중국에서 휴대폰 리콜기업에 대한 소비자 태도가 구매의도에 미치는 영향: 리콜 만족도의 매개효과와 소비자 적극성의 조절효과를 중심으로

고숭,임성훈 한국무역연구원 2019 무역연구 Vol.15 No.2

This study examines the relationship between Chinese consumer attitudes of mobile phone recall and consumer purchase intention. It focuses on the moderating effects of consumer attitudes towards recall and the mediating effect of recall satisfaction. The results of applying the structural equation model to 245 samples to demonstrate the hypotheses: (1) Consumer attitudes towards mobile phone company’s recall attitudes have a positive impact on recall satisfaction; (2) Recall satisfaction has a positive impact on consumer purchase intention; (3) Consumer attitudes towards mobile phone company’s recall attitudes have a positive impact on consumer purchase intention; (4) Recall satisfaction can be a mediator between consumer attitudes toward mobile phone company’s recall and consumer purchase intention; and (5) Positive customer attitudes can be a moderator between consumer attitudes toward mobile phone company’s recall and consumer purchase intention. The results can be explained as follows: A recall company generally regards the recall problems as production costs increase, however it will be a chance to increasing customer’s satisfaction when utilizing positive attitudes of consumer towards product recall policy.

CONSPICUOUS GREEN PURCHASE INTENTION: THE MEDIATING ROLE OF CONSUMER ETHICS AND CONSPICUOUS CONSUMPTION

Lawrence W.T. Lo 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Consumer ethics (CE) is defined by Muncy and Vitell (1992) as the moral standards to guide consumers’ behaviors in obtaining and disposing of goods and services. Regarding ethical issues, consumers have concerns on human, animal or environmental welfare (Gregory-Smith, Smith, & Winklhofer, 2013). As Liu, Yang, and Zeng (2015) describe, unethical consumer behavior (UCB) may cause underlying damage to society, reflecting the dysfunctional, dark or sinister side of consumer behavior. In consumer ethics literature, early studies focus on discussing the dark side of consumer behavior or unethical consumer behavior (UCB), such as returning goods you damaged, taping a movie off the television, shoplifting, etc. (Vitell & Muncy, 2003), counterfeit consumption (Tang, Tian, & Zaichkowsky, 2014; Wilcox, Kim, & Sen, 2009). In last few decades, more attention has been given to the study of the bright side, for instance, green purchase (e.g., Lee, 2008 & 2009; Chan, 2008); sustainable consumption (Lee, 2014), or fair trade (Chatzidakis, Kastanakis, & Stathopoulou, 2016). Within the studies on the bright side of consumer ethics, some of them investigate consumers’ attitude towards green purchase and its relationship with green purchase intention and behavior (e.g., Chai & Chen, 2009; Chen & Chai, 2010; Cherian & Jacob, 2012; Han, Hsu, & Lee, 2009; Vermeir & Verbeke, 2006). Among these studies, the semantic-differential scale of attitudes towards green purchase (AGP) developed by Taylor and Todd (1995) is more commonly adopted (e.g., Chai & Chen, 2009; Chan, 2001, Chen & Chai, 2010; Mostafa, 2006 & 2007). This AGP scale contains three items, namely i) I dislike/like the idea of purchasing green products, ii) Purchasing green products is a bad/good idea, and iii) I have a/an unfavourable/favourable attitude towards purchasing a green version of a product. Some other studies on the bright side of consumer ethics investigate consumers’ intention to purchase different green products, such as organic skin/hair care product (Kim & Chung, 2011), organic food (Paul & Rana, 2012), the relationship between environmental concern and green products purchase (Kangun, Carlson, & Grove, 1991), ecologically packaged products purchase (Schwepker & Cornwell, 1991) or organic vegetables (Sparks & Shepherd, 1992). There are several green purchase intention (GPI) scales asking if respondents will buy product of green version, less polluting for ecology or environmental concern (Chan 2001; Chen & Chang, 2012; Taylor & Todd, 1995). Vitell and Muncy (2005) develop a consumer ethics scale with four categories of (un)ethical consumer behaviors, they are i) ethical consumer behaviors (i.e., recycling and doing good), ii) unethical consumer behaviors (i.e., actively benefiting from illegal activities [e.g., returning damaged goods when the damage was your own fault]; passively benefiting at the expense of others [e.g., lying about a child’s age to get a lower price], iii) questionable but generally legal practices [e.g., using a coupon for merchandise you did not buy], and iv) no harm/no foul activities [e.g., returning merchandise after buying it and not liking it]. In this scale, the ‘recycling’ and ‘doing good’ categories are similar to the Taylor and Todd’s (1995) AGP scale. It is quite surprising that there seems no research putting them together in studying green purchase intention. This conceptual paper attempts to fill this research gap. Conspicuous consumption, another type of consumption, also reveals some aspects of consumer ethics. It has been clearly defined that conspicuous consumption involves extravagant consumption (Veblen, 1899/1915), purchase of luxury goods (e.g., O’Cass & Frost, 2002; Shukla, 2008) or scarce products (Gierl & Huettl, 2010) to display wealth or to demonstrate personal taste (e.g., Blumer, 1969; Bourdieu, 1979/1984; Trigg, 2001). Extant literature illustrates that some terms are associated with conspicuous consumption behavior, such as ‘materialism’ (e.g., Podoshen, Li, & Zhang, 2011), ‘unnecessary expenses’ (e.g., Veblen (1899/1915), ‘conspicuous waste’ and ‘overconsumption’ (e.g., Carr, Gotlieb, Lee, and Shah, 2012; Chaudhuri, Mazumdar, & Ghoshal, 2011), ‘luxury consumption’ (Kwek & Lee, 2013), and ‘conspicuous taste’ (Bourdieu, 1979/1984). A relatively more complete scale of conspicuous consumption orientation developed by Chaudhuri et al. (2011) contains 12 items, which explicitly covers all items related to wealth, status and taste. With a closer look on the definition and the terms to describe conspicuous consumption, it is not hard to find out explicit remarks or implicit comments that various kinds of conspicuous consumption can be unethical, creating negative impacts in economical, socio-culturally and environmental contexts. First, conspicuous consumption can be a waste of economic resources. For instance, in conspicuous consumption feasting in Chinese communities, ordering more foods than enough would create wastes. Besides, conspicuous consumption is associated with impulse/impulsive buying (Zhang & Shrum, 2009). In modern economies with higher materialism, conspicuous consumption is highly related to expenditures of visible goods like high fashion clothing (O’Cass, 2001), jewelry, cars (Bloch, 1981; Charles, Hurst, & Roussanov, 2009), housing or mobile phones (Spero & Stone, 2004). Impulsive conspicuous consumption of new fashion in every season is another type of consumption creating more wastes. Second, conspicuous consumption can be harming to environment. For example, to demonstrate wealth or status, some people eat endangered species or killing wild animals, e.g., shark fin (Eriksson & Clarke, 2015), monkey or turtle. conspicuous consumption of clothing, ornaments or decorative items made of endangered species (e.g., ivory from elephant, skin from fox are also harming the nature. Given the ethical feature of conspicuous consumption is obvious, it is surprising that ethical issues of conspicuous consumption have yet been discussed prominently. Moreover, seldom of the studies in conspicuous consumption or CE discuss the bright side of conspicuous consumption. In fact, some types of consumption can be ethical and conspicuous. For instance, Griskevicius, Tybur, and Van den Bergh (2010), when they study conspicuous conservation, they prove that status competition can help promote pro-environmental behavior. Alike, Sexton and Sexton (2014) reveal the green buying of energy saving vehicles. There are in fact more examples of ethical and conspicuous consumption, like consumption of eco-friendly clothing, accessories or dining, etc. In this regard, if there are more conspicuous and green consumptions, e.g., eco-friendly vehicles, decoration material, clothing or cuisines, conspicuous consumption can facilitate the development of a greener and harmonious societies on the contrary. Nowadays, amid the proliferation of environmental protection ideology, more consumers are willing to have green purchase. If the purchases are also ‘socially visible’, we may call them as ‘conspicuous green purchase’. Following this logic, if consumers have a higher tendency in consumer ethics and conspicuous consumption, they may have a higher green purchase intention (GPI). This proposition may be particularly valid for branded fashion, visible consumer electronics, or vehicles. In conspicuous GPI, consumers can show off their wealth, fashion taste and conservation virtue through displaying green products or green purchase publicly. Recently, a sustainable consumption report published by the Consumer Council in Hong Kong (Consumer Council, 2016) reveals that Hong Kong people has a high level of awareness and purchase intention of sustainable products, but they have a low level in action taking. In this regard, perhaps, the conspicuousness in the consumption of green products can be an additional motivation to enhance consumers' purchase intention. Surprisingly, there seems no research to explore to find out the mediating effect of conspicuous consumption on the relationship between AGP and GPI. This conceptual paper tries to fill this research gap. To sum, this conceptual paper aims to explore the relationship between these four constructs, attitudes towards green purchase (AGP), consumer ethics (CE), conspicuous consumption (CC) and conspicuous green purchase intention (CGPI). More specifically, this paper tries to examine the mediating effects of CE or CC on the relationship between AGP and CGPI. Considering the discussion above, the following propositions are generated. P1: A person with positive AGP tends to have a higher CGPI than a person with negative AGP. P2: A person with a higher CE orientation (recycling and doing good) and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. P3: A person with a higher CC orientation and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. This conceptual paper has both theoretical and practical implications. It helps integrate four constructs, namely attitudes towards green purchase, consumer ethics, conspicuous consumption and green purchase intention in one study, building better theories in these areas. This paper also helps marketers of green products to pay more attention to the market segment that consumers are both ethical and conspicuous consumption oriented, hence conveying more appropriate promotion messages and selecting right channels of distribution. Finally, more green purchase would help us to make better societies with higher moral standard in consumption.

