SPA브랜드 전략적 요인들의 품질 분류에 따른 브랜드 태도 결정효과 분석

초록

Ⅰ. Introduction and Theoretical Background Recently, the SPA (SPA Speciality store retailer of Private Apparel) brand is highly growing despite the low growth of the overall fashion industry in Korea. This study is based on Kano-model's four dimensional qualities(attractive, One-dimensional, Must-be,Indifferent), SPA brand strategy factors, and brand attitude and brand personality-self image match. Also, the following five hypotheses were developed ∙ H1: Attractive quality is positively related with SPA brand's personality - self image match. ∙ H2: One-dimensional quality is positively related with SPA brand's personality - self image match. ∙ H3: Must-be quality is positively related with SPA brand's personality - self image match. ∙ H4: Indifferent quality is not related with SPA brand's personality-self image match. ∙ H5: SPA brand's personality-self image match is positively related with brand attitude Ⅱ. Research Methodology Data used to test the research hypotheses were obtained by random sample. The random sample survey respondents are people who are visiting SPA store or will visit SPA store. The questions were mainly answerable by 7 point Likert scales. Of 450 (including Kano-model) questionnaires dispatched. The number of returned questionnaires was n=377. