브랜드 충성도에 대한 모바일 앱에서의 브랜드 체험과 정서적 유대감의 조절된 매개효과 = The Moderated Mediation Effects of Branded App’s Experience and Emotional Bond on the Brand Loyalty

국문 초록 (Abstract)

모바일 기기가 소비자의 일상생활을 지배함에 따라 모바일을 이용한 브랜딩 전략이 점차 중요해지고 있다. 이에 본 연구는 브랜드 애플리케이션의 사용에서 브랜드 태도와 충성도의 관계를 살펴보고 이들 관계에서 앱에서의 체험과 정서적 유대감이 어떤 역할을 하는지를 알아보고자 했다. 본 연구는 스마트폰에 익숙한 대학생 477명을 대상으로 조사를 수행하였고, 그 중에서 브랜드 앱을 사용하지 않거나 불성실한 응답을 제외한 416명의 데이터를 분석에 사용하였다. 가설검증을 위해 위계적 회귀분석을 통해 매개효과 및 조절효과를 검증하고, SPSS Macro을 이용하여 조절된 매개효과를 분석하였다. 연구결과, 브랜드 앱에서의 체험은 브랜드 태도와 충성도의 관계를 정적으로 매개하는 것으로 나타났으며, 충성도에 대한 체험과 정서적 유대감의 상호작용 효과도 유의미하였다. 또한 조절된 매개효과의 분석결과, 브랜드 태도가 앱에서의 체험을 통해 충성도에 영향을 미치는 경로에서 정서적 유대감이 체험의 매개효과를 유의미하게 조절하는 것으로 나타났다. 즉 앱 체험의 매개효과는 정서적 유대감에 의해 조절되는데, 특히 정서적 유대감이 낮은 수준일 때 체험의 매개효과가 유의미하였다. 본 연구는 전통적인 브랜드 충성도 모형을 확장하여 모바일 앱에서 체험의 효과를 밝히고 나아가 브랜드와의 정서적 유대감이 체험의 효과를 어떻게 조절하는지를 검증하였다는 것에 의의를 둔다. 본 연구결과는 모바일 앱과 같은 손 안의 브랜드(brand in the hand)를 기반으로 소비자의 체험과 유대감을 형성하는 마케팅 전략의 수립에 도움이 될 것으로 기대한다.

다국어 초록 (Multilingual Abstract)

Drawing on the theory of emotion, this study examined how the emotional bond had a moderated mediation effect on the relationship among brand attitude, experience on branded apps, and brand loyalty. There are few empirical findings about the moderated mediation of branded app’s experiences and emotional bonds, although literature has shown the mediated effect of brand experiences on the link of attitude and loyalty toward brands. In a survey, 416 undergraduate students who enrolled introductory courses of Psychology at a large Korean University have evaluated the experience of branded apps, emotional attachment with brands, brand attitudes, and loyalty. Result indicated that the proposed hypotheses received support in that the relationship between attitude and loyalty toward brands can be mediated by branded app’s experiences on mobile devices. Results also showed that the moderated mediation effect of emotional bonds was significant on the relationship among brand attitude, app’s experience, and brand loyalty. The findings of this study suggest that marketers should consider the way a customer-brand relationship is strengthen by affective ties or emotional bonds on mobile branded apps. Futhermore, this study provides evidence that mobile branded application can be is a powerful medium for improving brand communication and sustainable long-term relationships with customers.

참고문헌 (Reference)

1 박정현, "스마트폰 시대의 모바일 마케팅" 45 (45): 33-38, 2011

2 양병화, "서비스 충성도와 불평행동에 대한 전환장벽의 매개효과와 성격특질의 조절효과" 한국소비자·광고심리학회 14 (14): 129-153, 2013

3 이지은, "브랜드의 총체적 체험이 소비자-브랜드의 정서적 유대관계에 미치는 영향" 한국마케팅학회 12 (12): 53-81, 2010

4 이성호, "브랜드 체험이 지속적인 브랜드 앱 사용의도에 미치는 영향" 한국콘텐츠학회 15 (15): 455-463, 2015

5 이경렬, "브랜드 앱에 대한 이용자의 체험이 브랜드성과에 미치는 영향에 관한 연구: 텔레프레즌스(telepresence)의매개변인으로서의 역할을 중심으로" 한국소비자·광고심리학회 13 (13): 467-488, 2012

6 성영신, "브랜드 성격이 브랜드 애착에 미치는 영향:커뮤니티 몰입도에 따른 차이 비교" 한국소비자·광고심리학회 5 (5): 2-2, 2004

7 이진용, "브랜드 경험에 대한 개념적 고찰과 실무적 시사점" 한국소비자학회 14 (14): 215-242, 2003

8 양수진, "新마케팅 채널, 브랜드앱(App)의 성공 비결"

9 Oliver, R. L., "Whence consumer loyalty?" 63 (63): 33-44, 1999

10 Ajzen, I., "Understanding attitudes and predicting social behaviour" Prentice Hall 1980

11 McCole, P., "Trust considerations on attitudes towards online purchasing : The moderating effect of privacy and security concerns" 63 (63): 1018-1024, 2010

