브랜드 수산물이 소비자 태도를 매개로 구매의도에 미치는 영향

장영수 ( Young Soo Jang ),이유진 ( Yu Jin Lee ) 한국수산경영학회 2011 수산경영론집 Vol.42 No.1

Today, the consumer is more careful in buying goods, invests more time in collecting relevant information to avoid any potential danger, and restricts from potential impulse buying. To react this consumer`s carefulness, the seafood brands provide much information including the origin labeling system, the traceability, the food`s safety & hygiene. Also the branding by region or company is pursued. Like that, a seafood brand`s importance is increased, but there lack few researches dealing how current consumer`s attitude influences on real purchase behavior, and how the attitude works consumer purchase decision. Therefore, this study researched the brand`s influence on the consumer`s attitude and purchase intention. For this purpose, this study targeted the salty mackerel and the dried yellow corvina because they are already branded and sold in some popularity, and researched how a brand`s popularity, its image, and its recognized quality could effect on the consumer`s attitude and purchase intention. As the result, it was appeared that a seafood brand`s popularity didn`t directly effect on the consumer`s purchase intention, but indirectly influenced through the consumer`s attitude as a parameter. From this result, improving a seafood brand`s popularity needs some time to form the consumer`s positive attitude and to lead to consumer purchase intention of seafood brand. So, it is thought that various promotion activities for seafood consumption must be continually performed rather than some temporary special events. Consumers showed more positive attitude on familiar seafood based on a products original place and the freshness. Also they had better feeling about some seafood with their speciality images rather than the same kinds of products produced in other regions. This attitude temporarily led to purchase intention. Therefore, it is important that the branding strategy development should start from some seafood familiar to us in traditional food culture and food habit, but should delivery the reliance and the freshness in accurately indicating their origins, and should emphasize their differences as specialities. Consumers showed some positive attitudes on the seafood featuring the hygiene, the safety, continual good quality, and their attitudes led to their purchase intentions in temporary. The seafood product reflecting these results the best is the marketing activities on some Andong salty mackerel products acquired HACCP certification. it is thought that a seafood`s branding strategy should be established on distinctive branding strategies using reliable certification mark like HACCP based on the hygiene, the safety, and the quality.

