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- 저자 : 임동규 ; 신상준 ; 한지선 ; 이익한 ; 김진숙 (검색결과 1 건)
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브랜드 인지도와 광고가 콘택트렌즈의 착용감과 가격만족도에 미치는 영향
임동규 ; 신상준 ; 한지선 ; 이익한 ; 김진숙 김천대학교 2016 김천대학교 논문집 Vol.36 No.-
The purpose of this research was to analyze the effects of brand awareness and brand advertising on price satisfaction and comfort in contact lens. We did a survey with 200 university students (85 male, 115 female) who have experience of wearing contact lens from April to May in 2015. The brand awareness of contact lens influences to purchasing intention of contact lens, it effects women more than men. Many respondents(53%) replied that the reliability is the most important elements of the advertising. This survey indicates that there is no statistically significant correlation between the brand awareness and advertisement with price satisfaction in contact lens. Therefore we could confirm they have dissatisfaction for prices of contact lens regardless to brand awareness or advertisement. The brand and advertising dependence group have more comfort of contact lens than non-dependence group when they are long time wear of contact lens. Therefore, there is statistically significant correlation between the brand awareness and advertisement with comfort of contact lens. As a result, brand awareness and reliability of advertising influences to purchasing intention of contact lens. But there is no statistically significant correlation with price satisfaction in contact lens. Whereas, brand awareness and advertisement have a statistically significant correlation with comfort of contact lens.
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