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교육기관 브랜드 이미지가 구매 의도에 미치는 영향: 영유아 조기 교육기관 짐보리(Gymboree) 에 대한 중국 소비자의 구매 의도를 중심으로

The Study on the Impact of Brand Image on Consumer Purchase Intentions: An Examination of Chinese Consumers‘ Purchase Intentions Toward Gymboree Early Childhood Education Centers

오광진|남은영|왕이
한국전문경영인학회|2023.08|전문경영인연구 (Journal of CEO and Management Studies)|제26권 제2호|pp. 375-397

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참고문헌

키워드

브랜드 이미지Brand ImageBrand Trust브랜드 신뢰구매 의도Early EducationPurchase Intentions조기 교육기관

초록

중국의 영유아 조기 교육시장은 전환기를 맞이하고 있다. 양적 발전에서 질적 발전 단계로 바뀌고있다. 중국정부의최근사교육규제강화와질적발전을유도하는정책확대로 브랜드 영향력이 큰 기업의 성장 공간이 커지게 됐다. 조기 교육기관 입장에서는 어떻게 수많은 브랜드 중에서 더욱 돋보이게 하여 소비자의 선택을 얻을 것인가가 당면과제가 되었다. 우수한 브랜드 이미지는 소비자의 구매 의도에 긍정적인 영향을 미칠 수 있다. 따라서 영유아 교육기관의 브랜드 이미지가 어떤 요소를 포함하고 있으며, 브랜드 이미지 가구매의도에어떤영향을미치는지에대해탐구할가치가있다. 중국영유아교육 시장을 대상으로 한 본 연구는 미국에서 시작해 중국에서 유명한 영유아 교육 브랜드로 자리잡은 짐보리(Gymboree)를 연구 대상으로 현장 설문조사를 진행했다. 중국 영유아 조기 교육기관을 선택하는 소비자 유형을 구분하고, 조기 교육기관의 브랜드 이미지에 영향을 미치는 요소를 분석한 후, 브랜드 이미지와 브랜드 신뢰, 구매 의도 간의 관계를 정량 분석했다. 연구 결과, 조기 교육기관의 제품(교육 프로그램) 이미지, 교사 이미지, 교육시설 이미지, 상징적 이미지 등 4가지 이미지로 대표되는 브랜드 이미지는 소비자의 브랜드 신뢰와 구매 의도에 유의미하게 작용했다. 브랜드 신뢰는 브랜드 이미지와 구매 의도사이에서매개역할을한다. 이와같은조사결과를바탕으로본연구는영유아 조기 교육기관의 브랜드 이미지 개선을 위한 4가지 방안과 브랜드 신뢰 구축 등을 제안한다.

Abstract

The early childhood education market in China is undergoing a transformative phase, transitioning from quantitative to qualitative development. Recent regulatory measures by the Chinese government, aimed at tightening private education regulations and promoting qualitative development, have opened up growth opportunities for companies with strong brand influence. In this evolving landscape, early education organizations face the challenge of distinguishing themselves among numerous brands to win consumer preference. A robust brand image can significantly influence consumers' purchase intentions, making it essential to explore the elements comprising the brand image of early childhood education organizations and its impact on purchasing decisions. This research focuses on the Chinese early childhood education market and conducts a field survey centered on Gymboree, an American-origin early childhood education brand that has gained recognition in China. The study encompasses the identification of consumer segments in China's early childhood education sector, an analysis of the factors influencing brand image for these institutions, and a quantitative examination of the relationship between brand image, brand trust, and purchase intentions. The study's findings reveal that the brand image of early childhood education institutions is represented by four key dimensions: product (education program) image, teacher image, educational facility image, and symbolic image. These dimensions exert a significant influence on consumers' brand trust and purchase intentions. Furthermore, brand trust acts as a mediator between brand image and purchase intention. Based on these research outcomes, this study proposes four strategies for enhancing brand image and building brand trust for early childhood education organizations. These recommendations encompass various aspects, including curriculum quality, teacher qualifications, facility improvements, and the cultivation of a strong brand identity. By implementing these strategies, early childhood education institutions can better position themselves in China's evolving market, cater to changing consumer preferences, and foster greater trust among parents seeking quality education for their children.

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