항공 거리와 예매시점이 항공 서비스 평가에 미치는 영향

According to the construal level theory, consumers prefer intrinsic attributes related with desirability when distant future purchase, on the other hand, for purchase of near future they prefer extrinsic attributes related with feasibility. What if they would prefer which attribute when distant future jointed with near space? How would change their construal level at these complex psychological distances?Experiment 1 says that consumers take the importance for feasible attributes (e.g. services) when near future & near space condition. If one condition is distant whether time or space, they would get weight of desirable attributes (e.g. speed.) Although both temporal and spatial distance is distant, their high level construal does not strengthen. This study extended the results of Kim et al. (2008) which has suggested the interactive effects of temporal and social distance on product attitude into the attribute level on which the effects of temporal and spatial distance. Also, it was not appeared that the interactive effects of temporal and social distance on the desirable attributes - consisted with Kim et al. (2009) which has said the memory effects not on desirable but on feasible attributes by temporal distance.