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스포츠웨어 브랜드 특성이 청소년의 구매만족도 및 재 구매의도에 미치는 영향
이상일(Lee, Sang-Il),유현순(Yoo, Hyun-Soon),이경순(Lee, Kyung-Soon) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.3
The purpose of this study was to provide the data used to raise the repurchase by analyzing and acquiring the brand property factors that influence on the teenager satisfaction and repurchase intention. The findings of this study were as follows: First, during the brand property difference analysis by the demographic variables, the brand property by gender showed the significant difference in the level of brand involvement; brand property by the school showed the significant difference higher in the symbolic image than in the brand recognition level, brand loyalty and brand image: brand property by the monthly average pocket money showed the significant difference higher in the symbolic image than in the brand recognition level, brand loyalty and brand image. Second, when analyzing the influences by the brand property on the purchase satisfaction and repurchase intention, in the effects of the brand property on the purchase satisfaction level, the functional image than the brand involvement and brand image was shown to make the significant influences on the purchase satisfaction level. And in the effects of the brand property on the repurchase intention, the symbolic image and functional image than the brand loyalty and brand image were shown to make the significant influences on the repurchase intention.
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