소비자의 개인적 성격 특성과 휴먼 브랜드 애착 및 충성도와의 관계 : 빅 파이브(Big Five) 성격모형을 중심으로 = A Study on the Relationship among Personal Characters of Consumer, Human Brand Attachment, and Loyalty : Focused on Big Five Model

다국어 초록 (Multilingual Abstract)

Attachment is a type of strong emotional relationship that people usually first experience as children with their parents; later in life, this attachment routinely develops with other“ target”, such as human brand. Celebrities or entertainers can be considered human brands because they could be professionally managed and they have additional associations and features of a brand. The purpose of this study is to investigate (1) attachment to human brand by consumer demographics such as gender and age, (2) the relationship between personal characters (Big Five model) and attachment to human brand, and (3) attachment to human brand and human brand loyalty(satisfaction, trust, and commitment). The study found that attachment to human brand by gender had a statistically significant difference but there was no significant difference of human brand attachment by age. The Big Five factors had significant correlations with attachment to human brand. The findings also showed that human brand attachment had significant correlations with satisfaction, trust, and commitment, respectively. The findings suggested that attachment to human brand had some positive relationships with consumer personal characters. In the future, we need more segmented approach on finding out consumer’s personal characters so that we could strategically manage human brand.

국문 초록 (Abstract)

애착이란 자신과 가까운 사람에 대해서 느끼는 강한 감정적 유대관계로, 최근에는 소비자 행동에까지 확대 적용되고 있다. 특히 유명 연예인과 같은 휴먼 브랜드는 대중들이 이들 휴먼 브랜드에 대해 얼마나 애착을 갖고 있는가에 따라 인기가 좌우된다. 따라서 인구통계적 속성에 따른 휴먼 브랜드에 대한 애착을 살펴보고, 휴먼 브랜드에 대한 애착과 개인적 성격 특성(빅 파이브 성격 변인)의 관계 및 휴먼 브랜드에 대한 애착과 충성도(만족도, 신뢰도, 헌신)의 관계를 분석하였다. 연구결과, 인구통계적 속성에 따른 휴먼 브랜드에 대한 애착은 성별에 따라 통계적으로 유의미한 차이가 있었으나 연령에 따라서는 통계적으로 유의미하지 않았다. 또한 휴먼 브랜드에 대한 애착과 빅 파이브 성격 변인은 전체적으로 유의미한 상관관계를 보였으며 휴먼 브랜드에 대한 애착과 만족도, 신뢰도, 헌신도 모두 유의미한 상관관계가 있었다. 결국 휴먼 브랜드에 대해서는 성별에 따라 애착의 정도가 다르게 나타났으며 휴먼 브랜드에 대한 애착은 개인의 성격 차원과 상관관계가 있음을 알 수 있었다. 이는 브랜드 애착이 장기적으로 소비자와 휴먼 브랜드 관계에서 긍정적인 역할을 할 수 있음을 시사한다. 따라서 휴먼 브랜드의 전략적인 관리를 위해서는 소비자인 대중의 성격을 이해하고 이를 바탕으로 한 세분화된 접근이 필요하다.

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