THE ROLE OF LUXURY BRAND ATTACHMENT ON CONSUMER BRAND RELATIONSHIP

Anwar Sadat Shimul,Michael Lwin,Ian Phau 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

This study aims to investigate the role of luxury brand attachment on consumer brand relationship by examining the relationship with trust, commitment, satisfaction and loyalty. This also examines the interrelationships among trust, commitment, satisfaction and loyalty from luxury branding context which provides a good number of theoretical and practical implications. Introduction The global luxury market exceeded $1 trillion in the year 2015 with a 5% annual growth (Bain & Co., 2015). However, industry experts predict that the luxury industry will face challenges in upcoming year primarily due to the economic instability and turmoil in the global foreign exchange market (Robert, 2015). Therefore, the luxury brand executives should carefully target their future consumer segment to sustain the current growth (Luxury Society, 2015). Earlier studies demonstrate that consumers seek various types of emotional benefits from luxury brands such as status seeking (Nelissen & Meijers, 2011), hedonic pleasure (Tsai, 2005), feeling good (Aaker, 1999), pleasurable experience (Atwal & Williams, 2009), mental peace (Silverstein & Fiske, 2003), and impressing others (Wiedmann, Hennigs, & Siebels, 2009). Moreover, these emotional benefits create a comprehensive and memorable experience in terms of ownership and consumption of luxury brands (Choo et al., 2012). Therefore, luxury brand marketers should emphasize more on emotional attachment for building a long term and sustainable customer relationship (Orth et al., 2010). Research Gap Existing literature on consumer-brand relationship mostly considers cross-cultural issues (Chang & Chieng, 2006), reviving brand loyalty (Fournier, 1997), consumer attitude (Aggarwal, 2004), satisfaction (Sung & Choi, 2006), self-brand connection (Cheng et al., 2012), trust-based commitment (Hess & Story, 1995) and such other dimensions on brand evaluation (e.g. Swaminathan et al., 2007). Few studies have considered luxury products (Hodge et al., 2015) and the role of emotional aspects (Hwang & Kandampully, 2012) in the consumer-brand relationship. Still, there is a lack of empirical support for understanding the role of luxury brand attachment into the construct. This research will attempt to fulfil these research gaps. Conceptual Model and Hypotheses Psychological theories explain attachment as the tie between a person and an object or any other components (Bowlby, 1979; Hazan & Shaver, 1994). Brand attachment is defined as a long-term and commitment oriented tie between the consumer and the brand (Esch et al., 2006). The conceptualization of luxury brand demonstrates that the inherent traits of luxury brands are distinctiveness, high transaction value, superior quality, inimitability, and craftsmanship; and luxury brand consumption is mostly emotion laden (Nueno & Quelch, 1998). Based on the existing attachment concepts and theories, we define luxury brand attachment as the emotional bond that connects a consumer with a specific brand and develops deep feelings toward the brand. Several past studies have found that brand attachment reinforces brand trust and there is a positive relationship between brand attachment and trust (e.g. Belaid & Behi, 2011). In addition, Esch et al. (2006) argue that brand satisfaction and brand attachment are interrelated and satisfaction results long-term consumer-brand relationships (Gladstein, 1984). Moreover, strong commitment from the consumers has been identified as a critical factor of long lasting brand relationship (Li et al., 2014; Sung and Choi, 2010). Further, Thomson et al. (2005) find that brand attachment creates behavioural loyalty for which consumers are also willing to pay higher prices. Expecting similar relationship from luxury branding context, we propose that H1: The higher the luxury brand attachment, the greater the consumers trust in that brand. H2: The higher the luxury brand attachment, the greater the consumer satisfaction for that brand. H3: The higher the luxury brand attachment, the greater the consumer commitment to that brand. H4: Higher luxury brand attachment leads to higher behavioural loyalty to that brand. Scholars explain that satisfaction is an essential element of brand loyalty and both the constructs are positively related (e.g. Agustin and Singh, 2005). Past researches find that highly satisfied consumers demonstrate repeat purchases (e.g. Bennett et al, 2005). Past studies also show that trust toward the brand results brand loyalty and strengthen the relationship (Bansal et al., 2014; Belaid & Behi, 2011). Fournier (1997) identify brand trust as the key determinant of brand loyalty. Thus, we propose that H5: Higher satisfaction to the luxury brand leads to higher behavioural loyalty to that brand. H6: Higher trust to the luxury brand leads to higher behavioural loyalty to that brand. Ganesan (1994) argue that a satisfied customer develop trust toward a specific brand. In support of this, Belaid & Behi (2011) state that if a brand becomes successful in fulfilling the promise with consistence performance, the consumer will have satisfaction and positive feeling about the brand. In addition, the authors find a positive relationship between brand commitment and behavioural loyalty. Expecting similar relationship from luxury branding context, we propose that H7: The higher the trust in luxury brand, the more customer satisfaction in that brand. H8: Higher commitment to the luxury brand leads to higher behavioural loyalty to that brand. Summary of the hypothesised relationships are illustrated in Figure 1. Methodology The simple random sampling will ensure proper representation of the target population and eliminate the sampling bias (Cook & Campbell, 1979; Zikmund, 2002). The sample population will be 300 young Australian consumers aged between 20-30 years. Previous studies have found that there is a growth in luxury brand purchase by individuals in younger age groups e.g. 20 – 30 (Hung et al., 2011). Therefore, this is representative of the possible drift in the ages of consumers in the market for luxury brand purchase (Han et al., 2010). A consumer panel from Qualtrics database will be used and the sample frame consists of consumers who have higher brand likeability (Martin & Stewart, 2001). Established scales will be used to measure the constructs. All items will be measured on a seven-point Likert scale with 1 representing “strongly disagree” and 7 representing “strongly agree”. Research Significance This would be the very first study to investigate the role of luxury brand attachment in consumer brand relationship. This research will provide meaningful insights for the brand managers, brand strategists and advertising managers. This research will assist luxury brand managers in allocation of resources for the action plans that will ensure a stronger tie with the consumers in a cost efficient way. For brand managers luxury brand attachment may help them with segmentation process and well as providing direction on improving attachment to the consumers to influence trust, commitment, satisfaction, and loyalty.