12 Cova, B., "Tribal marketing: The tribalisation of society and its impact on the conduct of marketing" 36 (36): 595-620, 2002

13 Thomson, M., "The ties that bind : Measuring the strength of consumer's emotional attachments to brand" 15 (15): 77-91, 2005

14 MacKenzie, S. B., "The role of attitude toward the ad as a mediator of advertising effectiveness : A test of competing explanations" 23 (23): 130-143, 1986

15 McKenna, T., "The price of loyalty: Creating emotional bonds" 97 (97): 15-, 2005

16 Baron, R. M., "The moderator-mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations" 51 (51): 1173-1182, 1986

17 Dunn, L., "The impact of fear on emotional brand attachment" 41 (41): 152-168, 2014

18 Zarantonello, L., "The impact of event marketing on brand equity : The mediating roles of brand experience and brand attitude" 32 (32): 255-280, 2013

19 Dolbec, P. Y., "The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity" 89 (89): 460-466, 2013

20 Pine, B. J., "The experience economy" Harvard Business School Press 1999

21 Bellman, S., "The effectiveness of branded mobile phone apps" 25 (25): 191-200, 2011

22 Schmitt, B., "The consumer psychology of brands" 22 (22): 7-17, 2012

23 Chaudhuri, A., "The chain of effects from brand trust and brand affect to brand performance : The role of brand loyalty" 65 (65): 81-93, 2001

24 Ekinci, Y., "Symbolic consumption of tourism destination brands" 66 (66): 711-718, 2013

25 Srivastava, M., "Social interaction, convenience and customer satisfaction : The mediating effect of customer experience" 21 (21): 1028-1037, 2014

26 Mittal, V., "Satisfaction, repurchase intent, and repurchase behavior : Investigating the moderating effect of customer characteristics" 38 (38): 131-142, 2001

27 Aron, A., "Reward, motivation, and emotion systems associated with early-stage intense romantic love" 94 (94): 327-337, 2005

28 Wang, R. J. H., "On the go : How mobile shopping affects customer purchase behavior" 91 (91): 217-234, 2015

29 Aiken, L. S., "Multiple regression: Testing and interpreting interactions" Sage 1991

30 Hayes, A. F., "Introduction to mediation, moderation, and conditional process analysis: A regression-based approach" Guilford Press 2013

31 Gupta, S., "For mobile devices, think apps, not ads" 91 (91): 70-75, 2013

32 Rondeau, D. B., "For mobile applications, branding is experience" 48 (48): 61-65, 2005

33 Schmitt, B., "Experiential marketing: How to get customers to sense, feel, think, act, relate to your company and brands" The Free Press 1999

34 Schmitt, B., "Experience management: A revolutionary approach to connecting with your customers" Wiley 2003

35 Malär, L., "Emotional brand attachment and brand personality : The relative importance of the actual and the ideal self" 75 (75): 35-52, 2011

36 Kressmann, F., "Direct and indirect effects of self-image congruence on brand loyalty" 59 (59): 955-964, 2006

37 Fournier, S., "Consumers and their brands : Developing relationship theory in consumer research" 24 (24): 343-373, 1998

38 Keller, K. L., "Conceptualizing, measuring, managing customer-based brand equity" 57 (57): 1-22, 1993

39 Peng, Kuo-Fang, "Brand relationship, consumption values and branded app adoption" 114 (114): 1131-1143, 2014

40 Batra, R., "Brand love" 76 (76): 1-16, 2012

41 Brakus, J. J., "Brand experience: What is it? How is it measured? Does it affect loyalty?" 73 (73): 52-68, 2009

42 Cova, B., "Brand community of convenience products: New forms of customer empowerment-the case of “My Nutella The Community.”" 40 (40): 1087-1105, 2006

43 Schmalz, S., "Brand attachment and consumer emotional response to unethical firm behavior" 29 (29): 869-884, 2012

44 Park, C., "Brand attachment and brand attitude strength : Conceptual and empirical differentiation of two critical brand equity drivers" 74 (74): 1-17, 2010

45 Morgan-Thomas, A., "Beyond technology acceptance : Brand relationships and online brand experience" 66 (66): 21-27, 2013

46 Lam, S. Y., "Asymmetries in the effects of drivers of brand loyalty between early and late adopters and across technology generations" 28 (28): 26-42, 2014

47 Hagtvedt, H., "Art infusion : The influence of visual art on the perception and evaluation of consumer products" 45 (45): 379-389, 2008

48 Grisaffe, D. B., "Antecedents of emotional attachment to brands" 64 (64): 1052-1059, 2011

49 Gounaris, S., "Antecedents and consequences of brand loyalty : An empirical study" 11 (11): 283-306, 2004

50 Qi, J., "An extension of technology acceptance model : Analysis of the adoption of mobile data services in China" 26 (26): 391-408, 2009

51 Preacher, K. J., "Addressing moderated mediation hypotheses : Theory, methods, and prescriptions" 42 (42): 185-227, 2007