The Effect of Technology Infringement on Consumer's Attitude Change Depending on Brand Reputation: Focusing on the Under-dog Effect of Weak Brand

브랜드 명성에 따른 기술 침해에 대한 소비자의 태도 변화: 약자 브랜드의 언더독 효과를 중심으로

  • 김건우 (국민대학교 BIT 전문대학원) ;
  • 박도형 (국민대학교 경영정보학부)
  • Received : 2018.11.20
  • Accepted : 2018.12.26
  • Published : 2018.12.31


Purpose The purpose of this study is to confirm the factors for explaining the consumer behavior when occur patent litigation and technology infringement of each conditions which are brand reputation gap, technology importance and technology leakage attribution based on the Attribution Theory. Design/methodology/approach This study made a design of the research model by 2x2x2 factorial design deducted and performed 3-way ANOVA then analyzed 2-way AVOVA with brand reputation gap as center from technology importance and technology leakage attribution on the basis of the Attribution Theory. Findings According to the empirical analysis result, this study confirmed that consumer attitude has no difference regardless of technology leakage attribution when top-dog vs. under-dog situation and top-dog vs. top-dog situation. Also, this study confirmed that when under-dog infringe important technology, consumer show more positive attitude than the other. On the other hand, top-dog infringe important technology, consumer show more negative attitude than the other.


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<그림 1> 브랜드 명성과 기술 중요성에 따른 소비자 태도

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<그림 2> 브랜드 명성과 유출 책임에 따른 소비자 태도

<표 1> 기업 정황정보 제시 자극물

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<표 2> 각 그룹별 기사 형식의 자극물

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<표 3> 사후 태도에 대한 조건별 기술 통계

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<표 4> 브랜드 태도에 대한 일변량 일반 선형모형 결과

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<표 5> 브랜드 명성 차이와 기술 중요성에 대한 브랜드 태도 분석 결과

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<표 6> 브랜드 명성 차이와 유출 책임에 대한 브랜드 태도 분석 결과

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<표 7> 가설 검증 결과

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