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.

메타버스 마켓플랫폼에서의 소비자 체험이 향후 사용 의도에 미치는 영향

김효진,안명아 한국유통경영학회 2023 유통경영학회지 Vol.26 No.4

Purpose: The purpose of this study was to examine relationships among consumer experience (sensory experience; affective experience; intellectual experience; behavioral experience), trust, commitment, and use intention in the metaverse market. Finally, we attempted to provide meaningful implications for consumer experience in metaverse platform. Research design, data, and methodology: This study conducted an online survey after having 298 adult male and female living in the metropolitan area, Korea experience the metaverse market such as Samsung Electronics and Gucci. First, an confirmative factor analysis was performed to confirm reliability and validity. Second, a discriminant validity was conducted based on the reliability and confirmative factor analysis results. Finally, we tested hypotheses and model fit. Results: First, in correlation between consumer experience and trust, among the sub-types of consumer experience, affective experience and intellectual experience have been found to have positive effects on consumer trust. On the other hand, sensory and behavioral experiences are found to have no significant effects on consumer trust. Second, in correlation between consumer experience and commitment, among the sub-types of consumer experience, it has been found that sensory and behavioral experiences have positive effects on consumer commitment. Meanwhile, affective and intellectual experiences are found to have no significant effects on consumer commitment. Third, it has been found that consumer commitment and trust have positive effects on intention to use the metaverse. Implications: This study implicated present how to devise effective communication strategies in operating a metaverse platform regarding consumer needs and rapidly changing consumer market environment.

THE IMPACT OF SUSCEPTIBILITY TO GLOBAL CONSUMER CULTURE ON COMMITMENT AND LOYALTY: TESTING OF THE MODERATING EFFECT OF COUNTRY OF ORIGIN

Jae-Kwang Hwang,Sally Kim,Dongkeun Yoo,Phil Soo Lee,Yong-Ki Lee 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

