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본 연구는 온라인에서 소비자들이 제품을 구매할 때 제품유형과 제품친숙도에 따라 브랜드에 의존하는 정도에 차이가 있을까? 라는 의문을 규명하기 위하여 시도되었다. 따라서 온라인 시장과 오프라인에서 진행된 정보탐색행동 및 브랜드 의존도에 관한 기존연구들을 바탕으로 온라인에서의 브랜드 의존도 차이에 관한 연구 가설들을 설정하였다. 그리고 그 이유를 다중감각의 취약성과 제품속성정보의 가용성으로 대변되는 온라인의 환경특성이 소비자 선택의 불확실성과 브랜드 의존도에 미치는 경로관계와 영향크기로서 설명하고자 하였다. 이에 본 연구에서는 제품유형(경험제품, 탐색제품)과 제품친숙도(고,저)를 이용하여 2x2 between factorial design을 설계하고 340명의 대학생을 편의표본 추출하여 무작위 할당하였다. 그리고 인터넷이 연결된 전산실에서 가상의 인터넷 쇼핑을 경험하게 한 후, 가설 검증에 필요한 자료를 수입하였다. 가설검증결과, 제품유형에서는 탐색제품보다 경험제품에서 브랜드 의존도가 높은 것으로 나타났다. 탐색제품의 경우, 속성정보의 가용성이 다중감각의 취약성을 감소시켜 브랜드 의존도를 감소시키지만, 경험제품에서는 제품속성정보의 가용성이 다중감각의 취약성을 감소시키지 못하기 때문이었다. 또한 제품친숙도가 높은 소비자보다는 낮은 소비자가 브랜드에 의존하는 경향이 높은 것으로 나타났다. 그 이유는 친숙도가 높은 소비자가 친숙도가 낮은 소비자들 보다 제품지식이 많아서 브랜드보다는 속성정보를 이용하여 제품을 구매하기 때문이었다.
This study intends to explore and explain the differences in terms of online consumers' brand reliance by product types and product familiarity and to derive strategic implications for online businesses. Based upon the previous research on brand dependence, online environment characteristics, including multi-sensory weakness and availability of attribute information, and consumer uncertainty, the conceptual model was developed; and the corresponding hypotheses were established and empirically tested. In empirical study, the experimental method was carried out in a computer lab connected to the Internet. The subjects for the experiment were university students who can use the Internet. For experience goods, perfume, clothes, and dress were adopted; and for search goods, computer, walkman and VTR. The hypotheses were tested through the covariance structure analysis using the AMOS 3.61 computer program. The reason of the difference of brand reliance is that the availability of product attribute information cannot reduce multi-sensory weakness in the case of experience goods. In turn, in the case of search goods and consumers with high product familiarity, online multi-sensory weakness is not considered important in the purchase decision and information provided online makes comparison among alternatives easier, which eventually reduces consumer uncertainty and therefore, brand reliance.
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