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럭셔리브랜드에 대한 전자구전이 브랜드구매의도에 미치는 영향: 정서적애착의 매개효과

The Effect of Electronic Word of Mouth on Brand Purchase Intention in the Context of Luxury Brand Purchase: The Mediating Effect of Emotional Attachment

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한국전략마케팅학회 (Korean Strategic Marketing Association)|2022.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제30권 제3호|pp. 1-18

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참고문헌

키워드

Brand Image브랜드이미지브랜드신뢰Brand TrusteWOMEmotional Attachment전자구전정서적애착브랜드구매의도Brand Purchase Intention

초록

본 연구는 사회매체플랫폼에 접속하여 상호작용을 통해 인지한 럭셔리브랜드에 관한 전자구전이 브랜드이미지와 브랜드신뢰에 미치는 영향을 확인하고, 또한 브랜드이미지 및 브랜드신뢰와 브랜드구매의도 관계에서 정서적애착의 매개효과를 확인하는데 연구의 목적이 있다. 본 연구에서는 최근 사회매체플랫폼에서 럭셔리 화장품브랜드에 대한 정보를 확인하고 온라인점포에서 이를 구매한 경험이 있는 소비자를 대상으로 대면면접방식의 표본조사를 실시하여 실증분석하였다. 자료 분석 및 연구가설 검정을 위해 SPSS 21.0 및 amos 21.0 통계패키지를 사용하였다. 통계분석은 KMO and Bartlett’s Test로 요인분석의 적합성을 확인하였고, 확인적요인분석으로 집중타당도를 확인하였으며, 상관분석으로 판별타당도를 확인하였다. 또한 구조방정식모형분석으로 연구모형의 적합도 및 연구가설을 검정하였다. 분석결과, 전자구전은 브랜드이미지와 브랜드신뢰에 모두 유의한 영향을 주었으나 브랜드이미지에 더 높은 영향을 주었다. 브랜드이미지는 브랜드신뢰, 정서적애착 및 브랜드구매의도에 모두 영향을 주었으나 브랜드신뢰에 가장 높은 영향을 주었다. 브랜드신뢰는 정서적애착에 높은 영향을 준 반면 브랜드구매의도에는 영향을 주지 않았다. 정서적애착은 브랜드구매의도에 영향을 주었다. 매개효과 분석결과, 브랜드이미지와 브랜드구매의도 관계에선 정서적애착이 부분적으로 매개된 반면, 브랜드신뢰와 브랜드구매의도 관계에선 정서적애착은 완전히 매개되었다. 결론적으로 전자구전은 브랜드이미지에 높은 영향을 주고, 이는 브랜드신뢰에 강력한 영향을 주며, 브랜드신뢰는 정서적애착을 통해 브랜드구매의도가 형성됨을 확인하였다.

Abstract

The purpose of this study is to verify the effect of eWOM about luxury cosmetics brands recognized through interaction with various people by accessing social media platforms on brnad image and brand trust. In addition, this study is to examine the mediating effect of emotional attachment on the relationship between brand image and brand purchase intention, and on the relationship between brand trust and brand purchase intention. This study confirmed the research hypothesis by conducting a face-to-face sample survey of consumers who recently recognized luxury cosmetics brand information on social media platforms and purchased them from online stores. As a result of the analysis, eWOM had a significant effect on both brand image and brand trust, but had a high effect on brand image than brand trust. Brand image affected all brand trust, emotional attachment, and brand purchase intention, but had the highest influence on brand trust among them. Brand trust had a high effect on emotional attachment, but did not affect brand purchase intention. Emotional attachment affects brand purchase intention. As a result of mediating effect analysis, emotional attachment was partially mediated in the relationship between brand image and brand purchase intention, whereas emotional attachment was completely mediated in the relationship between brand trust and brand purchase intention.

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