글로벌 소비자 문화 수용성이 브랜드 태도와 구매의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The Effect of Susceptibility to Global Consumer Culture
on the Brand Attitude and Purchase Intention
-A Case for Global Fast Fashion Brands-

Consumers are increasingly preferring global brands with a transcending global image to domestic brands. Much of the extant literature shows that global brands are powerful symbols, and consumers use these symbols as representation such as prestige, social acceptance, and modernity. Many large multinational corporations are penetrating the domestic market and executing their marketing strategies to create an international consumer products.
Especially, global fast fashion brands have been increasing abroad through standardization strategies of the concept of fast fashion. These global fashion brand make expansion into international markets and create competitive advantage with the global brand strategy.
This research studied that susceptibility to global consumer culture among factors of global fast fashion brand attitude in the process of global fashion market has a influence on global fast fashion brand attitude and purchase intention.
The purpose of this study was to explore how susceptibility to global consumer culture effect consumer's attitude toward global fast fashion brand on consumers who are the main purchasing class of global fast fashion brand product. Understanding information related to the effect of respective antecedents forming brand attitude on purchase intention may help domestic fast fashion brands coming into competition whit global ones better understand contributing making factors. It may also help to foster the domestic fast fashion brand development and to establish effective countermeasure strategy.
Questionnaires were used and the sample extracted by the convenience sampling method was composed of 327 male and female, aged 20-50. The date was analyzed with SPSS 18.0 for exploratory analysis and regression analysis. The result is as follows.
First, the results showed that susceptibility to global consumer culture (conformity to consumption trend, quality perception, social prestige) has a significant effect on consumers' global fast fashion brand attitude.
Second, the conclusion showed that susceptibility to global consumer culture (conformity to consumption trend, quality perception, social prestige) has a significant effect on consumers' purchase intention of global fast fashion brand product.
Third, global fast fashion brand attitude have a positive influence on the purchase intention of global fast fashion brand product. Fourth, as I researched how global fast fashion brand attitude affects susceptibility to global consumer culture and purchase intention of global fast fashion brand product. It turns out that conformity to consumption trend and quality perception are perfect mediation, and social prestige is partial mediation.
Therefore, it can be showed that consumers' tendency preferring global brands as well as active attitude accepting global culture are considered to play an important role in brand positioning.
Accordingly, global fast fashion brands need to focus not only on the product promotion but on the strategy marketing consumer culture that consumers can be feel through the brand. Especially, domestic fast fashion brands are advised to develop a strategy for overcoming consumers' preference for global brands.
It is also required for domestic fast fashion brands to establish and develop a strategy impressing consumers that their brand belongs to global brands by pushing ahead with overseas expansion on a continual basis.

목차 (Table of Contents)

• 제1장 서 론 1
• 제1절 연구배경 및 연구목적 1
• 제2장 이론적 배경 5
• 제1절 글로벌 패스트 패션 브랜드 5
• 1. 글로벌 패스트 패션 브랜드의 정의 5
• 2. 글로벌 패스트 패션 브랜드의 국내 전개 현황 7
• 3. 글로벌 패스트 패션 브랜드에 관한 선행연구 9
• 제2절 글로벌 소비자와 글로벌 소비자 문화 수용성 14
• 1. 글로벌 소비자 14
• 2. 글로벌 소비자 문화 수용성 15
• 제3절 글로벌 브랜드 태도 21
• 1. 글로벌 패션 브랜드 태도 22
• 2. 글로벌 패스트 패션 브랜드 태도 23
• 제4절 글로벌 브랜드 구매의도 24
• 1. 글로벌 패션 브랜드 구매의도 26
• 2. 글로벌 패스트 패션 브랜드 구매의도 27
• 제3장 연구문제 및 연구방법 28
• 제1절 연구문제 및 연구모형 28
• 1. 연구문제 28
• 2. 연구모형 38
• 제2절 연구방법 39
• 1. 연구방법 및 표본설정 39
• 2. 변수의 조작적 정의 및 측정 항목 39
• 제3절 조사설계 및 자료수집 42
• 1. 조사내용 및 표본 설정 42
• 2. 설문지 구성 42
• 제4장 연구 결과 43
• 제1절 조사대상의 특성 43
• 제2절 측정 도구의 신뢰성 분석 45
• 1. 탐색적 요인분석 45
• 2. 주요 변인의 평균 및 표준편차 48
• 3. 연구개념들 간의 상관관계분석 48
• 제3절 연구가설의 검증 49
• 제5장 결론 67
• 제1절 연구결과의 요약 및 시사점 67
• 제2절 연구결과의 한계 및 제언 71
• 참고 문헌 72
• 1. 국내문헌 72
• 2. 단행본 75
• 3. 국외문헌 76
• 4. 인터넷 기사 83
• 설문지 84
• 글로벌 소비자 문화 수용성이 브랜드 태도와 구매의도에 미치는 영향에 관한 설문조사 84
• ABSTRACT 95