소비자 욕구 충족성이 휴먼브랜드 애착과 구매의도에 미치는 영향

Abstract

Recently a new social phenomenon indicates that people perceive well-known persona like TV stars or sports stars etc. as human brands. And the importance of human brand is expanding, specifically in relation to the subject of exerting influence on the public, which is the subject of consumption, and leading their thoughts and actions. However, related practical researches for human brand value enhancement are very insufficient. Therefore, this study focuses on attachment to enhance human brand asset values, it investigate influential factors that increase attachment level as well as the as results of human brand attachment. Concretely, first, influential factors for human brand attachment is suggested as consumer needs(autonomy, relatedness, competence) satisfaction and pleasure, and the influence of consumer needs(autonomy, relatedness, competence) satisfaction and pleasure on human brand attachment will be examined. Next, as the results of human brand attachment, purchase intention is suggested, and the influence of human brand attachment on purchase intention will be examined. In addition, pleasure is suggested as mediating variables between the consumer needs(autonomy, relatedness, competence) satisfaction and human brand attachment, the mediating effect of the pleasure in the relationships of consumer needs satisfaction and human brand attachment will be verified through the empirical study.

The research model is presented in .

◁그림 삽입▷(원문을 참조하세요)

H5: The Mediating Effect of Pleasure

Research Model

The questionnaire survey was performed according to the convenience sampling with the adults older than 20s residing in Jeju region considering the gender, occupation, the level of education and salary. The data collection was executed from 1st April to 20th April in 2016. 350 questionnaires were distributed and 330 were collected, but 312 questionnaires are applied for the analysis as careless answers are excluded. Collected data were analyzed by SPSS 18.0 statistics packages. The results of this research are as follows. First, the consumer needs(autonomy, relatedness, competence) satisfaction were positively associated with pleasure. A consumer perceives a human brand as fulfilling his or her needs(autonomy, relatedness, competence), his or her will be pleasured with the human brand. Second, the pleasure with the human brand was a significant factor on enhancing human brand attachment was demonstrated. Third, the consumer needs(autonomy, relatedness, competence) satisfaction have significant impact on the human brand attachment. This shows that if consumers perceive the human brand as fulfilling their needs(autonomy, relatedness, competence), the more intensely will be attached by the human brand. Especially, the influence of consumers' competence needs satisfaction on the human brand attachment was verified through the empirical study. Fourth, human brand attachment was a significant factor on increasing the purchase intention of consumers. The more intensely attached by the human brand, the more purchase intention to the brand about the human. Finally, it was demonstrated that the causal relationships of consumer needs(autonomy, relatedness, competence) satisfaction to pleasure, the effect of pleasure induced by consumer needs(autonomy, relatedness, competence) satisfaction on enhancing brand attachment. In addition, to investigate mediating effects of pleasure in the links between the consumer needs satisfaction and human brand attachment. The theoretical implications through this study are arranged as follows. First, the influential factors that increase attachment level to human brand as well as the results of human brand attachment are confirmed. In the process of establishing a multifaceted and systematic marketing strategy, this results will be a significant material for future research. Second, the consumer needs(autonomy, relatedness, competence) satisfaction have significant impact on the human brand attachment. Especially, the influence of consumers' competence needs satisfaction on the human brand attachment was verified through the empirical study. This shows that the preceding research about the influence of competence needs satisfaction on attachment is confident and will be a significant material for future research. Third, the influence of pleasure on human brand attachment was confirmed. This result will be an important resources to establish a strategy for strengthening the attachment between the consumer and human brand. Fourth, it is confirmed that pleasure have mediating effects between the relation of consumer needs(autonomy, relatedness, competence) satisfaction and human brand attachment. It will be an important basis for the subsequent academic study about human brands attachment. Fifth, the attachment of consumer on human brand have a positive impact on purchase intention of consumer, which shows a important basis material for future research for improving the value of human brand equity. The practical implications of this study are as follows. First, human brand is recognized by the consumers and develop a strong attachment relationship with the consumer by satisfying their basic psychological needs. And human brand shows great influence based on the popularity and interest of consumer. Therefore it can improve itself to maintain a strong attachment relationships with consumers through a systematic management. Second, the consumers would feel attachment on human brand who satisfy their needs and this will be a significant material for establishing a practical marketing strategy in order to construct a strong attachment relationship with consumer. Third, we can construct a strong attachment relationship with consumer through satisfying their needs and make them pleasure. It is helpful that marketer develop a various marketing programs for customer relationship management. Fourth, the attachment of consumer on human brand have a positive impact on purchase intention of the consumers, it is a significant material for a company establishing on the sale promotion strategies.