성격특질, 브랜드 트라이벌리즘, 브랜드 몰입의 관계: 브랜드 신뢰성과 지각된 전환비용의 매개효과 = The Relationship among Personality Traits, Brand Tribalism, and Brand Commitment: Mediating Effects of Brand Trust and Perceived Switching Cost

국문 초록 (Abstract)

본 연구는 소비자의 성격특질과 브랜드 트라이벌리즘의 기본적 관계를 탐색하고, 브랜드 트라이벌리즘과 브랜드 몰입의 관계에 작용하는 브랜드 신뢰성과 지각된 전환비용의 매개효과를 알아보고자 하였다. 이를 위해 본 연구는 젊은 소비자가 선호하는 중저가 의류 브랜드를 대상으로 대학생 표본에게 설문조사를 실시하고 총 394명의 데이터(여자 213명, 남자 181명)를 타당한 자료로 분석하였다. 연구결과, 소비자의 성격특질 가운데 외향성, 성실성, 정서안정성은 브랜드 트라이벌리즘의 형성과 유의미하게 관련된 것으로 나타났다. 또한, 브랜드 트라이벌리즘은 브랜드 몰입에 직접적으로 영향을 주었고, 브랜드 신뢰와 전환비용도 브랜드 몰입에 직접 영향을 주는 것으로 나타났다. 한편, 브랜드 신뢰성은 브랜드 트라이벌리즘과 브랜드 몰입의 관계를 매개하는 것으로 나타난 반면, 지각된 전환비용은 유의미한 매개효과를 보이지 않았다. 본 연구의 결과는 브랜드 트라이브의 강한 정서적 유대감이 전환장벽과 비용을 높여 브랜드 이탈을 막고 브랜드 관계에 대한 몰입을 향상시키는 역할을 할 수 있음을 시사한다.

다국어 초록 (Multilingual Abstract)

The present study aimed to investigate the relationships among consumers’ personality trait, brand tribalism, and brand commitment through brand trust and perceived switching cost. Data were collected from a convenience sample of three-hundred and ninety-four undergraduate students at a large Korean university. The participants consisted of 54.1% female (N = 213) and 45.9% male (N = 181). The results indicated that extraversion, conscientiousness, and emotional stability traits are directly related to brand tribalism. Also, brand commitment was directly associated with brand tribalism, brand trust, and perceived switching cost. In particular, our results showed the relationship between brand tribalism and brand commitment was mediated by brand trust, but not perceived switching cost. Therefore, our findings suggest that strong emotional connection of brand tribes may increase perceived switching costs and, consequently, affect brand commitment.

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