Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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A Study on the Relationship between the Consumption Factors, Satisfaction, Behavioral Intention and Recommended Intention in the Imported Car Market

수입자동차 시장의 소비요인, 만족, 행동의도, 추천의도 간의 관계연구

  • Kim, Hyun-Chul (Dept. of Industrial Management, College of Business, Gyeongsang National University)
  • 김현철 (경상대학교 산업경영학과)
  • Received : 2018.08.27
  • Accepted : 2018.12.07
  • Published : 2018.12.31
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Abstract

The purpose of this study is to identify the relationships between satisfaction, behavioral intention and recommended intention of luxury consumers identified in the preceding study as reasons for the explosive growth in the Korean imported car market. Research results found that brand quality, fashion, self-display, and store atmosphere had positive effects on satisfaction, while independent variables influenced behavioral intention. However, it was found that the store atmosphere did not affect satisfaction. Satisfaction expressed a strong positive effect on behavioral intention. In addition, behavioral intention was shown to positively affect recommendation intention. These results imply that consumers are significantly influenced by psychological factors when purchasing imported cars, and that consumers value psychological factors even when resold or recommended to others. The theoretical implications of the study are the empirical analysis of the consumption factors of imported cars using the existing Luxury consumption factors. The practical implications are to provide the importers with a basis for their marketing strategy. Although there are many studies on quality and service in import car markets, there is a lack of research on relevant psychological factors.

본 연구의 목적은 폭발적 성장을 하고 있는 한국 수입 자동차 시장의 구매요인을 선행연구에서 규명된 명품소비요인을 통해 만족, 행동의도, 추천의도간의 관계를 파악하는 것이다. 연구결과를 요약하면 명품소비요인인 브랜드 품질, 유행, 자기과시, 매장분위기가 독립변수로 종속변수인 만족에 정(+)의 영향을 미치는 것으로 나타났고, 독립변수들은 행동의도에 정(+)의 영향을 미쳤다. 다만 매장분위기는 영향을 미치지 않는 것으로 나타났다. 만족은 행동의도에 강한 정(+)의 영향관계를 나타냈다. 또한 행동의도는 추천의도에 정(+)의 영향을 주는 것으로 나타나 연구가설은 채택 되었다. 연구결과를 해석하면 소비자들은 수입차 구매 시 심리적 요인에 상당한 영향을 받고, 재구매나 타인에게 추천할 때에도 소비자들은 심리적 요인을 중요하게 인식하는 것이다. 이번 연구의 이론적 시사점은 수입자동차 소비요인을 기존의 명풍소비요인을 이용해 실증분석한 것이다. 실무적 시사점은 수입차 실무자들에게 마케팅 전략의 근거를 제시한 것이다. 수입차 시장에서 품질과 서비스에 관한 연구는 많지만 심리적 선택요인에 관한 연구는 부족하기에 이번 연구결과가 이론적 실무적 가치를 가진다.

Keywords

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Fig. 1. Research model

Table 1. Measurements of research variables

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Table 2. Best Global Brands 2017 Rankings

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Table 3. Confirmatory factor analysis

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Table 4. Correlation analysis

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Table 5. Path analysis for hypothesis verification

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