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http://dx.doi.org/10.5392/JKCA.2010.10.2.412

Building Contingency Paradigm Model based on Paradoxical Attitude Study  

Lee, Won-Jun (청주대학교 경영학과)
Chong, Sang-Soo (청주대학교 광고홍보학과)
Publication Information
The Journal of the Korea Contents Association / v.10, no.2, 2010 , pp. 412-420 More about this Journal
Abstract
With increased complexity of product and market, the phenomenon that a consumer get paradoxical attitude toward marketing object has been increased. And this phenomenon eventually affects the relationship between consumer and product. In this study we tried to find more paradoxical phenomenon and understand consumer behavior confronting these situations when they buy agro-product based on ground theory methodology. According to the results, consumer's expectation and purchase experience can promote quality paradox experience during confronting various marketing activities such as price, product, promotion, place. Also these experience can cause quality paradox related interaction and communication even though there could be differences in their experience according to demographic characteristics, personal preference, and risk perception. Consumer will develop multiple strategies against quality paradox to manage the uncomfortable paradox experiences.
Keywords
Agro-product; Paradoxical Attitude; Quality Paradox; Ground Theory; Paradigm Model;
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