Psychological Make-up of Korean Green Consumerism: A Path Model Analysis

김주호,김연신 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.3

As consumers’ concern for the environment has been continuously increasing, many firms have actively engaged in environmental marketing to achieve their objectives. However, consumers’ high concerns about the environment are not always reflected in their purchasing behavior. This indicates a need to have an in-depth understanding of the development of green consumption within the individual’s belief system. Considering psychological approaches, a large body of research has examined the factors underlying ecologically conscious consumer behavior and the interrelationships of these factors. However, most of previous research concentrates on Western countries. Using a sample of Korean consumers, this study attempts to understand the bases of Korean green consumerism and find universal values that are cross-culturally important in guiding consumer’s environmental attitudes and behaviors. To this end, we relate the Schwartz’s 10 universal values (Schwartz, 1992) to environmental behaviors in a hierarchical model of value-attitude-behavior. With reference to the value-attitude-behavior framework, a conceptual model was developed to explain what motivations can be manifested in Korean consumers’ environmental attitudes, and subsequently how the attitudes affect their green choices. Using the pattern of relationship among values that can be related to environmentalism, we first hypothesized that there would be particular relationships between motivational value types and environmental attitudes. In hypothesis 2, environmental attitudes are assumed to predict environmental behaviors. On the basis of the claim that favorable attitudes toward the environment may be expressed in many different behaviors, we assumed that consumers’ favorable attitudes toward the environment would be linked to a variety of environmental behaviors because people with high environmental attitudes can be more interested in and knowledgeable about environmental actions. Consistent with H2, we hypothesized in H3 that there would be a positive relationship between different types of environmental behavior. A total of 564 university students participated in the study. The sample included 308 (54.6%) men, 254 (45%) women, and 2 (0.4%) participants who did not indicate their gender. The average age of the participants was 22.5 (s.d.=2.11) years, with a range of 19 to 39 years. Regarding majors, special efforts were made to draw the participants from the different departments of the university. Data was collected by survey administered via self-completion questionnaires. The questionnaire assessed the participants’ value priorities, environmental attitudes and behaviors. Path analysis was conducted (AMOS 4.0) to test the proposed model. The overall fit of the observed model are χ2=72.01 (p=0.00), GFI=0.983, CFI=0.982, NFI=0.970, RMR=0.070, and REMSEA=0.050. Most of the fit measures indicated a good fit of the model with the data. Thus, a hierarchical relationship from values to environmental attitudes to environmental non-purchasing behavior to environmental purchasing behavior was confirmed. All the predicted paths were assessed by path coefficients and several major effects hypothesized were confirmed. Out of the ten value types, universalism and power were found to be significantly but conversely related to environmental attitudes. In line with the other studies, our findings confirmed that environmental attitudes are an important factor in leading a variety of environmentally conscious behaviors. Finally, we found significant relationships between environmental non-purchasing and purchasing behaviors. The path analysis supported the idea that universalism values provide a motivation for Korean consumers’ greenness and they indirectly promote environmental acts through favorable attitudes toward the environment. Participants with high environmental attitudes were found to actively engage in diverse forms of environmentally conscious ...