공정무역제품의 다차원적 소비가치가 태도 및 구매의도에 미치는 영향

민대기,권기대,김동범 한국기업경영학회 2012 기업경영연구 Vol.19 No.4

Recently many consumers have been concerned about ethical product so called coffee, chocolate, tea, clothes, sugar handicrafts et al., and the real purchasing power on the fair trade of ethical products have been increased in korea. and many scholars who have interest in about fair trade product take a prominent figure in the academic circles. The purpose of this study are to investigate the relationship among multidimentional consumption value, consumer’s attitude, and purchase intention on the customers with fair trade product (food) use/purchase experience. For the theoretical model of consumer’s buying decision making on fair trade, this study is based on the modified theory suggested by Engel, Blackwell and Miniards (1982). To accomplish the purpose of this study, The conceptual model of the hypothetical structure was established through the research and examination of second documentary records and articles. Next follows the analysis of questionnaire among consumers with fair trade product (food) use/purchase experience to question consumption value, consumer’s attitude, and purchase intention. The data of 167 samples collected both on line and off line survey from 16 November, 2011 to 8 December, 2011 were analyzed by frequency analysis, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis after exception missing data through coding, trimming and refining process of raw material data using SPSS 18.0. The results of this study can be summarized as follows First, multidimensional consumption value of functional value, psychosocial value, and aesthetic․ emotional value have a positive effect on consumer’s attitude on fair trade product. However on the other hand, multidimensional consumption value of economic value, conditional value, and epistemic value have a negative impact on consumer’s attitude on fair trade product. Second, consumer’s attitude of fair trade product (food) showed a positive influence on consumer’s purchase intention. Third, multidimensional consumption value of economic value, psychosocial value, and aesthetic․emotional value have a positive effect on consumer’s purchase intention. However on the other hand, multidimensional consumption value of functional value, conditional value, and epistemic value have a negative effect on consumer’s purchase intention. Firth, from the analysis result of mediate effect of consumer’s attitude to influence relationship between psychosocial value, aesthetic․emotional value values and purchase intention. Therefore, to supplement this study, more objective theoretical models that can bring out the relationship between fair trade product and consumer’s attitude and purchase intention must be created. The result of this study has some implications of consumer’s purchase behavior theory on the fair trade products for the experts at consumer’s culture studies, consumer’s ethical behaviors and international marketing strategy. An early studied of fair trade mainly have been concerned about unidimentional consumption values. This study are differentiated from multidimentional consumption values perspectives. and for the first time marketing strategy which look into the future focused on consumption value of psychosocial value at the fair trade, and prior marketing strategy for revitalized fair trade have a distinctive superior quality guarantee, design development and reasonable price. The future’s studies with concerned this topics are needed to elaborate the measure of consumption value about fair trade, generation’s lifestyle on fair trade product and to help the understanding of consumer’s fair trade consumption behavior with the quantitative data. 공정무역 제품을 구매하는 소비자를 대상으로 총 167부의 설문지를 회수하여 공정무역 제품에 대한 다차원적 소비가치가 제품 태도 및 구매의도에 미치는 영향 관계를 살펴보았다. 본 연구의 진행을 위해 연구의 목적을 세우고, 이를 달성하기 위해 연관된 구매의사결정이론 검토와 분석을 통해 연구결과를 도출하였다. 연구가설 검정의 결과는 다음과 같다. 첫째, 공정무역 제품에 대한 다차원적 소비가치와 공정무역 제품에 대한 소비자 태도의 영향관계를 검정한 결과 기능적 가치, 사회심리적 가치, 미적/감정적 가치요인이 공정무역 제품 태도에 정(+)의 영향을 미치는 것으로 나타났다. 반면에 경제적 가치, 상황적 가치, 진귀적 가치는 공정무역 제품 태도에 영향을 미치지 않았다. 둘째, 공정무역 제품에 대한 소비자 태도와 구매의도의 영향관계를 검정한 결과 태도가 구매 의도에 정(+)의 영향을 미치는 것으로 분석되었다. 셋째, 공정무역 제품에 대한 다차원적 소비가치와 구매의도의 영향관계를 검정한 결과 경제적 가치, 사회심리적 가치, 미적/감정적 가치요인이 공정무역 제품 태도에 정(+)의 영향을 미치는 것으로 확인된 반면에 소비가치의 다차원 변수인 기능적 가치, 상황적 가치, 진귀적 가치는 공정무역 제품 태도에 영향을 미치지 않았다. 넷째, 소비자의 제품태도가 소비가치와 구매의도에 미치는 영향을 매개하는지 검정한 결과 사회심리적 가치와 구매의도 사이에 태도가 부분 매개한다는 것으로 나타났고, 미적/감정적 가치와 구매의도 사이에 태도가 완전매개하는 것으로 파악되었다. 전략적 시사점과 연구의 한계 그리고 미래연구의 제언은 결론부분에 언급하였다

