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남녀골프용품 소비자의 감성적 소비성향과 브랜드 동일시 및 브랜드 충성도의 구조적 관계
허진영 (Huh, Jin-Young) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.1
The purpose of this study was to identify the construct relationship between emotional consumption, brand identification, and brand loyalty in golf goods consumers of male and female. To obtain the purpose, 400 golf goods consumers from Seoul area answered questionnaire using convenient sampling method. Data which is obtained through self-administration was analyzed using by the frequency analysis, EFA, CFA, and SEM with SPSS 18.0 and AMOS 18. Results were as followed. First, symbolic, functional, hedonic, and conspicuous consumption tendencies of emotional consumption behavior have influenced on brand loyalty through brand identification. Aesthetics has not influenced on brand identification. The functional and aesthetics behavior has directly influenced on brand loyalty. Second, there is a significant difference of one direct path in test of the structural model invariance across grade(symbolic consumption tendency → brand loyalty). Although no differences were found in paths for male and female, paths in test of the structural model invariance was clearly different.