[논문]굿즈의 소비가치가 기업브랜드 제품 구매의도에 미치는 영향: 굿즈의 종류에 따른 연구

김은영; 이상연; 채명신

doi:10.17703/jcct.2021.7.3.321

굿즈의 소비가치가 기업브랜드 제품 구매의도에 미치는 영향: 굿즈의 종류에 따른 연구
The Consumption Value of Goods Effect on Purchase Intention of Corporate Brand Products: Study According to The Type of Goods 원문보기

Journal of the convergence on culture technology : JCCT = 문화기술의 융합, v.7 no.3, 2021년, pp.321 - 334

김은영 (서울벤처대학원대학교 융합산업학과) , 이상연 (웨스트민스터신학대학원대학교 사회적경제교육학과) , 채명신 (서울벤처대학원대학교 융합산업학과)

초록
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본 연구는 굿즈의 소비가치가 기업브랜드 제품 구매의도에 미치는 영향을 분석하기 위해 굿즈를 구매한 경험이 있는 남, 여 457명에게 설문을 받아 SPSS 21.0과 Smart PLS 3.0을 활용하여 모형을 검정하였다. 굿즈의 소비가 치인 한정적, 기능적, 심미적, 쾌락적, 혁신적, 사회자아적 가치와 굿즈 만족도를 검정한 후 기업브랜드 제품 구매의도에 미치는 영향을 분석하였다. 혁신적 가치를 제외하고 모두 유의한 것으로 나타났으며, 굿즈 만족도는 브랜드 애착과 기업브랜드 제품 구매의도에 유의한 영향을 주었다. 우리는 최근, 시대적 흐름에 맞게 굿즈를 재정의하고, 굿즈의 종류를 휴먼브랜드 굿즈, 브랜드 굿즈, 관광 굿즈, 캐릭터 굿즈 4가지로 처음으로 분류한 것에 학문적 의미를 둔다. 굿즈의 종류에 따라 소비가치와 만족도에 부분적 차이가 있는 것을 확인하였다. 연구를 통해 굿즈에 대한 이해의 폭을 넓히고 타깃에 맞게 기획 및 개발 방향을 제시하여 효과적이고, 유용한 마케팅의 가능성을 시사하고자 한다.

Abstract ▼ AI-Helper

In this study, in order to analyze the effect of the consumption value of goods on the purchase intention of corporate brand products, the model was tested using SPSS 21.0 and Smart PLS 3.0 by receiving questionnaires from 457 men and women who have purchased goods. After examining the consumption values of goods, such as limited, functional, aesthetic, hedonistic, innovative, and social ego values, and product satisfaction, the effect on purchase intention of corporate brand products was analyzed. All were found to be significant except for innovative value, and product satisfaction had a significant effect on brand attachment and purchase intention of corporate brand products. We have recently redefine goods according to the trend of the times, and put an academic significance on the first classification of goods into four categories: human brand goods, brand goods, tourism goods, and character goods. It was confirmed that there was a partial difference in consumption value and satisfaction according to the type of goods. Through research, it is intended to broaden the understanding of goods and suggest the possibility of effective and useful marketing by suggesting planning and development directions according to the target.

주제어

표/그림 (13)

표 표 1. 굿즈 선행 연구 Table 1. Prior research on goods
표 표 2. 굿즈의 재정의 및 굿즈 종류 Table 2. Goods definition and type
그림 그림 1. 연구모형 Figure 1. Research model
표 표 3. 변수측정, 조작적 정의 및 선행 연구 Table 3. Variable measurement and operational definition and prior research
표 표 4. 기술 통계량 분석 결과 Table 4. Descriptive statistics analysis result
표 표 5. 확인적 요인분석 결과 Table 5. Confirmatory factor analysis result
표 표 6. 판별타당도 측정 결과 Table 6. Discriminant validity measurement results
그림 그림 2. 굿즈 소비가치가 굿즈 만족도에 미치는 영향력 순서도 Figure 2. Flow chart of influence of goods consumption value on satisfaction
표 표 7. 구조모형 분석 Table 7. Structural model analysis
표 표 8. 경로분석 검정 결과 Table 8. Path analysis results
표 표 9. 조절효과의 검정 결과 Table 9. Moderating effect results
그림 그림 3. 굿즈 종류에 따른 소비가치에 미치는 영향력 순서 Figure 3. Order of Influence on Consumption Value by Goods Type
표 표 10. 심미적 가치와 굿즈 만족도 관계 중 굿즈 종류 비교 Table 10. Comparison of goods types among aesthetic value and goods satisfaction relationship

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