소비의 후광효과에 대한 연구 - 브랜드와 캐릭터를 중심으로 - = The Investigation of the Halo Effect on Consumption : Brand & Character Images

다국어 초록 (Multilingual Abstract)

This study examined to what degree brand and character(ex. Hello Kitty, Winnie the Pooh) images influenced the halo effect on consumption through 10~30 year-old consumers. Constructed was the halo effect model to compare what different groups with respect to age, sex, and consumer knowledge, thought of the halo effect on consumption. The purpose of this study was not only to analyze the consumer`s decision making process but also to provide the theoretical framework that formulated consumer behavior from various viewpoints. Self-administered questionnaires and in-depth interviews were used for this study. The results could be summarized as follows: First, the brand and character images affected consumers` belief, attitude and purchasing intention. Second, the halo effect of brand was higher than that of character. It was because consumers regarded brand as more useful, more trustable and more familiar than that of characters. Third, the analysis of the halo effect variance showed that there were significant differences among consumer groups. Between adolescents and adults, the adolescents were influenced more in the halo effect than the adults. That was because the adolescents had more simple and brief decision making process than the adults. Between men were influenced more in the halo effect on brand than the women, because the men had les sufficient brand information and less sensitive to the price and so on. Between high and low consumer knowledge groups, the low consumer knowledge group was higher for the halo effect on character. This all went to show that the brand influenced consume belief, attitude and purchasing intention when consumers were skeptical about the product`s quality. On the contrary, character influenced consumer belief, attitude and purchasing intention when consumers were familiar with the product`s quality and considered product designs.