평창 동계올림픽에서 북한 올림픽 응원단의 노블티와 올림픽 인게이지먼트의 영향: 국내 대학생들의 인식을 중심으로

전종우 한국정보사회학회 2019 정보사회와 미디어 Vol.20 No.2

This study investigated effects of PyeongChang 2018 Olympic Winter Games on the city brand of PyeongChang, the hosting city. Using Olympic engagement as a major mediating variable, mediating effects between novelty of North Korean Cheerleaders and brand attitudes toward the city of PyeongChang are strategically explored. H1: Novelty on North Korean cheerleaders will enhance Olympic engagement. H2: Novelty on North Korean cheerleaders will influence utilitarian attitudes toward Olympic Games. H3: Novelty on North Korean cheerleaders will influence hedonic attitudes toward Olympic Games. H4: Olympic engagement will influence utilitarian attitudes toward Olympic Games positively. H5: Olympic engagement will influence hedonic attitudes toward Olympic Games positively. H6: Olympic engagement will influence attitudes toward the city brand of PyeongChang positively. H7: Utilitarian attitudes toward Olympic Games will influence attitudes toward the city brand of PyeongChang positively. H8: Hedonic attitudes toward Olympic Games will influence attitudes toward the city brand of PyeongChang positively. The survey method was used, and total 222 was participated in this survey. Among respondents, male was 59 (27.1%), and female was 157 (72%). Age was ranged from 19 to 26 years, and the mean age was 21.6. The findings of this study showed that novelty perceptions on North Korean Cheerleaders influenced Olympic engagement Which in turn lead to positive utilitarian and hedonic attitudes toward 2018 Olympic Winter Games. Both utilitarian and hedonic attitudes toward 2018 Olympic Winter Games are linked to brand attitudes toward the city of PyeongChang. In addition, the positive relationship between novelty of North Korean Cheerleaders and attitudes toward PyeongChang is found. [Figure 1] Final model *p<.05, **p<.01, ***p<.001 These results could provide academic implications about the impacts of political issues on Olympic Games, and managerial implications regarding Olympics and city branding. 본 연구는 2018 평창 동계 올림픽이 개최도시인 평창의 도시 이미지에 어떠한 영향을 미치는 지 알아본 연구이다. 올림픽 인게이지먼트라는 개념과 올림픽에 대한 기능적 태도와 쾌락적 태도를 핵심적인 매개 변인으로 활용하여 선행요인인 북한 응원단의 노블티 인식과 결과요인인 평창에 대한 도시 태도에 미치는 영향성을 연구모델화하여 검증하였다. 연구결과 북한 응원단에 대한 노블티 인식은 올림픽 인게이지먼트를 높여주는 요인으로 밝혀졌다. 올림픽 인게이지먼트는 이후 평창 올림픽에 대한 기능적 태도와 쾌락적 태도 모두에 긍정적인 영향을 미치고 있었고 기능적 태도와 쾌락적 태도는 평창이라는 도시에 대한 태도에 긍정적인 영향을 미치는 것으로 나타났다. 추가적으로 북한 응원단 노블티가 평창에 대한 태도에 미치는 긍정적인 영향관계를 발견하였다. 이러한 연구 결과는 북한의 올림픽 참가 결정이라는 정치적인 상황이 올림픽에 미치는 영향에 대한 학문적인 시사점과 올림픽이 도시 이미지에 미치는 영향성에 대해서 실무적인 시사점도 제공해 주고 있다.

