DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | Lee, Chan Jean | - |
dc.contributor.advisor | 이찬진 | - |
dc.contributor.author | Moon, Jin-Kyung | - |
dc.date.accessioned | 2021-05-13T19:35:10Z | - |
dc.date.available | 2021-05-13T19:35:10Z | - |
dc.date.issued | 2020 | - |
dc.identifier.uri | http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=911492&flag=dissertation | en_US |
dc.identifier.uri | http://hdl.handle.net/10203/284822 | - |
dc.description | 학위논문(석사) - 한국과학기술원 : 경영공학부, 2020.2,[iii, 38 p. :] | - |
dc.description.abstract | Contrary to the common wisdom that consumers prefer large assortments, large assortments can lead to weaker preferences when the quality of assortment is dependent on the human provider. Drawing on the literature on assortments, the present research shows that this is due to participants' general belief that human capacity limit exists. Supporting this proposition, the effect of this consumer belief manifests for service assortments, and not as much for product assortments, whose quality is not as much dependent on the assortment provider. Furthermore, this belief evokes consumers' concerns about quality deterioration as the assortment provider is believed to be limited in providing consistent quality across a large assortment. Further supporting the assortment provider's capacity account, the documented effect is controlled by their implicit theory orientation, which is defined as the individual belief in malleability of human capacity limit. These findings provide additional evidence on the distinction between assortments whose quality is directly related to the assortment provider's capacity limit, its impact on preference for larger assortments, and its implications for consumer decision making via assortment size choice. | - |
dc.language | eng | - |
dc.publisher | 한국과학기술원 | - |
dc.subject | Consumer beliefs▼aLay theories▼aVariety-seeking▼aConsumer inference▼aAssortment size choice | - |
dc.subject | 소비자 추론▼a다양성 추구▼a소비자 믿음▼a내재 이론▼a상품 구색 선택 | - |
dc.title | When less Is better | - |
dc.title.alternative | 소소익선(少少益善) : 서비스 제공자 역량의 한계에 대한 소비자의 믿음이 서비스 제공 범위 선호에 미치는 영향 | - |
dc.type | Thesis(Master) | - |
dc.identifier.CNRN | 325007 | - |
dc.description.department | 한국과학기술원 :경영공학부, | - |
dc.contributor.alternativeauthor | 문진경 | - |
dc.title.subtitle | the role of consumer belief in service provider's capacity limit on assortment size preferences | - |
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