본문 바로가기
KERD
논문KCI 등재

사회적 동일시에 따른 대학 로고제품태도 및 구매의도 - 대학위상과 온라인 쇼핑 빈도의 조절효과를 중심으로 -

Effects of social identification on consumers’ attitude and purchase intention for university logo products - Focusing on moderating effects of university prestige and online shopping frequency -

0

조회

0

다운로드

3

인용

0

참고문헌

키워드

주제분류생활과학

초록

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

Abstract

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

참고문헌 (48)

  1. "World University Rankings 2020-21" (2020)[URL]
  2. 안주아, "로고의 커뮤니케이션 효과 분석 : 대학의 아이덴티티로서 로고의 시각적 단서를 중심으로", 광고PR실학연구, 6(1), pp.89~108 (2013), 한국광고PR실학회[DOI]
  3. Allport, A., "Word recognition in reading(tutorial paper)", Processing of Visible Language, 13, pp.227~257 (1979)[DOI]
  4. Shaizatulaqma Kamalul Ariffin, "Influence of consumers’ perceived risk on consumers’ online purchase intention", Journal of Research in Interactive Marketing, 12(3), pp.309~327 (2018), Emerald[DOI]
  5. Blake E. Ashforth, "Social Identity Theory and the Organization", Academy of Management Review, 14(1), pp.20~39 (1989), Academy of Management[DOI]
  6. 배수정, "大學弘報用衣類商品開發에 關한 硏究-全南大學校의 事例를 中心으로 -", 패션 비즈니스, 7(1), pp.160~178 (2003), 한국패션비즈니스학회
  7. James E Cameron, "A Three-Factor Model of Social Identity", Self and Identity, 3(3), pp.239~262 (2004), Informa UK Limited[DOI]
  8. 채진미, "정보탐색과 구매결정에 있어서 채널이동 소비자들에 대한 연구", 한국의류산업학회지, 21(6), pp.743~753 (2019), 한국의류산업학회[DOI]
  9. Cialdini Robert B., "Basking in reflected glory: Three (football) field studies", Journal of Personality and Social Psychology, 34(3), pp.366~375 (1976), American Psychological Association (APA)[DOI]
  10. William B. Dodds, "Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations", Journal of Marketing Research, 28(3), pp.307~319 (2018), SAGE Publications[DOI]
  11. Fishbein, M., "Readings in attitude theory and measurement" (1967), Wiley
  12. Blanca Hernández, "Customer behavior in electronic commerce: The moderating effect of e-purchasing experience", Journal of Business Research, 63(9-10), pp.964~971 (2010), Elsevier BV[DOI]
  13. "Global retail and other revenues generated by licensed goods and services grew 3.3% to $271.6B in 2017" (2018)[URL]
  14. Jarvenpaa, S. L., "Is there a future for retailing on the internet", Electronic Marketing and the Consumer, 1(12), pp.139~154 (1997)
  15. Jessica L. Joines, "Exploring motivations for consumer Web use and their implications for e‐commerce", Journal of Consumer Marketing, 20(2), pp.90~108 (2003), Emerald[DOI]
  16. Kim, M., "A study on web identity of contents for online university-Fo-cused on OCU", Design Convergence Study, 4(1), pp.95~108 (2005)
  17. Soyoung Kim, "Predicting Souvenir Purchase Intentions", Journal of Travel Research, 38(2), pp.153~162 (1999), SAGE Publications[DOI]
  18. 김상훈, "정보탐색과 구매 단계에서 온라인과 오프라인 채널선택의 영향요인", 유통연구, 12(3), pp.69~90 (2007), 한국유통학회
  19. 김선남, "대학신입생들의 대학선택 결정요인에 관한 연구", 주관성 연구, (44), pp.31~48 (2019), 한국주관성연구학회[DOI]
  20. 김원형, "조직 동일시와 조직 몰입의 선행변수와 결과 변수간의 인과 관계", 한국심리학회지: 산업 및 조직, 15(2), pp.83~121 (2002), 한국산업및조직심리학회
  21. 김욱기, "프로야구 팬의 관여도에 따른 라이센싱 제품태도 및 타인추천의도에 미치는 영향", 한국사회체육학회지, (34), pp.405~416 (2008), 한국사회체육학회[DOI]
  22. "2019년 교육기본통계 주요 내용" (2019)[URL]
  23. Kwon, H., "The effect of university identification on the attitude and purchase intension toward school licensed apparel", Proceedings of the 2002 International Textile and Apparel Association Conference (2002)
  24. 권윤경, "국내 대학의 심볼 마크 디자인-2000년대 UI(University Identity)의 사례를 중심으로-", 한국콘텐츠학회 논문지, 7(7), pp.77~86 (2007), 한국콘텐츠학회
  25. 이광훈, "스마트폰을 통한 모바일쇼핑 이용자 특성 분석", e-비즈니스연구, 17(1), pp.179~199 (2016), 국제e-비즈니스학회[DOI]
