브랜드 경험이 재구매 의도에 미치는 영향: 브랜드 애착과 브랜드 사랑의 매개역할 = The Influence of Brand Experience on Repurchase Intention: the mediating role of Brand Attachment and Brand Love

다국어 초록 (Multilingual Abstract)

High levels Brand-related emotions have a compelling and strong effect on individuals behaviours.
They are elicited in consumers during the decision-making process through brand-related stimuli. Consumer emotions toward brands, such as attachment and love, are seen as pivotal to longer-term consumer-brand relationships. Some marketing research advances the potential for brand attachment(BA) and brand love(BL) to generate positive consumer emotions towards a brand, such as repurchase intention(RI). Accordingly, this study aim to empirically (1) examine the direct effect of brand experience(BE) on consumers’ RI and (2) investigate the potential independent and serial mediation effects of BA and BL on the BE-RI relationship. Data were gathered using self-report questionnaire from a convenience sample of 373 Smartphone or coffee shop users among graduate students from universities located in Seoul metropolitan area, Korea. The partial least squares structural equation modeling(PLS-SEM) with the bootstrapping technique was utilized to test the study hypotheses. The findings of this study reveal a significant positive effect of BE on RI. Additionally, drawing on the cognition-affect-behavior(C-A-B) model, the two main contributions of this study are: (1) BA and BL independently and serially have a significant partial mediating effect on the BE-RI relationship among Smartphone or coffee shop users, and (2) BL has a greater impact on the BE-RI relationship as an intervening variable than the two other mediators (BA, as well as BA and BL serially).

국문 초록 (Abstract)

브랜드 관련 감정들은 개인의 행동에 강력하고 강한 영향을 미친다. 이들은 브랜드 관련 자극을 통해 의사결정과정에서 소비자에게 노출된다. 애착 및 사랑 등 브랜드에 대한 소비자의 감정은 장기적인 소비자-브랜드 관계에중추적인 역할을 하는 것으로 간주된다. 일부 마케팅 연구는 브랜드 애착(BA)과 브랜드 사랑(BL)에 대한 잠재력을발전시킴으로써 재구매 의도(RI)와 같은 브랜드에 대한 긍정적인 소비자 감정을 유발할 수 있다고 한다. 본 연구의목적은 (1) 브랜드 경험(BE)이 소비자의 재구매 의도(RI)에 미치는 직접적인 영향을 실증적으로 검토하고, (2) BA와 BL이 BE-RI 관계에 미치는 잠재적인 독립적이고 순차적인 매개효과를 검토하는 것이다. 이를 위해 수도권에위치한 대학의 대학원생 373명의 스마트폰 또는 커피전문점 이용자들을 대상으로 한 편의표본 자기보고식 설문지를이용하여 자료를 수집하였다. 이렇게 수집된 자료는 부트스트래핑 기법을 사용한 부분최소자승 구조방정식모델링(PLS-SEM)을 사용하여 연구가설 검증에 활용하였다. 본 연구의 결과는 BE가 RI에 유의하고 긍정적인영향을 미치는 것으로 나타났다. 또한, 인지-영향-행동(C-A-B) 모델을 바탕으로, 본 연구의 두 가지 주요 기여는(1) BA와 BL이 독립적으로 그리고 순차적으로 스마트폰 또는 커피전문점 이용자들 사이에서 BE-RI 관계에 상당한부분매개 효과가 있는 것으로 나타났다. 그리고 (2) BL은 다른 두 매개변수(BA, BA 및 BL 순차)보다 BE-RI 관계에 더 큰 매개효과가 있는 것으로 확인되었다.

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