소비자는 왜 명품 브랜드에 충성하는가? 브랜드 동일시 및 동조의 매개효과 (The Impact of Consumer's Consumption Propensity on Brand Loyalty: Brand Identification vs. Conformity)

서지정보

· 발행기관 : 한국광고학회
· 수록지 정보 : 광고학연구 / 21권 / 5호 / 223 ~ 244페이지
· 저자명 : 박혜옥, 나준희, 이용학

초록

소비자는 왜 명품 브랜드를 구매하는가? 기존의 많은 연구는 브랜드 동일시의 관점에서 설명하였다. 그렇다면 명품 브랜드를 구매하는 모든 소비자는 브랜드 동일시를 지각하는가? 이에 대해서 본 연구는 동조의 매개효과를 검증하고자 하였다. 즉, 소비자의 소비 성향에 따라 브랜드 동일시를 통해 명품 브랜드에 대한 충성도가 형성되는 경우가 있는 반면에 동조를 통해 브랜드 충성도가 형성될 수 있음을 파악하고자 하였다.
연구결과, 개성추구형, 확장자아형, 쾌락주의형 소비자는 브랜드 동일시의 매개효과가 검증되었다. 그렇지만 개성추구형, 과시추구형, 쾌락주의형 소비자의 경우에는 동조의 매개효과가 검증되었다. 보다 구체적으로 개성추구형, 확장자아형, 쾌락주의형 소비자는 브랜드 동일시를 통해 동조 및 브랜드 애착하는 것으로 나타났다. 브랜드 애착은 브랜드 충성도에 영향을 미쳤다.
그렇지만 개성추구형, 과시추구형, 쾌락주의형 소비자는 브랜드 충성도에 있어서 동조의 직접적인 매개효과가 검증되었다. 특히 개성을 추구하는 소비자의 경우, 동조에 부정적인 것으로 나타났다.

영어초록

In recent days, as Korea's industrialization was highly advanced, consumers living standard is also changing so diversely owing to Globalization. In this respect, the consumption of luxury brands have been sharply increased. This study has founded that consumers‘ consumption propensity of purchasing luxury goods tends to have strong influence upon formation of loyalty to the luxury brand.
This study divided consumers‘ consumption propensity in pursuit of goods into uniqueness-seeking, extended-self, quality-oriented, conspicuousness-seeking, and hedonic, based on a preceding research on lifestyle. This study examined consumers‘ consumption propensity on brand identification, and on which consumers‘ consumption propensity has any influence upon conformity.
Findings can be summarized as follows.
First, the consumers‘ consumption propensity in pursuit of goods which influence the brand identification included uniqueness-seeking, extended-self, and hedonic. And, the consumers‘ consumption propensity in pursuit of goods of influencing conformity included extended-self, conspicuousness-seeking, and hedonic. The uniqueness-seeking and the hedonic had strong influence upon both brand identification and conformity. However, the extended-self had influence only upon brand identification. The conspicuousness-seeking had influence only upon conformity. Especially, the uniqueness-seeking had negative influence upon conformity. On the other hand, the quality of luxury brand has no influence upon both brand identification and conformity.
Second, the brand identification had positive influence upon conformity and brand attachment, but didn't have any significant influence upon brand loyalty. In other words, even if emotional consistency on luxury brand, the brand loyalty wasn't shown. Only in case of emotional conformity and attachment, the brand loyalty was clearly indicated.
Third, conformity had no influence on brand attachment, but it had strong influence upon brand loyalty. Namely, in case of "me too" behavior simply following other people's consumption behavior, the brand loyalty was shown even if there is no emotional attachment to the corresponding brand.
Fourth, the uniqueness-seeking and the extended-self were larger than any other age group among younger age group. On the other hand, the conspicuousness-seeking was bigger among the older age group. Even the quality-oriented was bigger the older age group. The hedonic wasn't influenced by age.
Fifth, the interest and favorable feeling about luxury brand were found as uniqueness-seeking group, extended-self group, conspicuousness-seeking group, and hedonic group. However, the quality-oriented group had no interest in the luxury brand.

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