The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The influence of consumers' personality types on perceived risk to loyalty and purchase intentions - Focusing on the judging and perceiving types of MBTI -

소비자의 성격유형별 위험지각이 충성도 및 구매의도에 미치는 영향 - MBTI의 판단유형과 인식유형을 중심으로 -

  • Yu, Jihun (Dept. of Clothing & Textiles, Sangmyung University) ;
  • Lee, Sang In (Dept. of Human Environmental Science, The Graduate School of Sangmyung University)
  • 유지헌 (상명대학교 의류학과) ;
  • 이상인 (상명대학교 대학원 생활환경학과)
  • Received : 2017.08.14
  • Accepted : 2017.10.27
  • Published : 2017.10.31
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Abstract

The purpose of the study was to compare two different MBTI personality types by evaluating the influence of perceived risk on brand and store loyalty and purchase intention. 340 questionnaires were used for the analysis. For statistical analysis, SPSS 20.0 and AMOS 20.0 were performed, and frequency tests, reliability analyses and Structural Equation Modeling were used. The results of SEM analysis, confirmed that one question of brand loyalty and one question of store loyalty were inappropriate for this study. Thus, these two questions were removed and the research model was modified. To determine the goodness of fit of the research model, convergent validity was tested. Most items fell into the goodness of fit, and the average coefficient was fulfilled. According to the results of a path coefficient analysis for the Judging type, perceived risk has a significant influence on brand loyalty and brand loyalty also affected store loyalty. Furthermore, brand loyalty and store loyalty have a significant effect on purchase intentions, but perceived risk did not affect brand loyalty for the Perceiving type. Brand loyalty influences store loyalty and purchase intentions, but store loyalty did not influence purchase intentions. As a result of this study, it is concluded that considering consumers' personality types is critical to developing strategies that enhance brand loyalty.

Keywords

References

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