브랜드유지 및 전환의 영향요인에 관한 연구 = A Study on the Factors influencing Repeat Purchase and Brand Switch

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the factors affecting repeat purchase and brand switch of consumers. A model was developed for this study. The model has the following three features. First, a brand was classified into pioneer of follower brand. Customers' recognition for the difference between the pioneer and follower brand was measured. The new definition of the brands was set up as "The pioneer brand-the first setting up brand in the customers' recognition and the follower brand-all brands besides the pioneer one. Second, the four cases were discussed for the brand switching of customers: repurchasing of the pioneer brand, switching from pioneer to follower, switching from follower to pioneer and repurchasing of the follower. Finaly, the choice factors were selected as price, quality, advertisement, purchasing convenience, prototypicality, and switching cost. Based on the model, influential factors were investigated for the four cases. In case from follower to pioneer brand, the most important factor was quality both in the field of computer and movable communication service. In case from pioneer to follower brand, the price was most important one and in case of repurchasing for pioneer brand, prototypicality was influential. The switching cost, advertisement and purchasing convenience were insignificant in all cases. The strategic aspects of the results were suggested from the study. Pioneer firms should keep on pursuing a marketing strategy focusing on prototypicality and follower firms need a marketing strategy focusing on good quality product and competitive price to catch up the pioneer brand.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구모형 및 가설
• Ⅳ. 실증연구 및 결과분석
• Ⅴ. 결론
• <참고문헌>