The Journal of the Korea institute of electronic communication sciences (한국전자통신학회논문지)

Korea Institute of Electronic Communication Science (한국전자통신학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on Brand Personality Image, Shopping Value, Customer Satisfaction and Recommendation Intention in the IT Environment

IT환경에서 온라인쇼핑몰의 브랜드 개성이미지와 쇼핑가치, 고객만족 및 추천의도에 관한 연구

  • Received : 2014.06.13
  • Accepted : 2014.08.11
  • Published : 2014.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study attempts to explore the connectivity among brand personality, shopping value, customer satisfaction and recommendation intention by deriving brand personality image factors of online shopping malls. The analysis results are as follows. First, the brand personality of shopping malls were derived as 'vital', 'familiar', 'credible', 'competent', and 'sophisticated.' Second, shopping value was derived as hedonistic and practical shopping values. Third, it was shown that brand personality of shopping malls has significant impacts on shopping value. In addition, customers' shopping value, customer satisfaction and recommendation intention have significant impacts on each other. It is expected that this study can provide basic information for constructing differentiated marketing strategies in the domestic online shopping malls whose competition is heating up.

본 연구는 온라인 쇼핑몰의 브랜드 개성이미지요인을 도출하여 브랜드 개성과 쇼핑가치, 고객만족 및 추천의도와의 관련성을 살펴보고자 하였다. 분석결과는 다음과 같다. 첫째, 쇼핑몰의 브랜드 개성은 '활기', '친숙함', '신뢰성', '유능함', '세련성' 등으로 도출되었다. 둘째, 쇼핑가치는 쾌락적 쇼핑가치와 실용적 쇼핑가치로 도출되었다. 셋째, 쇼핑몰의 브랜드 개성은 쇼핑가치에 유의한 영향을 미치는 것으로 나타났다. 그리고 소비자의 쇼핑가치는 고객만족 및 추천의도에 서로 유의한 영향을 미치는 것으로 나타났다. 이러한 연구는 경쟁이 심화되고 있는 국내 온라인 쇼핑몰시장에서 차별화된 마케팅전략을 수립하는 데 있어서 기초적인 정보를 제공할 수 있을 것으로 생각한다.

