제1장

1) P. Kotler, Marketing Management 5th ed., Englewood Cliffs, New Jersey:Prentice-Hall, Inc., 1964, p.23.

2) R.L. Oliver and W.S. Desarbo, "Response Determinant in Satisfaction Judgments" Journal of consumer Research, Vol. 14(Mar. 1988) pp.495-507.

3) 본 연구에서는 성과 파라다임은 기대불일치 파라다임에 포함되어야 한다고 본다. 따라서 소비자만족의 결정변수를 연구하는 파라다임에는 기대불일치, 공평성 치 귀인의 세 가지 파라다임이 남게 된다.

제2장

1) J.A. Czepiel and L.J. Rosenberg, "The Study of Consumer Satisfaction:Addressing the "So What" Question" in H.K. Hunt ed., conceptualization and Measurement of Consumer Satisfaction and dissatisfaction Cambridge, Mass:Marketing Science Institute, 1977, p.92.

2) J.P. Peter and J.C. Olson, Consumer Behavior, Irwin ; Homewood, Illinois, 1987, p.191.

3) Ibid., p.213.

4) J.F. Engel, R.D. Blackwell and P.W. Miniard, Consumer Behavior, 5th ed., Hinsdale, Illinois; CBS College Publishing, 1986, pp.463-488.

5) R.L. Oliver, "A Congnitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, Vol. XVII(Nov. 1980), pp.461-462.

6) J.A. Howard, "The Structure of Buyer Behavior" in Consumer Behavior:Theory and Application, J.U. Farley, J.A. Howard, and L.W. Ring, eds., Boston:Allyn & Bacon quoted in R.L. Oliver(1980) op. cit., p.461.

7) R.L. Oliver(1980) op. cit., p.462.

8) W.O. Bearden and J.E. Teel, "Selected Determinants of Consumer Satisfaction and Complaint Reports" Journal of Marketing Research, Vol. XX(Feb. 1983) pp.21-28.

9) J.E. Swan, "Consumer Satisfaction with a Retail Store Related to the Fulfillment of Expectations on an Initial Shopping Trip" in R.L. Day ed. Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1977, pp.10-17.

10) P.A. Labarbera and D. Mazursky, "A Longitudinal Assessment of Consumer Satisfaction Dissatisfaction:The Dynamic Aspect of the Cognitive Process" Journal of Marketing Research, Vol. XX(Nov. 1983) pp.393-404.

11) J.F. Engel, R.D. Blackwell and D.T. KOllat, Consumer Behavior 3rd ed., the Dryden Press, 1978, p.440.

12) Ibid., pp.446-454.

13) Ibid., pp.441-444.

14) J.W. Newman and R.A. Werbel, "Multivariate Analysis of Brand Loyalty for Major Household Appliances", Journal of Marketing Research, Vol X(Nov. 1973), pp.404-409.

15) Engel, F., R.D. Blackwell, and D.T. Kollat, op. cit., p.493.

16) 兪光雨, 權海濤, 공저, "소비자 불평행동에 관한 문헌적 고찰" 강릉대학 영동산업문제연구소, 경영논집 제6집, pp.66-67.

17) C.L. Kendall and F.A. Russ, "Warranty and Complaint Policies:An Opportunity of Marketing Management", Journal of Marketing, Vol. 39(April 1975), p.42.

18) R.L. Day and E.L. Landon, "Toward a Theory of Consumer Complaining Behavior", Consumer and Industrial Buying Behavior, A.G. Woodside, J.N. Sheth, and P.D. Bennett eds., Quoted in W.O. Bearden and J.E. Teel, op. cit., p.22.

19) 소비자만족과 소비자불만족이 하나의 구성개념의 양끝이냐 아니면 2요인이론이 옳으냐는 논란의 여지가 있다. 본 논문에서는 소비자만족과 불만족이 하나의 변수의 두 극이라고 보고 논의를 전개해 가지만 여기서는 불평행동과 관련되어 있으므로 소비자 불만족이란 용어를 사용하고 있다.

20) E.L. Landon, "A Model of Consumer complaint Behavior", in R.L. Day ed., Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1977, p.31-35.

21) Ibid., p.31.

22) M.L. Richins, "Consumer Complaining Process:A Comprehensive Model", in R.L. Day and H.K. Hunt eds., New Dimensions of Consumer Satisfaction and Complaining Behavior, 1979, pp.30-34.