Psychological Make-up of Korean Green Consumerism

Jooho Kim,Yeonshin Kim 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.3

As consumers’ concern for the environment has continuously increasing, many firms have actively engaged in environmental marketing to achieve their objectives. However, consumers’ high concerns about the environment are not always reflected in their purchasing behavior. This indicates a need to have an in-depth understanding of the development of green consumption within the individual’s belief system. Considering psychological approaches, a large body of research has examined the factors underlying ecologically conscious consumer behavior and the interrelationships of these factors. However, most of previous research concentrates on Western countries. Using a sample of Korean consumers, this study attempts to understand the bases of Korean green consumerism and find universal values that are cross-culturally important in guiding consumer’s environmental attitudes and behaviors. To this end, we relate the Schwartz’s 10 universal values (Schwartz, 1992) to environmental behaviors in a hierarchical model of value-attitude-behavior. With reference to the value-attitude-behavior framework, a conceptual model was developed to explain what motivations can be manifested in Korean consumers’ environmental attitudes, and subsequently how the attitudes affect their green choices. Using the pattern of relationship among values that can be related to environmentalism, we first hypothesized that there would be particular relationships between motivational value types and environmental attitudes. In hypothesis 2, environmental attitudes are assumed to predict environmental behaviors. On the basis of the claim that favorable attitudes toward the environment may be expressed in many different behaviors, we assumed that consumers’ favorable attitudes toward the environment would be linked to a variety of environmental behaviors because people with high environmental attitudes can be more interested in and knowledgeable about environmental actions. Consistent with H2, we hypothesized in H3 that there would be a positive relationship between different types of environmental behavior. A total of 564 university students participated in the study. The sample included 308 (54.6%) men, 254 (45%) women, and 2 (0.4%) participants who did not indicate their gender. The average age of the participants was 22.5 (s.d.=2.11) years, with a range of 19 to 39 years. Regarding majors, special efforts were made to draw the participants from the different departments of the university. Data was collected by survey administered via self-completion questionnaires. The questionnaire assessed the participants’ value priorities, environmental attitudes and behaviors. Path analysis was conducted (AMOS 4.0) to test the proposed model. The overall fit of the observed model are χ2=72.01 (p=0.00), GFI=0.983, CFI=0.982, NFI=0.970, RMR=0.070, and REMSEA=0.050. Most of the fit measures indicated a good fit of the model with the data. Thus, a hierarchical relationship from values to environmental attitudes to environmental non-purchasing behavior to environmental purchasing behavior was confirmed. All the predicted paths were assessed by path coefficients and several major effects hypothesized were confirmed. Out of the ten value types, universalism and power were found to be significantly but conversely related to environmental attitudes. In line with the other studies, our findings confirmed that environmental attitudes are an important factor in leading a variety of environmentally conscious behaviors. Finally, we found significant relationships between environmental non-purchasing and purchasing behaviors. The path analysis supported the idea that universalism values provide a motivation for Korean consumers’ greenness and they indirectly promote environmental acts through favorable attitudes toward the environment. Participants with high environmental attitudes were found to actively engage in diverse forms of environmentally conscious consumer behavio

보험에 대한 소비자지식 및 태도가 보험상품 구매의도에 미치는 영향

김혜연(Hyeyeon Kim),김시월(Siwuel Kim) 한국FP학회 2016 Financial Planning Review Vol.9 No.4