WHAT DRIVERS CONSUMERS’ CHOICE OF ORGANIC IN THE TAIWANESE MARKET

Wei-Chih Tseng,Chun-Hui Chang 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

With the popularization of the issues of global warming and climate change, more and more people are aware of environmental damages caused by human behavior. The fundamental living necessities of humans, such as food, water, clothing, housing and transportation, all take place on the Earth. Many environmentalists and governments worldwide have started to promote low carbon and green concepts. Such a green urgency is sweeping the world. Based on the surveys conducted by the Organic Trade Association (OTA) in 2013, over 40% of those surveyed in US households have a higher level of motivation to purchase organic products, for the sake of their own and their family's health. In addition, 97% of organic product buyers had purchased organic fruits or vegetables in the past six months. We can also see this kind of situation in Taiwan, where about 80% of consumers are willing to pay more money to purchase environmentally friendly products. The OTA even maintains that, except for Japan, Taiwan is the fastest growing organic market in Asia. Therefore, this study aims to explore the consumers' purchase behaviour behind the organic market in Taiwan. The organic market in Taiwan covers the products from agriculture, food processing, textiles, apparels, and even personal care products and cleaning supplies. Following this green trend that seeks to enhance human health and to maintain a sustainable earth to live on, organic stores in Taiwan have become an emerging industry and there seem to be endless business opportunities in this potential organic market. In order to acquire a significant market share, it is necessary for enterprise managers to understand consumers' perceived value of organic products and how this determinant, perceived value, impact their purchase intention. Perceived value is the overall purchase experience of consumers. It is based on the consumers' comparison between the quality and quantity of products received and paid out, and their objective and subjective consideration of certain factors (Schechter, 1984; Zeithaml, 1988). Perceived value varies with the type of products and services and consumers' personal traits (Zeithaml, 1988). Perceived value is a complicated construct and, therefore, its impact on consumers' purchase intentions toward products cannot be judged from a single dimension only (Bolton & Drew, 1991). Literature on perceived value divides it into utilitarian and hedonic values. Utilitarian value refers to the perceived value acquired by consumers after their purchasing goals have been achieved in the process of consumption. That is to say, utilitarian value is the task- and rationalization-oriented decisions of consumers. On the other hand, hedonic value is affiliated to the individual emotional and irrationality phase of consumers, which usually occur during the process of consumption. Consumers commonly feel pleasant emotions and feelings of motivation and accomplishment, or can even fulfill their desire for escape (Babin & Attaway, 2000; Babin, Darden, & Griffin, 1994; Bae, 2008). Past studies have pointed out that perceived value has a direct impact on the purchase intention (Grewal, Monroe, & Krishnan, 1998). However, in the Value-Attitude-Behavior Model, Homer and Kahle (1988) indicated that perceived value affects consumers' purchase intention through the mediating effect sourced from their attitude. The Theory of Planned Behavior (TPB) has been commonly used to explain a variety of human behaviour (Cunningham and Kwon,2003; Andrews, Silk and Eneli,2010; Kim & Chung, 2011). The TPB mainly focuses on the influence of three behavioural intention dimensions of individuals: attitude, subjective norm and perceived behavioural control. In short, following the fundamental concept of TPB (Ajzen, 1985), this study explored the variables of (1) consumers' attitude towards organic products, (2) the subjective norm, represented by the pressure from family members and close friends, and (3) the perceived behavioural control, presenting perceived ability to control the availability and accessibility of organic products. The ultimate goal of this research is to find out the critical determinants influencing consumers' purchase intentions towards organic products. In order to explore the consumers' possible decisive path from perceived values to purchase intention toward organic products (see figure 1), this study includes the variables utilitarian value and hedonic value as the antecedents, attitude as the mediating factor, and both subjective norm and perceived behavioural control as other influential factors. Figure 1: Conceptual framework and hypotheses This study mainly targeted the consumer behavior toward organic products in the Taipei area of Taiwan. Totally 565 samples were collected. Excluding invalid questionnaires (73 samples), the number of valid questionnaires was 492. The valid response rate was 87%. The SEM is a statistical technique combining both factor analysis and path analysis and is widely used in social and behavioural science studies. Therefore, this study adopted the SEM as the analytical tool to explore the causal relationship among the latent variables discussed above. In sum, this study revealed that the proposed model could well predict consumers’ purchase intentions toward organic products. The empirical research results of this study are summarized as follows. First, the findings of this study confirmed the claims proposed by many scholars that perceived value is a critical determinant affecting the purchase intention of consumers (Zeithaml, 1988). The empirical results of this study show perceived value is an important antecedent driving consumers to purchase organic products in Taiwan. Nevertheless, perceived value is a multi-dimensional construct. As Ryu et al. (2010) suggested in order to explain all consumptive phenomena, we should consider consumers' overall evaluation of utilitarian and hedonic values that are taken into account during their consumption experience. This study found that utilitarian and hedonic values are, indeed, the important driving antecedents for consumers to purchase organic products. Moreover, utilitarian value, compared to hedonic value, has a higher level of impact on the consumers’ purchase intention toward organic products. With regard to the sale of organic products, in addition to the emphasis on the interesting and exciting experience acquired from the purchase or use of organic products, what is more important is that managers can directly emphasize the quality, practical value of organic products, and the contribution that organic products make to people’s health and environmental protection. This not only directly drives consumers to purchase organic products but also further promotes the degree of satisfaction of consumers towards organic products, subsequently increasing the chances for organic products to be purchased. In particular, this study also finds that the main reason for people who never purchase organic products is that they do not yet have a preference toward organic products. For enterprises which want to extend the organic market in Taiwan, this study suggests that managers make consumer to be fond of organic products by driving hedonic and utilitarian value that can be provided by the organic products. Second, the influence of perceived behavioral control and attitude on purchase intention, as mentioned in the TPB in previous studies, was also supported in this study. In other words, when consumers purchase organic products, they have been deeply affected by factors regarding the degree of their knowledge of organic products or the accessibility of the organic products. In that case, the channel strategy and the store coverage of organic products should be very critical in the ever-booming organic products market in Taiwan. Besides, this investigation finds that a certain proportion of consumers do not purchase organic products because they do not understand the organic products, which is also a very important clue for the companies that intend to penetrate the market. They could spread environmental protection knowledge via the advertisements to educate consumers about the benefits (such as protecting the environment, and being good to health, etc.) of the usage of organic products. In that way, the potential consumers could be encouraged to purchase organic products and this will be beneficial for the development of total organic product market.

