소비관련 감정유형, 브랜드 이미지와 신뢰성, 소비행동유형과의 관계

다국어 초록 (Multilingual Abstract)

The purpose of this study was to explore relationship between consumption-related emotion type, brand-image and reliability, and spending behavior pattern. The sample of the study was university students from Seoul area. Subjects (N=257) were selected from D university by using the convenience sampling technique. The data were recorded and analyzed using SPSS ver. 12.0 and AMOS 5.0 statistical computer package to do an exploratory factor analysis and SEM. The results from Confirmatory Factor Analysis and Structural Equation Model are follows. First, consumption-related negative emotion type has significantly effects on the attractiveness of brand-image but not on service advertisement 「publicity」 Consumption-related positive emotion type has significantly effects on the brand reliability and both attractiveness and service advertisement 「publicity」 Second, brand reliability has significantly effects on spending behavior pattern. However, the attractiveness of brand-image has significantly effects on only selection reliability of spending behavior pattern.

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