부산대학교 도서관

매슬로의 욕구단계설에 따르면, 사람은 기본적 욕구가 충족되면 더 높은 수준의 욕구를 추구하기 시작한다. 소비자는 제품을 구매하면서 제품 품질에 관심을 기울이는 외에도, 제품이나 브랜드를 통해 느끼는 즐거운 소비경험에 더 큰 관심을 갖기 시작하였다. 브랜드체험은 이제 소비자의 구매결정에 큰 영향을 미치는 중요한 변수로 자리 잡게 되었다.기존 체험마케팅 연구결과를 보면, 소비자체험은 충성심 및 구매행위에 중요한 영향을 미치는 것으로 조사되었다. 그러나 기존의 연구는 브랜드체험과 고객만족도 또는 충성심 사이의 관계에서 두 변수사이의 직접적인 관계를 규명하려 했지만, 본 연구에서는 브랜드체험과 브랜드사랑 그리고 브랜드충성도간의 관계를 형성하는 과정에서의 브랜드사랑이 주는 매개적 효과와 브랜드충성심과 브랜드사랑 사이에서 지각된 제품가격의 조절적 효과 그리고 브랜드사랑과 브랜드 충성심 사이에서 쾌락적인 소비가치의 조절적 효과를 규명해 보았다.본 연구에서는 기존 문헌에 대한 검토를 통해 스포츠웨어 브랜드를 적용하여 각 변수들 사이의 개념적인 모델을 구성하여 다음과 같은 결론을 도출하였다.첫째, 브랜드체험은 브랜드사랑에 정(+)의 영향을 미친다. 둘째, 브랜드사랑은 충성심에 정(+)의 영향을 미친다.셋째, 브랜드체험은 브랜드충성심에 정(+)의 영향을 미치며, 브랜드사랑은 앞의 두 변수 사이에서 매개변수로서의 역할을 한다.넷째, 지각된 제품가격은 브랜드체험과 브랜드사랑 두 변수사이에서 조절변수 역할을 하며, 쾌락적인 소비가치는 브랜드사랑과 브랜드충성심 두 변수사이에서 조절변수의 역할을 한다.본 연구를 통해 브랜드체험, 브랜드사랑, 브랜드충성심 이들 세 변수 사이의 관계를 규명하는데 있어 매개변수와 조절변수를 도입해 보다 정교화된 개념적 모델을 구축하고 이를 통계적으로 규명하였다. 다만 본 연구는 스포츠웨어 브랜드에 한정하여 연구대상으로 하였기에 연구결과의 일반화에 분명 한계가 있지만 이는 후속연구의 보다 정교한 일반화를 위한 새로운 시도라는 점에서 의미가 있다고 본다.
In the literature studies on marketing, there is no dispute that brand loyalty is of great value to the establishment of the marketing advantages of an enterprise. Scholars' studies show that consumers with brand loyalty can perceive unique value from the brand and are willing to pay more for it; brand loyalty can not only create more market share for the enterprise, but also create good word-of-mouth and attract new customers.With the improvement of residents' consumption level, consumers’ needs are also changing. According to Maslow's hierarchy of needs theory, when people's basic needs are satisfied, people may begin to pursue higher levels of needs. Therefore, consumers not only pay attention to the quality of products, but also enjoy the pleasant consumption experience brought by various products or brands. Brand experience has become an important variable that affects consumers' decision-making.Existing studies on experiential marketing show that consumption experience and customer experience have important effects on loyalty and purchase behavior. In the studies on brand experience, some scholars have proved that brand experience has effects on both satisfaction and loyalty. However, the said studies mainly focus on whether there is a positive relationship between these two variables, but seldom pay attention to the intermediate variables in connection with the formation of the relationship between brand experience and brand loyalty. According to the cognition-emotion-behavior theory of consumer behavior, there should be a concept relating to brand emotion between brand experience and brand loyalty. Previous studies have proved that there is a positive relationship between brand experience and brand love, and some studies have also proved that in order to cultivate consumers' brand loyalty, it is necessary to cultivate consumers' positive emotion towards the brand, such as brand preference, brand love and brand attachment. Therefore, this paper attempts to establish a new theoretical framework model to carry out an in-depth exploration into the relationship among brand experience, brand love and brand loyalty. This paper argues that brand love plays an intermediary role in the relationship between brand experience and brand loyalty. At the same time, hedonic consumption values and perceived product price play a moderating role in the relationship between brand experience and brand love as well as the relationship between brand love and brand loyalty. By reviewing the previous literature and taking sportswear brand as an example, this paper determines the scale used in each concept. SPSS and Amos tools are used for data analysis. Finally, the following conclusions are drawn:Firstly, brand experience has a significant positive impact on brand love. It proves that extraordinary brand experience can promote consumers to have strong emotions about the brand and promote the formation of consumers' brand love.Secondly, brand love has a significant positive impact on brand loyalty. Extraordinary brand experience can stimulate consumers to have strong emotions about the brand and promote the formation of consumers' brand love, while such positive emotions generated by consumers are conducive to the formation of consumers’ brand loyalty.Thirdly, Brand experience has a significant positive impact on brand loyalty, and brand love plays an intermediary role in the relationship between brand experience and loyalty.Fourthly, hedonic consumption values play a moderating role in the relationship between brand love and brand loyalty,and perceived product price play a moderating role in the relationship between brand experience and brand love.The main significance of this study is to deeply explore the relationship among brand experience, brand love and brand loyalty, and verify the intermediary role of brand love in the relationship between brand experience and brand loyalty, as well as the moderating role of hedonic consumption values and perceived product price in the relationship among brand experience, brand love and brand loyalty, thus enriching the theoretical research in the field of brand experience and providing a theoretical framework for sportswear brand practitioners to create brand loyalty in the era of experience economy. This helps them to further cultivate consumers’ brand loyalty by creating extraordinary brand experience and promoting consumers' unique brand love.However, this study is based on sportswear brand as the research object, so its conclusions cannot be directly applied to other product and service scenarios. Follow-up research may be considered to be carried out in more product and service contexts. It is also possible to explore the intermediary effects and moderating effects of other variables outside the model in the paper, to improve and enrich the results of this study.