브랜드싫증의 영향요인과 결과요인에 관한 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to identify both the salient factors which influence consumer's brand boredom and the negative effects that can be resulted from brand boredom. As a factor that decreases brand boredom, switching cost is suggested. And brand popularity and consumer's innovativeness are used as the increasing factors. The resulting factors of brand boredom are classified into two types; the cognitive factor (brand reputation) and the behavioral factors (avoiding usage intent, intent of alternative search, intent of negative word-of-mouth, and intent of brand switch). A survey is designed to ask consumers who are under certain brand boredom and a total of 310 questionnaires are used to test the research hypotheses.
Results of statistical analysis show that switching cost is the major decreasing factor of brand boredom and that consumer's innovativeness is the major increasing factor of increasing the brand boredom. But it is found that brand popularity do not decrease brand boredom. There are significant impacts of brand boredom on every resulting factors, i.e., the cognitive factor and the behavioral factors of consumer's brand boredom. It is also found that brand reputation has significantly decreasing both the avoiding usage intent and the intent of negative word of mouth. The findings of this study has a strong contribution both to more fully understanding the consumer's emotional response to brands and to developing more successful companies' brand strategies.

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