As the global cosmetics market becomes more competitive, cosmetics firms need to be more market-oriented. Consumers purchase cosmetics products not only based on product-related attributes (e.g., function) but also for non-product-related reasons such as novelty and a pursuit of variety. They are exposed and have access to a variety of choices imported from other countries, which further complicates decision-making. Globalization offers great opportunities for marketers as it may help expand the horizon of the market beyond the domestic boundary. Given that the market is becoming more competitive, it is imperative to understand what influences purchase decisions of global consumers. This study considers and examines extended susceptibility to global consumer culture (Extended SGCC) and its effect on affective commitment, which in turn influences behavioral commitment and loyalty. We consider four elements of extended SGCC: conformity to consumer trend, social prestige, quality perception, and corporate social responsibility. In addition to examining the structural relationships among the variables, we test whether country of origin (COO) moderates the proposed relationships. In order to test the model, we collected data from the purchasers of botanical cosmetics products that came from several different countries. A total of 798 users participated in the survey (425 users of domestic brands and 373 users of foreign brands). We performed several analyses related to the measurement model such as reliability analysis (Cronbach’s alphas), confirmatory factor analysis, and correlations analysis. Using SPSS 21.0 and AMOS 21.0, we estimated the structural model. The overall model fit indices include: χ2=1118.934 with df=239, p=0.000; GFI=0.884; AGFI=0.855; NFI=0.924; CFI=0.934; RMSEA=0.068; RMR=0.069. The study finds that all elements of SGCC, with the exception of social prestige, have a significant influence on affective commitment. Specifically, conformity to consumer trend is found to have a significant effect on affective commitment. This means that consumers who conform to the global trend tend to have a higher level of commitment. One implication is that cosmetics firms may want to communicate to the consumers that their products fit the lifestyle corresponding to the global trend. Contrary to our expectation, social prestige is not found significantly related to affective commitment. It seems that social prestige is not an important factor in choosing botanical cosmetics products. This is understandable because, unlike some prestige products that consumers wear or use to be associated with their image or perceived quality (e.g., car, handbag), consumers may not purchase botanical cosmetics products to upgrade their social status. As expected, quality perception has a significant positive effect on affective commitment. The study shows that quality perception has the most significant impact on affective commitment. Corporate social responsibility (CSR) is also found to have a significant impact on affective commitment. The finding suggests that companies should be or remain active in taking initiatives that advance social welfare. Our study shows that both affective and behavioral commitments are positively related to customer loyalty. Behavioral commitment, which consists of items representing purchase tendency, has a greater influence on loyalty than affective commitment. We anticipated that country of origin (COO) would moderate the proposed relationships. We find no significant moderating effect of COO. This can be interpreted that the structural relationships are upheld regardless of COO. It seems that global consumers evaluate foreign brands in the same manner as they do domestic brands. This suggests that cosmetics firms may want to be careful in differentiating their strategies based on countries as the return on investment may not be as handsome as they thought and global consumers may have more similarities than differences with respect to how they evaluate and purchase cosmetics products.

프로축구 관람 소비자의 관람제약요인, 응원활동, 응원몰입 및 소비자행동 관계

조용찬(Yong Chan Cho),남재준(Jae Jun Nam) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.50

The purpose of this study was to closely examine relationship among Professional football spectating consumers` watching limitation, cheering activity, cheering commitment, and consumer behavior. Also, the aim was to utilize it as useful information available for establishing a marketing strategy by verifying the mediating effect of cheering commitment according to relationship between watching limitation and consumer behavior and the mediating effect of cheering commitment according to relationship between cheering activity and consumer behavior. For this, a questionnaire survey was carried out targeting home spectators who directly visited Sangam World-Cup Stadium for watching games of 「Hyundai Oil Bank K-League 2011」. It examined questionnaire given data analysis and used 425 copies except 75 copies of questionnaires, which have insincere response or were omitted. An analysis of the collected data was carried out exploratory factor analysis, reliability analysis, and correlation analysis by using SPSS 18.0 Window Version. Confirmatory factor analysis and SEM(Structural Equation Model) were carried out by using AMOS 18.0. The following results were elicited. First, the watching limitation was indicated to have negative(-) significant influence upon cheering commitment. Second, cheering activity was indicated to have positive(+) significant influence upon cheering commitment. Third, cheering commitment was indicated to have positive(+) significant influence upon consumer behavior. Fourth, watching limitation was indicated to have negative(-) significant influence upon consumer behavior. Fifth, cheering activity was indicated not to have positive(+) significant influence upon consumer behavior. Sixthly, the partial mediating effect of cheering commitment was indicated in relationship between watching limitation and consumer behavior. Seventh, the perfect mediating effect of cheering commitment was indicated in relationship between cheering activity and consumer behavior. Eighth, the moderating effect of team confidence(high/low) was indicated in relationship among watching limitation, cheering activity, cheering commitment and consumer behavior, in relationship between watching limitation and consumer behavior and in relationship between watching limitation and cheering commitment.