23) R.N. Cardozo, "An Experimental Study of Customer Effort. Expectation and Satisfaction" Journal of Marketing Research 2, 1965, pp.244-249.

24) R.L. Oliver and W.S. Desarbo, op. cit., pp.495-497.

25) 기대불일치 파라다임에 대한 자세한 논의는 제3장 제1절을 참조하기 바람.

26) R.L. Oliver, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions" Journal of Marketing Research, Vol. XVII(Nov. 1980), pp.460-469.

27) 물론 소비자만족에 대한 연구가 목적이었으나 초기의 연구들은 종속변수를 주로 노출 후 제품평가로 하고 있다.

28) R.L. Oliver, "Effect of Expectation and Disconfirmation on Postexposure Product Evaluations:An Alternative Interpretation:Journal of applied Psychology 1977, Vol. 62, No. 4, pp.480-481.

29) Ibid., pp.482-483.

30) Ibid., pp.482-483.

31) R.L. Oliver(1980) op. cit., pp.460-461.

32) W.O. Bearden and J.E. Teel, "Selected Determinants of Consumer Satisfaction and complaint Reports", Journal of Marketing Research, Vol. XX(Feb. 1983) pp.21-28.

P.A. Labarbera and D. Mazursky, "A Longtitudinal Assessment of Consumer Satisfaction/Dissatisfaction:The Dynamic Aspect of Cognitive Process", Journal of Marketing Research Vol. XX(Nov. 1983), pp.393-404.

R.L. Oliver(1980) op. cit., pp.460-469.

J.E. Swan and I.F. Trawick, "Disconfirmation of Expectations and Satisfaction with a Retail Service", Journal of Retailing 57(Fall, 1981), pp.49-67.

33) G.A. Chruchill, Ju., and C. Surprenant, "An Investigation Into the Determinants of Customer Satisfaction:Journal of Marketing Research, Vol. XIX(Nov. 1982), pp.491-504.

34) 자세한 논의는 제3장 제2절 참조.

35) 귀인파라다임의 자세한 내용은 제3장 제3절 참조.

36) R.L. Richins, "Consumer Complaining Process:A Comprehensive Model" in R.L. Day and H.K. Hunt eds., New Dimensions of Consumer Satisfaction and complaining Behavior, 1979, pp.30-34.

37) R.L. Oliver and W.S. Desarbo op. cit., pp.495-507.

38) 본 연구에서는 성과 파라다임은 기대불일치파라다임에 포함시켜야 한다고 보고 있다. 따라서 소비자만족 파라다임에는 기대불일치파라다임, 공평성 파라다임, 귀인 파라다임의 3가지 파라다임이 있게 된다.

39) R.L. Oliver and W.S. Desarbo, op. cit., pp.495-507.

40) J.E. Swan and A.A. Mrecer, "Consumer Satisfaction as a Function of Equity and Disconfirmation" in H.K. Hunt and R.L. Day eds., Conceptual and Empirical Contributions to Consumer Satisfaction and Complaining Behavior, 1981, pp.2-8.

J.E. Swan and R.L Oliver, "Automobile Buyer Satisfaction with Salesperson Related to Equity and Disconfirmation", in H.K. Hunt and R.L. Day eds., Consumer Satisfaction, Dissatisfaction and Compaining Behavior, 1984, pp.10-16.

41) J.C. Olson and P.A. Dover, "Disconfirmation of Consumer Expectations Through Product Trial", Journal of Applied Psychology, 1979, Vol. 64, No. 2, pp.179-189.

42) G.A. Chruchill, Jr., and C. Surprenant, op. cit., pp.491-504.

43) J.A. Miller, "Studying Satisfaction, Modifying Models, Eliciting Expecttions, Posing Problems, and Making Meaningful Measurements" in H.K. Hunt ed., Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, 1977, pp.72-91.

44) J.E. Swan and I.F. Trawick, "Satisfaction Related to Predictive vs Desired Expectations" in R.L. Day and H.K. Hunt eds., Refining Concept and Measure of Consumer Satisfaction and Complaining Behavior, 1979, pp.7-12.

45) J.O. Summers and D.H. Granbois, "Predictive and Normative Expectation in Consumer Dissatisfaction and Complaining Behavior" Advances in Consumer Research, Vol. IV, Association for Consumer Research, 1977, pp.155-158.

46) B. Barbeau, "Predictive and Normative Expectations in Consumer Satisfaction:A Utilization of Adaptation and Comparison Levels in a Unified Dissatistaction and Complaining Behavior, 1985, pp.27-32.

