이동통신사의 고객유지에 있어서 기능적 일치성 및 자아 일치성의 역할에 관한 연구

김문섭(Kim, Moon-Seop) 대한경영학회 2013 大韓經營學會誌 Vol.26 No.4

자아 일치성과 기능적 일치성이 브랜드 마케팅 성과에 미치는 영향에 관한 연구 -항공 서비스의 전략적 시사점을 중심으로-

김문섭 ( Moon Seop Kim ),이형탁 ( Hyoung Tak Lee ) 한국항공경영학회 2012 한국항공경영학회지 Vol.10 No.1

본 연구는 항공 서비스 산업에서 고객 만족과 긍정적인 구전을 증진하는 방안을 모색해보고자, 기능적 일치성과 자아 일치성이 만족과 구전의향에 미치는 영향을 검증하였다. 먼저, 소비자의 자아 일치성과 기능적 일치성이 구전의향에 미치는 직접적 영향 및 만족을 통해 미치는 간접적 영향을 밝히고자 하였다. 아울러, 기능적 일치성과 자아 일치성 각각이 만족과 구전의향에 미치는 영향력에서의 상대적 크기를 비교하였다. 연구 결과, 자아 일치성과 기능적 일치성 모두 만족에 긍정적인 영향을 미쳤으며, 자아 일치성보다 기능적 일치성이 만족에 미치는 영향이 보다 큰 것으로 나타났다. 또한, 기능적 일치성이 구전의향에 미치는 직접적 영향 및 만족이 구전의향에 미치는 영향은 없었지만, 자아 일치성은 긍정적 구전의향에 직접적인 영향을 미침으로써, 만족보다 자아 일치성이 구전의향을 설명하는데 더 중요한 변수임을 보였다. 본 연구는 만족과 긍정적 구전의향을 향상시키는데 있어서 자아 일치성과 기능적 일치성의 역할을 규명함으로써, 항공사들의 브랜드 전략에 대한 실무적 시사점을 제공한다. This study aimed to investigate the way to increase customer satisfaction and positive word-of-mouth in airline service industry. Specifically, current study examined customer`s satisfaction and intention of positive word-of-mouth with a functional congruity and a self congruity. First of all, the direct and indirect effect through satisfaction of self congruity and functional congruity on word-of-mouth were investigated. Also, the relative influence of self congruity and functional congruity on satisfaction and word-of-mouth were investigated. The results showed that self congruity and functional congruity had a positive effect on satisfaction and the relative effect of functional congruity on satisfaction was greater than the effect of self congruity. Also, the direct effect of self congruity on word-of-mouth were insignificant, whereas the direct effects of self congruity and satisfaction on the intention of positive word-of-mouth were significant, implicating that self congruity was more influential on word-of-mouth compared to functional congruity and satisfaction. The empirical results suggested some ways to enhance satisfaction and positive word-of-mouth through self congruity and functional congruity.

커피전문점 이용고객의 자아 일치성과 기능적 일치성이 브랜드 태도와 행동의도에 미치는 영향

강지원(Jee Won Kang),남궁영(Kung Young Nam) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.6

In view of South Korea`s booming coffee business, coffee companies need to find ways to differentiate their company in a competitive market. This study attempts to 1) examine the effects of self congruity and functional congruity on brand attitude and behavioral intention in the coffee shop industry and 2) assess the moderating role of coffee involvement between self/functional congruity and brand attitude. A total of 250 samples participated in this study from June 20 to July 3 in 2013. A factor analysis identified two congruity dimensions: self congruity and functional congruity. Regression analysis was performed to examine the relationships between self congruity?functional congruity, brand attitude and behavior intention and the moderating effects of the coffee involvement. The results showed that self congruity and functional congruity had positive significant effects on brand attitude. Also, functional congruity had significantly affected consumers` behavioral intentions towards coffee shop, while self congruity did not significantly affect consumers` behavioral intentions. Using a hierarchical regression analysis, consumers` level of coffee involvement was found to moderate the relationships between self congruity/functional congruity and brand attitude. These findings provide managers in coffee shops with strategies for implementing more effective brand building as well as focusing on satisfying customers` functional congruity. Implications and future research were also discussed.