오늘날 우리는 저성장, 저금리, 인구고령화 등으로 특징 지워지는 소위 뉴 노멀(New normal)시대를 살아가며 언제 닥칠지 모르는 위험을 보장하는 장기자금으로써 매력적인 대안이라 할 수 있는 보험에 대한 관심이 증대되고 있다. 보험에 대한 소비자의 관심과 요구는 증가하고 있지만, ‘장기간의 복잡한 약속’이라는 보험의 특성으로 보험에 대한 소비자태도에는 긍정과 부정이라는 양면성이 공존하고 있다. 본 연구는 금융 관련 기업 및 기관에 대한 관심도가 높은 잠재적 보험 수요자라 할 수 있는 대학생소비자를 대상으로 성격유형별 보험에 대한 지식 및 태도가 보험상품 구매의도에 미치는 영향을 분석하였다. 이를 위해 선행연구를 참조하여 구조화된 설문지를 작성하고 서울시의 2개 대학교, 인천시의 2개 대학교, 충청북도의 1개 대학교 등 유의적으로 표집한 대학생소비자를 대상으로 조사하였다. 소비자의 성격유형별 보험에 대한 소비자지식 및 태도가 보험상품 구매의도에 미치는 영향력은 어떠한지 경로분석을 실시한 결과, 판단기능에서 사고형과 감정형 성격의 보험소비자 모두 보험에 대한 지식은 보험에 대한 태도 및 보험상품 구매의도에 유의미한 영향을 미치지 않는 것으로 나타났으며, 보험에 대한 긍정적 태도는 보험상품 구매의도에 유의한 영향을 미치는 것으로 나타났다. 또한 보험에 대한 긍정적 태도가 보험상품 구매의도에 영향을 미치는 정도에 두 성격유형 간 유의미한 차이가 있는 것으로 나타났다. 사고형 성격의 소비자가 감정형 성격의 소비자 보다 보험에 대한 긍정적 태도가 형성되어 있을 때 보험상품에 대해 적극적 구매의도를 갖는 것을 알 수 있었다. 본 연구는 보험상품 구매 및 수혜의 주체라 할 수 있는 보험소비자에 보다 주목하여, 보험에 대한 소비자지식 및 태도가 보험상품 구매의도에는 어떤 영향을 미치고, 소비자의 성격유형별로는 어떠한 차이를 나타내는지 분석해 봄으로써 소비자가 보험상품을 구매하는 과정의 인과관계를 규명해 보고자 하였다. 한편, 소비자에게는 자신의 성격과 지식/정보, 태도형성 수준에 적합한 보험상품 선택과 인지를 도모하고, 기업에게는 다양한 보험소비자에 대한 맞춤형 정보제공 및 선택을 제안하는 기초자료로 의미가 있을 것으로 사료된다. 또한 대학생소비자를 조사대상으로 선정하여, 사회진출을 앞두고 있는 잠재적 생산자로서 보험의 필요성을 인식시키고, 보험지식, 보험정보, 보험선택, 보험활용 등에 대해 성격유형별 차별화된 소비자교육이 필요함을 시사하고자 하였다. This study is investigated how knowledge of and attitude towards insurance according to personality type affect the purchase intention of insurance, targeting college student consumers, who are often considered as prospected insurance buyers, due to their interest in finance-related companies and organizations. The path analysis of the effect of consumer knowledge of and consumer attitude on insurance according to personality type of consumer on the purchase intention of insurance revealed that consumer knowledge on insurance does not have any significant impact on consumers’ attitudes or their purchase intention of insurance for either type, thinking and feeling. On the other hand, a positive consumer attitude on insurance appeared to have a significant influence. It also showed that there is a significant difference between these two personality types when it comes to the influence of positive attitudes to insurance on purchase intention. Consumers of the thinking type are more likely to have an aggressive purchase attitude on insurance than those of the feeling type when positive attitudes are formed. The results of this research will help consumers recognize and decide which insurance is suitable for them according to their personality and the level of consumer knowledge and consumer information, etc. Also, they will help firms to devise customized marketing strategies for the various types of insurance consumers. Furthermore, we tried to make the college student consumers feel the need for insurance by targeting them as research subjects, since they are about to enter into society, and suggest that education for consumers about insurance knowledge, insurance information, insurance choices and insurance utilization, differentiated by personality type, is essential.

