브랜드 충성도에 대한 모바일 앱에서의 브랜드 체험과 정서적 유대감의 조절된 매개효과
The Moderated Mediation Effects of Branded App’s Experience and Emotional Bond on the Brand Loyalty
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초록
모바일 기기가 소비자의 일상생활을 지배함에 따라 모바일을 이용한 브랜딩 전략이 점차 중요해지고 있다. 이에 본 연구는 브랜드 애플리케이션의 사용에서 브랜드 태도와 충성도의 관계를 살펴보고 이들 관계에서 앱에서의 체험과 정서적 유대감이 어떤 역할을 하는지를 알아보고자 했다. 본 연구는 스마트폰에 익숙한 대학생 477명을 대상으로 조사를 수행하였고, 그 중에서 브랜드 앱을 사용하지 않거나 불성실한 응답을 제외한 416명의 데이터를 분석에 사용하였다. 가설검증을 위해 위계적 회귀분석을 통해 매개효과 및 조절효과를 검증하고, SPSS Macro을 이용하여 조절된 매개효과를 분석하였다. 연구결과, 브랜드 앱에서의 체험은 브랜드 태도와 충성도의 관계를 정적으로 매개하는 것으로 나타났으며, 충성도에 대한 체험과 정서적 유대감의 상호작용 효과도 유의미하였다. 또한 조절된 매개효과의 분석결과, 브랜드 태도가 앱에서의 체험을 통해 충성도에 영향을 미치는 경로에서 정서적 유대감이 체험의 매개효과를 유의미하게 조절하는 것으로 나타났다. 즉 앱 체험의 매개효과는 정서적 유대감에 의해 조절되는데, 특히 정서적 유대감이 낮은 수준일 때 체험의 매개효과가 유의미하였다. 본 연구는 전통적인 브랜드 충성도 모형을 확장하여 모바일 앱에서 체험의 효과를 밝히고 나아가 브랜드와의 정서적 유대감이 체험의 효과를 어떻게 조절하는지를 검증하였다는 것에 의의를 둔다. 본 연구결과는 모바일 앱과 같은 손 안의 브랜드(brand in the hand)를 기반으로 소비자의 체험과 유대감을 형성하는 마케팅 전략의 수립에 도움이 될 것으로 기대한다.
Abstract
Drawing on the theory of emotion, this study examined how the emotional bond had a moderated mediation effect on the relationship among brand attitude, experience on branded apps, and brand loyalty. There are few empirical findings about the moderated mediation of branded app’s experiences and emotional bonds, although literature has shown the mediated effect of brand experiences on the link of attitude and loyalty toward brands. In a survey, 416 undergraduate students who enrolled introductory courses of Psychology at a large Korean University have evaluated the experience of branded apps, emotional attachment with brands, brand attitudes, and loyalty. Result indicated that the proposed hypotheses received support in that the relationship between attitude and loyalty toward brands can be mediated by branded app’s experiences on mobile devices. Results also showed that the moderated mediation effect of emotional bonds was significant on the relationship among brand attitude, app’s experience, and brand loyalty. The findings of this study suggest that marketers should consider the way a customer-brand relationship is strengthen by affective ties or emotional bonds on mobile branded apps. Futhermore, this study provides evidence that mobile branded application can be is a powerful medium for improving brand communication and sustainable long-term relationships with customers.
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