企業이미지와 購買選擇과의 關聯性에 대한 實證的 硏究 : 小型乘用車 所有者를 中心으로 = An Emirical Study on the Relationship between Corporate Image and Purchaser's Choice

다국어 초록 (Multilingual Abstract)

Image is extremely important toward the success of a business in today's market ;
market situation from seller's market to buyer's market.
Consumer behavior depends on not only product knowledge and information but also corporate image.
Therefore, organizations have a vital interest in learning about their images in the marketplace and making sure that these images facilitate rather than impede the delivery of satisfactions.
The purpose of this study is to examine the relationship between corporate image and purchaser's choice.
For the purpose of this study, the methodology has three steps :
1. determination of factors related with corporate image
2. measurement of corporate image
3. analysis of relationship between corporate image and purchaser's choice
221 persons in first survey and 240 persons in second survey who live in Seoul City were chosen by judgement as sample persons for this exploratory study.
Individual interview with questionnaire was used to collect data.
The Statistical Package for the Social Science(SPSS PC ) was used to analyze the data.
The result of this study can be summerized as follows :
1. The attributes constructing corporate image were compressed into 6 factors as follows ; social contribution, quality of product, consumber's benefit, promotion strategy, condition of purchase, saleman's ability.
2. Correlation between overall image and 6 image factors and multiple regression equation were statistically significant. As a result, the 6 image factors appear to be suitable measure of overall image.
3. Results of ANOVA and Discriminant analysis provided consistent support for the image effect on the choice of compact car.
By virture of this study results, marketers can build strategies to create efficiencies in maintaining and controlling the corporate image.

목차 (Table of Contents)

• Ⅰ. 序 論
• 1. 問題의 提起 및 目的
• 2. 資料의 募集 및 硏究方法
• Ⅱ. 이미지에 관한 理論的 背景
• 1. 企業이미지의 定義 및 重要性
• 2. 企業이미지의 形成 過程과 購買意思決定과의 關聯性
• 3. 이미지 測定方法에 관한 모델 考察
• Ⅲ. 自動車 메이커의 이미지와 購買選擇에 관한 實證的 分析
• 1. 硏究槪要와 分析體系
• 1) 연구절차
• 2) 조사설계 및 분석체계
• 2. 이미지 屬性의 縮小와 이미지 評價次元의 抽出
• 1) 이미지 속성의 중요도 평가
• 2) 요인추출방법의 선택
• 3) 요인분석 결과 및 신뢰성 검증
• 3. 應答者 形態別 分析結果
• 1) 차량 소유자와 수용자 분포별 Cross-Tab
• 2) 차량 소유자별 향후 대체구매 선호도
• 4. 이미지 構成要因別 評價 및 自動車 메이커 이미지 評價
• 1) 자동차 구매시 고려하는 이미지 구성요인 평가
• 2) 자동차 메이커 이미지 평가
• 5. 이미지 構成要因別 評價와 全體 企業이미지와의 關係 分析
• 6. 自動車 메이커 이미지와 購買選擇과의 關係
• 1) ANOVA
• 2) DISCRIMINANT ANALYSIS
• Ⅳ. 결론 및 제언