주얼리 산업의 브랜드 개성이 소비자 몰입 및 브랜드 충성도에 미치는 영향

여영(LYU, LING),최정애(CHOI, JEONG-AE) 한국문화산업학회 2021 문화산업연구 Vol.21 No.1

현재 과학 기술의 발전으로 주얼리 산업이 무한 경쟁의 시장 환경에서 살아남기 위하여 효율적인 브랜드 관리가 고객의 소비 성향이다. 본 논문은 주얼리 브랜드 개성과 소비자 몰입이 브랜드 충성도에 미치는 영향 요인을 검증하기 위하여 전체적인 모형을 분석하였다. 브랜드 개성, 소비자 몰입, 브랜드 충성도 등의 요인들을 선정하여, 설문조사를 실시하였고 SPSS25.0 및 AMOS25.0으로 통계분석을 하였다. 실증분석의 주요 결과로 첫째, 브랜드 개성 변수의 하위 변수(유능함, 역동성)들은 소비자 몰입에 정(+)의 유의한 영향으로 나타났다. 둘째, 소비자 몰입은 브랜드 충성도에 정(+)의 유의한 영향으로 나타났다. 셋째, 브랜드 개성 변수의 하위 변수(유능함, 역동성)들은 브랜드 충성도에 정(+)의 유의한 영향으로 나타났다. 넷째, 브랜드 개성 변수의 하위 변수(유능함, 역동성)들은 소비자 몰입이 매개변수로 브랜드 충성도에 정(+)의 유의한 영향으로 나타났다. 결론적으로 주얼리 산업의 브랜드 개성에 대한 소비자의 인식은 소비자 몰입의 정도에 직접적인 영향을 주는 것을 알 수 있다. 또한, 소비자 몰입수준이 높을수록 브랜드에 대한 충성도가 높아지는 것을 의미한다. 소비자 몰입이 브랜드 개성과 브랜드 충성도 사이에서 매개 역할을 한다는 것을 알 수 있다. 하지만 브랜드 개성은 브랜드 충성도에 직접적인 영향을 미치기에 소비자 몰입의 매개 효과는 부분매개로 인식하였다. Currently, efficient brand management is the propensity of customers to consume in order for the jewelry industry to survive in an infinite competitive market environment due to the development of science and technology. This paper analyzes the overall model to verify the impact factors of jewelry brand personality and consumer commitment on brand loyalty. Factors such as brand personality, consumer commitment and brand loyalty were selected, surveyed, and statistical analysis was conducted with SPSS25.0 and AMOS25.0. As a major result of empirical analysis, first, sub-variables (competence, dynamics) of brand personality variables have been shown to have a significant influence on consumer commitment (+). Second, consumer commitment has been shown to be a significant influence on brand loyalty. Third, sub-variables (competence, dynamics) of brand personality variables have been shown to be a significant influence on brand loyalty (+). Fourth, sub-variables of brand personality variables (competence, dynamics) have been shown to be significant effects of consumer commitment on brand loyalty as parameters. In conclusion, it can be seen that consumers" perception of brand personality in the jewelry industry directly affects the degree of consumer commitment. Furthermore, a higher level of consumer commitment means greater loyalty to the brand. It can be seen that consumer commitment serves as a medium between brand personality and brand loyalty. However, since brand personality directly affects brand loyalty, the mediating effect of consumer commitment is recognized as a partial parameter.