틱톡 광고의 정보성, 상호작용성, 방해성이 브랜드 태도에 미치는 영향에 관한 연구: 실용적 가치와 헤도닉 가치의 매개효과를 중심으로

진봉비,권순동,Qin, PengFei,Kwon, Sundong 한국데이터전략학회 2021 Journal of information technology applications & m Vol.28 No.6

Snack culture, which can be easily enjoyed and consumed in a short period of time just like eating sweets, is spreading rapidly. Among them, TikTok is gaining popularity mainly among the MZ generation, and TikTok is rapidly emerging as a means of advertising or marketing. In this study, we studied the effect of TikTok Advertising's informativeness, interactivity, and impediment on brand attitudes. Previous studies have suggested that brand attitudes are formed through usefulness. However, this study divided usefulness into utilitarian value and hedonic value, and proved that brand attitudes are formed through these mediation variables. This is because of the TikTok advertising includes entertainment as well as usefulness. Therefore, this study established and verified the model in which informativeness, interactivity, and impediment of TikTok advertising form brand attitude through utilitarian value and hedonic value. In order to verify this research model, survey questionnaires were distributed to TikTok users and a total of 220 data samples were collected and analyzed. As a result of data analysis, informativeness and interactivity have a positive effect on utilitarian value and hedonic value, but impediment has a negative effect. In addition, informativeness, interactivity, impediment influenced brand attitudes through practical value and hedonic value, not directly influencing brand attitudes. This study is meaningful in that it suggests a marketing strategy that can further enhance brand attitude by considering utilitarian value and hedonic value simultaneously, rather than focusing on either utilitarian value or hedonic value.

