RISS 학술연구정보서비스

검색
다국어 입력

http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.

변환된 중국어를 복사하여 사용하시면 됩니다.

예시)
  • 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
  • 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
닫기
    인기검색어 순위 펼치기

    RISS 인기검색어

      소비자동일시의 유형별 영향요인과 긍정행동

      한글로보기

      https://www.riss.kr/link?id=T12926793

      • 0

        상세조회
      • 0

        다운로드
      서지정보 열기
      • 내보내기
      • 내책장담기
      • 공유하기
      • 오류접수

      부가정보

      다국어 초록 (Multilingual Abstract)

      Types of Consumers' Identification, Their Sources and Their Influences on Positive Behaviors
      Intensified competition among corporations and levelling up of their product quality have frequently lent an impetus to consumers' decision to buy goods in consideration of their images toward brand identity of goods, manufacturing corporations or managers with the consumers' selves.
      Consumers used to connect brand name of goods with their selves by means of brand association, sensing more identification with the brands which can better reflect their self-concept and, as a result, preferring to buy and finding allegiance to those which manifest stronger extent of identification.
      The self-congruity theory which views that consumers favor the goods having similar images with their selves has developed to the theory of identification, having so far won much applause from the academic circles. Consumers have a liking for the brands that are identical with their self images after comparing their own images of selves to brand images in terms not only of individual but also of corporate brands.
      Although lots of preceding studies have concluded that identification with individual and corporate brands has led to positive or affirmative behaviors of consumers (e.g. re-purchasing, recommendation to other customers, positive information of goods by word of mouth, etc.), systematic studies have not yet been satisfactorily conducted to prove if and how far identification with managers has positive effects on consumers' evaluation of goods and their positive behaviors. There are also very rare cases of studying directly the relationship among the three types of image identification (individual brand, corporate brand and manager).
      It is thus the objective of the present paper to determine the sources of three types of brand identification and to examine the extent of impacts of these 3 kinds of identification upon consumers' positive behaviors concerned with individual brand-name goods.
      In order to realize the objective of the study, hypotheses were set up on the basis of preceding studies and an empirical survey was carried out. To establish the concept of identification, reviewed were the preceding studies on the theory of identity and identification for each type.
      Salience and attractiveness of individual brand identity were adopted as variables leading to individual brand identification, and to explore antecedents affecting the identification with corporate brand, inquires were made into association of corporate social responsibility and capability. Besides, reliability and entrepreneurship of corporate managers were selected as antecedents to attracting identification with business managers. In addition, an empirical analysis was performed under the assumption that identification with corporate brand and corporate manager would have certain influence upon identification with individual brand and positive behaviors, and identification with individual brand could induce positive behavioral effects.
      From the empirical analysis, it was made known that following hypotheses could be adopted: that is, salience and attractiveness of individual brand's identity act positively to promote identification with individual brands; association of corporate's ability and activities with social responsibility affect positively for consumers to identify themselves with corporations; and consumers' reliability on managers and spirit of enterprisers exert affirmative influence upon promoting identification with managers. Furthermore, those hypotheses were also adopted that identification with corporate brands and managers functions positively to promote identification with individual brands and that consumers' identification with individual brand and managers has direct effect on their positive behaviors. The assertion, however, that identification with corporations could exercise direct impact upon positive behaviors of consumers was rejected by the empirical study. Meanwhile, it became evident that consumers' identification with corporate brand promotes consumers' positive behaviors by means of identification with individual brand. By thus, the assumption that identification with corporations would directly quicken positive behaviors of consumers was rejected.
      Thanks to theoretic contributions of this study, it was brought to light that identification with individual brand has direct influence upon stimulating positive behaviors of consumers, while identification with corporate brand dose not exercise direct influence upon affirmative behavior of consumers but exercises, instead, indirect influence through identification of individual brand.
      From the managerial viewpoint, the current study implies that business managers are expected to carry out communication activities to let consumers know about reliability and enterprising spirit of the managers and to continue to intensify consumers' interest in the service for their products as well as in brand identity by keeping on watching, publicizing and managing changes in their business entities. Corporations are also solicited to establish and realize public relation strategies on the basis of solid and organic observational works of consumers' context, behavior and motive for their consumption activities in addition to continuing investment in their works with social responsibility.
      It should be noted, however, that this study lacks trace-up surveys of changes in association with consumers due to control of exogenous variables such as difference in culture of consumers and marketing operations of corporations. Supplementary studies are therefore required in the future to cope with limitations of this study which draws its conclusion from limited number of surveys by questionnaires.
      번역하기

      Types of Consumers' Identification, Their Sources and Their Influences on Positive Behaviors Intensified competition among corporations and levelling up of their product quality have frequently lent an impetus to consumers' decision to buy goods in c...

