브랜드경험과 즐거움, 구전의도의 관계 = 한국인과 중국인 스마트폰 사용자를 대상으로

다국어 초록 (Multilingual Abstract)

The present study is aimed to demonstrate the causal relationships of muli-dimensional brand experience(sensory, affective, behavioral, intellectual) to pleasure and WOM intention, to investigate mediating effects of pleasure in the links between multi-dimensional brand experiences and WOM intention, and to explain the differences between South Korean and Chinese. The results are indicated as follows. First, brand experiences(sensory, affective, behavioral, intellectual) had positive effects on consumer’s pleasure in both sample. Second, it was demonstrated that brand experiences was significant causes on inducing consumers’ WOM intention for South Korean and Chinese consumers. Finally, it was demonstrated that pleasure had fully mediated in the relationship between brand experiences and WOM intention in all sample. The findings will help global marketers establish more efficient brand strategies according to the differences and similarities between South Korean and Chinese smartphone consumers.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 연구가설
• Ⅲ. 연구 방법
• Ⅳ. 실증분석
• Ⅴ. 결론
• 참고문헌