스키용품 원산지 정보와 제품관여도에 따른 제품평가와 브랜드 관계의 질, 브랜드 충성도의 차이 (The Difference of Product Evaluation, Brand Relationship Quality, and Brand Loyalty Based on the Information about Origins of Ski Supplies and Product Involvement)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 62호 / 141 ~ 154페이지
· 저자명 : 국진호, 정태욱

초록

This study aimed to find the difference of production evaluation, brand relationship quality, and brand loyalty based on the information about origins of ski supplied and product involvement. Based on preliminary investigations, ski supplies were classified into a high involvement product(plate) and low involvement product(pole), and each of them were again divided into two groups to set up a survey of four areas: agreement or disagreement between the origin of the brand and manufacturer. Subjects of our analysis were the 415 (25 out of 440 were excluded due to loose answers) users of 4 ski resorts in Gangwon-do and Gyeonggi-do who provided serious answers to our questionnaire. SPSSWIN 18.0 was utilized to carry out factor analysis, reliability analysis, correlation analysis, two-way ANOVA, regression analysis. In accordance with the result, firstly, when the origins of brand and manufacturer agree, the subjects showed higher result, compared to disagreeing cases, in perceived quality of product evaluation, perceived value and brand relationship quality(satisfaction, trust, commitment), and brand loyalty. Secondly, the effect of agreement/disagreement of origins on product evaluation, brand relationship quality and brand loyalty is that the high involvement products had higher perceived quality than low involvement products had, and, although high involvement products had lower perceived risk than low involvement products did, there was not any significant difference in other variables.

영어초록

This study aimed to find the difference of production evaluation, brand relationship quality, and brand loyalty based on the information about origins of ski supplied and product involvement. Based on preliminary investigations, ski supplies were classified into a high involvement product(plate) and low involvement product(pole), and each of them were again divided into two groups to set up a survey of four areas: agreement or disagreement between the origin of the brand and manufacturer. Subjects of our analysis were the 415 (25 out of 440 were excluded due to loose answers) users of 4 ski resorts in Gangwon-do and Gyeonggi-do who provided serious answers to our questionnaire. SPSSWIN 18.0 was utilized to carry out factor analysis, reliability analysis, correlation analysis, two-way ANOVA, regression analysis. In accordance with the result, firstly, when the origins of brand and manufacturer agree, the subjects showed higher result, compared to disagreeing cases, in perceived quality of product evaluation, perceived value and brand relationship quality(satisfaction, trust, commitment), and brand loyalty. Secondly, the effect of agreement/disagreement of origins on product evaluation, brand relationship quality and brand loyalty is that the high involvement products had higher perceived quality than low involvement products had, and, although high involvement products had lower perceived risk than low involvement products did, there was not any significant difference in other variables.

참고자료

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