옴니채널 상황에서 브랜드 충성도에 관한 연구: 카테고리 지식 조절변수

• 영문명: Effect on Brand Loyalty in Omni-Channel: Focus on Category Knowledge
• 발행기관: 한국유통과학회
• 저자명: 한상설(SangSeol Han)
• 간행물 정보: 『유통과학연구(JDS)』제15권 제3호, 61~72쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.03.31

영문 초록

Purpose – The ICT development is affecting the consumer behaviors in selecting channel or distribution system. This study aims to advance the theory on the influence and interaction with omni-channel behaviors. Specifically, analyzing moderating variable is category knowledge that effect between propensity of brand loyalty and its precedence factor which is perceived difference, perceived value, authenticity and consumer-brand relationship. Research design, data, and methodology – The subject of this research is consumers who purchase goods in omni-channel situation. The hypothesis of this research is derived from the literature of the preceding research analysis on brand loyalty, omni-channel and consumer behaviors. This study have constructs that were defined operationally with reference to previous studies, and the research model was designed to figure out the structural relationship among perceived difference, perceived value, authenticity, consumer-brand relationship and brand loyalty. From 2016 Sept. 1 to Dec. 31, a questionnaire survey was performed targeting customers using omni-channel. 327 questionnaire survey had conducted. 316 survey data were used for empirical analysis except data that had missing and wrong value. AMOS(structural equation) was used to confirm the hypothesis which developed by researcher. Results – The results of this study are as follows. First, an authenticity has significant effect on brand loyalty. Second, in the omni-channel situation, but perceived differentiation, perceived value, consumer-brand relationship does not affect brand loyalty. According to this result, it is judged that it is easy to search for information in the situation of omni-channel and integrated decision making is done without distinction between channels. Third, category knowledge has moderating effect between brand loyalty and precedence factors. When the category knowledge level is low, preceding factors have a significant effect on brand

목차

Abstract

1. 서론

2. 이론 배경과 가설 설정

2.1. 옴니채널의 의의

2.2. 옴니채널과 소비자 행동

3. 연구모형과 연구 방법

3.1. 연구 모형

3.2. 변수의 조작적 정의

3.3. 표본의 선정 및 자료수집

4. 연구결과

4.1. 표본의 일반적 특성

4.2. 신뢰성 및 타당성

4.3. 가설 검증

5. 결론

5.1. 요약 및 시사점

5.2. 향후 연구 방향

References

키워드

Omni-channel Brand Loyalty Perceived Difference Perceived Value Authenticity Consumer-Brand Relationship Category Knowledge