VMD, 관계품질, 브랜드충성도와의 관계에서 인지스타일의 조절효과 연구

Abstract

This thesis emphasized the importance of VMD in connection with perception of consumer behavior by reviewing literature to achieve its purpose effectively and proved VMD to be used as a tangible evidence of service evaluation in relationship outcome, and set up the study model system including from relationship quality to the Brand loyalty. Also, it established a basis for difference of effects depending on cognitive trait for moderating variables and performed a substantial analysis by conducting the survey. To verify the study model and hypothesis drawn from theoretical analysis. The questionnaires were collected to those who were in their 20s and 30s living in Seoul, Busan, and Jeju, 711 copies were used for the final analysis of the survey excluding copies which were regarded as insincere or omitted. Collected data were verified by using SPSS 15.0(for window) and AMOS 7.0. The results of analysis are summarized as follows. the result of evaluation of VMD, relationship quality, and brand loyalty depending on cognitive trait indicated that field-dependent cognitive style was rated significantly higher than field-independent cognitive style. Thirdly, the result of verifying moderating effects of cognitive style showed that moderating effects depending upon cognitive style trait appeared in relation with fitness and functionality of VMD and satisfaction of relationship quality, and with harmony, fitness, popularity and trust of VMD and trust of relationship quality. Especially, in relation with harmony, function, popularity of VMD, the influence of field-dependent cognitive style was shown greatly while field-independent cognitive style had a strong influence in relation with fitness and trust of VMD, In terms of the relationship quality, moderating effects by cognitive style trait were present in relation with satisfaction of relationship quality and emotional commitment and with trust of relationship quality and calculative commitment. Moreover, in conjunction with relationship quality and brand loyalty, moderating effects were shown in emotional commitment of relationship quality with attitudinal loyalty and calculative commitment with attitudinal loyalty. When it comes to calculative commitment, it appeared that field-independent cognitive style affected greatly while the influence of field-dependent cognitive style was shown higher with emotional commitment. it is identified that cognitive style makes a difference in perception and evaluation of VMD and decision-making can also be influenced by evaluation. The results of this study suggest that field-dependence may obtain brand loyalty in the aspect of emotion, but field-independence may get more brand loyalty in the aspect of economic benefit.