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RISS 인기검색어
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- 저자 : 진성미 (검색결과 6 건)
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SPA브랜드 콜라보레이션 제품 특성이 소비자의 지각된 가치와 브랜드 태도, 구매의도에 미치는 영향
In the 21st century a consumption culture faces a change along with trans-demarcation and convergence phenomena between domains that spread across society. And companies realized that just sticking to their own philosophy could not satisfy consumers’ various desires. Thus, they have made a new domain, collaboration, which refers to cooperation with a new thing that has a different function, different emotion, and different value. Particularly, in addition to the reasonable price, a variety of collaborations are displayed in the SPA brands and they keep growing, suggesting a new paradigm in the fashion industry satisfying consumers’ needs with trendiness of the newest product design. The importance of values perceived by consumers is also emerging as a factor that affects their attitudes and behaviors in the consumption life of the contemporary men. When deciding whether or not they will buy a product or a brand, they decide it according to various values the product offers. SPA brand collaboration products have uniqueness differentiated from general products, and their aesthetic impression is emphasized. They also have scarcity due to the limited edition and have reputation and fashionableness due to collaboration with objects in fashion at that time. Therefore, aesthetic impression, uniqueness, scarcity, fashionableness and reputation can be listed as traits of collaboration products. This study classified consumers’ perceived values into 4 domains: the emotional value, economic value, social value and epistemic value. Thus, this study aims at investigating the effects of SPA brand collaboration product traits on the consumers’ perceived values; and furthermore, it aims at studying what effects consumers’ perceived values have on their brand attitudes and purchase intention. To verify problems of this study, a survey was conducted on women in their 20s-30s living in Busan, Korea; a total of 250 copies exclusive of the missing value were used for the final analysis. SPSS 21.0 program was used for the statistic analysis; the explanatory factor analysis, reliability analysis, frequency analysis, correlation analysis and multiple regression analysis were used. The following are the study results: First, aesthetic impression and fashionableness gave a positive (+) influence on the emotional value; scarcity, fashionableness and aesthetic impression on the economic value; reputation and fashionableness on the social value; aesthetic impression and reputation on the intellectual value. Uniqueness did not have a significant influence on any value. Second, the emotional value, economic value and social value gave a positive (+) influence on the brand attitudes; the emotional value, economic value and epistemic value on the purchase intention. Third, the brand attitudes are meditated between the emotional value , economic value and the purchase intention. Through this study, it was found that consumers perceived more various values from the beautiful, stylish and trendy collaboration products. Moreover, it was also identified that when consumers considered they consumed pleasantly, comfortably, happily and reasonably, brand attitudes and purchase intention were positively influenced. This empirical study is expected to give practical help to establishing an efficient marketing strategy, when domestic SPA brands that rapidly grow do a new collaboration.
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대학생의 좌절된 대인관계욕구가 자살사고에 미치는 영향: 자기혐오와 무망감의 이중 매개효과
In this study, we sought to confirm the double mediating effect of self-hatred and hopelessness in the impact of college students' frustrated interpersonal needs on suicidal thoughts. For this purpose, a self-report questionnaire consisting of scales of interpersonal desire, self-hatred, hopelessness, and suicidal ideation was conducted targeting 337 college students. The results of this study are summarized as follows. First, as a result of conducting a correlation analysis on frustrated interpersonal relationships, suicidal thoughts, self-hatred, and hopelessness, it was found that frustrated interpersonal relationships, suicidal thoughts, self-hatred, and hopelessness were significantly correlated with each other. Second, it was confirmed that there was a double mediating effect of self-hatred and hopelessness in the effect of frustrated interpersonal needs on suicidal thoughts. This showed that frustrated interpersonal relationships had an indirect effect on suicidal thoughts through self-hatred and hopelessness rather than a direct effect on suicidal thoughts. Through these research results, the significance and limitations of this study and suggestions for follow-up research were presented. 본 연구에서는 대학생의 좌절된 대인관계욕구가 자살사고에 미치는 영향에서 자기혐오와 무망감의 이중 매개효과를 확인하고자 하였다. 이를 위해 대학생 337명을 대상으로 대인관계욕구, 자기혐오, 무망감, 자살사고 척도로 구성된 자기 보고식 설문을 실시하였다. 본 연구의 결과를 요약하면 다음과 같다. 첫째, 좌절된 대인관계욕구, 자살사고, 자기혐오, 무망감에 대한 상관분석을 실시한 결과, 좌절된 대인관계욕구, 자살사고, 자기혐오, 무망감은 서로 유의한 상관이 있는 것으로 나타났다. 둘째, 좌절된 대인관계욕구가 자살사고에 미치는 영향에서 자기혐오와 무망감의 이중 매개효과가 있는 것으로 확인되었다. 이는 좌절된 대인관계욕구가 자살사고에 직접적인 영향을 주기보다는 자기혐오와 무망감을 통해 자살사고에 간접적인 영향을 미치는 것으로 나타났다. 이러한 연구결과를 통해 본 연구의 의의와 한계점을 제시하고 후속연구를 위한 제언을 제시하였다.
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