원문정보
초록
영어
The purpose of this study is to investigate the effect of consumer's authenticity perception on brand repurchase intention and word-of-mouth intention through customer satisfaction and brand attachment. For this purpose, a structural equation model was established based on previous studies and an empirical study was conducted. The survey was conducted offline and online, and samples were collected using a convenient sampling method. A total of 267 questionnaires were sampled, and 255 questionnaires were used as final valid samples, except for 12 questionnaires with errors. For the final data, SPSS Win ver. 23.0 and AMOS 20.0 statistical programs were used to analyze the personal characteristics of the subjects, verify the research model, and confirm the reliability and validity of the measurement model and the suitability of the research model.As a result, all six hypotheses were adopted, and the correlation between each factor was observed in the research model.
목차
1. INTRODUCTION
2. STUDY HYPOTHESIS
2.1 Relationship Between brand authenticity and customer satisfaction
2.2 Relationship Between brand authenticity and brand attachment
2.3 Relationship Between customer satisfaction and Repurchase intention
2.4 Relationship Between customer satisfaction and Word of mouth
2.5 Relationship Between brand attachment and Repurchase intention
2.6 Relationship Between brand attachment and Word of mouth
3. RESEARCH METHOD
3.1 Research Subjects
3.2 Research Tools
4. RESULTS
4.1 Validity and Reliability Analysis of Research Tools
4.2 Fitness of study model
5. RESULTS
6. CONCLUSION
REFERENCES