• 복식문화연구
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• 제19권3호
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• pp.622-636
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• 2011

The purpose of this study was to assess the effects of self-image congruence on attitudes toward purchase intentions of children's clothing via the Behavioral Intention Model. The empirical study was conducted via on-line survey and data were collected from mothers with children aged 6 to 10 years. A total of 593 respondents answered the questionnaire and 574 usable data were statistically analyzed. SPSS 18.0 was used to conduct descriptive statistical analysis, factor analysis, reliability analysis, cluster analysis, Chi-square test, ANOVA, and multiple regressions. A K-means cluster analysis was conducted based on three dimensions brand images of children's wear. Respondents were divided into four groups: elegant image group, multiple image group, ordinary image group, and childlike image group. Characteristics of consumers and clothing evaluative criteria that mothers considered important differed significantly across groups. Moreover, based on these groups, each dimension of self-congruence had different effects on brand attitude. Brand attitude and subjective norms had different effects on purchase intentions. In conclusion, levels of self-congruence and factors influencing purchase intention varied according to brand images of children's wear.

• 한국프랜차이즈경영연구
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• 제5권2호
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• pp.5-23
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• 2014

본 연구는 커피전문점 이용고객의 자아일치성을 비사회적과 사회적 유형의 두 가지 유형의 자아일치성으로 구분하여 기능적 일치성과, 태도 그리고 행동의도에 어떠한 영향을 미치는지를 실증적으로 규명하고자 수행되었다. 결과를 살펴보면 자아일치성은 기능적 일치성에 긍정적 영향을 미치는데, 비사회적 유형의 자아일치성이 사회적 유형의 자아일치성 보다 기능적 일치성에 더 많은 영향을 미치는 것으로 나타났다. 그리고 자아일치성은 태도에는 직접적으로 유의한 영향을 미치지는 않지만 기능적 일치성을 통해서 영향을 미치는 것으로 나타났다. 마지막으로 태도는 행동의도에 긍정적 영향을 미치는 것으로 나타났다. 이 같은 결과는 커피전문점들이 고객의 자아일치성을 통한 마케팅 전략을 펼침과 동시에 커피전문점이 가지고 있는 기능적 속성을 충분히 충족시켜야 한다는 점을 제시하고 있다.

• 한국식생활문화학회지
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• 제30권2호
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• pp.182-189
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• 2015

This study assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.

• 한국의류학회지
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• 제44권3호
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• pp.539-555
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• 2020

This study explored the conceptual constructs of shopping values and experiential marketing components of home furnishing brands as well as their impacts on the behavioral intention toward home furnishing goods. The mediating roles of experiential marketing were investigated in this research. A survey was performed on female shoppers between the ages of 20 and 50 who have visited and shopped at home furnishing brand stores. The results of this research were as follows. 1) The results to analyze the sub-dimension of shopping values (Social, Differential, Utilitarian, Aesthetic, Entertaining, and Sustainable) and experiential marketing components (Sense, Emotion, Coordination information, and Customer services) showed factorial structures. 2) Aesthetic, Differential, and Utilitarian shopping values showed significantly positive influences on behavioral intentions of home furnishing brand products; in addition, Sense, Emotion, and Coordination information components of experiential marketing had a positive effect on behavioral intentions of home furnishing brand products. 3) The Emotion and Sense components of experiential marketing had important medicating roles in the relationship between shopping values and behavioral intentions of home furnishing brand products. This study highlighted that shopping values and experiential marketing components should be promoted among consumers to increase behavioral intentions of home furnishing brand products.

