Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Effects of City Brand-Self Congruity on Attitudes toward City and Moderating Effect of City Brand Personality

도시브랜드-자아일치성이 도시태도에 미치는 영향과 도시브랜드개성의 조절적 역할에 관한 연구

  • Park, Soyoung (Business and Economics Research Institute, Gyeongsang National University)
  • 박소영 (경상대학교 경영경제연구소)
  • Received : 2018.12.11
  • Accepted : 2019.03.20
  • Published : 2019.03.28
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Abstract

The purpose of this study is to investigate the effects of the actual self congruity and the ideal self congruity on positive attitudes toward city through fictitious city brand experiments. Additionally, the moderating role of city brand personality in relationship between brand-self congruity and positive attitudes are examined. This research conducted a survey after developing scenarios of two city brand personality. Frequency analysis to identify the characteristics of respondents, t-test to check the experimental manipulation, multiple regression analysis and chow test for hypothesis testing were performed through the SPSS Statistics 21 program. The self congruity of city brand had significant effects on attitudes toward city, but the moderating role of city brand personality was not significant. Theoretical and managerial implications of the findings were discussed and self congruity is an important variable in brand-consumer relationship in city brand. Finally, limitations of this study and future research directions were discussed.

본 연구는 가상의 도시브랜드를 대상으로 도시브랜드에 대한 현실적 자아일치성과 이상적 자아일치성이 긍정적 태도형성에 미치는 영향을 실험연구하고, 도시브랜드-자아일치성과 긍정적 도시태도의 관계에서 도시브랜드개성의 조절적 역할을 조사하고자 하였다. 도시브랜드 시나리오를 개발한 후 설문조사를 실시하였으며, SPSS 21을 활용하여 표본 특성을 살펴보기 위한 빈도분석, 실험조작을 점검하기 위한 독립표본 t검정, 연구가설을 검토하기 위한 회귀분석과 차우검증을 실시하였다. 연구결과, 도시브랜드에 대한 자아일치성은 도시에 대한 태도형성에 유의한 영향을 미치는 것으로 나타났으나, 도시브랜드개성의 조절적 역할은 유의하지 않게 나타났다. 연구결과에 대한 논의를 통해 학문적, 실무적 시사점을 제시하였으며, 도시브랜드에서도 자아일치성은 브랜드-소비자 간 관계 형성의 중요한 단서임을 알 수 있었다. 마지막으로 연구의 한계점 및 향후 연구 방향을 논의하였다.

Keywords

Table 1. Reliability and validity test

DJTJBT_2019_v17n3_129_t0001.png 이미지

Table 2. Regression analysis

DJTJBT_2019_v17n3_129_t0002.png 이미지

Table 3. Chow test for moderating effect (Independent variable: Actual self congruity)

DJTJBT_2019_v17n3_129_t0003.png 이미지

Table 4. Chow test for moderating effect (Independent variable: Ideal self-congruity)

DJTJBT_2019_v17n3_129_t0004.png 이미지

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