브랜드 콜라보레이션의 종류가 제품 태도에 미치는 영향 : 소비가치의 매개효과와 커뮤니케이션 종류의 조절된 매개효과를 중심으로

다국어 초록 (Multilingual Abstract)

Companies often do various kinds of marketing to sell more of the products they sell, or to promote their brand names. One of them is collaboration. There are various types of collaboration, and representatively, there are collaboration with brand and collaboration with influencer. When brands collaborate with each other, they usually collaborate with their strengths, or brands with relatively low recognition may promote their brands through collaboration with famous brands. In this way, collaboration may change the value of products that consumers feel depending on the type, and the main purpose of this study was to find out what kind of collaboration results in higher value and affect purchasing attitude. The research method consisted of a total of 60 populations, 10 people, divided into 6 groups as a preliminary survey. However, in this study, two-way communication on not collaborating was not considered important, so it was excluded from this experiment. Therefore, in this experiment, a total of five groups were divided into three one-way communication and two-way communication, and a questionnaire of a total of 150 people was used for analysis, each with 30 people. The study was analyzed using the SPSS 29.0 statistical program, and the main effects were analyzed using Hayes' Process Macro as Model 4 and Model 8. As a result, it was found that there was no direct effect of the independent variable on the dependent variable, and there was an indirect effect through the value of the collaboration product, that is, the mediating effect. In addition, the direct effect of the communication method, which is a control variable, was found, and it was confirmed that the effect was greater when communication was regulated during collaboration. Therefore, the implication of this study is that marketing should be done in consideration of when it is necessary to expose the value that the brand feels important to the consumer in a specific situation, rather than a matter of who collaborates with itself.

목차 (Table of Contents)

• 제1장 서 론 1
• 제1절 연구의 목적 1
• 제2절 연구의 범위 및 방법 3
• 1. 연구의 범위 3
• 2. 연구의 방법 3
• 제2장 연구에 관한 이론적 배경 5
• 제1절 콜라보레이션과 소비가치 5
• 1. 콜라보레이션 5
• 2. 소비가치 6
• 3. 콜라보레이션의 기대효과 8
• 제2절 인플루언서 9
• 1. 인플루언서의 유형과 특성 9
• 2. 인플루언서가 마케팅에 가져다 주는 효과 12
• 제3절 콜라보레이션 종류의 사례를 통한 가치 14
• 1. 기능적 가치 14
• 2. 사회적 가치 21
• 3. 기능적 가치+사회적 가치 22
• 4. 기능적 가치+감정적 가치 23
• 5. 사회적 가치+감정적 가치 24
• 6. 기능적 가치+사회적 가치+감정적 가치 26
• 7. 브랜드 x 아티스트 27
• 제4절 인플루언서 콜라보레이션의 성공요건 28
• 1. 커뮤니케이션 유형 29
• One-Way (일방적 소통) 30
• Two-Way (양방향 소통) 30
• 제3장 연구모형과 연구가설 32
• 제1절 연구모형 32
• 제2절 연구가설 33
• 제4장 연구방법론 34
• 제1절 설문지 설계 34
• 1. 사전조사 결과 38
• 제2절 본실험 표본 설계 41
• 제5장 결과 및 논의 42
• 제1절 연구대상의 일반적 특성 42
• 제2절 기초 통계 및 회기분석 43
• 제3절 가설 검증 48
• 제6장 추가분석 61
• 제7장 결 론 63
• 제1절 연구의 요약 및 시사점 63
• 제2절 연구의 한계점 및 향후 연구방향 64
• 참 고 문 헌 65
• 1. 국내문헌 65
• 2. 외국문헌 72
• 부록 74
• 부록 1: 자극물 74
• 부록 2: 설문문항 81
• 부록 3: 설문지 85
• ABSTRACT 115