SPA브랜드 콜라보레이션 제품 특성이 소비자의 지각된 가치와 브랜드 태도, 구매의도에 미치는 영향 = The effects of SPA brand collaboration product traits on the consumers' perceived values, brand attitudes and purchase intention

다국어 초록 (Multilingual Abstract)

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.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구의 필요성 및 목적 1
• 제 2 절 연구 구성 6
• 제 2 장 이론적 배경 7
• 제 1 절 SPA브랜드의 이해 7
• 제 2 절 콜라보레이션(Collaboration)의 이해 12
• 제 3 절 SPA브랜드와 콜라보레이션 17
• 제 4 절 SPA브랜드 콜라보레이션 제품의 특성 21
• 제 5 절 소비자의 지각된 가치 24
• 제 6 절 브랜드 태도 29
• 제 7 절 구매의도 31
• 제 3 장 연구 방법 및 절차 33
• 제 1 절 연구모형 및 연구문제 33
• 1. 연구모형 34
• 2. 연구문제 34
• 3. 연구대상 및 자료수집 35
• 4. 변수의 측정도구 36
• 5. 자료 분석방법 40
• 제 4 장 연구 결과 및 논의 41
• 제 1 절 연구 대상의 인구 통계적 특성 41
• 제 2 절 연구 변인의 신뢰도 및 타당성 측정 44
• 제 3 절 상관관계 분석 50
• 제 4 절 연구문제 결과 분석 52
• 제 5 장 결론 및 제언 66
• 제 1 절 연구의 요약 및 시사점 66
• 제 2 절 연구의 한계점 및 후속연구를 위한 제언 71
• 참 고 문 헌 72
• 부록 82
• Abstract 88