• 복식문화연구
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• 제23권5호
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• pp.906-921
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• 2015

This study analyzed the effects of consumers'sense of community regarding outdoor brands on behavioral commitment, purchasing satisfaction, and repurchasing intention and analyzed the effects of behavioral commitment and purchasing satisfaction on repurchasing intention. Additionally, this study analyzed the differences in sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of outdoor consumers'consumption values. A survey was conducted from July 20th to 30th, 2015, and 527 responses were used for the analysis. The results of this study are as follows. First, consumers'sense of community regarding outdoor brands was classified into mutual influences, sufficiency necessity, emotional connectedness, and sense of belonging. Second, outdoor consumers'sense of community had positive impacts on behavioral commitment, purchasing satisfaction and repurchasing intention. Third, outdoor consumers'behavioral commitment and purchasing satisfaction had positive impacts on repurchasing intention. Fourth, there were differences in the outdoor consumers'sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of consumption values. Therefore, outdoor brands can strengthen the relationship with customers considering values and behavior, suggesting the need for a strategy that promotes consumers'sense of community with sustainable management activities that save the environment and local community.

• 한국콘텐츠학회논문지
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• 제17권10호
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• pp.548-558
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• 2017

본 연구는 기업 브랜드 자산을 형성하는 주요개념인 브랜드 이미지와 관련하여 지각된 브랜드 이미지의 유형에 따라 브랜드 효과로서의 브랜드 선호도와 행동의도에 미치는 영향에 대하여 연구하였다. 지각된 브랜드 이미지는 기업 브랜드가 추구하는 이미지에서 실제로 소비자가 지각하는 브랜드 이미지 유형으로 설정하고, 브랜드 선호도와 함께 행동의도로는 구매의도와 추천의도로 각각 결과변인을 설정하였다. 분석결과, 지각된 브랜드 이미지 유형은 크게 2가지로 '요인1(도전)'과 '요인2(신뢰)'로 추출되었으며, 군집분석을 통해 3개의 각 유형 별 집단을 확인하였다. 각 집단 별로 다르게 지각된 브랜드 이미지 유형은 브랜드 선호도와 구매의도, 추천의도에 유의미한 차이를 나타내었다. 또한 지각된 브랜드 이미지 유형 별 차이는 '도전 형', '신뢰 형', '통합 형'의 순으로 높게 나타나는 것을 확인할 수 있었다. 본 연구는 현재까지 다소 광범위한 이론으로 분류되는 브랜드 이미지에 대한 개념을 실제 소비자 지각 차원으로 접근하여 실무사례에 적용한 연구로서 실증적 가치를 지니며, 무엇보다 광고를 통한 브랜드 이미지 관리의 실무적 시사점을 줄 수 있다는 점에서 의의가 있다.

• 디지털융복합연구
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• 제15권3호
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• pp.165-173
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• 2017

본 연구는 관광목적지의 러브마크, 브랜드 동일시 및 브랜드자산 및 행동의도와의 관계를 규명하였다. 실증 분석결과는 다음과 같다. 러브마크가 자아동일시에 영향관계는 각각 러브마크의 성과는 자아동일시간의 관계, 러브마크의 친밀감은 자아동일시 순으로 유의한 관계를 나타나고 있었으며 러브마크의 신뢰는 자아동일시에는 유의한 관계를 형성하지 않고 있었다. 러브마크는 브랜드자산에 유의한 영향관계는 우선 러브마크는 브랜드품질에 유의한 영향에서 확인한 결과 친밀감과 브랜드 품질간의 관계, 신뢰와 브랜드 품질간의 관계의 순으로 유의한 관계를 형성하였으며, 성과는 브랜드 품질은 유의한 성과를 형성하지 않고 있었다. 러브마크는 브랜드가치에 유의한 영향관계에서 성과와 브랜드 가치간의 관계, 친밀감과 브랜드 가치간의 관계의 순으로 유의한 관계를 형성하였으며 성과는 브랜드 가치에 유의한 성과를 형성하지 않고 있었다. 자아일치성은 행동의도에 유의한 영향관계는 자이일치성은 행동의도간의 관계간에 유의한 관계를 형성하고 있었다. 브랜드자산은 행동의도에 유의한 영향관계는 브랜드품질과 행동의도간의 관계, 브랜드가치와 행동의도간의 관계 순으로 유의한 관계를 형성하고 있었다.

