스포츠 제품 구매시 브랜드 이미지가 구매행동의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

This is a study of the consumers buying behaviour and the intention of purchase with respect to the brand image of the sporting goods on the market. In detail, this shows how such factor could contribute within the decision making process of the buying public within the demographic and sociological aspect.
A sample of 455 people were interviewed for this exercise of which 237 were male and 218 female, who visits a sporting goods outlet in a department store in the city of Seoul.
The survey conducted under the heading 　The influence of brand image when purchasing or the purchase conduct intention of sporting goods　 yielded the following results. Reliability of the brand image scored .9046, individual preference of brand image with .8058, system reliability of brand image a .8809 and the reliability of purchase conduct intention with .8361.
For the data analysis of this study, SPSS ver10.0 programme was used which then determined and executed the t-test, One-way ANVOA and multiplex regression analysis accordingly.
The following results were those determined by this study.
First of all, the average difference verification of brand image by gender, the domestic-product corporate image of P=.011 with the foreign-product production image P=.000, foreign-product personal image P=.000 and foreign-product corporate image P=.000. which showed the difference by the level of 5% statistically within the brand image.
Secondly, by age, the domestic-product corporate image of P=.049 with the foreign-product production image p=.000, foreign-product personal image P=.003 and the foreign-product corporate image of P=.000. which showed the difference by the level of 5% statistically within the brand image.
By monthly average income, the brand image of the domestic-product corporate image P=.040, with foreign-product personal image P=.008, foreign-product corporate image was P=.015 which showed the difference by the level of 5% statistically within the brand image.
In fourth, educational background, the domestic-product personal image P=.002, the domestic-product corporate image P=.000, the foreign-product production image P=.000, the foreign-product personal image P=.049 showed the difference which considers statistically from 5% level from the brand image.
Fifth, The effect where the domestic-product brand image goes mad to a domestic-product loyalty degree. The domestic-product production image whole domestic-product loyalty explains 1.0%(R²=.012) of whole. The effect which considers with P=.019 to domestic-product loyalty degree statistically from 5% level it appears with the fact that it goes mad.
Sixth, The effect where the domestic-product brand image goes mad to a domestic-product switch degree. The domestic-product corporate image whole domestic-product switch explains 1.3%(R²=.015) of whole. The effect which considers with P=.009 to domestic-product switch degree statistically from 5% level it appears with the fact that it goes mad.
Seventh, The effect where the foreign-product brand image goes mad to a foreign-product loyalty degree. The foreign-product production image whole foreign-product loyalty explains 2.4%(R²=.026) of whole. The effect which considers with P=.001 to foreign-product loyalty degree statistically from 5% level it appears with the fact that it goes mad.
Eighth, The effect where the foreign-product brand image goes mad to a foreign-product switch degree. The foreign-product corporate image, and foreign-product production image whole foreign-product switch explains 9.4%(R²=.098) of whole. In foreign-product switch, foreign-product corporate image P=.000. The foreign-product production image goes mad the effect which considers with P=.015 statistically from 5% level. Also the foreign-product corporate image the foreign-product production image more the effect which considers to the foreign-product switch appeared with the fact that it is going mad.

목차 (Table of Contents)

• 목차
• I. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 4
• 3. 연구의 가설 = 4
• 4. 연구의 제한점 = 5
• II. 이론적 배경 = 6
• 1. 브랜드 이미지의 정의 = 6
• 2. 브랜드에 대한 개념 = 18
• 3. 브랜드 이미지 형성과 소비자 행동과의 관계 = 37
• 4. 브랜드 선택 의사결정과 영향요인 = 45
• III. 연구 방법 = 55
• 1. 연구대상 = 55
• 2. 조사도구 = 55
• 3. 자료수집방법 = 58
• 4. 연구설계 = 59
• 5. 자료처리 = 60
• IV. 연구 결과 = 61
• 1. 인구·사회학적 특성에 따른 브랜드 이미지의 차이 = 61
• 2. 국산 브랜드 이미지가 국산 충성도에 미치는 영향 = 67
• 3. 국산 브랜드 이미지가 국산 변경성에 미치는 영향 = 68
• 4. 외국 브랜드 이미지가 외국 충성도에 미치는 영향 = 69
• 5. 외국 브랜드 이미지가 외국 변경성에 미치는 영향 = 70
• V. 논의 = 71
• VI. 결론 및 제언 = 74
• 1. 결론 = 74
• 2. 제언 = 76
• 참고문헌
• 부록
• ABSTRACT