융합정보논문지 (Journal of Convergence for Information Technology)

중소기업융합학회 (Convergence Society for SMB)
권호 표지
DOI QR코드

DOI QR Code

브랜드 애착이 제품 사용 행동에 미치는 영향에 있어 속성 정렬 가능성의 조절적 역할: 스마트폰 사용자 중심으로

The Moderate Effect of the Attribute Alignability on the Relations Between Brand Attachment and Product Usage Behavior: Focus on Smartphone Users

  • Jo, Jae-Wook (Department of Business Administration, Daelim University) ;
  • Park, Seung-Bae (Department of Industrial Management, Seoil University)
  • 투고 : 2020.10.14
  • 심사 : 2020.11.20
  • 발행 : 2020.11.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 브랜드 애착이 제품의 내형 변형 행동과 사용상황 확장행동에 미치는 영향에 있어 제품 속성 정렬가능성(attribute alignability)의 조절적 역할을 파악하는 연구이다. 실험을 통한 연구 결과 브랜드 애착이 높을수록 제품 내형변형행동과 제품 사용상황 확장행동이 더 크게 나타났으며, 브랜드애착이 높은 소비자는 브랜드 애착이 낮은 소비자에 비해 상대적으로 속성 정렬 가능 차별점이 높을수록 제품의 내형변형행동이 크고, 속성 정렬 불가능한 차별점이 클수록 사용상황 확장행동에 미치는 영향이 크게 나타났다. 이는 기업에서 소비자의 제품 내형변형행동에 있어, 제품에 대한 속성정렬 가능 차별점을 높임으로써, 브랜드 애착을 강화하고 충성고객을 확보할 수 있을 것이다. 또한 제품 사용상황 확장행동에 있어서는 제품에 대한 속성정렬 불가능 차별점을 통해 경쟁제품 속성과 차별화하여 브랜드 애착을 강화하고, 자사 제품에 있어 차별적 경쟁우위로 활용할 수 있다.

This study examined the effects of brand attachment on internal modification behavior and usability expanding behavior of product. It has been found that the attribute alignable difference of product plays a moderating effect in internal modification behavior and usability expanding behavior. As a result of the study, the more brand attachment is high, the more behavior of product internal modification behavior and usability expanding behavior of product are high. In addition, consumers with high brand attachment showed greater internal modification behavior of the product when the difference of attribute alignability was high. Also, consumers with high brand attachment showed greater usability expanding behavior of the product when the difference of attribute non-alignability was high. Companies can improve brand attachment and retain loyal customers by increasing the difference of attribute alignability in consumer's product internal modification behavior. In terms of consumer's behavior of expanding product usage, we can strengthen brand attachment and can be used as a differentiated competitive advantage of products through the attribute nonalignable difference.

키워드

참고문헌

  1. R. Mugge, J. P. Schoormans & H. N. Schifferstein. (2005). Design strategies to postpone consumers' product replacement: the value of a strong person-product relationship. The Design Journal, 8(2), 38-48. DOI : 10.2752/146069205789331637
  2. H. N. Schifferstein & E. P. Zwartkruis-Pelgrim. (2008). Consumer-product attachment: measurement and design implications. International Journal of Design, 2(3), 1-13.
  3. S. B. Park. (2016). Consumer's brand attachment behavior: focused on product modification behavior. Journal of Consumer Studies, 27(2), 127-149.
  4. K. H. Ahn & M. W. Im. (2008). The effect of product benefit on brand attachment and brand commitment: the moderating effect of product type and self-monitoring. Journal of Consumer Studies, 19(1), 169-189.
  5. H. R. Kim, M. K. Lee & N. M. Kim. (2005). Determinants and consequences of the brand attachment. Journal of Consumer Studies, 16(3), 45-65.
  6. M. Thomson, D. J. MacInnis & C. Whan Park. (2005). The ties that bind: measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91. DOI : 10.1207/s15327663jcp1501_10
  7. C. W. Park, D. J. MacInnis, J. Priester, A. B. Eisingerich, & D. Iacobucci. (2010). Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17. DOI : 10.1509/jmkg.74.6.1
  8. S. Fournier. (1998). "Consumer and Their Brand: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, 24(4), 343-373. DOI : 10.1086/209515
  9. K. H. Ahn, J. Y. Park & D. J. Yoon. (2018). Effects of Brand Image-Consumer Self Congruity and Brand Trust on Brand Attachment: Moderating Role of Product Types, Korean Management Review, 47(1), 1-24. https://doi.org/10.17287/kmr.2018.47.1.1
  10. D. Gentner & A. B. Markman. (1994). Structural alignment in comparison : no difference with similarity. Psychological Science, 24(3), 382-395. DOI : 10.1111/j.1467-9280.1994.tb00652.x
  11. S. Zhang & A. B. Markman. (1998). Overcoming the early entrant advantage: the role of alignable and nonalignable differences. Journal of Marketing Research, 35(November), 413-426. DOI : 10.1177/002224379803500401
  12. P. Slovic & D. MacPhillamy. (1974). Dimensional commensurability and cue utilization in comparative judgment. Organizational Behavior and Human Performance, 11(2), 172-194. DOI : 10.1016/0030-5073(74)90013-0
  13. S. Zhang, F. R. Kardes & M. L. Cronley. (2002). Comparative advertising: Effects of structural alignability on target brand evaluations. Journal of Consumer Psychology, 12(4), 303-311. DOI : 10.1016/S1057-7408(16)30082-1
  14. S. Zhang & G. J. Fitzsimons. (1999). Choice-process satisfaction: The influence of attribute alignability and option limitation. Organizational behavior and human decision processes, 77(3), 192-214. DOI : 10.1006/obhd.1999.2821
  15. M. Bertini, E. Ofek & D. Ariely. (2009). The impact of add-on features on consumer product evaluations. Journal of Consumer Research, 36(1), 17-28. DOI : 10.1086/596717
  16. M. Cunha & J. Laran. (2009). Asymmetries in the sequential learning of brand associations: Implications for the early entrant advantage. Journal of Consumer Research, 35(5), 788-799. DOI : 10.1086/593696
  17. E. M. Okada. (2006), Upgrades and new purchases, Journal of Marketing, 70(4), 92-102. DOI : 10.1509/jmkg.70.4.092
  18. S. S. Kleine & S. M. Baker. (2004). An integrative review of material possession attachment. Academy of Marketing Science Review, 2004 ABI/INFORM Global, 1-35.
  19. A. Aron, E. N. Aron & D. Smollan. (1992). Inclusion of other in the self-scale and the structure of interpersonal closeness. Journal of Personality and Social Psychology, 63(4), 596-612. DOI : 10.1037/0022-3514.63.4.596
  20. D. M. Sanbonmatsu, F. R. Kardes & B. D. Gibson. (1991). The role of attribute knowledge and overall evaluations in comparative judgment. Organizational Behavior and Human Decision Processes, 48(1), 131-146. DOI : 10.1016/0749-5978(91)90009-I
  21. B. Mittal. (2006). I, me, & mine-how products become consumers' extended selves. Journal of Consumer Behaviour, 5(6), 550-562. DOI : 10.1002/cb.202
  22. H. M. Lee, W. S. Lee, M. J. Whang & Y. H. Hwang. (2011). The effects of the consumer's perceived product-usage situations on the replacement purchase intentions of hi-tech products, Journal of Consumer Studies, 22(3), 83-114.