47) W.O. Bearden and J.E. Teel., op. cit., pp.21-28.

P.A. Labarbera and D. Mazursky op. cit., pp.393-404.

R.L. Oliver(1980) op. cit., pp.460-469.

J.E. Swan and I.F. Trawick(1981), op. cit., pp.49-67.

48) J.E. Swan and I.F. Trawick(1979) op. cit., pp.7-12.

3장

49) 여기에는 다음과 같은 연구들이 포함된다.

R.N. Cardozo, "An Experimental Study of Consumer Effort, Expectation, an Satisfaction" Journal of Marketing Research, 1965, pp.244-249.

R.W. Olshavsky and J.A. Miller

"Consumer Expectations, Product Performance, and Perceived Product Quality", Journal of Marketing Research, 1972, pp.19-21.

R.E. Anderson, "Consumer Satisfaction:The Effect of Disconfirmed Expectancy on Perceived Product Performance," Journal of Marketing Research, 1973, pp.38-44.

J.C. Olson and P.A. Dover, "Effect of Expectation Creation and Disconfirmation on Belief Elements of Cognitive Struture", in B.B. Anderson, ed., Advances in Consumer Research, Vol. 3, (Chicago Association for Consumer Research, 1976), pp.168-175.

50) 원래 제품평가는 구매후에 하는 것이 원칙이나 실제로 구매후 제품평가를 연구하는 것이 힘들기 때문에 소비자들에게 제품을 노출(exposure)시킨 후 소비자의 제품평가를 연구하였다.

51) R.L. Oliver, op. cit., 1977, p.482.

52) Ibid., p.482.

53) J.A. Miller, "Studying Satisfaction, Modifying Models, Eliciting Expectations, Posing Problems, and Making meaningful Measurements in L.K. Hunt, ed., Conceptualization and Measurement of Consumer Satisfaction and dissatisfaction, 1977, pp.75-78.

54) 희망적 기대는 규범적 기대와 차이가 있는 개념이다. 즉 희망적 기대는 소비자들이 바라고 있는 기대라는 의미를 가지고 있다. 규범적 기대는 소비자의 투자를 볼 때 제품이 가지고 있어야 하는 (should be) 제품성과에 대한 기대를 말한다.

55) J.E. Swan, I.F. Trawick, and M.G. Carrol, "Satisfaction Related To Predictive, Desired Expectations:A Field Study" in R.L. Day and H.K. Hunt, eds., New Findings on Consumer Satisfaction an Complaining, 1980, pp.15-22.

56) M.C. Gilly, W.L. Cron, and T.E. Barry, "The Expectation-Performance Comparison Process:An Investigation of Expectation Types" in R.L. Day & H.K. Hunt eds., International Fare in Consumer Satisfaction and Complaining Behavior, 1982, pp.10-16.

57) R.L. Oliver, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, Vol XVII(Nov. 1980), pp.460-469.

58) S.A. Latour and N.C. Peat, "Conceptual and Methodological Issues in Consumer Satisfaction Research", in Advances in Consumer Research, (Vol. 6), pp.431-440.

59) B. Barveau, "Predictive and Normative Expectations in Consumer Satisfaction:A Utilization of Adaptation and Comparison Levels in a Unified Disiatisfaction and Complaining Behavior, 1985, pp.27-32.

60) Harry Helson, Adaptation-Level Theory, New York:Harper and Row, 1964.

61) H. Helson, "Current Trends and Issues in Adaptation-Level Theory" American Psychologist, 19(1964), pp.26-38.

62) H.R. Schiffman, Sensation and Perception:An Integrated Approach, 2nd ed., New York:John Wiley and Sons, 1982, p.20.

63) 이 때의 연구의 동기는 소비자만족을 연구하기 위한 것이었으나 실제로는 구매 후 소비자 만족보다는 노출후의 제품평가를 종속변수로 하여 연구를 진행시켰다.

64) Oliver(1977) p.482.

65) D. Weaver & P. Brickman, "Expectancy, Feedback, and Disconirmation as Independent Factors in Outcome Satisfaction" Journal of Personality and Social Psychology, 1974, Vol. 30, No. 4, p.420-428.

66) Oliver(1977), p.482.