자아일치성이 브랜드충성도에 미치는 영향 : 스포츠브랜드를 중심으로

형연희 한국산업경제학회 2011 산업경제연구 Vol.24 No.5

본 연구는 브랜드충성도에 직접적으로 영향을 미치는 선행개념으로 자아일치성과 기능일치성에 초점을 맞추고 있다. 이는 Kressmann et al.(2006)의 연구를 확장한 것으로 브랜드신뢰성이 브랜드충성도를 예측하는 중요한 개념으로 자아일치성과 브랜드충성도간의 매개적 역할을 하는 개념임을 규명하고자 하였다. 더 나아가 소비자의 제품관여가 연구모형 전체에 어떠한 영향을 미치는지, 그리고 자아일치성과 브랜드신뢰성, 자아일치성과 기능일치성의 경로에 부분적으로 어떠한 영향을 미치는지를 조사하였다. 본 연구는 선행연구를 근거로 자아일치성, 기능일치성, 브랜드충성도, 브랜드신뢰성, 제품관여사이의 인과관계를 알아보기 위한 개념적 연구모델을 제시하고 이를 검증하기 위하여 대학생을 대상으로 설문조사를 실시하였다. 자료의 분석결과, 브랜드신뢰성이 자아일치성과 브랜드충성도간의 관계에 매개적 역할을 수행하는것으로 나타났다. 또한, 브랜드신뢰성이 브랜드충성도를 강화시키는 핵심개념이라는 점과 더불어 제품관여의 집단 간 차이가 연구모형 전체에 유의한 차이를 보인다는 것이 확인되었다. 그러나 자아일치성과 기능일치성, 그리고 자아일치성과 브랜드신뢰성 간의 경로에 부분적으로 조절효과를 미친다는 점은 검증되지 않았다. In this study the focus is on the self-congruity and functional congruity, the key concepts that can directly forecast the brand loyalty. It also tried to examine whether the brand trust has a influence as an intervening parameter between the self-congruity and the brand loyalty. Futhermore, this research investigated how the high or low involvement groups of product have a different effect on the over all research model and partially on the path between the brand trust and self-congruity or functional congruity and self congruity. This study, based on preceding studies, presented the theoretical model regarding to the interaction among the self-congruity, functional congruity, brand loyalty, brand trust, and product involvement and then analyzed the survey data of students by the sample to test this hypothesis. The study showed that brand trust has positive effect as the intervening parameter on the self-congruity and brand loyalty and then is a core concept of enhancing the brand loyalty. At the same time, it was tested that the difference of product involvement groups had a significant effect on the overall. However, it was not proven that the product involvement had a partial effect on the paths of self-congruity and functional congruity, self-congruity and brand trust.