부정적 사건 발생이 소비자-브랜드 관계와 브랜드 태도에 미치는 영향

이희정(Lee, Hee Jung),강명수(Kang, Myung Soo) 한국소비문화학회 2013 소비문화연구 Vol.16 No.3

본 연구는 기업이나 브랜드에 불가피하게 발생할 수 밖에 없는 부정적 사건에 대응하기 위한 전략적 방법에 대하여 연구하였다. 장기적 관점의 소비자-브랜드 관계와 상대적으로 단기적 관점의 브랜드 태도가 부정적 사건의 발생으로 인해 어떤 영향을 받는지 확인하고 구체적으로 소비자의 손실 유형과 브랜드 성격에 따라 부정적 사건의 영향력이 어떻게 달라지는지 알아보았다. 또한 부정적 사건 이후에 기업이나 브랜드 차원의 회복 노력이 소비자-브랜드 관계와 브랜드 태도에 미치는 영향을 알아보고 소비자 손실 유형과 회복 노력 유형의 일치 여부에 따른 회복 정도를 살펴보았다. 부정적 사건으로 인한 소비자의 손실 유형은 경제적 유형의 손실과 사회적 유형의 손실로 구분하였으며 브랜드 성격에 따른 영향은 가장 많은 비중을 차지하는 성실한 브랜드와 흥미진진한 브랜드에 대하여 살펴보았다. 기존 부정적 사건에 대한 연구는 포괄적 부정적 사건에 대해 다루거나 기업 입장의 부정적 사건 발생 원인에 대해 다루고 있는 것이 대부분이라 소비자 입장에서 부정적 사건으로 인해 어떤 손실을 입게 되며 이를 회복하기 위해 소비자에게 어떤 조치를 취해야 하는지에 대한 연구는 부족했다. 따라서 본 연구에서는 소비자 입장에서 부정적 사건으로 인해 받는 손실의 유형에 따른 영향력에 대해 알아본 데 의미가 있겠다. 본 연구는 총 8가지 종류의 실험 상황을 통해 연구가설을 검증하였다. 두 가지 성격의 브랜드에 대한 평소의 소비자-브랜드 관계와 브랜드 태도를 알아본 후 경제적, 사회적 손실을 주는 두 유형의 부정적 사건을 제시하고 2가지 종속변수를 재측정하였다. 이후 부정적 사건에 대한 회복 노력의 두 가지 유형을 제시하여 2가지 종속변수를 측정하여 회복 정도를 파악하였다. 이를 통해 부정적 사건은 소비자-브랜드 관계와 브랜드 태도에 부정적 영향을 주며 성실한 브랜드가 흥미진진한 브랜드보다 부정적 사건에 더 민감하였다. 다음으로 부정적 사건 이후 회복 노력을 기울였을 때 긍정적 영향이 발생했으며 특히 경제적 유형의 손실을 주는 부정적 사건의 경우 회복 노력의 긍정적 영향이 더 높았고 부정적 사건의 손실 유형과 회복 노력의 유형이 일치할 때 소비자에게 더 긍정적 영향이 발생한 것을 확인하였다. This article reports strategies of coping with the inevitable crisis of brands or products. We research the effects of crisis on the consumer-brand relationship and brand attitude. Specifically, we study the differences of the effect according to the consumer loss type and brand personality. Also we consider the effects of recovery action on the consumer-brand relationship and brand attitude and the effects of the accordance of consumer loss type and recovery action type. The consumer loss types are economic loss and social loss. In prior research, consumers were more sensitive about economic risks. Thus, we suggest that a crisis resulting in consumers' economic loss affects more negatively on the consumer-brand relationship and brand attitude. The brand personalities are sincere and exciting. This study examines hypotheses with 8 kinds of experimental situations (2 brand personality x 2 consumer loss type x 2 recovery action). After the participants were provided with information about crisis and recovery action, they evaluated the loss types caused by crisis and types of recovery action. We checked that the participants properly recognized the difference between loss types and recovery action types. As a result, a crisis affects negatively on the consumer-brand relationship and brand attitude. But there is no difference of effect on the consumer-brand relationship and attitude by loss type of crisis. Also, as was hypothesized, a sincere brand is more sensitive to a crisis than an exciting brand. The results also reveal that recovery actions for consumer loss due to crisis have a positive effect on the recovery of a consumer-brand relationship and brand attitude. Concretely speaking, when an economic loss crisis occurs compared to when a social loss crisis does, the degree of recovery of the dependent variables is higher. In conclusion, this research investigated differentiated influences of consumer loss type of crisis on the consumer-brand relationship and brand attitude. Also, we identified different influences of brand personality and the effect of the accordance of recovery action with loss type caused by a crisis. Thus, we insist that this research has merits in that it could identify the impact of the loss type of crisis, brand personality and recovery action type on the consumerbrand relationship and brand attitude.

