브랜드자아개입과 선호도유창성의 요인 및 역할과 긍정행동의도
The Mediating Roles of Brand Engagement in Self-Concept and Preference Fluency on Positive Behavioral Intention
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초록
기존의 연구들이 정보처리유창성과 규제적합성이 브랜드자아개입과 선호도유창성의 역할을 고려하지 않고 브랜드평가나 긍정행동에 직접 영향을 미친다고 탐색하였다. 이 연구는 브랜드자아개입과 선호도유창성이 브랜드에 대한 긍정행동의도에 매개적 영향을 미칠 수 있다고 보고, 선호도유창성에 영향을 미치는 요인으로 정보처리유창성과 자아규제적합성, 그리고 브랜드자아개입 개념을 도입하여, 지각적 유창성과 개념적 유창성 그리고 자아규제적합성이 브랜드자아개입과 선호도유창성을 통하여 간접적으로 영향을 미치는가를 탐색하였다. 본 연구에서 제안한 가설들을 갤럭시SⅡ 브랜드를 실험대상으로 선정하여 검증한 결과는 다음과 같다. 브랜드의 지각적 유창성과 개념적 유창성 그리고 자아규제적합성이 긍정행동의도에 직접적으로 영향을 미치지 못하고, 브랜드자아개입과 선호도유창성을 통하여 간접적으로 영향을 미침을 탐색하였다.
Abstract
Positive behavioral intentions are sensitive to self achievement and maintenance, and ease or difficulty with which the brand informations are processed. This study focused on the effects of processing fluency and self regulatory fit on positive behavioral intention, and used brand engagement in self-concept and preference fluency as mediating variables. the results of empirical study are summarized as follows. Perceptual fluency affected conceptual fluency, brand engagement in self-concept played mediating roles between conceptual fluency and preference fluency and also had direct impacts on positive behavioral intention. Preference fluency played mediating roles between engagement in self-concept and positive behavioral intention. Self regulatory fit had impacts on brand engagement in self-concept and preference fluency. But there were no direct impacts of processing fluency and self regulatory fit on positive behavioral intention. In sum, there were mediating roles of brand engagement in self-concept and preference fluency on the effects of processing fluency and self regulatory fit on positive behavioral intention.
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