67) S.A. Latour, and N.C. Peat, "Conceptual and Methodological Issues in Consumer Satisfaction Research", in Advances in Consumer Research, Vol. 6, W.F. Wilkie, Ed., Ann Arbor, MI:Association for Consumer Research, 1979, pp.31-37.

68) Thibaut와 Kelley는 보상(rewards)를 "어떤 사람이 향유하는 기쁨, 만족, 즐거움"이라고 정의를 내리고 비용(costs)를 상호작용의 불유쾌하고 불만족스러운 측면이라고 말함으로써, 획득된 결과(outcome)가 이미 "만족", "불만족"이라는 것을 내포하게 된다.

69) S.A. Latour and N.C. Peat, "The Role of Situationlly-Produced Expectations, Others' Experiences, and Prior Experience in Determining Consumer Satisfaction", in Advances in Consumer Research, Vol. 7, J.C. Oloen, ed, Ann Arbor, MI:Association for Consumer Research, 1980, pp.588-592.

70) 洪大植 역 사회심리학 이론 M.E. Show & P.R. Costanzo 저. 박영사, 1985, p.92.

71) Ibid., pp.98-103.

72) J.E. Swan & A.A. Mercer "Consumer Satisfaction As a Function of Equity and Disconfirmation" in Conceptual and Empirical Contributions to Consumer Satisfaction and Complaining Behavior, 1981, pp.2-8.

73) 예를 들어 다음의 논문을 참고하라.

Lawler, F.E. "Equity theory as a Predictor of Productivity and Work Quality" Psychological Bulletin (1968), pp.596-610.

74) J.W. Huppertz, S.J. Arenson and R.J. Evans

"An Application of Equity Theory to Buyer-Seller Exchange Situations" Journal of Marketing Research Vol XV(May 1978), p.251.

75) Ibid., pp.250-260.

76) R.P. fisk and K.A. Coney, "Postchoice Evaluation:An Equity theory Analysis of Consumer Satisfaction/Dissatisfaction With Service Choices" in Consumer Satisfaction and Complaining Behaviro, 1981, pp.9-16.

77) J.C. Mowen & S.J. Grove, "Search Behavior, Price Paid, and the Comparison Other':An equity Theory analysis of Post Purchase Satisfaction" in R.L. Day and H.K. Hunt eds., International Fare in Consumer Satisfaction and Complaining Behavior, 1982, pp.57-63.

78) J.E. Swan & A.A. Mercer, "Consumer Satisfaction as a Function of Equity and Disconfirmation" in H.K. Hunt and R.L. Day eds. Conceptual and Empirical Contributions to consumer Satisfaction and Complaining Behavior, 1981, pp.2-8.

79) Ibid., p.2.

80) Ibid., p.4.

81) Ibid., p.7.

82) J.E. Swan and R.L. Oliver, "Automobile Buyer Satisfaction with the Salesperson Related to Equity and Disconfirmation", in H.K. Hunt and R.L. Day eds., Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1984, p.15.

83) Ibid., p.15.

84) J.E. Swan and R.L. Oliver, "The Factor Structure of Eqyity and Disconfirmation Measures Withing the Satisfaction Process", in J.K. Hunt and R.L. Day eds., Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1985, pp.2-9.

85) Weiner et. al. Perceiving the Causes of Success and Failure, New York:General Learning Press, 1971, quoted in V. Valle & M. Wallendorf, "Consumer Attribution of the Cause of Their Product Satisfaction & Dissatisfaction" in R.L. Day eds., Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1977, p.26.

86) V.A. Valle and M. Wallendorf, "Consumer Attributions of the Cause of their Product Satisfaction and Dissatisfaction" in R.L. Day eds., Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1977, pp.26-30.

87) V.A. Valle & I.H. Frieze, "The Stability of Causal Attributions as a Mediator in Changing Expectations for Success" Journal of Personality and Social Psychology 33(May 1976) pp.571-587.

88) Marsha, L. Richins, "Consumer Complaining Processes:A Comprehensive Model" in R.L. Day and H.K. Hunt eds., New dimensions of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1978, p.31.

89) Ibid., p.32.

90) M.G. Clabaugh, J.B. Mason, and W.O. Bearen, "Consumer Alienation and Causal Attribution as Moderators of Consumer Satisfaction/Dissatisfaction and Complaint Behavior" in R.L. Day and H.K. Hunt eds., New Dimensions of Consumer Satisfaction and Complaining Behavior, 1978, pp.2-9.

91) Ibid., p.4.

