본문 바로가기
KERD
논문KCI 등재

자아이미지 일치성과 대안 매력도가 몰입 및 점포충성도에 미치는 영향

The Effects of Self-image Congruity and Alternative Attractiveness on Commitment and Store Loyalty

김한나
한국마케팅학회 (Korean Marketing Association)|2008.10|아시아마케팅저널 (Asia Marketing Journal)|제10권 제3호|pp. 1-30

0

조회

0

다운로드

27

인용

0

참고문헌

키워드

affective commitment점포충성도감정적 몰입지속적 몰입continuance commitment자아이미지 일치성대안 매력도self-image congruityalternative attractivenessstore loyalty.
주제분류경영학

초록

본 연구는 자아이미지 일치성과 대안 매력도와 같은 다양한 서비스 평가준거가 감정적 몰입과 지속적 몰입에 미치는 영향력을 살펴보고 이에 따라 고객충성도와 관련된 행동의도에 미치는 영향력의 차이를 파악하고자 하였다. 본 연구모델의 실증분석을 위해 설문조사를 실시한 결과, 자아이미지 일치성은 감정적 몰입과 지속적 몰입에 유의한 영향을 미쳤으며 지속적 몰입보다는 감정적 몰입에 더 큰 영향을 미쳤다. 하지만 대안 매력도는 두 가지 몰입에 모두 유의한 영향을 미치지 않았다. 또한 감정적 몰입과 지속적 몰입은 모두 재구매의도, 구전의도, 고가지불의도의 세 가지 점포충성도 행동의도에 유의한 영향을 미쳤다. 특히, 감정적 몰입은 지속적 몰입보다 구전의도와 고가지불의도에 대해 더 큰 영향력을 미친 반면, 지속적 몰입의 경우에는 감정적 몰입보다 재구매의도에 더 큰 영향력을 미침을 알 수 있었다.

Abstract

The purpose of this study was to identify the effects of self-image congruity and alternative attractiveness on commitment and store loyalty when customers purchase clothes in a department store. A survey was conducted for this study and 530 answer sheets were analyzed using structural equation modeling. The results are as follows: First, self-image congruity has a significant positive effect on affective commitment and continuance commitment. Second, alternative attractiveness has no significant effect on affective and continuance commitment. Third, both affective commitment and continuance commitment have a significant effect on behavior intentions such as repurchase intention, word- of-mouth, and willing to pay more. Fourth, affective commitment has a stronger effect on word- of-mouth intention and willing to pay more than does continuance commitment. Finally, continuance commitment has a stronger effect on repurchase intention than does affective commitment.

참고문헌 (54)

