기업이미지와 브랜드 이미지가 상품권 구매 행동에 미치는 영향에 관한 연구 = (A) Study on the effect of gift-certificate purchase behavior by corporate image and brand image

다국어 초록 (Multilingual Abstract)

Advertisement, PR and services were indicated to influence the corporate image, based on the theoretical background. Components of corporate image include a product factor, contribution to society, corporate excellence and recognition. In this study, positive foundation regarding consumers' purchase intention was suggested through a positive research on the relative influence of the influencing elements upon components of corporate image and on the relative importance of corporate image components that influence purchase intention.
The purpose of this study is to analyze corporate image relationship, according to the extent of participation and demographic variables.
First, to analyze relative influence of corporate image influencing elements upon corporate image components in a positive way
Second, to positively analyze relative importance of corporate image components (product factor, contribution to society, corporate excellence and recognition) upon purchase behavior.
Finally, to propose strategic suggestions of corporate image that influence the purchase behavior of gift vouchers through examination of the implied meaning of the study result, after identifying the positive analysis result.
Four domestically representative oil gift voucher selling corporations (LG Caltex Oil, SK Enclean, S-Oil and Hyundai Oil Bank) were selected as the target for this study. The aim of this study lies in proposing useful directions in establishing strategies in order to enhance the direction of corporate marketing strategy and purchase intention via identifying corporate image factors influencing purchase behavior.
As a result of the impact of corporate influencing elements upon corporate image components with regard to the hypothesis 1 targeting the entire group, advertisement was a positive influence upon the enhancement of corporate recognition and a factor of contribution to society. This means that the advertisement effect positively impacts consumers in terms of corporate recognition enhancement and the aspect of contribution to society. PR was shown to influence all the corporate image components, since PR is based on reliability. Each corporation needs to concentrate more on strategies for corporate PR. Services were indicated to influence positively all the components, except for the product factor. This means that corporate recognition, contribution to society and corporate excellence, except for product factor, were positively influenced through services. Namely, service was indicated to impact positively the corporate image components, except for the product factor.
As a result of influence of the corporate components upon purchase behavior, with regard to the hypothesis 2, the corporate image components that positively influenced purchase behavior were corporate recognition and corporate excellence. Namely, major factors influencing the purchase of gift vouchers were corporate recognition and corporate excellence, which positively impacted the gift voucher purchase.
The result of analyzing the impact of corporate image influencing elements upon corporate image components with regard to the hypothesis 1 targeting highly participating group showed that PR positively influenced the corporate recognition and product factor among corporate image components. PR was indicated to influence corporate recognition, contribution to society and corporate excellence positively, except for product factor. Services showed a positive influence upon all the corporate image components, except for the product factor.
As a result of analyzing the influence of corporate image components upon purchase behavior with regard to the hypothesis 2, the highly participating group showed positive influence of product factor, contribution to society and corporate excellence upon the purchase behavior, since the group recognized the corporate recognition of those corporations from which they purchased gift vouchers.
As a result of analyzing the influence of corporate image influencing elements upon the corporate image components with regard to the hypothesis 1 targeting the low participation group, advertisement was shown to positively influence the recognition, product factor and contribution to society, except for corporate excellence, among the corporate image components.
As a result of analyzing the influence of corporate image components upon purchase behavior with regard to the hypothesis 2, there were positive influences on the product factor and corporate excellence. In the case of the low participation group, they especially recognized the product and corporate excellence importantly.
The result, according to demographic variables, showed that advertisement positively influenced upon corporate recognition, product factor and contribution to society in the case of both men and women in the hypothesis 1. PR was shown to influence corporate recognition, society contribution factor and corporate excellence. Some negative influence was shown on the product factor by men with regard to services, and all the corporate image components were positively impacted in the case of women. The analysis result of the hypothesis 2 showed a positive influence upon the society contribution factor and corporate excellence in the case of men. In the case of women, positive influences were provided to the product factor, contribution to society and corporate excellence.
The suggestions in terms of marketing, it was shown that the corporate image advertisement positively impacted the corporate recognition and product factor.
It is worth while for corporations to be interested in corporate image advertisement. Especially, when image reform is needed after the change of corporate name or M&A, it will be effective to carry out corporate image advertisement. We can see that corporate recognition will be enhanced with increased exposure to consumers, when the corporate image advertisement is carried out, also the corporate image advertisement will positively influence the product recognition released on the market.
PR was shown to positively influence in all the groups, except for the highly participating group in the aspect of the product factor. This result implies that PR impacts more positively than advertisement, since PR is based on the aspect of reliability. It might be important to strengthen PR activities, which are relatively lower in terms of expenses than advertisement, for corporate marketing strategy.
Services were indicated to show positive influences in all image components, except for the product factor. Greater importance on the services is now recognized, compared with existing marketing mix factors, 4P'S, due to fierce competition between corporations. When it comes to oil gift vouchers, especially, they are expected to play a positive role in the increase of oil gift voucher use and corporate image enhancement through various consumers' use types via a variety of partnership services, as well as the use of gas station.
Next, as for the influence of corporate image components upon purchase behavior, the corporate image factor and corporate excellence were shown to be positively influenced in the entire groups. The product factor, contribution to society and corporate excellence, except for corporate recognition, were shown to be positively influenced in the highly participating group. Meanwhile, the product factor and corporate excellence were shown to influence upon the purchase behavior in the low participation group. In the case of marketing strategy targeting the highly participating group in terms of corporate image components, the highly participating corporation basically recognized the corporate recognition; thus, positive influences were shown in all components, except for corporate recognition. In the case of the contribution to society, which is one of the major corporate image components, a constant image management is constantly needed through scholarship fund, social service activities, being aware of the importance of product factor and being a premier corporation like Samsung. Hence, the strategic suggestion is provided from the perspective of the corporate image enhancement through these corporate image components.