부정적 사건 발생이 소비자-브랜드 관계와 브랜드 태도에 미치는 영향

이희정(Lee, Hee Jung),강명수(Kang, Myung Soo) 한국소비문화학회 2013 소비문화연구 Vol.16 No.3

본 연구는 기업이나 브랜드에 불가피하게 발생할 수 밖에 없는 부정적 사건에 대응하기 위한 전략적 방법에 대하여 연구하였다. 장기적 관점의 소비자-브랜드 관계와 상대적으로 단기적 관점의 브랜드 태도가 부정적 사건의 발생으로 인해 어떤 영향을 받는지 확인하고 구체적으로 소비자의 손실 유형과 브랜드 성격에 따라 부정적 사건의 영향력이 어떻게 달라지는지 알아보았다. 또한 부정적 사건 이후에 기업이나 브랜드 차원의 회복 노력이 소비자-브랜드 관계와 브랜드 태도에 미치는 영향을 알아보고 소비자 손실 유형과 회복 노력 유형의 일치 여부에 따른 회복 정도를 살펴보았다. 부정적 사건으로 인한 소비자의 손실 유형은 경제적 유형의 손실과 사회적 유형의 손실로 구분하였으며 브랜드 성격에 따른 영향은 가장 많은 비중을 차지하는 성실한 브랜드와 흥미진진한 브랜드에 대하여 살펴보았다. 기존 부정적 사건에 대한 연구는 포괄적 부정적 사건에 대해 다루거나 기업 입장의 부정적 사건 발생 원인에 대해 다루고 있는 것이 대부분이라 소비자 입장에서 부정적 사건으로 인해 어떤 손실을 입게 되며 이를 회복하기 위해 소비자에게 어떤 조치를 취해야 하는지에 대한 연구는 부족했다. 따라서 본 연구에서는 소비자 입장에서 부정적 사건으로 인해 받는 손실의 유형에 따른 영향력에 대해 알아본 데 의미가 있겠다. 본 연구는 총 8가지 종류의 실험 상황을 통해 연구가설을 검증하였다. 두 가지 성격의 브랜드에 대한 평소의 소비자-브랜드 관계와 브랜드 태도를 알아본 후 경제적, 사회적 손실을 주는 두 유형의 부정적 사건을 제시하고 2가지 종속변수를 재측정하였다. 이후 부정적 사건에 대한 회복 노력의 두 가지 유형을 제시하여 2가지 종속변수를 측정하여 회복 정도를 파악하였다. 이를 통해 부정적 사건은 소비자-브랜드 관계와 브랜드 태도에 부정적 영향을 주며 성실한 브랜드가 흥미진진한 브랜드보다 부정적 사건에 더 민감하였다. 다음으로 부정적 사건 이후 회복 노력을 기울였을 때 긍정적 영향이 발생했으며 특히 경제적 유형의 손실을 주는 부정적 사건의 경우 회복 노력의 긍정적 영향이 더 높았고 부정적 사건의 손실 유형과 회복 노력의 유형이 일치할 때 소비자에게 더 긍정적 영향이 발생한 것을 확인하였다. This article reports strategies of coping with the inevitable crisis of brands or products. We research the effects of crisis on the consumer-brand relationship and brand attitude. Specifically, we study the differences of the effect according to the consumer loss type and brand personality. Also we consider the effects of recovery action on the consumer-brand relationship and brand attitude and the effects of the accordance of consumer loss type and recovery action type. The consumer loss types are economic loss and social loss. In prior research, consumers were more sensitive about economic risks. Thus, we suggest that a crisis resulting in consumers' economic loss affects more negatively on the consumer-brand relationship and brand attitude. The brand personalities are sincere and exciting. This study examines hypotheses with 8 kinds of experimental situations (2 brand personality x 2 consumer loss type x 2 recovery action). After the participants were provided with information about crisis and recovery action, they evaluated the loss types caused by crisis and types of recovery action. We checked that the participants properly recognized the difference between loss types and recovery action types. As a result, a crisis affects negatively on the consumer-brand relationship and brand attitude. But there is no difference of effect on the consumer-brand relationship and attitude by loss type of crisis. Also, as was hypothesized, a sincere brand is more sensitive to a crisis than an exciting brand. The results also reveal that recovery actions for consumer loss due to crisis have a positive effect on the recovery of a consumer-brand relationship and brand attitude. Concretely speaking, when an economic loss crisis occurs compared to when a social loss crisis does, the degree of recovery of the dependent variables is higher. In conclusion, this research investigated differentiated influences of consumer loss type of crisis on the consumer-brand relationship and brand attitude. Also, we identified different influences of brand personality and the effect of the accordance of recovery action with loss type caused by a crisis. Thus, we insist that this research has merits in that it could identify the impact of the loss type of crisis, brand personality and recovery action type on the consumerbrand relationship and brand attitude.

