고급화장품 브랜드에 대한 구전정보 및 전자구전정보가 브랜드구매의도에 미치는 영향- 브랜드신뢰 매개역할 및 브랜드이미지 조절효과 -
Impact of WOM and eWOM on Brand Purchase Intention in Luxury Brand Purchase Setting- Mediating Role of Brand Trust and Moderating Effect of Brand Image -
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초록
백화점에서 고급화장품 브랜드 구매 경험자를 대상으로 구전과 전자구전이 브랜드신뢰 및 구매의도에 미치는 영향력 차이 및 브랜드신뢰의 매개역할을 확인하고, 또한 구전 및 전자구전과 브랜드신뢰 관계에서 브랜드이미지 조절효과를 확인하고자 한다. SPSS 21.0 및 AMOS 20 통계패키지를 이용해 자료의 타당도 및 신뢰도를 확인하고 구조방정식모형분석으로 연구모형 및 연구가설을 검정하였다. 구전 및 전자구전은 모두 브랜드신뢰 및 구매의도에 긍정적 영향을 주었고, 또한 브랜드신뢰는 구매의도에 긍정적 영향을 주었다. 그리고 구전 및 전자구전과 구매의도 관계에서 브랜드신뢰는 모두 부분적으로 매개되었다. 또한 구전과 브랜드신뢰 관계에서 브랜드이미지 조절효과는 유의한 반면, 전자구전과 브랜드신뢰 관계에선 유의하지 않았다. 오프라인 유통채널에선 고객에게 중요한 구전 정보를 제공하여 브랜드신뢰를 높이고 관계강화를 통해 구매의도를 높여야 할 것이다. 반면에 온라인유통채널에선 다양한 판매촉진도구를 사용하여 고객이 직접적으로 구매를 할 수 있도록 동기부여해야 할 것이다.
Abstract
To examine the difference in the influence of word of mouth and electronic word of mouth on brand trust and purchase intention and the mediating role of brand trust for those who have experience purchasing luxury cosmetics brands in department stores, In addition, the purpose of this study is to verify the moderating effect of brand image in the relationship between word of mouth and electronic word of mouth and brand trust. The validity and reliability of the data were checked using SPSS 21.0 and AMOS 20 statistical packages, and the research model and research hypothesis were tested by structural equation model analysis. Both word of mouth and electronic word of mouth had a positive effect on brand trust and purchase intention, and brand trust had a positive effect on purchase intention. And brand trust was partially mediated in the relationship between word of mouth and electronic word of mouth and purchase intention. In addition, while the effect of adjusting brand image was significant in the relationship between word of mouth and brand trust, it was not significant in the relationship between word of mouth and brand trust. Offline distribution channels should provide important word-of-mouth information to customers to increase brand trust and increase purchase intentions by strengthening relationships. On the other hand, online distribution channels should use various sales promotion tools to motivate customers to purchase directly.
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