원문정보
초록
영어
The purpose of this study is to provide implications by conducting research on brand benefits for skiwear brand customers. For this purpose, a structural equation model was established and empirical research was conducted by selecting brand convenience as a hygiene variable and brand emotion, brand satisfaction, and repurchase intention as endogenous variables. In order to analyze the general characteristics of the subjects, frequency analysis was conducted using SPSS 25 and Cronbach's alpha analysis was conducted using the same statistical program. Confirmatory factor analysis and path analysis were conducted using AMOS 21. In addition, the benefits of skiwear brand, which is an independent variable, were composed of two sub-dimensions, and psychological benefits rather than functional benefits were found to have a stronger impact on brand emotion, suggesting practical implications.
목차
1. Introduction
2. Study Hypothesis
2.1 Relationship between Brand Benefit and Brand Emotion
2.2 Relationship between Brand Emotion and Brand Satisfaction
2.3 Relationship between Brand Emotion and Brand Trust
2.4 Relationship between Brand Satisfaction and Repurchase Intention
2.5 Relationship between Brand Trust and Repurchase Intention
3. Research Method
3.1 Research Subjects
3.2 Research Tools
4. Results
4.1 Validity and Reliability Analysis
4.2 Hypothesis verification result
4.3 Hypothesis verification analysis
5. Conclusion
Acknowledgement
References