소비가치가 소비자-브랜드 관계에 미치는 영향에 관한 연구 : 명품 브랜드를 중심으로 = The Effects of the consumption value on the consumer-brand relationship.

다국어 초록 (Multilingual Abstract)

Discussion about the symbolic dimension of consumption is very active recently. These studies take an interest in a subjective and sentimental side rather than a resonable and human knowledge side and make consumer's various subjective experience undergone at the time of consumption actions which are emotion, fun, symbolical meaning and reaction of pleasure chase, etc., the study subject. Entrance backgrounds of these studies are not irrelevant to change of consumption value.
At a recent luxury goods are rising steadily through both ends and high grade situation of consumption. Many scholars in consuming pattern satisfactory value of symbolic consumer confidence not function centered in daily life. In the middle of luxury brand, consumer-brand relationship need to be researched on consumption value. I analyzed consumer-brand relationship on the strength of Fournier's definitio. Along with I set up hypothesis and made up models of study. At the first hypothesis, a hypothesis is that a consumption value has also a positive effect on a relationship of consumer-brand passed the process of hypothesis verification through a reliability, propriety and rarity analysis.
The first, the reliability analysis uses the Cronbach's Alpha value, and it is generalized that the reliability of a measurement tool has not any problem when the Alpha value is over 0.6.
As a result of the search factor analysis using the SPSS 12.0, you can know that the reliability is kept because all of the Cronbach's Alpha value are over 0.6 .
The second, the Propriety implemented Varimax Rotation method using Principle Components Factor Analysis. As a result of the Search Factor Analysis, it showed the propriety because of satisfying over 0.5 of all variables.
The third, as a result of the Rarity Analysis, the higher a sensible and social approval value, the higher a love(passion) and familiarity to consumer about a brand in a consumption value.
As above result of the hypothesis testing, the first hypothesis is that the higher a sensible and social approval value, the higher a love(passion) to consumer about a brand in a consumption value.
The second hypothesis is that the higher familiarity to consumer about a brand in a consumption value.
By the hitherto study result, we an know that the consumption value shows an lasting reciprocal action with the consumer-brand relationship.
Based on like a result, the attitude about the consumer-brand relationship is ultimately influenced by a consumption value. Therefore, it is clarified that a consumption value can fulfill the role as a precedence factor which is able to predict a consumer action from a symbolical consuming culture point of view through this study.
This study result also shows that the higher a sensible and social approval value, the higher a love(passion) to consumer about a brand in a consumption value.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 구성 = 3
• 제2장 이론적 배경 = 4
• 제1절 명품 = 4
• 1.1 명품의 개념 = 4
• 1.2 명품의 특성 및 명품 브랜드 조건 = 5
• 1.3 명품 소비패턴 모델 = 6
• 제2절 소비가치 = 11
• 2.1 소비가치의 개념 = 11
• 2.2 소비가치의 유형 = 13
• 제3절 소비자-브랜드 관계 = 15
• 3.1 소비자-브랜드 관계 개념 = 15
• 3.2 소비자-브랜드 관계 특성 = 16
• 3.3 소비자-브랜드 관계의 유형화 = 17
• 3.4 FOURNIER 모형 = 19
• 제3장 연구 방법 = 23
• 제1절 연구 모형의 도출과 가설 설정 = 23
• 1.1 소비가치가 소비자-브랜드 관계에 끼치는 영향 = 23
• 제2절 조사 대상 및 브랜드 선정 = 28
• 제3절 측정변수의 조작적 정의 = 29
• 제4절 설문지 개발 = 32
• 제4장 분석 결과 = 33
• 제1절 분석 결과 = 33
• 1.1 측정 도구 신뢰성(Reliability)검증 = 33
• 1.2 측정 도수 타당성(Validity)검증 = 35
• 제2절 가설 검증 = 36
• 제5장 결론 = 46
• 제1절 연구 결과 및 한계점 = 46
• 제2절 연구 방향 = 46
• 참고 문헌 = 48
• 설문지 = 58