기업블로그와 고객 충성도 간에 소비자 태도의 조절효과 분석

유호종(Ho jong You) 글로벌경영학회 2009 글로벌경영학회지 Vol.6 No.4

최근 기업들이 블로그마케팅의 일환으로 제공하고 있는 기업블로그에 대하여 소비자들이 어떻게 인식하고 이해하며, 또한 반응하고 있는지에 대한 연구가 필요하다. 그러나 기존의 연구들에서는 기업블로그 품질과 고객 충성도 간의 인과관계를 다룬 연구도 미미하지만, 특히 소비자태도와 상표태도까지로 확장시킨 연구는 더욱 찾아 볼 수가 없었다. 이점에 착안하여 본 연구에서는 기업블로그의 품질이 고객 충성도에 영향을 미치는데 있어서 소비자 태도와 상표태도가 상호작용을 하고 있는지에 대하여 분석하였다. 그래서 본 연구에서는 소비자 태도와 상표태도의 조절효과를 조사하기 위하여 연구모형을 설계하였고 그 모형을 통하여 이 연구의 가설들에 대한 회귀조절분석(MMR)을 시도하였다. 분석결과, 고객충성도는 기업블로그의 서비스품질에 의하여 영향을 받는 것으로 나타났으며, 뿐만 아니라 소비자 태도에 의한 조절효과도 긍정적으로 나타난다는 새로운 사실을 발견할 수 있었다. 그러나 상표태도에 의한 조절효과는 통계적으로 유의미함이 없는 것으로 나타났다. 그러므로 기업블로그의 지각적 서비스품질은 고객충성도에 직접적으로 영향을 미치는 것으로 나타났으며, 아울러 소비자 태도는 서비스품질과 상호작용을 통하여 고객충성도에 조절효과로 영향을 미치는 것으로 나타났다. 이러한 연구결과는 기업의 마케터들에게 기업블로그를 이용하는 소비자 태도의 중요성을 새롭게 인식시키고 있다. 그러므로 블로그마케팅을 통하여 고객충성도를 향상시키고자 하는 마케터들은 그들의 블로그품질을 향상시켜 소비자 태도를 호의적으로 이끌 수 있도록 해야 하며, 또한 지속적으로 새로운 콘텐츠를 계획하고 실행해야 함을 확인할 수 있었다. This paper analyzes how perceived service qualities of Corporate Blogs affect consumer loyalty, and it is to test a conceptual model that investigates the moderator effects on consumer attitudes and brand attitudes. By utilizing the moderated multiple regression analysis(MMR) method which tested the hypotheses of this study. As a result of these analysis, it was determined that when consumer loyalty is affected by perceived service qualities of blogs, it is given a positive moderating effects by the variables of consumer attitudes, but there is no effect brand attitudes. In the result of analysis, perceived service qualities of blogs have a direct effect on consumer loyalty, comsumer attitudes have a moderating effect through interaction with perceived service qualities. In the practical aspect, these results could give some valuable implication for the marketers who are trying to find out how to retain consumer loyalty and favorable consumer attitudes on company blog. Also this paper was able to make sure that they should constantly plan attractive contents and practice their blogs.

예술 작품에 대한 태도와 소비경험의 의례성이 광고태도에 미치는 상호작용 효과에 대한 연구

이철영,이준영 한국일러스아트학회 2016 조형미디어학 Vol.19 No.1

Past studies on art advertising or art marketing have largely addressed its utility, marketing cases, conceptual definitions and typology and demographic differences in attitudes. In case of advertising, it is needed to consider the differences in perception of arts and its elements, or, further to implement psychological tendency embedded in the consumer's consciousness. The purpose of this study is to look into how the attitudes towards the art work affect the consumer's attitudes towards the advertising., and further to delve into the effects of the consumer's ritualistic traits in an interactive way with the attitudes towards the piece of art work. Pseudo-experimental survey was conducted with two different types of art work, that is, Korean type work of art and western one. The results of hypotheses test are as follow. Despite there was no statistically apparent differences by the art work type, the ritualistic trait affected the consumer’s attitudes towards the advertising, and it had an partial interactive influence in conjunction with the attitudes towards the art work. These findings imply that an advertising with a key visual of a piece of art would generate positive change in the consumer’s attitudes toward the advertising. The consumer’s ritualistic traits are understood to play an instrumental role in increasing the attitudes towards both advertising. These findings also suggest that, in order to create or strengthen the favorable consumer’s attitudes, consumer’s intrinsic values can be taken an advantage in making an effective advertising creative strategies. 예술작품을 주 비주얼로 사용하는 광고나 마케팅에 관한 선행연구들은 대체로 현황고찰, 개념적 정의와 유형, 소비자의 라이프스타일과 인구 통계적 차이에 따른 분류 등의 기술적 연구에 국한되어있다. 활용된 예술작품의 특성의 차이에 대한 소비자 인식이나 태도뿐 아니라 소비자 의식구조에 내재한 심리적 특성이 고려된 연구가 필요하다. 본 연구는 광고에 사용된 작품에 대한 태도가 광고에 미치는 직접적인 영향과 소비자 심층적 심리체계인 소비경험의 의례성이 예술 작품에 대한 어떤 영향을 미치는지 점검하고 두 가지의 독립변수가 어떤 상호적 작용을 하는지 규명하는 것이 연구의 주목적이다. 한국적 예술작품과 서양적 예술작품을 사용한 두 가지 광고로 유사 실험조사를 실시하고 가설을 검증한 결과는 다음과 같다. 작품의 차이에 따른 광고에 대한 태도 차이는 없었으나 소비경험의 의례성은 광고 태도에 부분적인 영향을 미쳤고, 예술작품에 대한 태도와 소비경험의 의례성은 광고에 대한 태도에 부분적인 상호작용효과를 보여주었다. 이러한 결과는 광고가 예술 작품과 결합하면 긍정적인 광고효과가 발생한다는 점을 시사하고, 소비자 개인의 경험적 의례성의 정도에 따라 광고의 설득효과가 영향을 받을 수 있다는 실증적 증거로 볼 수 있다. 본 연구는 광고나 브랜드에 대한 소비자들의 호감적인 태도를 만들거나 강화시키기 위해서는 소비자의 의식구조에 내재하는 심리적 성향을 강화하는 것이 유효한 광고 크리에이티브 전략이 될 수 있다는 것을 시사한다.