92) V. Valle & M. Wallendorf, op. cit., pp.26-30.

93) Ibid., p.28.

94) Ibid., pp.29-30.

95) S. Kirshnan & V.A. Valle, "Dissatisfaction Attributions and Consumer Complaint Behavior" Advances in Consumer Research, Vol. 6, ed. W.L. Wilkie Ann Arbor, MI:Association for Consumer Research, 1979, pp.445-449.

96) Ibid., pp.447-448.

97) R.L. Oliver and W.S. Desarbo, "Response Determinents in Satisfaction Judgments", Journal of Consumer Research, Vol 14(Mar. 1988), pp.495-507.

98) B. Weiner, D. Russel and D. Lerman, "The Cognition Emotion Process in Achievement-Related Context" Journal of Personality and Sicial Psychology, 1979, Vol. 37, pp.1211-1220.

99) B. Weiner, D. Russel and D. Lerman, "The Cognition Emotion Process in Achievement-Related Context" Journal of Personality and Social Psychology, 1979, Vol. 37, No. 7, pp.1217-1218.

100) Oliver, and Desarbo "Response Determinents in Satisfaction Judgments" Journal of Consumer Research, Vol 14(Mark. 1988), pp.495-507.

101) Ibid., p.501.

102) R.L. Oliver "Effect of Expectation and Disconfirmation on Postexposure Product Evaluations:An Alternative Interpretation", Journal of Applied Psychology, 1977, Vol 62, No. 4, pp.480-486.

103) Ibid., p.482.

104) J.E. Swan and L.J. Combs, "Product Performance and Consumer Satisfaction:A New Concept", Journal of Marketing, Vol. 40 (April 1976), p.26.

105) Churchill & Surprenant, op. cit., p.493.

106) 앞 절에서 지각된 제품성과를 하나의 독립된 파라다임으로 다루었으나, 본 논문에서는 지각된 제품성과를 기대불일치 파라다임에 포함되는 변수로 보고 있다.

107) J.C. Olson and P.A. Dover, op. cit., p.179.

108) c

109) Oliver(1977) op. cit., pp.481-483.

Oliver(1980) op. cit., pp.460-468

110) J.A. Miller, op. cit., pp.791.

111) J.E. Swan and I.F. Trawick, (1979) "Satisfaction Related to Predictive vs Desired Expectation" in R.L. Day and H.K. Hunt eds., Refining Concepts and Measures of Consumer Satisfaction and Complaining Behavior 1979, pp.7-12.

112) 본 연구엣 영어의 "desired"를 "희망적"이라고 번역하였는데 물론 뉘앙스의 차이가 있으나 미래의 일에 소비자들이 바라는 것을 나타낸다고 보아 "desired expectation"을 희망적 기대로 번역하였다.

113) 물론 이 당시의 연구들도 소비자 만족을 연구하는 것이 주된 목적이었지만 종속변수를 노출 후 제품평가로 하고 이를 측정하여 논의를 진행시켰다.

114) R.L. Oliver(1980) op. cit., pp.460-468.

W.O. Bearden and J.E. Teel., op. cit., pp.21-28.

J.E. Swan and I.F. Trawick, (1982) op. cit., pp.49-67.

R.L. Oliver and W.S. Desarbo, op. cit., pp.495-507.

D.K. Tse and P.C. Wilton op. cit., pp.204-212.

115) J.E. Swan and I.F. Trawick, (1982) op. cit., pp.49-67.

R.L. Oliver(1980) op. cit., pp.460-468.

R.L. Oliver and W.S. Desarbo, op. cit., pp.495-507.

116) J.E. Swan and I.F. Trawick, (1979) op. cit., pp.7-12.

117) W.O. Bearden and J.E. Teel., op. cit., p.27.

118) G.A. Chruchill, and C. Surprenant, op. cit., pp.491-504.

119) R.L. Oliver and W.S. Desarbo, op. cit., pp.495-507.

120) R.L. Oliver(1977) op. cit., pp.480-486.

J.E. Swan (1977) op. cit., pp.10-17.

R.L. Oliver(1980) op. cit., pp.460-468.

W.O. Bearden and J.E. Teel., op. cit., pp.21-28.

J.E. Swan and I.F. Trawick, (1982) op. cit., pp.49-67.

121) G.A. Chruchill, and C. Surprenant, op. cit., pp.491-504.

122) J.C. Olson and P.A. Dover, "Disconfirmation of Consumer Expectations Through Product Trial" Journal of Applied Psychology, 1979, Vol. 64, No. 2, pp.179-189.