스마트 상품의 지능 속성이 소비자 몰입도에 미치는 영향 : 베트남 소비자를 중심으로

찡응옥헌(Trinh, Ngoc Han),이선미(Lee, Seon Mi),박종철(Park, Jong Chul) 한국상품학회 2021 商品學硏究 Vol.39 No.6

본 연구는 스마트 상품 지능 속성(자율성, 능동성, 연결성, 인식도)이 소비자 몰입도에 미치는 효과를 고찰하였다. 게다가 이들 관계에서 지각된 적합성, 지각된 복잡성, 그리고 지각된 상대적 이점의 조절효과를 고찰하였다. 분석결과, 스마트 상품 지능 속성 중 자율성이 소비자 몰입도에 미치는 효과는 지지되지 않았으나, 능동성, 연결성, 그리고 인식도는 소비자 몰입도에 유의한 영향을 미치는 것으로 나타났다. 또한 조절회귀 분석결과, 능동성과 연결성, 인식도가 소비자 몰입도에 미치는 효과는 지각된 적합성에 의해서 조절되는 것으로 나타났다. 구체적으로 지각된 적합성이 클수록 스마트 상품의 지능 속성(b. 능동성, c. 연결성, d. 인식도)이 소비자 몰입도에 미치는 긍정적 영향력은 더 높아지는 것을 확인할 수 있었다. 그리고 스마트 상품 지능 속성 중 자율성과 능동성이 소비자 몰입도에 미치는 효과는 지각된 복잡성에 의해서 조절되는 것으로 나타났다. 즉 지각된 복잡성이 클수록 스마트 상품의 지능 속성(a. 자율성, b. 능동성)이 소비자 몰입도에 미치는 부정적 영향력은 더 커지는 것을 확인할 수 있었다. 끝으로 스마트 상품 지능 속성 중 능동성이 소비자 몰입도에 미치는 효과는 지각된 상대적 이점에 의해 조절되는 것으로 나타났다. 구체적으로 지각된 상대적 이점이 클수록 스마트 상품의 지능 속성(능동성)이 소비자 몰입도에 미치는 긍정적 영향력은 더 커지는 것을 확인할 수 있었다. This study examined the effects of smart product intelligence attributes (actuation, dynamism, connectivity, and awareness) on consumer commitment. In addition, the moderating effects of perceived compatability, perceived complexity, and perceived relative benefits in these relationships were examined. As a result of the analysis, the effect of actuation on consumer commitment among smart product intelligence attributes was not supported, but perceived compatability, perceived complexity, and perceived relative benefits were found to have a significant effect on consumer commitment. Also, as a result of the regression analysis, it was found that the effects of perceived actuation, perceived connectivity, and perceived awareness on consumer commitment were controlled by perceived compatability. Specifically, it was confirmed that the greater the perceived compatability, the higher the positive influence of the intelligent attributes of smart products (b. actuation, c. connectivity, and d. awareness) on consumer commitment. In addition, among the intelligence attributes of smart products, the effects of perceived actuation and perceived dynamism on consumer commitment were found to be controlled by perceived complexity. That is, it was confirmed that the greater the perceived complexity, the greater the negative influence of the intelligence attributes of smart products(a. autonomy, b. dynamism) on consumer commitment. Finally, it was found that the effect of dynamism on consumer commitment among smart product intelligence attributes was controlled by the perceived relative advantage. Specifically, it was confirmed that the greater the relative advantage, the greater the positive influence of the intelligent attribute(dynamism) of smart products on consumer commitment.

커피전문점에서의 고객 만족, 고객 몰입, 관계 성과에 관한 연구

박현실(Hyun Sil Park) 한국조리학회 2010 한국조리학회지 Vol.16 No.5

This study identified the causal relationships among customer satisfaction, consumer commitment, and relational outcomes(i.e., positive word-of-mouth intentions and increased customer share) in coffee houses. The results showed that satisfaction had positive impacts on consumer commitment(γ=0.40, t=5.44, p<0.001), positive WOM intentions(γ=0.49, t=7.47, p<0.001), and increased customer share(γ=0.52, t=7.49, p<0.001). Consumer commitment also had positive impacts on positive WOM intentions(β=0.41, t=6.52, p<0.001) and increased customer share(β=0.26, t=3.97, p<0.001). Considering the direct effects only, satisfaction had the largest impact on increased customer share while consumer commitment did on positive WOM intentions. In addition, the direct effects of satisfaction on relational outcomes were greater than those of consumer commitment. In terms of the total effects, however, relational outcomes were maximized when we combined the direct effects of satisfaction and the indirect effects of satisfaction through consumer commitment. This result supported that consumer commitment played a partial mediating role between satisfaction and relational outcomes. Furthermore, it implied that coffee houses would take full advantage of relational outcomes when they made their customers satisfied and committed to the relationship.