  26. 이지은, "대학의 홍보마케팅을 위한 UI(University Identity) 슬로건 브랜드 디자인 개발 연구", 기초조형학연구, 15(5), pp.481~491 (2014), 한국기초조형학회
  27. 이진명, "멀티채널 환경에서 소비자의 채널선택과 채널 포지셔닝에 관한 연구", 소비자문제연구, (41), pp.143~169 (2012), 한국소비자원[DOI]
  28. 이정윤, "브랜드 가치 창출로서 UBI 활용방안에 관한 연구 - 아이비리그 대학들의 브랜드 아이덴티티를 중심으로 -", 기초조형학연구, 13(5), pp.421~434 (2012), 한국기초조형학회[DOI]
  29. Lee, S., "A characteristic of consumer groups classified by clothing shopping motives", Journal of the Korean Society of Clothing and Textiles, 24(8), pp.1242~1253 (2000)
  30. Lohse, G. L., "Electronic shopping", Communications of the ACM, 41(7), pp.81~87 (1998)
  31. 마예나, "대학 아이덴티티의 확장을 위한 서브브랜드 개발의 필요성- 대학 기념품을 중심으로 -", 한국디자인포럼, 23(3), pp.103~114 (2018), 한국디자인트렌드학회[DOI]
  32. Robert Madrigal, "Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship", Psychology and Marketing, 18(2), pp.145~165 (2001), Wiley[DOI]
  33. Fred Mael, "Alumni and their alma mater: A partial test of the reformulated model of organizational identification", Journal of Organizational Behavior, 13(2), pp.103~123 (1992), Wiley[DOI]
  34. 문현기, "지각된 조직 위상과 대학 총장의 리더십 스타일이 대학생의 조직 동일시와 구전의도에 미치는 영향에 관한 연구", 커뮤니케이션학 연구, 17(3), pp.111~137 (2009), 한국커뮤니케이션학회
  35. M.A. Moon, "Consumer's perceptions of website's utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach", Spanish Journal of Marketing - ESIC, 21(2), pp.73~88 (2017), Emerald[DOI]
  36. Jihye Park, "Multichannel Retailing Potential for University-Licensed Apparel", Clothing and Textiles Research Journal, 25(1), pp.58~73 (2007), SAGE Publications[DOI]
  37. Riketta, M., "Does perceived threat to organizational status moderate the relation between organizational commitment and work behavior", International Journal of Management, 22(2), pp.193~200 (2005)
  38. 상윤진, "대학 브랜드의 경쟁력 제고를 위한 기념품 디자인 개발-이화여자대학교 UI의 활용을 중심으로-", 한국디자인문화학회지, 20(2), pp.235~245 (2014), 한국디자인문화학회
  39. Ale Smidts, "The Impact of Employee Communication and Perceived External Prestige On Organizational Identification", Academy of Management Journal, 44(5), pp.1051~1062 (2001), Academy of Management[DOI]
  40. Michael R. Solomon, "Self-Consciousness and Clothing", Personality and Social Psychology Bulletin, 8(3), pp.508~514 (1982), SAGE Publications[DOI]
  41. Tajfel, H. E., "Differentiation between social groups : Studies in the social psychology of intergroup relations" (1978), Academic Press
  42. E. C. Tolman, "Identification and the postwar world", The Journal of Abnormal and Social Psychology, 38(2), pp.141~148 (1943), American Psychological Association (APA)[DOI]
  43. Turner, J. C., "Advances in group processes (Vol. 2)", pp.77~122 (1985), JAI Press
  44. Viswanath Venkatesh, "Technology Acceptance Model 3 and a Research Agenda on Interventions", Decision Sciences, 39(2), pp.273~315 (2008), Wiley[DOI]
  45. Batia M. Wiesenfeld, "Organizational identification among virtual workers: the role of need for affiliation and perceived work-based social support", Journal of Management, 27(2), pp.213~229 (2001), SAGE Publications[DOI]
  46. 원성빈, "소비자의 쇼핑 동기가 온라인 쇼핑에 대한 신뢰도와 구매의도에 미치는 영향: 중국과 베트남 소비자를 중심으로", 한국콘텐츠학회 논문지, 16(8), pp.71~80 (2016), 한국콘텐츠학회[DOI]
  47. Jin-Feng Wu, "Multichannel integration quality, online perceived value and online purchase intention", Internet Research, 26(5), pp.1228~1248 (2016), Emerald[DOI]
  48. SuJin Yang, "Consumers’ channel choice for university-licensed products: Exploring factors of consumer acceptance with social identification", Journal of Retailing and Consumer Services, 14(3), pp.165~174 (2007), Elsevier BV[DOI]

관련 논문AI추천

이 간행물의 다른 논문 (11건)