Keywords

References

  1. M. Jung, J. Kim, and Y.-H. Park, "The study of the real estate transaction systems on the internet-based," J. of the Korea Institute of Electronic Communication Sciences, vol. 8, no. 3, 2013, pp. 479-486. https://doi.org/10.13067/JKIECS.2013.8.3.479
  2. S.-Y. Park and H.-J. Lee, "Determinants of Internet Addiction among the Korea Youth," J. of the Korea Institute of Electronic Communication Sciences, vol. 8, no. 2, 2013, pp. 291-299. https://doi.org/10.13067/JKIECS.2013.8.2.291
  3. C.-J. Yoo and H.-E. Jung, "Study of the Effects of Shopping Experiences on Behavioral Intention in Internet Shopping Mall : Classification between Utilitarian Value and Hedonic Value," J. of Consumer Studies, vol. 13, no. 4, 2002, pp. 77-100.
  4. H.-J. Cho, "The Effects of Shopping Value on Realtionship Quality and Behavioral Intention : Focussing on Internet Shopping," J. of Marketing Management Research, vol. 14, no. 4, 2009, pp. 1-18.
  5. K. Kim, "The Effects of Brand Personality of Internet Shopping Mall on Consumer Satisfaction and Intention to Revisit," J. of the Korea Institute of Electrinic Communication Sciences, vol. 9, no. 1, 2014, pp. 1-9. https://doi.org/10.13067/JKIECS.2014.9.1.1
  6. S. Founier, "customers and their brands : Developing relationship theory in customer research," J. of customer Research, vol. 24, 1998, pp. 343-373.
  7. J. T. Plummer, "How personality marker a difference," J. of Advertising Research, vol. 20, 1984, pp. 27-31.
  8. A. Azoulay and J. N. Kapferer, "Do Brand Personality Scales Really Measure Brand Personality?," J. of Brand Management, vol. 11, no. 2, 2003, pp. 143-155. https://doi.org/10.1057/palgrave.bm.2540162
  9. T. H. Freling and L. P. Forbes, "An examination of brand Personality and Application of Positioning Strategy," Korean J. of Advertising, vol. 3, no. 2, 2005, pp. 148-162.
  10. K. Keller, "Conceptualizing measuring and managing customer-based on the equity," J. of Marketing, vol. 57, Jan. 1993, pp. 1-22.
  11. D. A. Aaker, Managing brand equity : Capitalizing on the value of a brand name. New York : The Free Press, 1991, pp. 121-132.
  12. D.-H. Ahn and K.-P. Lee, "Effects of Brand Personalities on Consumer Satisfaction and Brand Loyality on the Family Restaurant," J. of Hospitality and Tourism Studies, vol. 18, 2005, pp. 148-163.
  13. H.-Y. Won, "The Effet of Congruity between Brand Personlity and Self-image on the Customer's Attitude in the Foodservice Industry," J. of Foodservice Management, vol. 11, no. 1, 2008, pp. 7-31.
  14. Y.-K. Lee, J.-J. Yoon, and E.-J. Kim, "Effects of Brand Personality on Customers' Emotion, Satisfaction, and Loyalty in Family Restaurant Setting : A Comparison of Outback and VIPS," J. of Foodservice Management, vol. 11, no. 3, 2008, pp. 193-216.
  15. S.-M. Lee and Y.-J. Yoo, "Brand Personalities in Restaurant Business-Korean and Foreign Brand Restaurants," The Korea Contents Society, vol. 6, no. 10, 2008, pp. 72-79.
  16. J.-A. Ahn, "The Brand Personality Factors of Internet Shopping Malls and Effects of Brand Personality on Brand Loyalty," ADVERTISING RESEARCH, no. 67, 2005, pp. 59-83.
  17. S.-K. Lee, K.-S. Kim, and S.-M. Oh, "A Study of e-Brand Personaltity," The Korean J. of Advertising, vol. 18, no. 1, 2007, pp. 87-109.
  18. S.-H. Jung and Y.-R. Lee, "The Impect of Parent Company Attributes on e-Brand Personalities," J. of the Korean Society of Costume, vol. 61, no. 5, 2011, pp. 64-76.
  19. B. J. Babin, W. R. Darden, and M. Griffin, "Work and/or Fun : measuring Hedonic and Utilitarian Shopping Value," J. of Consumer Research, vol. 29, no. 4, 1994, pp. 644-656.
  20. E. Fischer and S. J. Arnold, "More than a Labor of Love : Gender Roles and Christmas Shopping," J. of Consumer Research, vol. 17, no. 3, 1990, pp. 333-345. https://doi.org/10.1086/208561
  21. J. F. Sherry, M. A. McGrath, and S. J. Levy, "The Dark of the Gift," J. of Business Research, 28, 1993, pp. 225-244. https://doi.org/10.1016/0148-2963(93)90049-U
  22. G.-H. Ahn, B.-H. Im, and S.-T. Jung, "The Study of the Effect of Shopping Value on Customer Satisfaction, and Actual Purchase Behavior," ASIA MARKETING J., vol. 10, no. 2, 2008, pp. 99-123.
  23. J. Sweeny, and G. Soutar, "Consumer perceived value : the development of a multiple item scale," J. of Retailing, 77, 2001, pp. 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
  24. J. M. Carpenter and M. Moore, "Utilitarian and Hedonic Shopping Value in the US Discount sector," Journal of Retailing and Consumer Services, 16, 2009, pp. 68-74. https://doi.org/10.1016/j.jretconser.2008.10.002
  25. D. L. Hoffman and T. P. Novak, "Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations," J. of Marketing, vol. 60, 1996, pp. 50-68. https://doi.org/10.2307/1251841
  26. K.-H. Ahn and Y.-J. Lee, "The Study of the Influence of Consumer's Shopping Orientation on the Relationship between Store image variables and On-line Consumer's Purchase Intention," J. of Consumer Studies, vol. 13, no.4, 2002, pp. 101-122.
  27. C. Park, "Online Hedonic-Experiential Value in Internet Shopping : Antecedents and Consequence," Asia Pacific J. of Information Systems, vol. 13, no. 4, 2003, pp. 73-96.
  28. H.-G. Ju and H.-S. Suh, "The effects of consumer decision-making styles on shopping value and relationship retention intention in online shopping mall," The e-business studies, vol. 15, no. 1, pp. 143-164.
  29. S.-Y. Jung and C. Park, "A Cross-cultural validation of the structural model of online shopping," The e-business studies, vol. 11, no. 1, 2010, pp. 69-94. https://doi.org/10.15719/geba.11.1.201003.69