      Types of Consumers' Identification, Their Sources and Their Influences on Positive Behaviors
      Intensified competition among corporations and levelling up of their product quality have frequently lent an impetus to consumers' decision to buy goods in consideration of their images toward brand identity of goods, manufacturing corporations or managers with the consumers' selves.
      Consumers used to connect brand name of goods with their selves by means of brand association, sensing more identification with the brands which can better reflect their self-concept and, as a result, preferring to buy and finding allegiance to those which manifest stronger extent of identification.
      The self-congruity theory which views that consumers favor the goods having similar images with their selves has developed to the theory of identification, having so far won much applause from the academic circles. Consumers have a liking for the brands that are identical with their self images after comparing their own images of selves to brand images in terms not only of individual but also of corporate brands.
      Although lots of preceding studies have concluded that identification with individual and corporate brands has led to positive or affirmative behaviors of consumers (e.g. re-purchasing, recommendation to other customers, positive information of goods by word of mouth, etc.), systematic studies have not yet been satisfactorily conducted to prove if and how far identification with managers has positive effects on consumers' evaluation of goods and their positive behaviors. There are also very rare cases of studying directly the relationship among the three types of image identification (individual brand, corporate brand and manager).
      It is thus the objective of the present paper to determine the sources of three types of brand identification and to examine the extent of impacts of these 3 kinds of identification upon consumers' positive behaviors concerned with individual brand-name goods.
      In order to realize the objective of the study, hypotheses were set up on the basis of preceding studies and an empirical survey was carried out. To establish the concept of identification, reviewed were the preceding studies on the theory of identity and identification for each type.
      Salience and attractiveness of individual brand identity were adopted as variables leading to individual brand identification, and to explore antecedents affecting the identification with corporate brand, inquires were made into association of corporate social responsibility and capability. Besides, reliability and entrepreneurship of corporate managers were selected as antecedents to attracting identification with business managers. In addition, an empirical analysis was performed under the assumption that identification with corporate brand and corporate manager would have certain influence upon identification with individual brand and positive behaviors, and identification with individual brand could induce positive behavioral effects.
      From the empirical analysis, it was made known that following hypotheses could be adopted: that is, salience and attractiveness of individual brand's identity act positively to promote identification with individual brands; association of corporate's ability and activities with social responsibility affect positively for consumers to identify themselves with corporations; and consumers' reliability on managers and spirit of enterprisers exert affirmative influence upon promoting identification with managers. Furthermore, those hypotheses were also adopted that identification with corporate brands and managers functions positively to promote identification with individual brands and that consumers' identification with individual brand and managers has direct effect on their positive behaviors. The assertion, however, that identification with corporations could exercise direct impact upon positive behaviors of consumers was rejected by the empirical study. Meanwhile, it became evident that consumers' identification with corporate brand promotes consumers' positive behaviors by means of identification with individual brand. By thus, the assumption that identification with corporations would directly quicken positive behaviors of consumers was rejected.
      Thanks to theoretic contributions of this study, it was brought to light that identification with individual brand has direct influence upon stimulating positive behaviors of consumers, while identification with corporate brand dose not exercise direct influence upon affirmative behavior of consumers but exercises, instead, indirect influence through identification of individual brand.
      From the managerial viewpoint, the current study implies that business managers are expected to carry out communication activities to let consumers know about reliability and enterprising spirit of the managers and to continue to intensify consumers' interest in the service for their products as well as in brand identity by keeping on watching, publicizing and managing changes in their business entities. Corporations are also solicited to establish and realize public relation strategies on the basis of solid and organic observational works of consumers' context, behavior and motive for their consumption activities in addition to continuing investment in their works with social responsibility.
      It should be noted, however, that this study lacks trace-up surveys of changes in association with consumers due to control of exogenous variables such as difference in culture of consumers and marketing operations of corporations. Supplementary studies are therefore required in the future to cope with limitations of this study which draws its conclusion from limited number of surveys by questionnaires.