목차 (Table of Contents)

• 목차 = 4
• 제1장 서론 = 10
• 제1절 문제의 제기 = 10
• 제2절 연구의 목적 및 연구 방법 = 11
• 제2장 이론적 고찰 = 14
• 제1절 상품권에 대한 이론적 고찰 = 14
• 1. 상품권의 정의 = 14
• 2. 상품권의 역사 = 14
• 제2절 기업 이미지의 이론적 고찰 = 16
• 1. 이미지의 개념 = 16
• 2. 기업이미지의 개념 및 정의 = 17
• 3. 기업이미지의 중요성 = 23
• 4. 기업이미지의 역할 = 30
• 5. 기업이미지의 형성과정과 구성요소 = 30
• 6. 선행연구 = 39
• 7. 기업이미지 측정방법 = 43
• 8. 기업이미지와 구매행동 = 45
• 제3절 기업 이미지 영향요인 = 47
• 1. 광고 = 47
• 2. PR = 58
• 3.서비스 = 68
• 제4절 구매 행동의 이론적 고찰 = 76
• 1. 문제의 인식 = 77
• 2. 정보탐색 = 78
• 3. 대체안의 평가 = 80
• 4. 구매 = 80
• 5. 구매후 행동 = 81
• 제5절 소비자 행동 중개 변인으로서의 관여도 = 82
• 1. 관여도의 개념과 유형 = 82
• 2. 관여도와 구매행동 = 83
• 3. 관여도 측정방법 = 85
• 제6절 주유 상품권의 시장현황 분석 = 88
• 1. 정유사별 매출액 = 88
• 2. 정유사별 주유소 현황 = 88
• 3. 정유사별 시장점유율 = 89
• 4. 정유사별 상품권 매출현황 = 89
• 5. 정유사별 상품권 제휴 현황 = 90
• 제3장 실증 분석 = 92
• 제1절 연구 모형 = 92
• 제2절 가설의 설정 = 93
• 제3절 척도 개발 및 변수의 조작적 정의 = 98
• 제4장 실증조사의 결과분석과 해석 = 101
• 제1절 조사대상자의 일반적인 사항 = 101
• 제2절 실증조사의 결과분석 = 102
• 제3절 가설의 검증 = 109
• 1. 모형의 적합도 검정 = 109
• 2. 연구가설의 검증 = 113
• 3. 가설 검증의 요약 = 124
• 제5장 결론 = 130
• 제1절 연구요약 및 결과에 대한 마케팅 시사점 = 130
• 1. 연구 요약 = 130
• 2. 연구의 시사점 = 132
• 제2절 연구의 한계점 및 향후 연구 = 134
• 부록1 = 136
• 참고문헌 = 146
• ABSTRACT = 150