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휴대폰의 고객가치가 고객만족과 재구매의도에 미치는 영향

The Effects of Cell Phone Value for Customer on Satisfaction and Repurchase Intention

김주호|김연신|왕운
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2010.01|상품학연구 (Journal of Product Research)|제28권 제1호|pp. 25-38|DOI 10.36345/kacst.2010.28.1.003

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참고문헌

키워드

satisfaction고객만족재구매의도repurchase intention브랜드이미지고객가치brand imagevalue for customer
주제분류경영학

초록

물질적 풍요로 인한 고객 욕구의 다양화, 고차원화는 마케터로 하여금 제품 기능 자체로 인한 기능적 특징보다는 심리적이고 주관적인 개인의 가치로 대변되는 제품의 심리적 기능을 더욱 강조하게 만들었다. 지금의 대학생은 물질적 풍요 속에서 성장한 세대로 소비의 주체이며, 특히 핸드폰과 같이 유행에 민감하고 첨단 테크놀로지가 반영된 제품의 경우는 더욱 그렇다. 본 연구는 최근 휴대폰의 새로운 세계 시장으로 등장한 중국, 그러나 상대적으로 부족한 중국 대학생의 휴대폰 가치와 제품 구매와 관련된 연구이며 특히 성숙시장으로 들어서고 있는 국내 및 선진국 소비자의 구매 행동이론과 비교한 연구이다. 본 연구에서는 중국 휴대폰 시장에 있어 고객가치에 미치는 요인(제품속성, 화폐속성, 브랜드 이미지)과 고객만족, 재구매의도와의 상호관계를 파악하였고, 이 요인들과 상관관계를 알아보기 위해 이론적 문헌 고찰을 통해 얻어진 연구모형에 따라 5개의 가설을 도출하였다. 중국 대학생의 경우, 제품속성의 내부속성, 외부속성, 추상속성의 일부 속성, 그리고 제품관련과 비제품관련 브랜드 이미지 모두 고객가치에 유의한 영향을 주었다. 그러나 예상과 달리 화폐속성은 고객가치에 유의한 영향을 미치지 않았다. 제품의 다양한 속성을 통해 구축된 고객가치는 고객만족과 재구매의도에 유의한 영향을 주었다.

Abstract

The diversification and high dimensionalization of customer desire due to material wealth have caused marketers to greatly emphasize the psychological functions of a product that is represented by the psychological and subjective value of an individual rather than the functional features that comes from the product’s functions itself. This is truer for products like cells phones, which are vogue sensitive and reflect high technology. College students of today are the subjects of consumption that come from the generation growing in material abundance. This is a study on the value and purchase of cell phones for college students in China, where it has recently stood up to become the new world’s market for cell phones but is still relatively behind. Above all, this study compares the consuming behavior of college students of China and those from developed world where it is becoming a mature market in cell phones. This study understands the correlation between the main causes influencing customer value(product attributes, monetary attribution, and brand image), customer satisfaction, and intentions of repurchase of the cell phone market in China. In order to inquire the correlation of these causes, I drew 5 hypotheses from a study model obtained through theoretical literary inquiry. In the case of Chinese students, partial product quality which is a subordinate variable of product quality and brand image had attentive influence on customer value. Moreover, monetary attribution did not attentive influence on customer value. Customer value gave an attentive influence on customer satisfaction and repurchase intention.

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