초록 열기/닫기 버튼
최근 들어, 브랜드 분야의 연구는 다양한 제품과 서비스를 대상으로 하는 경험연구들로 확산되기 시작했다. 그러나 제품의 구매 이후 사용단계에서의 브랜드 경험 특성의 유형, 그리고 브랜드 경험 차원과 소비자 반응 변수들 간의 영향관계를규명하는 직접적 연구는 아직까지 많지 않은 편이다. 특히, 브랜드 경험은 개인별로 상이하게 나타나는 사적인 것을 의미하므로 특정 브랜드를 사용하는 동일한 소비경험을 가진 소비자라 할지라도 그들이 인식하는 브랜드 경험의 특성과 선호하는 경험의 차원은 동일하지 않으며, 다차원적으로 나타날 수 있다. 이러한 이유로, 본 연구는 스마트폰 사용자의 브랜드 경험 특성과 소비자 반응 변수 간 영향관계를 파악하는데 목적이 있다. 구체적으로, 사용자의 브랜드 경험 특성의 유형에 따라 사용자 만족이라는 독립변수와 브랜드 애착이라는 매개변수 그리고 재구매의도라는 종속변수 간 관계를 규명하였을 뿐 아니라 브랜드 간 비교분석을 통해 브랜드 경험 특성의 유형이 변수들 간 관계에 어떠한 차별적 영향을 미치는지파악하였다. 글로벌 시장점유율 1위와 2위를 차지하고 있는 삼성 갤럭시폰 사용자 205명(62.3%)과 애플 아이폰 사용자124명(37.7%)에게 설문을 실시해 연구모형과 가설을 검증하였다. 다집단 구조방정식모형을 통한 실증분석의 결과를 바탕으로 결론에서는 본 연구가 갖는 의의와 시사점을 논의한 후 한계점과 미래 연구방향을 제언하였다.
More recently, studies on brand management began to spread into experience for variousproducts and services. But there is few that closely examine the relationship between the typesof characteristics of brand experience and consumers’ response variables in the usage stage ofproduct after product purchase. In particular, consumers’ perceived characteristics of brandexperience and the dimensions of brand experience preferred are both inconsistent and multidimensionalbecause brand experience are so private that vary personally, even consumers ofthe same consumption experiences for the particular brand. In these reasons, this study focusedon the relationship between smartphone users’ characteristics of brand. The relationship wasspecifically examined among user satisfaction(independent variable), brand loyalty(meditationvariable), and repurchase intention(dependent variable). The questionnaires were disseminated to the users of Samsung Galaxy and Apple iPhone, rankNo.1 and No.2 respectively in the global market, and then the research model and hypotheseswere tested for the total of 329 collected(Galaxy: 205, iPhone: 124). The results are listed as follows. First, the four types (sensory, affective, intellectual, andbehavioral) of brand experience that Zarantonello and Schmitt(2010) had examined were similarto the domestic smartphone users. Specifically, clusters of the users were classified into fourtypes called ‘hedonistic consumers’, ‘problem-solving consumers’, ‘holistic consumers’, and ‘dailyconsumers’. Second, the average scores of iPhone users were higher than those of Galaxy usersin the results compared with four types of brand experiences. Third, the effects of user satisfaction and brand loyalty on repurchase intention were tested, but the effect on user satisfaction onrepurchase intention was unexpectedly stronger than that of brand loyalty on repurchaseintention. Fourth, the effects of user satisfaction and brand loyalty on repurchase differedaccording to the types of brand experience. In other words, the standardized coefficients of‘holistic consumers’ and ‘problem-solving consumers’ were higher than those of the others in thepath from user satisfaction to brand loyalty. On the other hand, the standardized coefficients of‘problem-solving consumers’, ‘daily consumers’ and ‘hedonistic consumers’ were higher than thatof ‘holistic consumers’ in the path from user satisfaction to repurchase intention. Besides, thestandardized coefficient of ‘holistic consumers’ was the highest in the path from brand loyaltyto repurchase intention. Finally, the indirect effects of user satisfaction by the types of brandexperience on repurchase intention(meditation effect on brand loyalty by the clusters) werestatistically significant in ‘holistic consumers’ and ‘hedonistic consumers’. This study empirically illustrated that brand experiences of smartphone users seriously affectcognitive satisfaction and emotional brand loyalty as well as repurchase intention.
키워드열기/닫기 버튼
Brand Experience Dimensions, User Satisfaction, Brand Attachment, Repurchase Intention
