헤어숍의 경험마케팅, 지각된 가치, 브랜드 태도, 행도의도 간의 인과관계

• 영문명: The Causal Relationship between Experience Marketing, Perceived Value, Brand Attitude, and Behavior of Hair Shops
• 발행기관: 한국인체미용예술학회
• 저자명: 이보현(Bo-Hyun Lee) 나윤영(Yun-Young Na)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제22권 제1호, 133~151쪽, 전체 19쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2021.03.20

영문 초록

As an empirical research on the causal relationship between experience marketing, perceived value, brand attitude, and behavior of hair shopss, this study aimed to unveil causality among variables. For the statistical analysis of the collected data, SPSS V.21.0 and AMOS 21.0 were used .The study results found the following: First, Experiential marketing would have a positive influence on perceived value with statistical significance(β =0.751, p<.05). Second, Experiential marketing would have a positive influence on brand attitude with statistical significance (β=0.683, p<.05). Third, Experiential marketing would have a positive influence on behavioral intention with statistical significance (β=0.403, p<.05).Fourth, perceived value showed a positive influence on brand attitude with statistical significance (β=0.214, p<.001). Fifth, perceived value had a positive influence on behavioral intention with statistical significance (β=0.138, p<.01). Sixth, brand attitude had a positive influence on behavioral intention with statistical significance (β=0.398, p<.001).

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 제언

참고문헌

키워드

경험마케팅 지각된 가치 브랜드 태도 행동의도 Experiential Marketing Perceived Value Brand Attitude Behavioral Intention