남성 신세대 소비자의 자기우월감 성향과 의복추구가치가 브랜드 의식과 브랜드 행동에 미치는 영향
Male Emerging Adults’ Self-Perceived Superiority and Clothing Values: The Influences on Brand Consciousness and Brand Loyalty Behavior
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초록
현재 젊은 남성들의 의류상품 소비증가와 함께 많은 브랜드들이 젊은 남성 소비자들에게 관심을 가지기 시작하였다. 이에 본 연구는 다른 소비자들과 구별되는 남성 ‘신세대 성인’의 브랜드 행동을 이해하고자 그들의 브랜드 의식에 영향을 미치는 개인성향과 의복추구가치를 알아보았다. 기존의 연구를 바탕으로 브랜드 의식에 영향을 미치는 요인으로 현대사회에서 많이 볼 수 있는 자기우월감과 의복추구가치개념을 도입하였다. 또한, 브랜드 의식이 브랜드 충성도와 구전행동에 영향을 미치는가를 검증하였다. 실증분석을 위해 남성 신세대 성인을 대상으로 설문조사를 실시하였으며, 편의표본추출법을 이용하여 수거된 161부를 분석에 사용하였다. 연구모형 검증을 위하여 구조방정식 모델분석을 실시하였다. 연구결과, 자기우월감은 세 가지 의복추구가치(유행추구, 사회적 욕구추구, 확장자아)에 영향을 미치는 것으로 나타났다. 의복추구가치 중 유행추구와 사회적 욕구추구는 브랜드 의식에 영향을 미쳤으나, 확장자아의 영향은 검증하지 못하였다. 브랜드 의식은 브랜드충성과 구전행동에 영향을 미쳤으며, 브랜드충성이 높을수록 보다 긍정적 구전행동을 하는 것으로 나타났다.
Abstract
Young male consumers have been recently shown to purchase more fashion products than those in the past, gaining attention from fashion brands. To enhance our understanding of brand behavior of male young consumers, especially male ‘emerging adults,’ the current paper investigates factors that affect brand consciousness, which in turn influences brand behavior. Based on the previous literature, the paper incorporates self-perceived superiority and clothing values as factors that influence brand consciousness. A survey method was employed for the empirical test. A convenience sample of 161 participants was used for the data analysis. A structural equation modeling was used to test the hypothesized model. Findings suggest that self-perceived superiority has a positive influence on all three clothing values: fashion-seeking, social needs-seeking, and extended-self. Of the three clothing values, fashion-seeking and social needs-seeking positively influence brand consciousness. Furthermore, brand consciousness positively influences brand loyalty and brand WOM behavior.
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