• Asia Marketing Journal
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• v.11 no.1
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• pp.93-112
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• 2009

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, it was found that consumers' attitudes toward the products were more positive when the product warranty was explicit than when it was implicit, and that such relationship was stronger for experience goods than for search goods one. And, the relationship was stronger when the level of business ethics perceived was lower. However, such moderating effects were not significant for consumers' attitudes, but significant for their purchasing intention.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.36 no.5B
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• pp.484-489
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• 2011

Most of IT small businesses in Korea are companies which usually take parts from the technically advanced companies and assemble the parts into a complete whole for big companies. Intellectual property-related issue of IT small businesses in Korea is not the direct action or claim but the matter of contract concerning the 3rd party intellectual property infringement or the matter of each of the applicable law on the implied liability issues. Because bargaining power of the IT small businesses is not as big as the technically advanced companies, they can not receive explicit guarantees. Therefore, government-affiliated organization should concern about this matter of contract.