상표애착동기 유형에 따른 의복관여와 의복행동
The Brand Attachment Motive Segments: Clothing Involvement and Clothing Behavior
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
The purposes of this article are segmenting consumers by brand attachment motives and discovering the differences among the segmented groups in relation to clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty, purchased items, and purchased places). The subjects of this study were male and female consumers, who were residents in Seoul, Korea. The data had been collected during May, 2007, and statistical analyses used for the study were factor analysis, cluster analysis, t-test, and chi-square test. The results showed that brand attachment motive is composed of two factors: brand personality/ individuality expression and conformity/status improvement. Based on cluster analysis, there were two brand attachment motive groups: individuality expression and status improvement segments. T-test showed that brand attachment motive segments were significantly different in terms of clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty and purchased items). For example, the individuality expression group was more interested in clothing, was more satisfied with ready-to-wear clothing, had higher brand loyalty, and usually purchased casual wear. Meanwhile, the status improvement group had a higher perceived risk in clothing involvement, was less satisfied with ready-to-wear clothing, had a lower degree of brand loyalty, and preferred to purchase formal wear. The results implied that brand attachment motive is an important variable in market segmentation, in which specific marketing strategies should be implemented for each targeted consumers.
Abstract
The purposes of this article are segmenting consumers by brand attachment motives and discovering the differences among the segmented groups in relation to clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty, purchased items, and purchased places). The subjects of this study were male and female consumers, who were residents in Seoul, Korea. The data had been collected during May, 2007, and statistical analyses used for the study were factor analysis, cluster analysis, t-test, and chi-square test. The results showed that brand attachment motive is composed of two factors: brand personality/ individuality expression and conformity/status improvement. Based on cluster analysis, there were two brand attachment motive groups: individuality expression and status improvement segments. T-test showed that brand attachment motive segments were significantly different in terms of clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty and purchased items). For example, the individuality expression group was more interested in clothing, was more satisfied with ready-to-wear clothing, had higher brand loyalty, and usually purchased casual wear. Meanwhile, the status improvement group had a higher perceived risk in clothing involvement, was less satisfied with ready-to-wear clothing, had a lower degree of brand loyalty, and preferred to purchase formal wear. The results implied that brand attachment motive is an important variable in market segmentation, in which specific marketing strategies should be implemented for each targeted consumers.
참고문헌 (52)
- 정기현, "텔레비전 맥주광고의 음주장면이 소비자에게 미치는 영향에 관한 연구", 한국광고홍보학보, 8(1), pp.187~218 (2006), 한국광고홍보학회
- 이학식, "브랜드 카리스마, 형성요인, 그리고 효과 : 상징적", 기능적관여도의 조정적 작용, 2004, pp.19(3), 137~178[DOI]
