Title Page
Contents
Abstract 7
I. INTRODUCTION 9
II. LITERATURE REVIEW 11
III. THEORATICAL BACKGROUND 15
IV. RESEARCH MODEL AND HYPOTHESES 16
V. RESEARCH METHODOLOGY 18
VI. ANALYSIS AND RESULTS 21
VII. DISCUSSION AND IMPLICATION 23
REFERENCES 28
초록 31
TABLE 1. Summary of Constructs' Definition 15
TABLE 2. Sample Demographics 19
TABLE 3. Variables, Measurement, and Data Sources 20
TABLE 4. Reliabilities of Constructs 21
TABLE 5. Result of Stepwise Regression Analysis 22
TABLE 6. Collinearity Statics of Variables 23
FIGURE 1. Resarch Model 18
FIGURE 2. Effects of Retailer Brand's Characteristics and Consumer's Brand... 25