지역문화관광공예품의 디자인품질과 브랜드요인간구조적관계

Abstract

Abstract

A Structural Relationship between Design Quality and Brand Factor of Local Cultural Tour Craft

Cho, juhyun Advisor : Prof. Yoon, gab geun Ph. D Departmant of Social desin Graduate School of Chosun University

In this study, the effect of design quality of local cultural tour craft on craft brand identity and customer satisfaction was evaluated, and the mediated effect of local brand assetsand material property in between craft brand identity and customer satisfaction was analyzed. For this study, the embodied measurement tool used by previous studies was prepared, and data of 360 male and female adults who have traveled to Icheon City in Gyeonggi-do within the last 2 years and purchased any ceramic craft from ceramic manufacturersor ceramic wholesalers were analyzed. The data was analyzed by using SPSS and AMOS statistics program; AMOS was used to analyze the path coefficient of the structural equation model, andfrequency analysis, factor analysis, reliability analysis, regression analysis, correlation analysis, and covariance structure analysis were used. The result of this study is as follows. First, the regression analysis was used to analyze the effect of design quality of local cultural tour craft on brand identity. As a result, functionality, aesthetic phase, and experientiality were statistically influential, and such an effect of the above was shown in the order of experientiality > functionality > aesthetic phase. Second, as a result of verifying the hypothesis set on this study by using the path coefficient among each of the theoretical variables through the covariance structure analysis, a significant number of relationships among factors wereshown from all hypotheses. Third, as a result of resolving direct and indirect effects of design quality property on the brand identity, the direct effect of functionality, aesthetic phase, and experientiality on the brand identity was 0.159 - 0.967, or a positive relationship, and the indirect effect on local brand asset, material property, and customer satisfaction was 0.112 - 0.889, indicating that it is effective with the brand identity as a mediator. Especially, the indirect effect of experientiality on local brand asset, material property, and customer satisfaction was 0.685 -0.889, which was significantly high. Fourth, as a result of resolving the direct and indirect effects of brand identity on local brand asset, material property, and customer satisfaction, while the brand identity gave the direct effect of 0.919 on the local brand asset, the total effect on the material property and customer satisfaction was 0.708 and 1.312, respectively, and the indirect effect was significantly higher than the direct effect. Fifth, as a result of resolving direct and indirect effects among local brand assets, material property, and customer satisfaction, the local brand asset gave the direct effect of 0.420 on thematerial property and 0.976 on customer satisfaction. The material property showed 0.585 for customer satisfaction, showing a greater direct effect. Therefore, in terms ofcustomer satisfaction, the direct effect of local brand assets (0.976), the indirect effect of brand identity (0.888), and the direct effect of material property (0.585) showed an influence, in that order. Such a research result implies that the continuous and universal design strategy of local brand assets and design quality property is required to plan and design cultural tour items to improvecustomer satisfaction and create a virtuous cycle of local brand strategies under the circumstances in which various local cultural tour marketing strategies are emerging. In conclusion, this study stresses the fact that it performed the analysis of the actual verification of the integrated relationship between the design of specialties and customer behaviors connected with local brand marketing strategies, and it is expected to be used as useful foundational data for the development of product and design strategies of local specialty brands.