침장류의 브랜드이미지와 구매의도에 미치는 영향에 관한 연구

Abstract

침장류 제품에 대한 소비자들의 요구는 따뜻함이나 편안함에서 점차 꾸미기, 기능성(건강한 잠) 등 홈퍼니싱(home furnishing)으로 변화하고 있다. 하지만 침장류 제품에 대한 소비자 인식과 수요가 급속도로 변화하면서도 불구하고 학계 및 실무계에서는 이에 대한 연구가 거의 없는 실정이다. 비록 일부연구들은 침장류나 가구류에 대해 전체적으로 살펴보았지만 단순 소비패턴이나 인구통계학적 측면 또는 관련 브랜드의 전반적인 이미지로 살펴보았다. |The bedding product industry is facing a transition in consumer taste and demand, where consumers are increasingly showing preference for decoration, functionality (quality sleep) and home furnishing, over previous demands for comfort and warmth. However, there is a dearth of academic and field research relating to consumer preference and patronage towards bedding products, notwithstanding the rapidly changing perceptions and demands for such products. Although some studies have analyzed bedding and furniture related markets as a whole, such analyses are limited to consumption patterns or demographically related overall brand images. Accordingly, the present study focuses on examining two types of bedding stores, in terms of 1) special bedding stores, primarily comprised of sleep products and accessories, and 2) total home product stores, which include a variety of bedding products, furniture, and other interior design tools and decorations. The current study further examines brand images based on a three-tier classification, in terms of store image, product image, and corporate image. Specifically, this study analyzes the effect consumer perceptions may have on the formation of brand image and, in return, the effect the formed brand image may have on the consumers’ attitude and intent to purchase bedding products. Further, this study examines the potential discrepancies in effect between special bedding stores and total home product stores. A summary of the research results are as follows: First, with respect to special bedding stores, brand awareness and recognition, knowledge of corporate social responsibility activities, and positive consumer perception had a significant effect on the store image. In addition, brand awareness and recognition, brand history/size had a significant effect on the product image. Lastly, brand awareness, knowledge of brand history/size, consumer perception and purchase experience had a significant effect on the corporate image. With respect to total home product stores, brand awareness and corporate social responsibility activities appeared to have a positive effect on the brand image. Brand awareness and recognition, and corporate social responsibility activities appeared to have an effect in forming a positive product image. Lastly, brand awareness, history/size, and purchase experience appeared to have a significant effect on the corporate image. Second, consumer-formed store-, product-, and corporate- images appeared to have an effect on the product attitude and consumers’ intent to purchase bedding products. With respect to special bedding stores, store image appeared to have a positive effect on the corporate and product images, and directly affect product attitude and purchase intent. In addition, product image appeared to have a positive effect on the corporate image, and directly affected the product attitude. Corporate image had a positive effect on the product attitute. Indeed, all three-tier (brand, store, and corporate) images appeared to have a positive effect on the product attitude. Positive product attitude appeared to induce consumer intent or willingness to purchase the bedding product. Similarly, with respect to total home product stores, store image had a positive effect on the product and corporate images, and product attitude and purchase intent. Product image had a positive effect on the product attitude and purchase intent. Corporate image had a positive effect on the product attitude. The three-tier images relating to special bedding stores similarly appeared to have positive impact on the attitude towards the bedding products, and such positive attitude appeared to affect the corporate image, and consumers’ perception had a direct impact on consumers’ purchasing state of mind. Third, the present study examined any difference between the two types of bedding brands. Between special bedding and total home product stores, the effect brand awareness and history/size had on store image appeared to be more significant for total home product stores. On the other hand, the effect brand history/size, corporate image, and corporate social responsibility activities had on the store image appeared to be more significant for special bedding stores. Other consumer perception did not show significant difference between the two types of bedding stores, and history/size appeared to have a more significant impact on the store image for total home product stores, while history/size appeared to have a more significant impact on the corporate image for special bedding stores. Moreover, corporate social responsibility activities appeared to have a positive effect on the store image for special bedding stores. In terms of entering into the bedding product industry, the present study suggests taking the approach of total home product stores, which offer a variety of quality products and take a systematic approach towards bedding products, rather than incurring substantial cost in entrance and interior expenses, which are commonly required to jumpstart and operate special bedding stores. Additionally, the present study illustrates consumer attitude towards special bedding stores and total home product stores, and suggests effective strategies for bedding products to academic research and corporate operations. Key Words: Brand Image, Specialty Brand, Total Brand, Bedding Product, Bedding Industry, Purchase Intention, Product Image, Store Image, Corporate Image, Consumer Attitude