디지털융복합연구 (Journal of Digital Convergence)

  • 제15권7호
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  • Pages.467-477
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  • 2017
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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IPA기법을 활용한 수영복 브랜드이미지에 대한 인식연구

A Study on the Recognition of Swimsuit Brand Image Using IPA Technique

  • 김재환 (한국국제대학교 사회체육학과) ;
  • 이재문 (경희대학교 체육학과)
  • Kim, Jae-Hwan (Dept. of Social Sports, International University of Korea) ;
  • Lee, Jae-Moon (Dept. of Physical Education, Kyung Hee University)
  • 투고 : 2017.05.26
  • 심사 : 2017.07.20
  • 발행 : 2017.07.28
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초록

본 연구는 IPA를 통해 수영복 소비자들이 인식하고 있는 수영복 브랜드이미지에 대한 중요도와 만족도에 대한 순위와 차이를 제시하고 IPA 매트릭스로 도식화하여 수영복 산업시장의 활성화를 위한 시사점을 제공하는데 연구의 목적이 있다. 이를 위해 대학생 및 대학원생들을 대상으로 298명의 설문조사 자료를 분석하였고, 평균값으로 중요도와 만족도의 순위와 대응표본 t-test, IPA매트릭스 도식화를 통해 다음과 같은 결론을 도출하였다. 첫째, 수영복 브랜드이미지에 대한 중요도와 만족도의 평균값을 통해 순위를 살펴본 결과, 중요도에서 '품질', '기능성', '가격', '디자인', '신뢰감', '색상' 순으로 평균 4.0이상으로 나타났고 만족도에서 '신뢰감', '품질', '기능성', '인지도' 순으로 평균 3.5이상으로 나타났다. 둘째, 수영복 브랜드이미지에 대한 차이검증 결과 '품질', '가격', '기능성', '디자인', '색상', '신뢰감', '세련미' 순으로 유의미한 차이를 보였다. 반면, 인지적 이미지는 전혀 유의미한 차이를 보이지 않았다. 셋째, 수영복 브랜드이미지에 대한 IPA결과 I사분면(현상유지)은 '디자인', '기능성', '품질', '신뢰감'요인이 II사분면(집중노력지향)은 '가격'과 '색상'요인이 III사분면(열등순위)은 '광고이미지', '이벤트', '유행성', '독창성'요인이 IV사분면(과잉노력지양)은 '인지도', '세련미'요인이 포함 되어있었다.

The purpose of this study is to present the ranking and difference of the importance and satisfaction of the swimsuit brand image that the swimsuit consumers perceive through the IPA and to provide the implications for the activation of the swimsuit industry market by diagramming it with the IPA matrix. To do this, we analyzed 298 questionnaire data for university students and graduate students and the following conclusions were drawn through the ranking of importance, satisfaction, and the corresponding sample t-test and IPA matrix. First, as a result of examining the ranking through the average of the importance and satisfaction of the swimsuit brand image, the importance showed average 4.0 or more in order of 'quality', 'functionality', 'price', 'design', 'trust', 'color', and the satisfaction showed average 3.5 or more in order of 'trust', 'quality', 'functionality' and 'awareness'. Second, as a result of difference verification in swimsuit brand image, it showed a significant difference in order of 'quality', 'price', 'functionality', 'design', 'color', 'trust', 'sophistication'. On the other hand, it showed no significant difference of cognitive images. Third, as a result of IPA of swimsuit brand image, the factors of 'design', 'functional', 'quality' and 'trust' were included in I quadrant, 'price' 'color' in II quadrant, 'advertising image', 'event', 'popularity', 'originality' in III quadrant, and 'awareness', 'sophistication' in IV quadrant.

키워드

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