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제품 혁신성이브랜드관계의 질과 구매의도에미치는영향 : 유능성의조절효과

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Abstract
It is difficult for an innovative product to attract positive reaction from consumers. Some of the reasons are as follows: the difficulty of acquiring information about the innovativeness of the product, the uncertainty of the technology involved, and the needs of learning the use of products. Because of these reasons, it is also difficult to draw actual purchasing behavior from consumers. In order to bring about actual purchasing behavior in a short period of time, building a favorable relationship between consumers and the brand is necessary. However, development of favorable brand relationship is not a simple process because consumers differ in the way they respond to innovative products depending on their psychological characteristics. More specifically, this research posit that consumer responses to innovative products will vary by the dimensions of consumer personality.
This study set out to analyze the effects of product innovativeness on brand relationship quality and purchase intention with moderating effect ofthe competence dimension of consumer personality. A research model was developed based on previous research in related areas and the hypotheses were tested by using data collected through surveys. This survey was given to college students and graduate school students in Jeju region, who are expected to be the future consumer of innovative products. Students are also expected to be more familiar with the innovative products such as tablet PC.
Two different kinds of survey was given in random, one of them was asking questions about Apple's Ipad and Samsung's Galaxy Tab being the other.
Apple's Ipad and Samsung's Galaxy Tab were used in the survey because those two products are considered as the most famous and most innovative tablet PC, out in the market, today. The results of the research can be summarized as follows:
First, brand relationship quality is a multi-dimensional concept that contains the value of love and passion, self connection, interdependence, commitment,
intimacy, brand partner quality, which supports the research of Fournier(1998).
This result also tells the corporation to focus on building a favorable relationship with consumers in reference to these concepts by managing the relationship.
Second, the innovativeness of a product had a positive(+) effect on brand relationship quality. Especially, the love/passion dimension of brand relationship quality had the strongest effect by the innovativeness of a product. This result tells that the corporations need to focus on making their brand more innovative in order to attract better relationship with consumers which will lead them to purchase the product.
Third, the innovativeness of a product had a positive(+) effect on purchasing intention. In other words, as the perceived level of innovativeness of the product increased, the level of purchasing intention also increased. This suggests that firms should invest more on their research and development to bring up the level of their product innovativeness.
Fourth, brand relationship quality had a positive(+) effect on purchasing intention. More specifically, we found that the intimacy and the commitment dimensions of brand relationship quality influenced purchasing intention.
Finally, out of the six factors of brand relationship quality, only the self connection acted as a moderating variable.
Author(s)
김재균
Issued Date
2013
Awarded Date
2013. 8
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000006423
Alternative Author(s)
Kim, Jae Gyun
Affiliation
제주대학교 대학원
Department
대학원 경영학과
Advisor
김정희
Table Of Contents
Ⅰ. 서론 1
1. 연구 배경 1
2. 연구 목적 및 연구 방법 2
3. 논문의 구성 3
Ⅱ. 이론적 배경 6
1. 제품 혁신성 6
1) 혁신의 정의 6
2) 혁신의 유형 10
3) 혁신의 영향요인 11
2. 브랜드 관계의 질 12
1) 소비자-브랜드 관계의 정의 12
2) 소비자-브랜드 관계의 유형 14
3) 브랜드 관계의 질의 차원 분류 및 측정 방법 16
4) 브랜드 관계의 질 차원 도출 21
3. 구매의도 24
1) 구매의도의 정의 24
2) 구매의도의 역할 26
3) 구매의도의 영향요인 28
4. 소비자 개성 29
1) 소비자 개성의 정의 29
2) 소비자 개성의 측정 32
3) 소비자 개성의 유능성 34
Ⅲ. 연구 모형과 가설 설정 37
1. 연구 모형의 설계 37
2. 연구 가설 38
1) 제품 혁신성과 브랜드 관계의 질과의 관계 38
2) 혁신성과 구매의도와의 관계 38
3) 브랜드 관계의 질과 구매의도와의 관계 39
4) 소비자 유능성의 조절효과 40
3. 측정 변수의 조작적 정의 및 측정 방법 42
1) 제품의 혁신성 42
2) 브랜드 관계의 질 42
3) 구매의도 43
4) 소비자의 유능성 44
4. 연구 방법 46
1) 조사 설계 46
2) 분석 방법 47
Ⅳ. 실증 분석 48
1. 표본의 특성 48
2. 타당성 및 신뢰성 검증 50
1) 신뢰도 및 타당성 검증 분석 50
2) 탐색적 요인 분석 52
3. 연구 개념 간 상관관계 분석 55
4. 가설 검증 57
1) 제품 혁신성과 브랜드 관계의 질 57
2) 제품 혁신성과 구매의도 58
3) 브랜드 관계의 질과 구매의도 59
4) 소비자 유능성의 조절효과 60
5. 가설검증 요약표 65
Ⅴ. 결론 68
1. 연구결과 요약 및 시사점 68
2. 연구의 한계 및 향후 연구의 방향 70
※ 참고문헌 72
※ 설문지 78
Degree
Master
Publisher
제주대학교 대학원
Citation
김재균. (2013). 제품 혁신성이브랜드관계의 질과 구매의도에미치는영향 : 유능성의조절효과
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