일본인 쇼핑 관광객의 여행지에 대한 자아 이미지 일치성이 쇼핑 관련 기능적 일치성과 여행지 만족에 미치는 영향에 관한 연구

유병희,Matsuda Emi,박설우,김정운 한국관광학회 2017 관광학연구 Vol.41 No.1

The purpose of this research is to increase shopping tourists’ destination satisfaction by investigating the impacts of tourists’ destination-self congruity and shopping- related functional congruity on destination satisfaction, moderated by the self construal level. The Tourists’ destination-self congruity construct has been divided into two sub-constructs, namely private (actual and social) self congruity and public (social and ideal social) self congruity. It was hypothesized that the two types of self-congruity affect destination satisfaction directly, and indirectly through shopping-related functional congruity. It was also hypothesized that the tourists’ self construal level (independent and interdependent) moderate the relationship between the two types of self congruity and destination satisfaction. We conducted a survey of 300 Japanese tourists visiting Korea throughout October of 2015 who had a shopping purpose for their travel. Results from a structural equation modeling analysis using Lisrel and moderated regression analysis show that most of the hypotheses were supported. Specifically, the results show that private destination-self congruity and shopping-related functional congruity affect tourists’ destination satisfaction. Also, the two types of self-congruity affect functional congruity. According to a moderation analysis of the self-construal level, the results show the following: 1) Independent self-construal magnifies the impact of private self-congruity on destination satisfaction. 2) Interdependent self-construal magnifies the impact of public self-congruity on destination satisfaction. Theoretical and managerial implications are also discussed. 본 연구는 우리나라를 방문한 해외 쇼핑 관광객의 여행지 만족도 향상을 위한 전략 마련을 목적으로, 관광객들이 여행지에 대해 갖는 자아 이미지 일치성과 쇼핑 관련 기능적 일치성이 여행지 만족도에 미치는 영향 및 이러한 관계에 대한 자기해석의 조절 효과를 검증하고자 하였다. 이를 위해서 본 연구에서는 자아이미지 일치성을 내적(실제적, 이상적) 및 외적(사회적, 이상적 사회적) 자아 이미지 일치성으로 구분하여 두 가지 자아 이미지 일치성이 직접적으로 여행지 만족에 미치는 영향과 함께 기능적 일치성의 매개를 통해 간접적으로 미치는 영향을 함께 보고자 하였다. 또한 본 연구에서는 관광객의 개인 차원 속성인 자기 해석(독립적, 상호의존적)이 자아일치성과 여행지만족 간의 관계에 미치는 조절효과를 밝히고자 하였다. 이를 위하여 2015년 10월 한 달 간 한국으로 쇼핑 여행 경험이 있는 일본인 관광객 300명을 대상으로 설문조사를 시행한 후, Lisrel을 통한 구조방정식 분석 및 조절 회귀분석(moderated regression) 결과 본 연구 가설이 대부분 지지되었다. 구체적으로 여행지에 대한 내적 자아 이미지 일치성과 기능적 일치성은 여행지만족에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 내적, 외적 자아 이미지 일치성은 기능적 일치성에 긍정적인 영향을 미치는 것으로 나타나 기능적 일치성의 매개 효과를 확인하였다. 또한 자기 해석 수준에 따른 조절효과 분석 결과, 독립적인 자기해석이 높을수록 여행지에 대한 내적 자아이미지 일치성이 여행지 만족에 미치는 영향이 큰 반면, 상호의존적 자기해석이 높을수록 여행지에 대한 외적 자아이미지 일치성이 여행지 만족에 더 큰 영향을 미치는 것으로 나타났다 이와 같은 결과를 토대로 쇼핑관광 활성화를 위한 이론적, 실무적 시사점을 도출하였다.

캠핑 동기가 캠핑장에 대한 자아일치성, 기능일치성, 그리고 캠핑장 재방문 의도에 미치는 영향

남중헌 한국호텔관광학회 2016 호텔관광연구 Vol.18 No.5

Recently there has been an increasing public interest in camping and revisiting camping grounds. However, the camping culture in Korea is still developing and there has not been a lot of research in motivation for camping. This study focuses on the effect of motivation for camping on self-congruity, functional-congruity, and revisiting camp ground intention. Further, it attempts to present some theoretical implications and practical implications for operating campsites. To analyze a proposed model, data were collected from 332 respondents and analyzed with SPSS 21.0 and AMOS 21.0. To test the uni-dimensionality and nomological validity of the measures of each construct, a loyed scale refinement procedure was employed. The results of reliability test with Cronbach's α, and confirmatory factor analysis verified unidimensionality of the measures for each construct. In addition, the nomological validity of the measures was verified using the result of correlation analysis. The result of the overall model analysis demonstrated a good fit (χ2=96.649, df=4, p-value=0.000, RMR=0.089, GFI=0.933, NFI=0.926, CFI=0.928). The findings are as follows. First, relax motivation, social motivation, personal motivation, and adventure motivation for camping have a positive impact on self-congruity and functional-congruity. Second, adventure motivation for camping has a greater impact on self-congruity than other motivations and a relax motivation has a greater impact on functional-congruity than other motivations. Third, self-congruity and functional-congruity have a positive impact on revisiting intention. Lastly, self congruity has a greater impact on revisiting intention. According to these results, it would be necessary for camping ground managers to meet the needs of campers.

무용관람객의 자아이미지 일치성, 기능적 일치성, 소비행동간의 관계

한진욱(Han Jin-Wook),권형일(Kwon Hyung-Il),한시완(Han Si-Wan) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.4

The purpose of this study was to examine the relationships among image congruity, functional congruity, and dance audiences’ consumption behavior based on the idea that consumers’ fundamental wants are either symbolic or functional. Data for this study were conveniently collected from audiences attending the dance performance held in the National Theater of Korea. Statistical package of PASW 15.0 was used for data analysis. Confirmatory factor analysis supported the psychometric properties of each construct used in this study. The results of the structural equation model indicated that (1) dance audiences’ self-image congruity had a significant impact on their revisit intention and (2) dance audiences’ functional congruity had a significant influence on their revisit intention. (3) dance audiences’ image congruity affected their functional congruity. Practical implications of findings were also discussed.

