제품지식이 지각된 가치, 만족도, 충성도에 미치는 영향

Abstract

This study presents a conceptual model of the impact of consumer product knowledge on brand loyalty by organizing literature on four variables: product knowledge, perceived value, customer satisfaction and brand loyalty. Therefore, this study studies ways to provide consumers with accurate product knowledge to enhance perceived value and improve their satisfaction and loyalty. Specifically, the purpose of this study is summarized as follows: First, look at the direct impact of consumer product knowledge on perceived value. The more knowledge consumers have about a product, the better they know the advantages and disadvantages of each brand product and the more objectively they know about the brand product, the more accurately they can perceive its value. Second, look at the direct impact of perceived value on brand loyalty. The perceived results of the consumer on the product determine the attitude to the brand and the consumer attitude determines the behavior. Thus, consumer product knowledge can indirectly affect brand loyalty through a mediating role by perceived value. Third, look at the impact of perceived product value on customer satisfaction and brand loyalty. To this end, through empirical research by survey on Chinese mobile phones, we identify customers' psychological needs, provide perceived value above rivals, and present marketing strategies to gain more competitive advantage in the market. This study carries out theoretical research centering on domestic and foreign prior studies related to product knowledge, perceived value, satisfaction and brand loyalty. In order to establish the causal relationship between the factors, research models and research theories are derived, and empirical research by survey is conducted at the same time. To that end, the company will conduct an empirical study to verify the hypothesis through a survey of customers who actually use Chinese mobile phone brands. The empirical analysis was analyzed using SPSS 25.0 and AMOS 25.0 through the data coding process for customers using the Chinese mobile phone brand. Frequency analysis, factor analysis, reliability analysis, correlation analysis, and structural equation model analysis were applied to the analysis methods. The research results clarify the path and role of product knowledge affecting brand loyalty, various theoretical studies on consumer product knowledge, perceived value, brand satisfaction and brand loyalty, and theoretical and practical suggestions on corporate brand management and knowledge management. First, product knowledge is divided into subjective product knowledge and objective product knowledge, and subjective product knowledge and objective product knowledge pay attention to perceived value. But the influence of subjective product knowledge is better than objective product knowledge. Therefore, enterprises should actively provide information about products or services, expand the channels of product knowledge dissemination, enhance consumers' product knowledge and enhance consumers' perception value when they need to identify a`nd manage their customers' product knowledge. Second, perception values are attributed to functional, emotional, and social values that are noted for brand loyalty. To improve customer loyalty, increase customer perception value. In other words, companies should pay attention to their customers' functional value, social value and emotional value when they are marketing. Consumers should consider whether the brand's functional value (performance, value, convenience) and whether the brand's emotional value (satisfied) are good experiences when buying a particular brand of mobile phone. Therefore, while enriching the function of mobile phone, enterprises should focus on highlighting the provisional value and social value of the product. The brand management should satisfy the consumers' social and emotional needs, raise the consumers' social image and satisfy the consumers' emotional needs through brand management. Third, the impact of customer perception value on brand loyalty awareness "positive (+)". In particular, the customer's perception value, social value, functional value and emotional value will have a lot of impact. To meet the customer's needs, the most important thing is to provide social value. As a result, cell phones should be an effective means of communication that allows their phones to be socially recognized and highly reputable. Fourth, brand satisfaction is influenced by customer brand loyalty awareness "positive (+)". Therefore, in order to increase brand loyalty to the phone and maintain it, the most important thing is to achieve customer satisfaction. To this end, brand managers must improve service satisfaction and meet their customers' needs faster than their competitors. Fifth, in the relationship between product knowledge and perceived value, subjective product knowledge and objective product knowledge were analyzed to have a significant positive influence on brand satisfaction through the medium of perceived functional value and social value. And subjective product knowledge, objective product knowledge, appears to have a significant positive influence on brand satisfaction through the medium of perceived functional value, social value and emotional value.