소비자 감정 반응의 유형과 차원성에 관한 연구

Until 1980's many consumer behavioral researchers begin to show their interests on the affective aspect of consumer behavior. Consumer affective responses are considered important variables in a lot of studies about themes like satisfaction, store image, perceived service quality, impulse buying behavior and so on. In spite of these interests we don't have enough information about the types of consumer affective responses and the method of affective response measurement. The purpose of this study is to give some more information about consumer affective responses. The specific contents of this study are 1) the review of the literature about consumer affective responses, 2) the identification of the types and dimensionality of consumer affective responses, and 3) the development of the measure for consumer affective responses in Korean. As a result we find two types of consumer affective responses, in-store mood states and consumption emotion. The dimensionality of In-store mood states is two, pleasure and arousal. That of consumption emotion is also two, positive and negative.