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오프라인 브랜드 공간의 핵심요소가 브랜드 충성도에 미치는 영향 연구 -몰입경험의 조절효과를 중심으로-

A Study on the Effect of Core Factors of Offline Brand Space on Brand Loyalty - Focusing on the moderating effect of the flow experience -

이정교|조계해
한국공간디자인학회 (Korean Institute of Spatial design)|2024.02|한국공간디자인학회 논문집 (Journal of Korea Intitute of Spatial Design)|제19권 제1호|pp. 135-148|DOI 10.35216/kisd.2024.19.1.135

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참고문헌

키워드

조절효과브랜드 충성도Moderating effect몰입경험Brand loyaltyFlow experience핵심요소오프라인 브랜드 공간offline brand spaceCore factor

초록

(연구배경 및 목적) 경험 경제가 발전함에 따라 사람들의 초개인화 경험 요구와 정신적 경험 요구도 지속적으로 증가하고 있다. 사람들은 소비 과정에서 깊은 경험을 하고 만족감과 즐거움을 얻기를 더욱 원한다. 이에 따라 소비 경험 장소인 오프라인 브랜드 공간은 소비자의 요구에 직면하여 소비자에게 최적의 경험을 제공하는 몰입 공간을 구축하는 전략을 채택해야 하므로, 본 연구는 오프라인 브랜드 공간을 연구대상으로 핵심요소가 브랜드 충성도에 어떤 영향을 미치는지, 몰입경험이 어떤 조절효과를 수행하는지 분석하는 것을 목적으로 한다. (연구방법) 첫째, 오프라인 브랜드 공간과 브랜드 충성도와 몰입경험에 대한 이론적 고찰을 하였다. 둘째, 오프라인 브랜드 공간의 핵심요소를 독립변수로, 브랜드 충성도를 종속변수로, 몰입경험을 조절변수로 설정하여 연구가설과 모형을 제시하였다. 셋째, 설문 조사를 수행하여 데이터를 수집하고 SPSS 26.0을 이용하여 설문지의 신뢰도, 타당도, 각 변수의 상관관계를 분석하고 다중 선형 회귀 분석으로 가설들을 검증하였다. 마지막으로 검증 결과를 분석하여 결론을 도출하고 도출된 자료를 기반으로 오프라인 브랜드 공간의 몰입경험 전략을 제시하였다. (결과) 가설검증 결과, 첫째, 회귀 분석을 통해서 오프라인 브랜드 공간의 핵심요소 중에 브랜드 아이덴티티, 브랜드 문화, 브랜드 이미지는 브랜드 충성도에 유의한 정(+)의 영향을 미치는 것으로 나타났지만 브랜드 가치는 브랜드 충성도에 미치는 영향을 유의하지 않는 것으로 나타났다. 둘째, 계층적 회귀 분석을 통해 몰입경험과 브랜드 아이덴티티, 브랜드 문화, 브랜드 이미지, 브랜드 가치의 상호작용항은 모두 브랜드 충성도에 유의한 정(+)의 영향을 미치는 것으로 나타났으니 몰입경험의 조절효과가 발생한다고 판단할 수 있었다. 또 조절효과의 단순기울기를 보면, 몰입경험의 수준이 높을수록 브랜드 충성도가 높아지는 것을 알 수 있었다. (결론) 오프라인 브랜드 공간에서 브랜드 아이덴티티, 브랜드 문화, 브랜드 이미지는 고객의 브랜드 충성도를 높이고 있음을 확인하였고, 브랜드 가치는 브랜드 충성도를 직접적으로 높이지 않는 것을 확인하였다. 그리고 몰입경험의 조절 작용에 의하여 브랜드 충성도에 대한 4가지 요소의 영향이 크게 향상되었다. 몰입경험은 고객의 브랜드 충성도에 매우 중요한 역할을 한다는 것을 알 수 있으므로, 앞으로 오프라인 브랜드 공간을 디자인할 때 고객의 몰입경험감을 고려하고 매장공간에서 몰입적 요소의 활용을 중시해야 한다.

Abstract

(Background and Purpose) With the development of the Experience economy, people's demand for hyper-personalized experiences and mental experiences is also constantly increasing. People want to have a deep experience and get satisfaction and pleasure from the process of consumption. Accordingly, the offline brand space, which is a place of consumption experience, should adopt a strategy to build a flow space that provides an optimal experience to consumers in the face of consumer demands, the purpose of this study is to take offline brand space as the research object and to analyze how its core factors on brand loyalty and what moderating effect the flow experience performs. (Method) First, a theoretical review was conducted on offline brand space, brand loyalty, and flow experience. Second, the research hypothesis and model were presented by setting the core factors of the offline brand space as the independent variable, brand loyalty as the dependent variable, and flow experience as the moderating variable. Third, data was collected by conducting a questionnaire survey, the reliability and validity of the questionnaires, and correlation of each variable were analyzed using SPSS 26.0, and hypotheses were verified by multiple linear regression. Finally, a conclusion was drawn through analysis of the verification results, and the flow experience strategy of offline brand space was presented based on the derived data. (Results) As a result of hypothesis testing, it was found that brand identity, brand culture, and brand image have a significant positive (+) effect on brand loyalty among the core factors of offline brand space through regression analysis, but brand value does not have a significant effect on brand loyalty. Second, through hierarchical regression analysis, it was found that the interaction terms of the flow experience with the brand identity, brand culture, brand image, and brand value all had a significant positive (+) effect on brand loyalty, so it could be judged that the moderating effect of the flow experience occurs. In addition, in the case of the simple gradient of the moderating effect, it was found that the higher the level of flow experience, the higher the brand loyalty. (Conclusions) In the offline brand space, it was confirmed that brand identity, brand culture, and brand image are increasing customers' brand loyalty, and brand value does not directly increase brand loyalty. By the moderating action of the flow experience, the influence of the four factors on brand loyalty was greatly enhanced. It can be seen that flow experience plays a very important role in customers' brand loyalty, so in the future, when designing offline brand space, it is necessary to consider the customer's sense of flow and emphasize the use of flow elements in the store space.

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