중국소비자가 글로벌브랜드에 대한 브랜드태도에 미치는 영향요소에 관한 연구

뚜안이, 이원준 청주대학 2018 우암논총 Vol.40 No.-

Recently, along with the change of global market environment's global economic trade, the limit of economic between nations had been changed. Globalnization will be an important strategy in domestic enterprises for the enterprises survive and become to join the ranks of global brands in the world market. In order to match the international trend, it is necessary find the attitude of brand influence factors of chinese consumers. This research is research about brand attitude's effect factors by the Chinese consumers's Psychological Factors of consumer's signt and in order to prove it will be a positive effect of chinese consumers that familiarity with the specific brand and the international brand by the brand familiarity will have a positive effect on the brand attitude. Then, the goal of this study is put forward to improve the importance of the brand globalnazition of the enterprise and research the influence of brand attitude by brand globalnaziton. In order to test hypotheses, frequency analysis was used to find out the distribution of variables based on demographic analysis, By making factor and reliability analysis to evaluate survey items of independent variable factor of organizing validity, investigate the relation between consumer attitude, brand familiarity, consumer psychological factors and action after purchase. Based on these, the relationship between the consumer attitude, brand familiarity, consumer psychological factors and action after purchase were hypothesized and verified. The result of this study is the qulity prefer factor, the service prefer factor of consumer psychological factors, and the brand familiarity, the brand globalnization make a positive effect on the attitude to brand of Chinese consumers. The social status prefer factor make any effect on the brand attitude of Chinese consumers. The study result of the relation between consumer attitude, repurchase and recommend intention proved that the consumer attitude make a positve effect on repurchase and consumer attitude make a positive effect on recommend intention. 오늘날 글로벌 시장의 환경은 세계 경제무역의 활발해짐에 따라 국가 간의 경제적 국경이 사라지고 세계화가 기업 생존전략의 중요한 과제 되었고 국내 기업도 글로벌 브랜드 대열에 합류하기 위해 세계 시장으로 눈을 돌리고 있다. 이 런 국제화 추세를 맞추기 위해 중국소비자에게 글로벌브랜드에 대한 태도를 영향하는 요소에 대한 연구하는 필요성이 있다. 본 연구는 소비자 측면에서 중국소비자가 글로벌브랜드 구매하는 심리적 요인에 대한 연구를 통해 브랜드태도에 대 한 영향을 측정하고 브랜드 친숙도가 브랜드태도에 미치는 영향에 대한 연구를 통해 중국소비자들은 특정 브랜드와 친 숙도가 높으면 글로벌브랜드에 대한 적극적인 영향을 주는 것을 측정하려는 목적이 있다. 또, 기업에게 브랜드글로벌성 을 제고하는 중요성을 제시하는 목적으로 브랜드글로벌성이 브랜드태도에 대한 영향을 연구하는 목적을 가지고 있다. 본 연구에서는 가설을 검증하기 위하여 인구통계학적연구를 위해 기초된 각종 변수의 분포를 알아보기 위해 빈도분 석을 사용한다. 본 연구모형에서 소비자 심리적 요인과 브랜드친숙도, 브랜드글로벌성, 브랜드태도, 재구매의도, 추천의도간의 관계 를 규명하기 위한 설문항목의 신뢰성을 평가하기 위해 신뢰도분석(Reliability Analysis)을 사용하고, 독립변수를 구성 하는 각 요인들에 대한 설문항목의 타당성을 평가하기 위하여 요인분석을 사용한다. 또한 독립변수의 집중 타당성을 위 하여 질문항목들에 대해 상관관계 분석을 실시하였으며, 회귀분석을 통해 가설들을 검증하였다. 연구결과는 중국소비자가 브랜드에 대한 태도는 소비자의 심리적요인의 품질추구요인, 서비스추구요인 및 브랜드 친숙도, 브랜드글로벌성의 영향을 받는 결과로 나타났다. 중국소비자에 대해 해당 브랜드에 대한 태도가 사회지위추구 요인의 영향을 받지 않는 결과가 나왔다. 소비자태도와 재구매의도 및 추천의도의 관계에 대한 연구결과 살펴보면 중국 소비자에 대해 소비자태도가 높을수록 재구매의도가 높다는 결과를 나타나며 소비자태도가 높을 수록 추천의도가 높 아지는 결과를 나타났다.

중국에서 휴대폰 리콜기업에 대한 소비자 태도가 구매의도에 미치는 영향: 리콜 만족도의 매개효과와 소비자 적극성의 조절효과를 중심으로

고숭,임성훈 한국무역연구원 2019 무역연구 Vol.15 No.2

This study examines the relationship between Chinese consumer attitudes of mobile phone recall and consumer purchase intention. It focuses on the moderating effects of consumer attitudes towards recall and the mediating effect of recall satisfaction. The results of applying the structural equation model to 245 samples to demonstrate the hypotheses: (1) Consumer attitudes towards mobile phone company’s recall attitudes have a positive impact on recall satisfaction; (2) Recall satisfaction has a positive impact on consumer purchase intention; (3) Consumer attitudes towards mobile phone company’s recall attitudes have a positive impact on consumer purchase intention; (4) Recall satisfaction can be a mediator between consumer attitudes toward mobile phone company’s recall and consumer purchase intention; and (5) Positive customer attitudes can be a moderator between consumer attitudes toward mobile phone company’s recall and consumer purchase intention. The results can be explained as follows: A recall company generally regards the recall problems as production costs increase, however it will be a chance to increasing customer’s satisfaction when utilizing positive attitudes of consumer towards product recall policy.

