제품편익과 제품동일시가 구매의도에 미치는 영향 - 미추구성향의 조절효과를 중심으로

• Published in: The Research Journal of the Costume Culture Vol. 24; no. 4; pp. 417 - 430
• Main Authors: 최선형, Sun-hyung Choi, 홍지현, Ji-hyun Hong
• Format: Journal Article
• Language: Korean
• Published: 복식문화학회 31.08.2016
• Subjects: aesthetic seeking tendency(미추구성향); benefits(편익); product identification(제품동일시); purchase intention(구매 의도); 생활과학
• ISSN: 1226-0401; 2383-6334
• DOI: 10.29049/rjcc.2016.24.4.417

This study had two aims. First, the study intended to identify the influences of product benefits and product identification on consumers`` purchase intention, Second, it wanted to assess the moderating effects of consumers`` aesthetic seeking tendency on their decision-making process. Based on the stimulus-organism-response (S-O-R) paradigm and the product personality-brand identification-purchase intention model, this study proposed a research model, the benefits-product identification-purchase intention model. To test the model, a survey was conducted of female college students; a total of 298 questionnaires were analyzed. The stimulus used was a popular model of Nike running footwear: the Luna Eclipse+2. Factor analysis and structural equation analysis were conducted to analyze the research model. The results indicate : (1) The aesthetic benefit influenced product identification positively. The aesthetic benefit, functional benefit and product identification were all positively related to purchase intention. (2) The aesthetic seeking tendency mediated the influences of product benefits on consumers`` purchase intention in the decision-making process. For consumers in the ‘high’ level group of aesthetic seeking tendency, aesthetic benefit and social benefit affected purchase intention and for consumers in the ‘low’ level group of aesthetic seeking tendency, the functional benefit only affected purchase intention. Based on this study, we find evidence that product benefits and aesthetic seeking tendency play important roles in consumers`` decision-making process in product purchase.