A Study on the Relationship between Brand image, Product liking, Heuristic and Purchase Intention According to Psychological Power

• 영문명: A Study on the Relationship between Brand image, Product liking, Heuristic and Purchase Intention According to Psychological Power
• 발행기관: 국제융합경영학회
• 저자명: Jin-Kwon KIM Ik-Jun CHO Tony-DongHui AHN
• 간행물 정보: 『융합경영연구』Vol.11 No.5, 69~80쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.10.31

영문 초록

Purpose: The purpose of this study is to identify factors that affect decision-making for e-commerce users and to present e-commerce companies with the company's strategic directions for consumer purchases. Research design, data, and methodology: In this study, a structured research model was derived to confirm the relationship between brand image, product liking, heuristic and purchase intention and the difference according to psychological power. For analysis a total of 212 valid questionnaires from e-commerce users were used. confirmatory factor analysis, correlation analysis, and structural equations were conducted to verify. Results: Both brand image and product liking had a significant effect on purchase intention as well as heuristics. However, heuristics did not affect the purchase intention. It was found that the relationship between brand image, product liking, heuristic, and purchase intention differed depending on the psychological power. Conclusions: Companies should seek ways to increase the positive brand image and likability of products so that consumers can quickly purchase products. In the relationship between brand image and heuristic, the low-psychological group has more influence on heuristic, and in case of product liking, the high-psychological group has more influence on heuristic. In the relationship between brand image and product liking for purchase intention, both in the high psychological power group affect more influence on purchase intention. Since the process of purchasing products varies depending on the consumer psychological power tendency, it is necessary to identify the characteristics of consumers and establish strategies for purchasing promotion measures.

목차

1. Introduction

2. Research Background

3. Research Design

4. Research Methods

5. Conclusions and Implications

References

키워드

Brand image Product liking Heuristic Purchase intention Psychological power