감정욕구와 콘텐츠 선호유형의 웹툰에 대한 이원 태도에서의 역할

홍다현,전종우 (주)에스비에스 2020 미디어경제와 문화 Vol.18 No.2

본 연구는 국내에서 시장 규모를 키워가고 있는 웹툰 소비에 영향을 미치는 요인에 대하여탐구한 것이다. 일반인을 대상으로 웹툰 소비 패턴을 알아본 결과, 소비자의 감정민감도를의미하는 감정욕구가 웹툰에 대한 평가에 영향을 미치는 심리적인 요인으로 나타났고 콘텐츠 상징성도 웹툰에 대한 태도에 영향을 미치는 것으로 나타났다. 기능적 태도와 쾌락적태도로 나누어 보면 나이가 어린 이용자들의 웹툰에 대한 기능적인 태도와 쾌락적인 태도가 모두 긍정적으로 나타났고, 감정욕구도 두 가지 태도에서 모두 유의미한 영향력을 미치고 있었다. 다만, 콘텐츠에 대한 상징적인 소비의 경우 기능적인 태도에 긍정적인 영향을미치고 있었고 콘텐츠 유희성은 쾌락적인 태도에 긍정적인 영향을 미치는 것으로 나타났다. 웹툰 플랫폼 이용에 있어서는 카카오를 제외한 네이버, 다음, 레진코믹스가 두 가지 태도에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 결과는 웹툰 소비에 있어 소비자심리적인 요인과 콘텐츠 요인에 대한 이해를 제공하고 웹툰 마케팅에 시사점을 제공하고있다. This study explored antecedents of attitudes toward webtoon. Using utilitarian and hedonic attitudes as dependent variables, roles of need for emotion, symbolic values, playfulness, and webtoon uses are investigated. The results showed that younger users hold favorable attitudes toward webtoon, and need for emotion influenced attitudes toward webtoon. Symbolic values influenced utilitarian attitudes, and playfulness influenced hedonic attitudes. It is found that consumption of Naver webtoon, Kakao webtoon, and Lezhin Comics influenced both utilitarian attitudes and hedonic attitudes. The findings of this study provide academic implications and managerial implication of webtoon marketing.

WHAT DRIVERS CONSUMERS’ CHOICE OF ORGANIC IN THE TAIWANESE MARKET

Wei-Chih Tseng,Chun-Hui Chang 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2