패밀리 레스토랑의 고객의존과 긍정적 구전효과의 관계에서 고객몰입의 매개효과에 관한 연구

김현정 한국자료분석학회 2010 Journal of the Korean Data Analysis Society Vol.12 No.4

The purpose of the study is to identify the causal relationships among the antecedents of consumer commitment(identification, switching costs, satisfaction), consumer commitment, and the outcome(positive word-or-mouth intentions) and to examine the mediating role of consumer commitment between its antecedents and outcome in the family restaurant context. An online survey was administrated from January 19th to March 6th in 2009 and collected 510 usable responses. Confirmatory factor analysis and structural equation modeling were used to analyze the data. The results showed that consumer commitment was positively influenced by identification, switching costs, and satisfaction; positive word-of-mouth(WOM) intentions were positively affected by consumer commitment and satisfaction. Furthermore, the results supported that consumer commitment was a full mediator of the effects of identification and switching costs on positive WOM intentions, respectively. Thus, this study recommended that family restaurants strive to achieve consumer commitment by emphasizing identification, switching costs, and satisfaction in order to increase consumers' positive WOM intentions. 본 연구는 몰입을 고객과 서비스 기업 간 관계 확장(expansion)이 성공적으로 이루어졌을 때 발생하는 최대의 상호의존 상태로 보고, 몰입과 몰입의 선행요인(고객의 동일시, 전환비용, 고객만족) 및 후생요인(긍정적 구전효과)을 제시, 고객몰입의 매개변수로서의 역할을 규명하였다. 설문은 온라인 설문조사를 통해 2009년 1월 19일부터 3월 6일까지 47일간 이루어졌으며, 총 510개의 유효한 표본을 얻었다. 수집된 자료는 탐색적 요인분석과 구조방정식모형을 통해 분석하였다. 연구결과 고객몰입은 고객의 동일시, 전환비용, 고객만족에 모두 긍정적인 영향을 받는 것으로 나타났으며, 긍정적 구전효과는 고객몰입 및 고객만족의 영향을 받는 것으로 나타났다. 아울러 고객몰입은 고객의 동일시와 긍정적 구전효과, 전환비용과 긍정적 구전효과 사이의 완전매개변수 역할을 하고 있음이 밝혀졌다. 따라서 패밀리 레스토랑은 긍정적 구전효과를 증대시키기 위해서 고객의 동일시, 전환비용, 고객만족을 통한 고객몰입 증대에 노력해야 할 것이다.

In Search of Meaningful Experiences in Taekwondo Training: Consumer Value Perspective

( Yong Jae Ko ) 국제태권도학회 2017 International Symposium for Taekwondo Studies Vol.2017 No.-

Although the meanings of consumer value and experiences have been recognized as key factors of business success in marketing, the concepts have received little attention from both scholars and practitioners in Taekwondo education and business, due in part to the lack of consumer orientation. To build a long-term and positive relationships with customers, Taekwondo organizations need to develop an accurate and comprehensive understanding of Taekwondo practitioners’ experiences from a consumer value and needs perspective. Consumer value refers to “a customer perceived preference for and evaluation of those products attributes, attribute performances, and consequences arising from use that facilitate (or block) achieving the customer’s goals and purposes in use situations” (Woodruff 1997). Taekwondo practitioners may share the same values as leaders, members, and organizations. The shared values are more ingrained within the personal relationships as a form of identification of a consumer, because consumers believe that their values are being expressed by the organizations they are involved in or support. Then, consumers can have significant experiences by appreciating the deeper meaning of consumption and being motivated to elaborate on thoughts and feelings inspired by the experiences. As a consequence, consumers satisfy their needs for self-actualization, socialization, and arousal as well as develop trust and commitment toward Taekwondo organizations. Such shared values and meaningful experiences are the key drivers to increase relationship commitment. The purpose of the current study is to propose a relationship building framework based on consumer value and experiences angles as well as demonstrate how they are realized in daily Taekwondo training and business practice. This framework will not only help expand our understanding of consumer behavior but also help maximize promotional effectiveness in Taekwondo business in the global market.