  1. Achrol,R, "Changes in the Theory of Interorganizational Relations in Marketing:Toward a Network Paradigm", Journal of the Academy of Marketing Science, 25(1), pp.56~71 (1997)
  2. Allen, N, "The Measurement and Antecedents of Affective,Continuance and Normative Commitment to the Organization", Journal of Occupational Psychology, 63(1), pp.1~18 (1990)
  3. Anderson, E, "The Use of Pledges to Build and Sustain Commitment in Distribution Channels", Journal of Marketing Research, 29(1), pp.18~34 (1992)
  4. Ball, A. D, "The Role and Measurement of Attachment in Consumer Behavior", Journal of Consumer Psychology, 1(2), pp.155~172 (1992)
  5. Belk,R.W, "Possessions and the Extended Self", Journal of Consumer Research, 15(2), pp.139~168 (1988)
  6. Bendapudi, N, "Customers Motivations for Maintaining Relationships with Service Providers", Journal of Retailing, 73(1), pp.15~37 (1997)
  7. Berry,L, "Relationship Marketing of Services-growing Interest,Emerging Perspectives", Journal of the Academy of Marketing Science, 23(4), pp.236~245 (1995)
  8. Bitner,M.J, "Evaluating Service Encounter:The Effects of Physical Surroundings and Employee Responses", Journal of Marketing, 54(2), pp.69~82 (1990)
  9. Blau,G, "Testing the Effect of Level and Importance of Pay Reference on Pay Level Satisfaction", Human Relations, 47(10), pp.1251~1268 (1994)
  10. Bowlby, J, "The Marketing and Breaking of Affectional Bonds", pp.360~363 (1979), Tavistock
  11. DeWulf, F, "Assessing the Impact of a Retailer's Relationship Efforts on Consumers' Attitudes and Behavior", Journal of Retailing and Consumer Services, 10(2), pp.95~108 (2003)
  12. Dick, A. S, "Customer Loyalty:Toward and Integrated Conceptual Framework", Journal of the Academy of Marketing Science, 22(2), pp.99~113 (1994)
  13. Gilliland, D, "The Two Sides to Attitudinal Commitment: The Effect of Calculative and Loyalty Commitment on Enforcement Mechanisms in" (2002)
  14. Distribution Channels, , Journal of the Academy of Marketing Sciences, 30(1), pp.24~43
  15. Graeff,T.R, "Using Promotional Message to Manage the Effects of Brand and Self-image on Brand Evaluation", Journal of Consumer Marketing, 13(3), pp.4~18 (1996)
  16. Gruen, T, "Relationship Marketing Activities,Commitment and Membership Behaviors in Professional Associations", Journal of Marketing, 64(3), pp.34~49 (2000)
  17. Gundlach, G, "The Structure of Commitment in Exchange", Journal of Marketing, 59(1), pp.78~92 (1995)
  18. Fullerton,G, "When Does Commitment Lead to Loyalty?", Journal of Service Research, 5(4), pp.333~344 (2003)
  19. Fullerton,G, "The Service Quality Loyalty Relationship in Retail Services: Does Commitment Matter?", Journal of Retailing and Consumer Services, 12(2), pp.99~111 (2005)
  20. Harrison-Walker,J, "The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents", Journal of Service Research, 4(1), pp.60~75 (2001)
  21. Hayakawa,S.I, "Symbols,Status,and Personality" (1963), Harcourt Brace Jovanvich
  22. Hazan, C, "Attachment as an Organizational Framework for Research on Close Relationships", Psychological Inquiry, 5(1), pp.1~22 (1994)
  23. Hill, R. P, "The Homeless in America:An Examination of Possessions and Consumption Behaviors", Journal of Consumer Research, 17(3), pp.303~321 (1990)
  24. Hogg, M. K, "The Impact of Self-monitoring on Image Congruence and Product", Brand Evaluation, 2000, pp.34(5,6), 641~666
  25. Impett, E. A, "Testing the Investment Model of Relationship Commitment and Stability in a Longitudinal Study of Married Couples", Current Psychology, 20(4), pp.312~326 (2001)
  26. Jones, M. A, "Switching Barriers and Repurchase Intentions in Services", Journal of Retailing, 76(2), pp.259~274 (2000)
  27. Jones, T. O, "Why satisfied customers defect", Harvard Business Review, pp.88~99 (1995)
  28. Joshi, A, "The Moderating Effect of Relational Norms on the Buyersupplier Dependence-opportunism Relationship", Psychology and Marketing, 14(8), pp.823~845 (1997)
  29. Keller,K.L, "Strategic Brand Management" (1998), Prentice Hall
  30. Lemon, K. N, "Dynamic Customer Relationship Management:Incorporating Future Considerations into the Service Retention Decision", Journal of Marketing, 66(1), pp.1~14 (2002)
  31. Macintosh, G, "Retail Relationships and Store Loyalty:A Multi-Level Perspective", International Journal of Research in Marketing, 14(5), pp.487~497 (1997)
  32. Mathieu, J. E, "A Review and Meta-Analysis of the Antecedents,Correlates and Consequences of Organizational Commitment", Psychological Bulletin, 108(2), pp.171~194 (1990)
  33. Metha, R, "Artifacts, Identity, and Transition: Favorite Possessions of Indians and Indian Immigrants to the U.S", Journal of Consumer Research, 17(4), pp.398~411 (1991)
  34. Mick, D. G, "Selfgifts:Phenomenological Insights from Four Contexts", Journal of Consumer Research, 17(3), pp.322~332 (1990)
  35. Moorman, C, "Relationships between Providers and Users of Marketing Research:The Dynamics of Trust within and between Organization", Journal of Marketing Research, 29(3), pp.314~329 (1992)
  36. Morgan, R, "The Commitment- Trust Theory of Relationship Marketing", Journal of Consumer Behavior, 58(2), pp.20~38 (1987)
  37. Parasuraman, A, "SERVQUAL:A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, 64(1), pp.13~40 (1988)
  38. Park, C. W, "What's In and What's Out:Questions on the Boundaries of the Attitude Construct", Journal of Consumer Research, 33(1), pp.16~28 (2006)
  39. Ping,R.A, "The Effects of Satisfaction and Structural Constraints on Retailer Existing,Voice,Loyalty,Opportunism,and Neglect", Journal of Retailing, 69(3), pp.320~352 (1993)
  40. Price, L, "Commercial Friendships:Service Provider-Client Relationships in Context", Journal of Marketing, 63(4), pp.38~56 (1999)
  41. Pritchard, M, "Analyzing the Commitment-Loyalty Link in Service Relationships", Journal of the Academy of Marketing Science, 27(3), pp.333~348 (1999)
  42. Richins,M.L, "Special Possessions and the Expression of Material Values", Journal of Consumer Research, 21(3), pp.522~533 (1994)
  43. Richman, W. L, "A meta-analytic Study of Social Desirability Distortion in Computeradministered" (1999)
  44. Questionnaires, "Traditional Questionnaire, and Interviews", Journal of Applied Psychology, 84, pp.754~775
  45. Rosenberg,M, "Conceiving the Self" (1979), Basic Books,Inc.
  46. Rusbult,C.E, "Commitment and Satisfaction in Romantic Association:A Test of the Investment Model", Journal of Experimental Social Psychology, 16(2), pp.172~186 (1980)
  47. Sharma, N, "Switching Costs, Alternative Attractiveness and Experience as Moderators of Relationship Commitment in Professional, Consumer Services", International Journal of Service Industry Management, 11(5), pp.470~490 (2000)
  48. Sirgy, M. J, "A Path Analytic Model of Store Loyalty involving Self-concept,Store Image,Socio-economic Status,and Geographic Loyalty", Journal of Academic Marketing Science, 13(2), pp.265~291 (1985)
  49. Sirgy, M. J, "Assessing the Predictive Validity of Two Methods of Measuring Self-image Congruity", Journal of the Academy of Marketing Science, 25(3), pp.229~241 (1997)
  50. Taylor,K.A, "A Regret Theory Approach to Assessing Consumer Satisfaction", Market Letter, 8(2), pp.229~238 (1997)
  51. Thatcher, J. B, "Commitment,Trust,and Social Involvement:An Exploratory Study of Antecedents to Web Shopper Loyalty", Journal of Organizational Computing and Electronic Commerce, 14(4), pp.243~268 (2004)
  52. Tse, D. K, "Models of Consumer Satisfaction Formation:An Extension", Journal of Marketing Research, 25(2), pp.204~212 (1988)
  53. Yim, C. K, "Multiple Reference Effects in Service Evaluations:Roles of Alternative Attractiveness and Self-image Congruity", Journal of Retailing, 83(1), pp.147~157 (2007)
  54. Zeithmal, V, "The Behavioral Consequences of Service Quality", Journal of Marketing, 60(2), pp.31~46 (1996)