With the popularization of the issues of global warming and climate change, more and more people are aware of environmental damages caused by human behavior. The fundamental living necessities of humans, such as food, water, clothing, housing and transportation, all take place on the Earth. Many environmentalists and governments worldwide have started to promote low carbon and green concepts. Such a green urgency is sweeping the world. Based on the surveys conducted by the Organic Trade Association (OTA) in 2013, over 40% of those surveyed in US households have a higher level of motivation to purchase organic products, for the sake of their own and their family's health. In addition, 97% of organic product buyers had purchased organic fruits or vegetables in the past six months. We can also see this kind of situation in Taiwan, where about 80% of consumers are willing to pay more money to purchase environmentally friendly products. The OTA even maintains that, except for Japan, Taiwan is the fastest growing organic market in Asia. Therefore, this study aims to explore the consumers' purchase behaviour behind the organic market in Taiwan. The organic market in Taiwan covers the products from agriculture, food processing, textiles, apparels, and even personal care products and cleaning supplies. Following this green trend that seeks to enhance human health and to maintain a sustainable earth to live on, organic stores in Taiwan have become an emerging industry and there seem to be endless business opportunities in this potential organic market. In order to acquire a significant market share, it is necessary for enterprise managers to understand consumers' perceived value of organic products and how this determinant, perceived value, impact their purchase intention. Perceived value is the overall purchase experience of consumers. It is based on the consumers' comparison between the quality and quantity of products received and paid out, and their objective and subjective consideration of certain factors (Schechter, 1984; Zeithaml, 1988). Perceived value varies with the type of products and services and consumers' personal traits (Zeithaml, 1988). Perceived value is a complicated construct and, therefore, its impact on consumers' purchase intentions toward products cannot be judged from a single dimension only (Bolton & Drew, 1991). Literature on perceived value divides it into utilitarian and hedonic values. Utilitarian value refers to the perceived value acquired by consumers after their purchasing goals have been achieved in the process of consumption. That is to say, utilitarian value is the task- and rationalization-oriented decisions of consumers. On the other hand, hedonic value is affiliated to the individual emotional and irrationality phase of consumers, which usually occur during the process of consumption. Consumers commonly feel pleasant emotions and feelings of motivation and accomplishment, or can even fulfill their desire for escape (Babin & Attaway, 2000; Babin, Darden, & Griffin, 1994; Bae, 2008). Past studies have pointed out that perceived value has a direct impact on the purchase intention (Grewal, Monroe, & Krishnan, 1998). However, in the Value-Attitude-Behavior Model, Homer and Kahle (1988) indicated that perceived value affects consumers' purchase intention through the mediating effect sourced from their attitude. The Theory of Planned Behavior (TPB) has been commonly used to explain a variety of human behaviour (Cunningham and Kwon,2003; Andrews, Silk and Eneli,2010; Kim & Chung, 2011). The TPB mainly focuses on the influence of three behavioural intention dimensions of individuals: attitude, subjective norm and perceived behavioural control. In short, following the fundamental concept of TPB (Ajzen, 1985), this study explored the variables of (1) consumers' attitude towards organic products, (2) the subjective norm, represented by the pressure from family members and close friends, and (3) the perceived behavioural control, presenting perceived ability to control the availability and accessibility of organic products. The ultimate goal of this research is to find out the critical determinants influencing consumers' purchase intentions towards organic products. In order to explore the consumers' possible decisive path from perceived values to purchase intention toward organic products (see figure 1), this study includes the variables utilitarian value and hedonic value as the antecedents, attitude as the mediating factor, and both subjective norm and perceived behavioural control as other influential factors. Figure 1: Conceptual framework and hypotheses This study mainly targeted the consumer behavior toward organic products in the Taipei area of Taiwan. Totally 565 samples were collected. Excluding invalid questionnaires (73 samples), the number of valid questionnaires was 492. The valid response rate was 87%. The SEM is a statistical technique combining both factor analysis and path analysis and is widely used in social and behavioural science studies. Therefore, this study adopted the SEM as the analytical tool to explore the causal relationship among the latent variables discussed above. In sum, this study revealed that the proposed model could well predict consumers’ purchase intentions toward organic products. The empirical research results of this study are summarized as follows. First, the findings of this study confirmed the claims proposed by many scholars that perceived value is a critical determinant affecting the purchase intention of consumers (Zeithaml, 1988). The empirical results of this study show perceived value is an important antecedent driving consumers to purchase organic products in Taiwan. Nevertheless, perceived value is a multi-dimensional construct. As Ryu et al. (2010) suggested in order to explain all consumptive phenomena, we should consider consumers' overall evaluation of utilitarian and hedonic values that are taken into account

제품 태도와 광고 신빙성이 구매의도에 미치는 영향: 건강성분 콜라에 대한 기능적/쾌락적 태도를 중심으로

전종우 ( Jong Woo Jun ),함창대 ( Chang Dae Ham ) 한국커뮤니케이션학회 2011 커뮤니케이션학연구 Vol.19 No.4

건강은 식품 산업에 있어 가장 중요한 이슈 중의 하나이다. 이러한 소비자의 건강관련 요구를 반영하여 탄산음료 회사들도 소비자의 주의를 끌기 위한 새로운 행태의 브랜드를 출시하고 있다. 여기서 새로운 브랜드라고 함은 콜라에 비타민이나 인삼과 같은 건강성분을 첨가한 제품 형태를 말한다. 본 연구는 소비자들이 기존에 가지고 있는 태도와 집행된 광고가 새로운 콜라 제품의 구매의도에 어떠한 영향을 미치는지 알아보고자 하였다. 연구 결과 콜라를 기능적인 특성에 근거해 판단하는 소비자는 건강요소가 첨가된 콜라의 구매의도에 긍정적인 영향을 미쳤지만 콜라 소비에 있어 쾌락적인 특성을 중시하는 소비자의 경우는 건강요소가 첨가된 콜라의 구매의도에 부정적인 영향을 미치는 것으로 나타났다. 반면 건강과 관련한 인식은 건강 개념으로 포지션된 콜라제품의 구매의도에 직접적으로 영향을 미치지는 못하였다. 이러한 결과와 관련한 학문적 시사점과 실무적 시사점이 논문 후반부에 논의되어 있다. Health is one of the predominant issues of the food industry. To cover the needs of consumers` health, soft drink companies launch novel brands, which can attract consumers` attention. The present study explores the effects of consumer`s preexisting attitudes and advertising on novel cola products which contain healthy ingredients such as vitamins and ginseng. The results of this study showed that preexisting utilitarian attitudes positively influenced purchase intentions, but preexisting hedonic attitudes had negative impacts on consumers` purchase decisions. However, health perceptions did not affect healthily positioned products directly. Academic and managerial implications are also discussed.