글로벌 브랜드에서 소비자-브랜드 관계 변수들의 인과관계 및 조절변수들의 효과

김규배,김병구 한국유통과학회 2017 유통과학연구 Vol.15 No.2

Purpose – There are many variables related to consumer-brand relationship such as brand attitude, attachment, commitment and brand loyalty and we should manage these all variables successfully to achieve a strong brand loyalty. The objective of this research is to investigate the path from brand attitude and brand attachment to brand commitment and brand loyalty. Specially, this article focuses on the moderating effects of brand type and consumer innovativeness in the causal relationships between variables. Research design, data, and methodology - The seven hypotheses were proposed and tested empirically in this research. Three of seven hypotheses were the effects of brand attitude and brand attachment on the brand commitment and brand loyalty. Another two hypotheses presented the moderating effect of brand type and other two hypotheses expressed the moderating effect of consumer innovativeness in the causal relationships between variables. Research data were collected from the surveying of university students and the 282 samples were used to test the proposed hypotheses empirically. We utilized SPSS 20.0 and AMOS 20.0 for statistical analyses such as reliability test, validity test and path analysis. Results - The results show that brand attitude influences the brand loyalty and brand attachment influences the brand commitment positively. The brand attachment also influences the brand commitment positively. We found that there is a moderating effect of brand type in the causal relationship between brand attitude and loyalty though there is no significant moderating effect in the causality between brand attachment and commitment. We also fount that there is no significant moderating effect of consumer innovativeness in the causal relationships among brand attitude, brand attachment, brand commitment and brand loyalty. In Summary, 5 of 7 hypotheses in this study were supported and 2 hypotheses were not supported. Conclusions – There is a path model of consumer-brand relationship from brand attitude and brand attachment to brand commitment and brand loyalty. Companies should provide their consumers with effective marketing program in every phase of consumer-brand relationship to build brand loyalty. In addition, there are possibilities that the relationships among brand attitude, brand attachment, brand commitment and brand loyalty are moderated by brand type and consumer innovativeness. Companies should consider perceived brand type and innovativenss of their consumers in planning and executing their various marketing programs for their brand management.

소비자 시민성이 윤리적 기업태도, 윤리적 소비와 소비자 충성도에 미치는 영향

구혜경 공주대학교 KNU 기업경영연구소 2018 기업경영리뷰 Vol.9 No.3

The purpose of this study is to examine the effect of consumer citizenship on ethical corporate attitude, ethical consumption and consumer loyalty. To achieve this, data were collected from the students of university located in cheongju. The results of this study can be summarized as follows. Hypothesis were verified in the effects of consumer citizenship, ethical corporate attitude, consumer’s ethical consumption, and consumer loyalty. First, consumer citizenship had a positive effect on ethical corporate attitude and ethical consumption. And ethical corporate attitude and consumer’s ethical consumption had a positive effect on consumer loyalty. However, ethical corporate attitude had no significant effect on consumer loyalty. Based on these results, we recognized the importance of consumer citizenship as a consumer capability and suggested implications for enhancing ethical consumption of university students. It is recommended that future research identify more varied dimensions of consumer citizenship, which will allow for a broader perspective toward determinants of consumer citizenship 현대사회에서 바람직한 소비자역할에 관한 지표로 소비자 시민성을 보았으며, 소비자 시민성에 관한 기존의 연 구들은 환경이나 윤리의식 등의 차원을 제시하지 못하고 있는 한계점을 보완하기 위해 소비자 시민성을 소비윤리 의식과 소비자 참여행동으로 나누어 살펴보았다. 본 연구에서는 소비자 시민성이 윤리적 기업에 대한 태도, 윤리 적 소비와 소비자 충성도에 어떠한 영향을 미치는지를 파악하고자 한다. 이를 위해 대학생들을 대상으로 설문조 사를 실시하여 자료를 수집 및 분석하였다. 실증분석결과, 소비자 시민성은 윤리적 기업에 대한 태도와 윤리적 소 비에는 긍정적 영향을 미치는 것으로 나타났다. 윤리적 기업에 대한 태도와 윤리적 소비는 소비자의 충성도에 긍 정적인 영향을 미치는 것으로 나타났다. 그러나 윤리적 기업에 대한 태도는 윤리적 소비에는 통계적으로 유의한 영향을 미치지 못하는 것으로 나타났다. 이러한 결과를 바탕으로 소비자 역량으로서 소비자 시민성에 대한 중요성을 인식시키고 대학생 소비자의 윤리 적 소비 고양을 위한 시사점을 제안하였다. 향후 연구에서는 소비자 시민성의 다양한 차원에 대한 추가적 연구뿐 만 아니라 윤리적 소비에 대한 소비자 시민성의 실체적 접근이 필요할 것이다.

