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아웃도어 의류브랜드에 대한 관계혜택지각이 브랜드 신뢰와 만족에 미치는 영향

Title
아웃도어 의류브랜드에 대한 관계혜택지각이 브랜드 신뢰와 만족에 미치는 영향
Other Titles
The Impact of Relational Benefit Perception of Outdoor Wear Brands on Brand Trust and Satisfaction
Author
이지연
Keywords
관계혜택; 브랜드 신뢰; 소비자 만족; 아웃도어 의류 브랜드; Relational benefits; Brand trust; Consumer satisfaction; Outdoor wear brand
Issue Date
2015-09
Publisher
한국의상디자인학회
Citation
한국의상디자인학회지, v. 17, NO 3, Page. 225-240
Abstract
This study aims to identify the factorial constructs of the relational benefits perceived by consumers of outdoor wear brands and their impacts on the consumers’ trust in and satisfaction with outdoor wear brands. An online survey was conducted with females and males between the ages of 20 and 50 who have experienced buying outdoor wear brands. A total of 420 responses were analyzed by factor analysis, a reliability test, and multiple regression analysis. The results of this study were as follows: first, the results of factor analysis and the reliability test on the relational benefits perceived by outdoor wear brand purchasers clearly showed conceptual constructs that included informational benefits, social benefits, and psychological benefits. The sub-dimension of perceived relational benefits had significant effects on brand trust and satisfaction. Specifically, respondents revealed that they had higher brand trust if they felt psychologically comfortable, were offered useful information by outdoor wear brands, and had a favorable relationship with salespeople when they bought outdoor wear merchandise. Secondly, influences of perceived relational benefits on brand trust and satisfaction were not shown to differ depending on the congruity between outdoor wear brands and the purchaser’s self-image. On the other hand, factors of perceived relational benefits revealed to differently have effects on brand trust and satisfaction depending on respondents’ gender and age. Practical implications to understand outdoor wear target customers’ relational benefits, self-image congruity and demographic characteristics and to enhance trust and satisfaction with outdoor wear brands are proposed.
URI
http://www.dbpia.co.kr/Journal/ArticleDetail/NODE06525378http://hdl.handle.net/20.500.11754/27280
ISSN
1229-7240
Appears in Collections:
COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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