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브랜드정보처리유창성의 긍정행동의도효과와 브랜드개입 및 선호도유창성의 매개역할

The Mediating Roles of Brand Engagement and Preference Fluency on the Effects of Processing Fluency on Positive Behavioral Intention

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한국전략마케팅학회 (Korean Strategic Marketing Association)|2012.06|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제20권 제2호|pp. 73-95|DOI http://dx.doi.org/

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참고문헌

키워드

Preference Fluency긍정행동의도선호도유창성브랜드개입개념적 유창성지각적 유창성Brand EngagementConceptual FluencyPerceptual FluencyPositive Behavioral Intention

초록

이 연구는 브랜드에 대한 긍정적 행동의도에 영향을 미치는 매개요인으로 브랜드개입과 선호도유창성 개념을 도입하고, 정보처리유창성의 긍정적 행동의도효과를 매개하는가를 탐색하였다. 실험대상으로 갤럭시SⅡ 브랜드를 선정하여, 2×2(개념적 유창성의 고저, 지각적 유창성의 고저)의 실험설계를 하고, 4개의 집단별로 70부의 설문지를 배부하고 회수하여 실증분석하였다. 지각적 유창성이 개념적 유창성과 선호도유창성에 직접적으로 영향을 미치고, 또 개념적 유창성이 브랜드개입에 직접 영향을 미치는 것으로 탐색되었다. 즉 지각적 유창성이 개념적 유창성과 선호도유창성에 영향을 미치는 직접효과와 개념적 유창성과 브랜드개입을 통하여 선호도유창성에 영향을 미치는 간접효과를 탐색하였다. 그리고 선호도유창성과 브랜드개입이 긍정행동의도에 직접 영향을 미치고, 브랜드개입이 선호도유창성에 긍정적으로 영향을 미치는 것으로 탐색되었다. 따라서 브랜드개입과 선호도유창성이 지각적 유창성과 개념적 유창성의 긍정행동의도에 대한 효과를 매개함을 식별하였다.

Abstract

This study focuses on the indirect effects of processing fluency on positive behavioral intention, and explores the mediating roles of brand engagement and preference fluency. To verify the indirect effects author selected Galaxy SⅡ as the experimental brand and developed four types of scenarios and story boards which were different from each other in views of levels of conceptual fluency and perceptual fluency. Four types of scenarios and story boards consist of high conceptual fluency/high perceptual fluency, high conceptual fluency/low perceptual fluency, low conceptual fluency/high perceptual fluency, and low conceptual fluency/low perceptual fluency. The author collected 280 questionnaires from the four groups of 70 undergraduate students each, and analyzed all of the questionnaires that have no problems. The results of testing hypotheses are as follows. Brand engagement can be strengthened under conditions of conceptual fluency and has direct positive influences on positive behavioral intention. Preference fluency can be strengthened under conditions of conceptual fluency and perceptual fluency and also has direct positive influences on positive behavioral intention. And there are also mediating roles of brand engagement on the effects of conceptual fluency on preference fluency. To be involved, occupied, and interested in the brand, it is necessary for the brand information to be processed easily, and the brand engagement influences positively on preference fluency. Taken together, the results of empirical study are summarized as follows. Brand engagement plays mediating roles both between processing fluency and preference fluency and between processing fluency and positive behavioral intention. Preference fluency plays mediating roles both between processing fluency and positive behavioral intention and between brand engagement and positive behavioral intention.

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