The Effect of Beauty Service Benefits on Consumer Attitude and Purchase Intention

AFZALIHAJIR 한국미용예술경영학회 2023 미용예술경영연구 Vol.17 No.3

This study investigates the influence of hedonic and utilitarian benefits, emotional and cognitive attitudes, and purchase intention in the beauty industry. The study involved a survey of 374 respondents in South Korea, and six hypotheses were tested to examine the factors affecting customer behavior. The results reveal several important insights. Specifically, the study finds that hedonic benefits positively influence emotional attitudes, while utilitarian benefits have a positive impact on cognitive attitudes. Furthermore, the study confirms that both hedonic and utilitarian benefits have a positive effect on purchase intention. However, the study finds that while cognitive attitudes have a significant positive impact on purchase intention, emotional attitudes were not found to have a significant impact. These findings provide empirical evidence for the proposed hypotheses and contribute to the literature on customer behavior. Moreover, the study's results have practical implications for the beauty industry, by highlighting the factors that influence customer behavior and purchase intention.

프랜차이즈 커피전문점 이용고객의 자아일치성이기능적 일치성, 가치 그리고 태도에 미치는 영향

김은정,이용기,황재광 한국프랜차이즈경영학회 2015 프랜차이즈경영연구 Vol.6 No.1

This study aims to provide managerial implications considering strategic priorities for maintaining existing customers and attracting new customers in extremely competitive coffee franchise market. In particular, this study is differentiated from other previous studies as it attempted to examine both direct and indirect impact relations among self-congruity, functional congruity, perceived value(utilitarian/hedonic value), and attitude. Also, this study shows the relative impact of utilitarian value and hedonic value on attitude. The results show that self-congruity has positive effects on functional congruity and value (hedonic and utilitarian value), while functional congruity has positive effects on utilitarian value, hedonic value, and attitude. Moreover, self-congruity has indirect effects on attitude through functional congruity and value. The findings also indicate that hedonic value has relatively higher impact on attitude than utilitarian value does. At the end of the paper, managerial implications and limitations were suggested.

영화정보 프로그램이 영화소비에 미치는 시청자의 이원 경험 영향 모델

전종우(JUN, Jong Woo),이종윤(LEE, Jong Yoon) 한국광고홍보학회 2015 한국광고홍보학보 Vol.17 No.4

본 연구는 공중파 채널에서 방영되는 영화 정보 프로그램이 영화 소비자에게 어떠한 영향을 미치는 지 탐색한 것이다. 제안된 연구모델을 검증하기 위해 설문조사를 진행하였다. 설문조사를 통한 연구모델 검증 결과를 보면 감정민감도가 영화정보프로그램 시청에 영향을 미치는 것으로 나타났으며 영화에 대한 기능적인 태도에는 부정적인 영향을 미치고 있었다. 하지만 쾌락적 태도와의 관계를 찾을 수 없었다. 다음으로 시청자의 경험인 영화정보 프로그램 시청은 영화에 대한 기능적인 태도와 쾌락적인 태도에 긍정적인 영향을 미치고 있었다. 또한 영화정보 프로그램 시청이 직접적으로 영화소비에 긍정적인 영향을 미치는 것으로 나타났다. 영화에 대한 쾌락적인 태도는 영화소비에 직접적으로 연결되었으나 기능적인 태도가 영화소비에 미치는 영향성은 찾지 못하였다. 이러한 결과는 연구모델 검증에 따른 학문적인 시사점과 함께 영화 마케팅과 영화관련 프로그램 편성 전략에 몇 가지 실무적인 시사점을 제공한다. This study explores film information programs as movie promotion tools. Using a survey research method, this study investigates promotional effects of information programs on film consumptions. The findings of this study illustrated that emotional sensitivity influenced the degree of watching film information programs, but it has a negative relationship with utilitarian attitudes. The construct of film information programs influenced utilitarian attitudes, hedonic attitudes, and consumptions of film. Further, hedonic attitudes are positively connected to movie consumptions. However, we could not find direct relationships between utilitarian attitudes and movie consumption. These results could provide academic and managerial implications of film marketing and distribution strategies.