테니스라켓 브랜드이미지-자아이미지일치성과 기능적일치성, 브랜드신뢰, 브랜드태도 및 재구매의도의 구조적 관계

한대규,김용만 한국사회체육학회 2022 한국사회체육학회지 Vol.- No.90

Purpose: The purpose of this study is to investigate the effect of tennis racket brand image and consumer self-image congruence on functional congruity, brand trust, attitude toward brand and repurchase intention. Method: In order to accomplish the purpose of the study, we selected a sample population of male and female subjects who were over 20 years old who were tennis club members living in C-city and A-city, South Chungcheong Province. Sampling was conducted from January 19th to February 24th, 2019 for a total of 300 people who had experienced purchasing tennis rackets. As a sampling method, convenience sampling method was used and a self-administration method was used, which is a method for respondents to read and answer questions themselves. A total of 280 copies of the collected data were used as final validity samples, except for 20 copies which were deemed inadequate to be appropriate for the purposes of the data. Data processing was done using SPSSWIN Ver. 23.0 and AMOS Ver. 18.0 and after verifying the fit of the model, individual hypotheses were verified. The results of the study are as follows. Results: First, actual self-image congruence, which is one of the subfactors of brand image and selfimage congruence in tennis racket, had a positive effect on functional congruity. Second, actual self-image congruence, which is one of the subfactors of brand image and self-image congruence in tennis racket, had a positive effect on brand trust. Third, functional congruity had a positive effect on brand trust. Fourth, functional congruity had a positive effect on attitude toward brand. Fifth, functional congruity had a positive effect on repurchase intention. Sixth, brand trust had a positive effect on attitude toward brand. Seventh, brand trust had a positive effect on repurchase intention. Eighth, attitude toward brand had a positive effect on repurchase intention. Conclusion: The result shows that the brand image and consumer self-image congruence in the tennis racket affect the repurchase intention through the structural relationship with functional congruity, brand trust, and attitude toward brand.

기능적 일치성과 자아 일치성이 소비 삶의 질 평가 (PQOLI)에 미치는 영향에 관한 연구: 예방적 감정과 향상적 감정의 매개효과를 중심으로

이동진 ( Dong Jin Lee ),송민아 ( Mi Na Song ),옥주리 ( Ju Lie Ock ),유병희 ( Grace B. Yu ) 한국소비자학회 2011 소비자학연구 Vol.22 No.1

소비자들은 특정 제품을 구매하고 소비하는 경험을 통하여 개인 소비 삶의 질을 평가한다. 소비자들이 인지하는 특정 제품에 대한 소비 경험이 그들의 소비 삶의 질에 미치는 영향을 소비 삶의 질 평가 (PQOLI)라고 한다. 본 연구의 목적은 이러한 특정 제품의 소비 경험이 소비자의 소비 삶의 질에 미치는 영향 (PQOLI)에 관한 모델을 검증하는데 있다. 이 연구에서 제품소비에 있어서의 기능적 일치성은 소비자의 예방적 감정을, 자아 일치성은 소비자의 향상적 감정을 활성화하고, 이러한 예방적 감정 및 향상적 감정은 소비 삶의 질 평가 (PQOLI)에 각각 긍정적인 영향을 미칠 것으로 예측하였다. 또한 소비 삶의 질 평가 (PQOLI)는 궁극적으로 브랜드에 대한 긍정적 구전에 영향을 미치는 것으로 가설을 설정하였다. 실증 연구 결과 가설의 대부분이 지지되었으며, 실증 결과를 토대로 연구적 의의와 전략적 시사점을 도출하였다. Consumers` experiences of a product they use in their daily life influence their evaluation of quality of consumer life domain. The bottom-up spillover theory of consumer well being posits that consumer satisfaction from a specific product vertically contributes to the formation of satisfaction with consumer life domain. This study focuses on consumer`s perceived quality of life impact of a product (PQOLI). Specifically, PQOLI is defined as a consumer`s perception on the degree to which a product contributes to his or her quality of consumer life domain. This study develops and tests a model of PQOLI. Specifically, it is hypothesized that functional congruity with a product increases positive prevention emotions (e.g., confidence, security, relief) while self congruity increases positive promotion emotions (e.g., excitement, delight, joy). It is also hypothesized that both positive prevention and promotion emotions contribute to consumer PQOLI, especially for the heavy users of the product. Finally, it is hypothesized that PQOLI increases consumer`s positive word-of-mouth communications. A survey results with 186 cell phone users provided support for the conceptual model of this study, Specifically, the results indicate that functional congruity with the cell phone increases consumer`s PQOLI, mediated by positive prevention emotions. The results also indicate that self congruity with the cell phone increases consumer`s PQOLI, also medicated by positive promotion emotions. PQOLI has a positive influence on consumer`s positive word-of-mouth communications. Yet, it has been found that prevention emotions and promotion emotions have signifiant influence on consumer PQOLI regardless of usage rate. The findings of this study suggest marketers to measure consumer PQOLI of their products in order to effectively enhance quality of consumer life domain and to create positive word-of- mouth communications for the products. Marketers can increase consumer PQOLI by providing products with functional congruity and self congruity. Yet, relative priorities on functional congruity vs. self congruity depend on the positioning of the product and relative contributions to consumer PQOLI. Study limitations and future research directions are discussed.

