
  • 투고 : 2020.08.18
  • 심사 : 2020.09.23
  • 발행 : 2020.09.30
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초록

Purpose - Research on the mechanism by which tasting affects the purchase of related products and related products is still insufficient. Therefore, it is necessary to make good use of marketing practically how tasting affects taste and leads to consumption behavior. Research design, data, and methodology - First, we provide tasting sampling for people with different impulsive purchasing tendencies and check whether this leads to purchasing behavior in the future. Second, it is necessary to measure 'face (or notion of courtesy)', which is a characteristic of Koreans, as a moderating variable for the effect of sampling. Third, it is proposed to look at how the effect of sampling appears differently over time. Results - First, it is necessary to pay attention to the factors influencing the sampling effect in the product group that cannot produce a tasting situation such as general food or beverage. Second, research results may not apply to all actual marketing. Conclusions - This study is judged to have contributed to resolving the question of whether the distribution store's tasting promotion is more effective and lasts longer than other promotions. It also suggested the possibility that the effect of tasting could be changed depending on whether the amount of tasting was limited or the subjects of tasting.

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참고문헌

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