• 한국조리학회지
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• 제23권4호
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• pp.144-162
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• 2017

This research utilized integrated package program of PASW Statistics 18.0 and AMOS 22.0 to analyze how the influence of service quality factor of coffee chains affects customer satisfaction and intention of customer behavior. The utilized statistics techniques were frequency analysis, exploratory, confirmatory factor analysis, covariance structure analysis, multiple group structure equation model analysis, etc. As a result of hypothesis verification, first of all, it was verified that the service quality factor of coffee chains affected positive (+) effect on service justice. Second, it was verified that the service justice affected positive (+) effect on customer satisfaction. To see it detailed, it is possible to see that all factors, perception of interactive justice, distributive justice, procedural justice, were adopted as the case of affecting service satisfaction (p<.001). Third, it was verified that among the circumstances that service quality affected to satisfaction, justice played a role as intermediary role. Fourth, it was verified that service satisfaction affected positive (+) effect on customer satisfaction, finally, the influence that customer satisfaction affecting behavioral intention has no effect on behavioral intention by brands of domestic or abroad.

• 패션비즈니스
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• 제22권5호
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• pp.1-14
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• 2018

The purpose of this study was to define the purchase behavior of online luxury fashion brand consumers that soon became new luxury consumption trends. To investigate online luxury fashion brand consumer's purchase behavior, three variables were suggested based on advanced researches. These variables include economic value, item variety and pleasure. Purchasing luxury online was not common but as cross-border online shopping market became popular, consumers began to purchase luxury items through online shopping platforms. Preliminary surveys was conducted on 20~40-year-old consumers who have experience in online shopping for luxurious items. Total 238 questionnaires were used for analysis. By using SPSS, frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, t-test and ANOVA were conducted. The results of the study were as follow; first, consumer's purchase behavior appeared to be influenced by the order of pleasure of shopping, economic value and item variety. Repurchase intention appeared to be affected by the order of economic value, item variety, and pleasure of shopping. Second, online luxury fashion consumers perceived that risk does not affect purchase intention and repurchase intention. Third, as purchase intention increases, repurchase intention also increases. Fourth, shopping value, age and channel risk also indicated meaningful differences. As an early study of luxury fashion brand products purchased directly online, the academic significance can facilitate an overall understanding of consumer behavior such as usage motive, risk perception, behavioral intention.

• 마케팅과학연구
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• 제15권2호
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• pp.99-122
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• 2005

본 연구는 프로스포츠 소비자의 심리적 애착정도를 태도적 차원의 동일시와 행위적 차원의 동일시로 구분하고 아울러 프로스포츠팀과 관련된 동기요인(성적에 대한 관심, 선수의 능력, 선수의 매력성)과 스포츠 구단의 관람의도, 스폰서십 효과(스폰서 브랜드 태도)와 어떠한 영향 관계가 있는지를 살펴보고자 하는 것이다. 대부분 선행연구들이 이러한 관계를 단편적인 수준에서 측정했으며, 아물러 구단과 스폰서십의 동시적 영향관계를 규명한 연구가 없었던 것이 사실이다. 이에 본 연구는 이러한 관계를 구조방정식 모델의 검증을 통하여 해당 가설을 검증한 결과 첫째, 팀관련 관람동기의 대부분이 태도적 동일시를 거쳐 행위적 동일시로 이어지는 것으로 나타났으며, 둘째, 심리적애착정도와 관람의도, 스폰서십 효과와의 관계에 있어서는 태도적 동일시의 경우 관람의도와 스폰서십 브랜드 태도에 긍정적 영향 관계가 있는 것으로 나타났으나, 행위적 동일시의 경우에는 관람의도에만 긍정적 영향 관계가 있는 것으로 나타났다. 마지막으로 연구의 시사점 및 한계와 향후 연구방향이 토의되었다.