명품브랜드 구매의도 : 영향요인들 간의 구조적 관계

구순이(Soon-Yie Kuh) 한국산업경제학회 2015 산업경제연구 Vol.28 No.6

본 연구에서는 명품브랜드 구매의도에 영향을 미치는 요인들 간의 구조적 관계에 대해 Fishbein and Ajzen(1975; Ajzen and Fishbein 1980)에 의해 모형화되어진 합리적 행동이론을 중심으로 살펴보았다. 보다 구체적으로 본 연구에서는 명품브랜드 구매상황과 관련하여 소비자의 자기감시성, 소비자 자민족중심주의, 제품상징성 및 효용성이 합리적 행동이론의 구성개념들인 행동에 대한 태도, 주관적 규범, 그리고 행동의도와 어떤 관계에 있을 것인지를 하나의 모형으로 모형화하여 이에 대한 실증적 지지를 평가하고자 하였다. 본 연구의 결과는 다음과 같다. 첫째, 소비자의 자기감시성은 태도와 제품상징성에 직접적인 正의 영향을 미칠 뿐만 아니라 태도와 제품상징성을 통해 의도에 간접적인 正의 영향을 미친다. 자기감시성과 주관적 규범 간의 관계는 방향성은 지지되어지지만(+) 경로계수가 비유의적으로 나타났다. 둘째, 소비자의 자민족 중심주의는 주관적 규범이나 의도에 직접적인 負의 영향을 미칠 뿐만 아니라 주관적 규범이나 태도를 통해 의도에 간접적인 負의 영향을 미친다. 셋째, 주관적 규범은 태도와 의도에 직접적인 正의 영향을 미칠 뿐만 아니라 태도를 통해 의도에 간접적인 正의 영향을 미친다. 넷째, 제품상징성과 효용성은 의도에 직접적인 正의 영향을 미친다. 제품상징성이 의도에 미치는 영향이 효용성 보다 크다. 의도에 미치는 전체적인 효과는 주관적 규범(.481), 자민족중심주의 (-.465), 태도(.386), 자기감시성(.234), 상징성(.218), 효용성(.121)의순서로 나타났다. This article investigates the process of behavioral intention formation and its determinants of luxury brands based on the theory of reasoned action which is modeled by Fishbein and Ajzen(1975; Ajzen and Fishbein 1980). More specifically this article investigates how the variables of self-monitoring, consumer ethnocentrism, and the symbolic and the utilitarian value of a procuct affect the relationships among constructs(subjective norms, attitude, and intention) in the theory of reasoned action. The results of the empirical findings are as follows. First, self-monitoring had not only direct positive effects on attitudes and the symbolic value of a product, but also had indirect positive effects on intentions through attitudes and the symbolic value of a product. The direct effect of self-monitoring on subjective norms was positive but not significant. Second, consumer ethnocentrism had not only direct negative effects on subjective norms and intentions, but also had indirect negative effects on intentions through subjective norms and attitudes. Third, subjective norms had not only direct positive effects on attitudes and intentions, but also had indirect positive effects on intentions through attitudes. Forth, the symbolic and the utilitarian value of a product had direct positive effects on intentions. The symbolic value of a product had more strong effects on intentions than the utilitarian value of a product. The total effect of subjective norms on intentions was .481, consumer ethnocentrism -.465, attitude .386, self-monitoring .234, symbolic value of a product .218, utilitarian value of a product .121 in order.