브랜드 커피전문점의 외재적 단서와 이용동기가 소비자 태도 및 행동의도에 미치는 영향

김건휘 한국외식경영학회 2022 외식경영연구 Vol.25 No.4

This study was examine the effect of external cues perceived by consumers using brand coffee shops on consumer attitudes, In addition, we investigated how customers' motives for using coffee shops affect consumer attitudes, and surveyed customers who have used brand coffee shops to see how consumer attitudes affect behavioral intentions. The results of this study are as follows. First, as a result of examining the degree of influence of brand coffee shop extrinsic cue factors on consumer attitudes, it was found that brand awareness, store image, and packaging design had a significant effect on consumer attitudes. Second, as a result of examining the degree of influence of brand coffee shop use motive factors on consumer attitudes, it was found that hedonistic motives, utility motives, and conspicuous motives had a significant effect on consumer attitudes. Third, as a result of examining the effect of consumer attitudes of brand coffee shops on behavioral intentions, it was found that the influence of brand coffee shops' consumer attitudes on revisit intentions had a significant effect. Also, it was found that the consumer attitude of the brand coffee shop had a significant effect on the recommendation intention. 본 연구는 브랜드 커피전문점을 이용한 소비자가 인지하는 외재적 단서가 소비자 태도에 어떠한 영향을 미치는지, 또한 커피전문점을 이용한 고객의 이용동기가 소비자 태도에 어떠한 영향을 미치는지 알아보고, 소비자 태도는 행동의도에 어떠한 영향을 미치는지 브랜드 커피전문점을 이용해 본 고객들을 대상으로 조사하였다. 본 연구의 결과는 다음과 같다. 첫째, 브랜드 커피전문점 외재적 단서 요인이 소비자 태도에 미치는 영향 정도를 검증한 결과는 브랜드 인지도, 점포이미지, 패키징디자인이 소비자 태도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 브랜드 커피전문점 이용동기 요인이 소비자 태도에 미치는 영향 정도를 검증한 결과는 쾌락적 동기, 효용적 동기, 과시적 동기로 소비자 태도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 브랜드 커피전문점의 소비자 태도가 행동의도에 미치는 영향을 검증한 결과는 우선 브랜드 커피전문점의 소비자 태도가 재방문 의도에 미치는 영향은 유의한 영향을 미치는 것으로 나타났다. 그리고 브랜드 커피전문점의 소비자 태도가 추천의도 역시 유의한 영향을 미치는 것으로 나타났다.

Effects of Global Consumer Culture Positioning versus Local Consumer Culture Positioning in TV Advertisements on Consumers’ Brand Evaluation and Attitude toward Brand

Chol Lee,Gyoung-Gyu Choi 한국무역학회 2019 Journal of Korea trade Vol.23 No.8

Purpose - We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer’s brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer characteristics (ethnocentrism and level of product knowledge) in those effects. Design/methodology - This research is based on a survey of 210 randomly-selected university students in Seoul, Korea. The participants in the survey were shown a total of 8 TV advertisements of consumer goods of nondurable goods (fast food and carbonated drinks), and durable goods (sports shoes and digital camera), which included two advertisements for each product where one uses GCCP strategy while another uses LCCP strategy. We estimate the structural model using the AMOS 18.0 computer program. Findings - We find that GCCP has more positive effects on consumers’ brand evaluations and attitude toward brand than LCCP in TV advertising. We also find that GCCP has stronger effects on brand evaluation and attitude toward brand in consumers with weak ethnocentrism and in those with a low level of product knowledge. Practical implications - Using GCCP in an advertisement is an effective way of improving consumer’s evaluation of the brand and attitude toward the brand mainly when cosmopolitan consumers and consumers with low knowledge levels are segmented as targets. Originality/value - The study contributes to identify how and for what consumer groups’ global brand positioning strategies in TV advertisements affect consumers’ brand evaluations and their attitudes toward brands.