중국에서 외국산 유아식품의 구매의도에 관한 연구

무시원,윤기창 한국유통과학회 2017 유통과학연구 Vol.15 No.3

Purpose – The aims of this study are follows. We investigated to find out how country image and brand image affect the consumer perceived value, consumer attitude, and purchase intention of foreign infant foods in China. Especially, we focused on investigate for the moderating role of consumer knowledge between national image, brand image and consumer perceived value of foreign infant foods in China. Research design, data, and methodology – This study analyzed the effect of national image and brand image on purchase intention through consumer perceived value and consumer attitude. This study collected data for empirical analysis of Chinese consumers who have been purchase experience infant foods in China. 256 copies of questionnaire data were used for substantial analysis. Before testing the hypothesis, factor analysis was conducted to test the construct validity of measurement items. Hypotheses about effects between variables were verified using structural equation modeling analysis and hierarchical regression analysis. Results – First, the country image had a positive effect on consumer perceived value of foreign infant foods. Second, the brand image had a positive effect on consumer perceived value of foreign infant foods. Third, the consumer perceived value had a positive effect on consumer attitude. Fourth, the consumer attitude had a positive effect on purchase intention. Fifth, the consumer knowledge was moderating roles between brand image and consumer perceived value of foreign infant foods. However, the consumer knowledge did not effect of moderating between country image and perceived value of consumers. Conclusions – First, the impact of country image and brand image on consumer perceived value of foreign infant foods in China can be seen as a universal psychology of consumers who trust pure foreign products such as high quality, technology, etc. Second, consumer perceived value of foreign infant foods has a positive effect on consumer attitude, and this attitude is leading to purchase intention. Third, the consumer knowledge between brand image and perceived value acts as a moderating variable. It means that the consumer’s knowledge can shape the perception of the brand image more strongly.

A study on perceived advertising value and attitude toward mobile advertising : Focus on the effect of moderators

유문용(Wen Long Liu),장형유(Hyeong Yu Jang),조염(Yan Zhao),이한경(Han Kyoung Lee) 한국창업학회 2012 한국창업학회 Conferences Vol.2012 No.-

In order to perform mobile marketing activities more effectively, marketers and researchers pay more and more attention to mobile advertising which is considered to be an important marketing tool and continuous area for research. As one of the issues, attitudes toward advertising have been a focus of attention for a long time. Previous studies verified and emphasized that consumer attitude toward mobile advertising is significantly affected by the perceived entertainment, informativeness and credibility of an advertisement causing the way consumers evaluate the value of it. However, the general attitude toward advertising manifests itself not only through perceived advertisement value but also through some factors from implementation process and consumers themselves such as the form of advertisement, the agreement between company and consumer, the involvement consumers pay to mobile advertising and their experience of using mobile advertisement for shopping.. To cast light on the role of company-factors and consumer-factors, the following sub questions will be explored empirical research : 1. How different are consumers perceived mobile advertising value according to company-factors or consumer-factors? 2. Does any company-factor or consumer-factor have a moderating effect between consumers perceived mobile advertising value and advertising attitude? According to a t-test comparative analysis, we found that all company-factors and consumer-factors affect the consumer s perceived mobile advertising value positively. The result of hierarchical regression analysis reveals that, all of the moderator have moderating effect between perceived credibility and advertising attitude. Specially, among company-factors, incentive is the most attractive to consumers as expected. Prior permission is playing a role as always. As well, different forms of advertisement give different information of product and different visual experience which makes moderating effect on attitude to a certain degree. On the other hand, the result shows that both of two consumer-factors have a significant moderating effect between consumers perceived credibility and advertising attitude. Consistent with common sense, the level of involvement and the using experience always lead people to evaluate some product or service differently.

소비자 관여도를 고려한 브랜드 가치 제공, 브랜드 태도, 브랜드 애착의 관계

김규배,김병구 한국유통과학회 2016 유통과학연구 Vol.14 No.2

Purpose – Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology – The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions( utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results – The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions – Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.