자아-브랜드 이미지 일치성과 기능적 일치성이 브랜드사랑과 브랜드태도 및 소비자 반응에 미치는 영향

김수형,이상환,임태선 한국전략마케팅학회 2014 마케팅논집 Vol.22 No.4

브랜드사랑은 특정 브랜드에 만족한 소비자가 브랜드에 대해 가지는 열정적 감정의 애착 정도로써, 소비자의 바람직한 소비행동 변화를 설명하고 예측하게 하는 새로운 마케팅 개념이다. 브랜드사랑은 최근 들어 심도있는 연구가 이루어지고 있지만, 아직까지 국내에서는 많은 연구가 이루어지지 않았다. 하지만 브랜드와 소비자의 감성적 관계의 중요성이 높아지고 있기에 앞으로 마케팅 분야에서 많은 연구가 이루어질 것으로 보인다. 본 연구는 자아-브랜드 이미지 일치성과 기능적 일치성이 브랜드사랑, 브랜드태도와 소비자 행동에 미치는 영향에 관해 실증적 분석을 하였는데, 자아-브랜드 이미지 일치성은 실제적 자아일치성, 이상적 자아일치성, 사회적 자아일치성으로 구분하여 살펴보았다. 연구결과는 다음과 같다. 첫째, 사회적 자아일치성은 브랜드사랑에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 실제적 자아일치성, 이상적 자아일치성은 브랜드사랑에 유의하지 않은 결과가 나타났다. 둘째, 기능적 일치성은 브랜드사랑에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 이상적 자아일치성은 브랜드태도에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 실제적 자아일치성, 사회적 자아일치성은 브랜드태도에 유의하지 않은 결과가 나타났다. 넷째, 기능적 일치성은 브랜드태도에 긍정적인 영향을 미치는 것으로 나타났다. 다섯째, 브랜드사랑과 브랜드태도는 브랜드 충성도와 구전에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 본 연구의 학문적, 실무적 시사점 및 한계점을 제시하였다. Brand love is a new marketing construct that helps explain and predict desirable post-consumption behaviors. However, brand love is more recently investigated and relatively less researched. The purpose of this study is to find out how self-brand image congruity and functional congruity influences on brand love, brand attitude and consumers' responses. self-brand image congruity consist of actual-self congruity, ideal-self congruity, social-self congruity. Questionnaire surveys were conducted on individuals who purchased smart phone. We used a LISREL 8.70 structural equation model in order to verify the proposed hypotheses. The results of this study are as follows. First, social-self congruity and functional congruity had a positive effect on brand love. However, actual-self congruity and ideal-self congruity about brand love did not have significant results. Second, ideal-self congruity and functional congruity had a positive effect on brand attitude. However, actual-self congruity and social- self congruity about brand attitude did not have significant results. Third, brand love and brand attitude had a positive effect on brand loyalty and word of mouth. The results of this study provides important implications for the potential marketing strategies of products. Last, the limitations of research and directions of future research are suggested.