123) J.E. Swan and I.F. Trawick, (1982) op. cit., p.49.

124) R.L. Oliver, "Comceptualization and Measurement of Disconfirmation Perceptions in the Prediction of Consumer Satisfaction", in Refining Concepts and Measures of Consumer Satisfaction and Complaining Behavior, R.L. Day & H.K. Hunt eds., Bloomington:Indiana University, School of Business, Division of Research, pp.2-6.

125) J.E. Swan and I.F. Trawick, (1982) op. cit., p.55.

126) Ibid., p.63.

127) W.O. Bearden and J.E. Teel., op. cit., p.23.

128) R.L. Oliver(1980) op. cit., p.462.

129) J.A. Miller, op. cit., pp.72-91.

130) J.O. Summers and D.H. Granbois, "Predictive and Normative Expectation in Consumer Dissatisfaction and Complaining Behavior" Advances in Consumer Research, Vol. IV, W.D. Perreault, Jr., ed. (Atlanta, Georgia:Association for Consumer Research, 1977), pp.155-158.

131) J.E. Swan and I.F. Trawick, (1979) op. cit., pp.7-12.

132) R.L. Oliver(1980) op. cit., p.460.

133) G.A. Chruchill, and C. Surprenant, op. cit., p.491.

134) J.E. Swan and I.F. Trawick, (1982) op. cit., p.52.

135) Ibid., p.53.

136) D.K. Tse and P.C. Wilton op. cit., p.205.

137) Ibid., p.205.

138) Ibid., p.205.

139) J.E. Swan and I.F. Trawick, (1979) op. cit., pp.7-12.

140) J.B. Barbeau, op. cit., pp.27-32.

141) J.E. Swan and I.F. Trawick, (1979) op. cit., pp.7-12.

142) Barbeau는 규범적 기대를 희망을 통하여 측정하고 규범적 기대불일치를 희망의 성과와의 불일치를 통하여 측정하였다.

143) J.B. Barbeau, op. cit., p.31.

144) J.O. Summers and D.H. Granbois, op. cit., pp.155-158.

145) J.E. Swan and I.F. Trawick, (1979) op. cit., pp.7-8.

146) J.B. Barbeau, op. cit., pp.27-32.

147) Oliver(1977)전의 연구는 동화이론과 대조이론 중 어느 것이 소비자만족 과정을 설명하는 이론인가가 중요이슈(issue)였다. 즉 동화효과와 대조효과 중 어느 것이 발생하느냐가 중요한 연구과제였다.

148) S.A. Latour and N.C. Peat, op. cit., pp.431-437.

149) Ibid., p.435.

150) J.E. Swan and I.F. Trawick, (1979) op. cit., pp.7-12.

151) W.O. Bearden and J.E. Teel., op. cit., pp.21-28.

152) G.A. Chruchill, and C. Surprenant, op. cit., pp.491-504.

153) R.L. Oliver and W.S. Desarbo, op. cit., p.497.

154) G.A. Chruchill, and C. Surprenant, op. cit., pp.491-504.

5장

155) D.K. Tse and P.C. Wilton op. cit., p.205.

156) P.M. Bentler and C. Chow "Practical issues in Structural Modeling" Sociological Methods & Research 16, 1987, pp.78-117.

157) Anderson, J.C and D.W. Gerbing, "The Effect of Sampling Error on Convergence Improper Solutions and Goodness of Fit Indices for Maximum Likelihood Confirmatory Factor Analysis", Psychometrica, 49, 1984, pp.155-173.

158) 이는 가설 2의 검증에서 좀 더 자세히 다룰 것이다.

159) W.R. Dillon and M. Goldstein, Multivariate Analysis ; Methods and Applications, New York:John Wiley & Sons, 1984, pp.57-58.

160) Ibid., p.60.

6장

161) R.L. Oliver and W.S. Desarbo, op. cit., pp.497-507.

162) 본 연구에서는 성과 파라다임은 기대불일치 파라다임에 포함되어야 한다는 것을 주장하고 있다.

163) J.A. Miller, op. cit., pp.72-91.

164) J.E. Swan and I.F. Trawick, (1979) op. cit., pp.7-12.

165) J.O. Summers and D.H. Granbois, op. cit., pp.155-158.

166) G.A. Chruchill, and C. Surprenant, op. cit., pp.491-504.