의류브랜드의 친애와 통제 지각이 소비행동에 미치는 영향

Abstract

This study aims to examine what consumers perceive about affection and control in association with per-sonified brands, and to explore what effects such perception has on consumer behavior. The research methodologyemployed a questionnaire surveying female university students in the Seoul. The data were analyzed by SPS Hangul10.0 Statistic Package. 16 apparel brands that had been selected by a preliminary study were surveyed. The data analysismethod employed a factor analysis, analysis of variance, and multiple regression analysis. The study found that con-sumers' perception of personified brands is divided into Friendliness and control like in interpersonal communication, andconsumers' preference and purchase intention becomes different depending on affection and control perception. In par-ticular, it was analyzed that more important factor that decides preference and purchase intention is the perception in theaspect of control, not in the aspect of Friendlines.