- Richins, M. L, , Special possessions and the expression of material values, 1994, pp.21, 522~533
- Schouten, J. W., "Subcultures of consumption: An ethnography of the new bikers", Journal of Consumer Research, 22, pp.43~61 (1995)
- Baloglu, S., "Dimension of customer loyalty", Cornell Hotel and Restaurant Administration Quarterly, 43(1), pp.7~59 (2002)
- 김해룡, "브랜드 애착의 결정변수와 결과변수", 소비자학연구, 16(3), pp.45~65 (2005), 한국소비자학회
- 김정구, "브랜드개성이 구전과 브랜드애호도에 미치는 영향: 사회적 일체감 이론의 적용", 소비자학연구, 13(2), pp.5~43 (2002), 한국소비자학회
- 한승수, "Op. cit", 187~200 (2006)
- Thomson, M., "The ties that bind: Measuring the strength of consumers' emotional attachments to brands", Journal of Consumer Psychology, 15(1), pp.77~91 (2005)
- 이영선, "의복중요성 지각과 의복관여", 한국의류학회지, 24(4), pp.549~559 (2000)
- 임경복, "소비자의 가치체계가 의복관여도와 쇼핑성향에 미치는 영향", 한국의류학회지, 25(7), pp.1321~1331 (2001)
- 정유진, "감각추구성향이 의복탐색행동에 미치는 영향에 있어 의복관여의 역할", 한국의류학회지, 23(4), pp.609~620 (1999)
- Thomson, M., "Op. cit", 77~91 (2005)
- Schouten, J. W., "Subcultures of consumption: An ethnography of the new bikers", Journal of Consumer Research, 22, pp.43~61 (1995)
- Shimp, T. A., "Consumer-objectrelations:Aconceptual framework based analogously on Sternberg's triangular theory of love", Advances in Consumer Research, 15, pp.163~168 (1988)
- Garbarino, E., "The different roles of satisfaction, trust, and commitment in customer relationships", Journal of Marketing, 63(2), pp.70~87 (1999)
- Thomson, M., "Op. cit", 77~91 (2005)
- 김정구, "Op.cit.,pp", 25~43 (2002)
- 전수영, "버버리 패션명품 소비자의 동조성과 개성에 관한 연구", 복식, 55(6), pp.136~149 (2005), 한국복식학회
- Hirschman, E. C., "Hedonic consumption: Emerging concepts, methods and propositions", Journal of Marketing Summer, pp.92~101 (1982)
- Thomson, M., "Op. cit", ~ (2005)
- Sirgy, M. J., "Self-concept in consumer behavior: A critical review", Journal of Consumer Research, 12(2), pp.287~300 (1982)
- 한승수, "Op. cit", 187~200 (2006)
- 박은아, "한국인소비심리분석: 유행을 따르는가? 개성을 추구하는가?", pp.73~77 (2004), 광고정보
- 한승수, "Op. cit", 187~200 (2006)
- 이영선, "Op. cit", 549~559 (2000)
- Bloch, P. H., "Product involvement as leisure behavior", Advances in Consumer Research, pp.197~202 (1984)
- Kapferer, J. N., "Consumers involvement profile: New empirical result", Advances in Consumer Research, pp.290~295 (1985)
- 이영선, "Op. cit", 549~559 (2000)
- 임경복, "Op. cit", 1321~1331 (2001)
- 황진숙, "의복관여가 인터넷 위험지각과 점포선택기준에 미치는 영향", 대한가정학회지, 40(12), pp.49~61 (2002), 대한가정학회
- 이영선, "Op. cit.", 549~559 (2000)
- 임경복, "Op. cit", 1321~1331 (2001)
- 정유진, "Op. cit", pp.609~620 (1999)
- 이영선, "Op. cit", 549~559 (2000)
- 황진숙, "Op. cit", 49~61 (2002)
- 송소진, "온라인패션 구전에 따른 패션제품 관여와 인터넷 구매행동", 한국의류학회지, 31(3), pp.410~419 (2007), 한국의류학회
- 김정구, "Op. cit", 25~43 (2002)
- 전수영, "Op. cit", pp.136~149 (2005)
- Hirschman, E. C., "Op. cit", 92~101 (1982)
- 이영선, "Op. cit", 549~559 (2000)
- 정유진, "Op. cit", pp.609~620 (1999)
- 황진숙, "Op. cit", 49~61 (2002)
- Kapferer, J. N., "Op. cit", 290~295 (1985)
- 한민정, "브랜드 성격이 브랜드 애착과 충성도에 미치는 영향-브랜드 커뮤니티 회원과 비회원간의 차이를 중심으로", 석사, pp.2004
- 황진숙, "Op. cit", 49~61 (2002)
- Schultz, S. E., "These are a few of my favorite things” toward an explication of attachment as a consumer behavior construct", Advances in Consumer Research, pp.359~366 (1989)
- 황진숙, "Op. cit.", 49~61 (2002)
- Sirgy, M. J., "Op. cit", 287~300 (1982)
- 전경숙, "대학생의 의복관여도와 의복만족도의 관계 연구", 한양대학교 논문집, 24(1), pp.181~191 (2000)
- 한승수, "Op. cit", 187~200 (2006)
- 박은아, "Op. cit", 73~77 (2004)