      더보기

      목차 (Table of Contents)

      • 제 1 장 서 론 1
      • 제1절 연구의 필요성 1
      • 제2절 연구의 목적 3
      • 제3절 연구의 구성 6
      • 제 2 장 이론적 배경 및 가설설정 7
      • 제 1 장 서 론 1
      • 제1절 연구의 필요성 1
      • 제2절 연구의 목적 3
      • 제3절 연구의 구성 6
      • 제 2 장 이론적 배경 및 가설설정 7
      • 제1절 브랜드 아이덴티티와 브랜드 동일시 7
      • 1. 1. 아이덴티티와 브랜드 아이덴티티, 기업 아이덴티티 7
      • 1. 2. 브랜드 유형과 브랜드 동일시 유형 14
      • 제2절 개별브랜드 동일시 요인 25
      • 2. 1. 아이덴티티 현저성 25
      • 2. 2. 아이덴티티 매력성 32
      • 제3절 기업브랜드 동일시 요인 37
      • 3. 1. 기업능력연상 37
      • 3. 2. 기업의 사회적책임(CSR) 활동 연상 40
      • 제4절 기업경영자 동일시 요인 43
      • 4. 1. 기업경영자 신뢰 43
      • 4. 2. 기업가정신 47
      • 제5절 동일시 유형간의 관계 52
      • . 1. 기업브랜드 동일시와 개별브랜드 동일시의 관계 52
      • 5. 2. 기업경영자 동일시와 개별브랜드 동일시의 관계 54
      • 제6절 동일시 유형과 소비자 긍정행동 56
      • 6. 1. 개별브랜드 동일시와 소비자 긍정행동 56
      • 6. 2. 기업브랜드 동일시와 소비자 긍정행동 59
      • 6. 3. 기업경영자 동일시와 소비자 긍정행동 60
      • 제 3 장 측정과 타당도 63
      • 제1절 구성개념의 측정 63
      • 1. 1. 아이덴티티 현저성에 대한 측정 63
      • 1. 2. 아이덴티티 매력성에 대한 측정 64
      • 1. 3. 기업능력 연상에 대한 측정 64
      • 1. 4. 기업의 사회적책임 연상에 대한 측정 65
      • 1. 5. 기업경영자 신뢰성연상에 대한 측정 65
      • 1. 6. 기업가정신에 대한 측정 66
      • 1. 7. 개별브랜드 동일시에 대한 측정 66
      • 1. 8. 기업브랜드 동일시에 대한 측정 67
      • 1. 9. 기업경영자 동일시에 대한 측정 67
      • 1. 10. 소비자의 긍정적 행동에 대한 측정 68
      • 제2절 설문의 구성 70
      • 제3절 예비조사와 자료수집 71
      • 제 4 장 실증분석 71
      • 제1절 응답자 특성과 선택기업 71
      • 제2절 외생변수의 신뢰성과 타당성평가 71
      • 제3절 내생변수의 신뢰성과 타당성평가 73
      • 제4절 구성개념간의 상관관계분석 73
      • 제5절 가설검증 75
      • 5. 1. 연구모형의 적합도 평가 75
      • 5. 2. 구성개념의 측정항목에 대한 회귀계수분석 75
      • 5. 3. 가설검증 76
      • 제 5 장 결론 및 토의 78
      • 제1절 연구의 요약 및 시사점 78
      • 제2절 연구의 한계점 및 향후 연구 과제 81
      • 참고문헌 82
      더보기

      분석정보

      View

      상세정보조회

      0

      Usage

      원문다운로드

      0

      대출신청

      0

      복사신청

      0

      EDDS신청

      0

      동일 주제 내 활용도 TOP

      더보기

      주제

      연도별 연구동향

      연도별 활용동향

      연관논문

      연구자 네트워크맵

      공동연구자 (7)

      유사연구자 (20) 활용도상위20명

      이 자료와 함께 이용한 RISS 자료

      나만을 위한 추천자료

      해외이동버튼