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명품 패션 제품의 브랜드 일치성과 구매의도의 구조적 관계: Self-Construal의 매개효과를 중심으로

The structural relationship between brand consistency and intention to purchase luxury fashion products: with a focus on the mediating effect of self-construal

  • 이정현 (호원대학교 항공서비스학과)
  • Lee, Jung-Hyun (Division of Air Service Management, Howon University)
  • 투고 : 2017.06.26
  • 심사 : 2017.07.07
  • 발행 : 2017.07.31

초록

명품 패션 제품은 시대가 지나도 꾸준한 소비자를 확보하고 있으며, 최근에는 시장의 폭도 매우 넓어지고 구매하는 연령층도 다양하게 변화하고 있다. 명품제품을 구매하고자 하는 의도는 그 제품과의 브랜드 일치성이 많은 작용을 하고 있다는 기존 연구들의 결론을 바탕으로 본인 브랜드 일치성과 구매의도와의 관계에서 Self-Construal의 매개효과 분석에 대해 살펴보았다. 수집된 자료는 SPSS 18.0과, AMOS 20.0을 이용하여 분석하였다. 연구결과 첫째, self-construal에 영향을 미치는 일치성으로는 사회적 일치성, 실제적 일치성, 이상적 일치성의 순으로 나타났으며, 둘째, self-construal에 대한 매개효과 분석결과, self-construal은 구매의도에 유의한 영향을 미치는 결과와 실제적, 이상적 일치성과 구매의도의 관계에서 self-construal은 부분매개효과만 있는 것으로 나타났다. 즉, 소비자들은 명품 패션 제품을 구매 할 때 브랜드에 대해 자신이 바라는 사회적 역할의 수행에 도움을 주는 도구로 인식하는 성향보다는 자신의 이미지를 표현해 주며 자신이 인지하는 모습과 선택한 브랜드가 일치하는 성향을 더 바라는 것으로 해석할 수 있다. 결과적으로 브랜드를 소비하는 소비자 개인의 개성과 주관적인 환경적 여건이 잘 나타내어지기를 원하는 것으로 볼 수 있으며, 개성을 나타내지 못하는 경향에 대해 더 돋보이게 할 수 있는 자기만의 가치에 중점을 두고 있다는 것을 의미한다.

키워드

luxury fashion;brand consistency;social self-consistency;ideal consistency;desire to purchase

과제정보

연구 과제 주관 기관 : 호원대학교

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