브랜드 인식, 브랜드 충성 및 구매의도에 대한 소비자의 독특성 욕구와 의복관심의 영향 -최적모형 구축을 중심으로-
Consumers’ Need for Uniqueness and Clothing Interest’s Effects on Brand Consciousness, Brand Loyalty and Purchase Intention -To Select the Best Model of Constructs-
0
조회
0
다운로드
18
인용
0
참고문헌
키워드
초록
Consumers’ need for uniqueness reflects individual differences in counterconformity and related to the attitude toward brands as well as purchase behavior. To understand the relationship between consumer's personal characteristics and purchase behavior, the study investigated the effect of consumers’ need for uniqueness and clothing interest on the brand consciousness, loyalty and purchase intention.Survey was utilized to collect the data and subjects were 271 college students. Measures consisted of five main constructs: Consumer’s need for uniqueness, clothing interest, brand consciousness, brand loyalty, and purchase intention. The measurement and structural models were evaluated using PRELIS 2 and LISREL 8.53.Consumer's need for uniqueness was confirmed to have three constructs: creative, unpopular, and avoidance. The researcher tested Model 1 and developed five other models-Models 2 through 6-based on the results from Model 1 evaluation. The additional Models 2 through 6 were nested in Model 1. To select a best model, the researcher compared the value of chi-square, RMSEA, GFI, AIC, and ECVI. Since Model 6 also illustrated conceptually or theoretically reasonable relationships among constructs as well, it was finally selected as a best model.In the Model 6, the creative dimension of consumer's need for uniqueness had a negative relationship with brand loyalty, while the avoidance dimension of consumer's need for uniqueness had positive relationship. The unpopular dimension of consumer's need for uniqueness and clothing interest had significant positive effects on the brand consciousness. The brand consciousness was significantly related to brand loyalty and brand loyalty to purchase intention.
Abstract
Consumers’ need for uniqueness reflects individual differences in counterconformity and related to the attitude toward brands as well as purchase behavior. To understand the relationship between consumer's personal characteristics and purchase behavior, the study investigated the effect of consumers’ need for uniqueness and clothing interest on the brand consciousness, loyalty and purchase intention.Survey was utilized to collect the data and subjects were 271 college students. Measures consisted of five main constructs: Consumer’s need for uniqueness, clothing interest, brand consciousness, brand loyalty, and purchase intention. The measurement and structural models were evaluated using PRELIS 2 and LISREL 8.53.Consumer's need for uniqueness was confirmed to have three constructs: creative, unpopular, and avoidance. The researcher tested Model 1 and developed five other models-Models 2 through 6-based on the results from Model 1 evaluation. The additional Models 2 through 6 were nested in Model 1. To select a best model, the researcher compared the value of chi-square, RMSEA, GFI, AIC, and ECVI. Since Model 6 also illustrated conceptually or theoretically reasonable relationships among constructs as well, it was finally selected as a best model.In the Model 6, the creative dimension of consumer's need for uniqueness had a negative relationship with brand loyalty, while the avoidance dimension of consumer's need for uniqueness had positive relationship. The unpopular dimension of consumer's need for uniqueness and clothing interest had significant positive effects on the brand consciousness. The brand consciousness was significantly related to brand loyalty and brand loyalty to purchase intention.
참고문헌 (32)
- 윤남희, "의류제품 소비자의 상표태도와 상표충성행동에 관한 연구", 한국의류학회지, 31(7), pp.1030~1041 (2007), 한국의류학회
- Tepper, K., "Consumer's need for uniqueness: Scale development and validation", Journal of Consumer Research, 28, pp.50~66 (2001)
- Workman, J. E., "Use of the need for uniqueness scale to characterize fashion consumergroups", ClothingandTextiles Research Journal, 18(4), pp.227~236 (2000)
- 전경숙, "패션성향과 소비자독특성욕구가 명품구매의도에 미치는 영향", 한국의류학회지, 29(2), pp.231~241 (2005), 한국의류학회
- Tepper, "Op. cit", 50~66 (2001)
- Ibid, , 50~66
- Ziller, R. C., "Individuation and socialization:A theory of assimilation in large organizations,Human", Relations, 17(4), pp.341~360 (1964)
- Gross, H. E., "Micro and macro level implications for sociology of virtue: The case of draft protesters to the Vietnam war", Sociological Quarterly, 18(2), pp.319~339 (1977)
- Heckert,D.M., "The relativity of positive deviance: The case of the French impressionists", Deviant Behavior, 10(1), pp.131~144 (1989)
- 조수원, "소비자 독특성 욕구가 신제품 구매태도에 미치는 영향에 관한 연구", 석사, pp.2006
- 정명근, "소비자의 독특성 욕구와 인지 욕구가 중소기업 브랜드 태도, 구매의도 및 선호도에 미치는 연향에 관한 연구", 석사, pp.2005
- 김완석, "한국판 소비자 독특성 욕구척도(K-CNFU): 척도개발과 타당화", 한국심리학회지: 소비자·광고, 4(1), pp.79~101 (2003), 한국소비자·광고심리학회
- 전경숙, "Op. cit", 231~241 (2005)
- Tepper, "Op. cit", pp.50~66 (2001)
- Rosencranz, M. L., "Clothing Concept", New York: Macmillan Publishing Co, pp.92~93 (1972)
- 양진화, "남자대학생의 성역할정체감에 따른 유행선도력 및 의복관심도에 관한 연구", 석사, pp.2006
- 홍병숙, "중·노년 여성의 외모관심도가 화장품 구매의도 및 브랜드 충성도에 미치는 영향", 대한가정학회지, 44(12), pp.1~7 (2006), 대한가정학회
- Aaker, D. A, "Managing Brand Equity" (1992), New York: The Free Press
- Tepper, "Op. cit", 50~66 (2001)
- Lumpkin, J. R., "Shopping orientation of the elderly consumer", Journal of Applied Management Studies, 13, pp.271~289 (1985)
- Shim, S., "A typology of apparel shopping orientation segments among female consumers", Clothing and Textile Research Journal, 12, pp.73~85 (1993)
- Yoo, B., "An examination of selected marketing mix elements and brand equity", Journal of the Academy of Marketing Science, 28(2), pp.195~211 (2000)
- Tepper, "Op. cit", 50~66 (2001)
- Lumpkin, J. R., "Op.cit.,pp", 271~289 (1985)
- Shim, S., "Op. cit", 73-85., 73~85 (1993)
- Yoo, "Op. cit", 195~211 (2000)
- Tepper, "Op. cit", 50~66 (2001)
- 전경숙, "Op.cit.,", 231~241 (2005)
- Tepper, "Op. cit", 50~66 (2001)
- 전경숙, "Op. cit", 231~241 (2005)
- Yoo, "Op. cit", 195~211 (2000)
- Workman, J. E., "Op. cit", 227~236 (2000)