관련 논문AI추천

점포개성과 자아이미지 일치성이 관계강도 및 점포충성도에 미치는 영향에 관한 연구박효현, 정강옥한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2010 · 제18권 제2호실제적 자아일치성과 이상적 자아일치성이 브랜드 충성도에 미치는 영향:브랜드 태도와 정서적 브랜드 애착의 매개효과김근배, 유순근한국기업경영학회 · 기업경영연구2012 · 제19권 제4호브랜드-자아이미지 일치성 결정요인이 브랜드 충성도에 미치는 영향: 자아 - 동기의 역할을 중심으로권민택, 최낙환한국소비자학회 · 소비자학연구2009 · 제20권 제2호브랜드 동일시와 브랜드 애착의 매개적 역할에 대한 연구: 브랜드 개성과 자아이미지 일치성이 브랜드 충성도에 미치는 영향에 관한 모형을 중심으로박성연, 이현주한국소비문화학회 · 소비문화연구2009 · 제12권 제2호중저가 화장품 브랜드 점포에 대한 애착이 점포태도와 재방문의도에 미치는 영향유혜경, 이민선한국의류산업학회 · 한국의류산업학회지2018 · 제20권 제2호백화점 패션 소비자의 만족과 몰입이 관계전환의도 및멀티채널 이용의도에 미치는 영향김도연, 추호정한국의류산업학회 · 한국의류산업학회지2013 · 제15권 제5호

이 간행물의 다른 논문 (6건)

도시특성평가가 도시브랜드개성과 도시태도에 미치는 영향에 대한 탐색적 연구이상현, 유창조, 황태규pp. 31-57“브랜드는 만드는 것이 아니라 가꾸는 것이다.” 참이슬의 장수 브랜드 전략허원무, 하영원, 박경도pp. 59-79과학적 마케팅 의사결정을 위한 전문화된 고객지향 정보창출: TNS Korea김주영, 하영원, 김진교pp. 81-102LIG손해보험의 새로운 기업브랜드 전략을 통한 기업이미지 재정립유창조, 안광호, 김동훈pp. 103-125삼성석유화학의 토털 마케팅을 통한 고객 가치 창출박기완, 이유재, 라선아, 이재연pp. 127-146
원문 보기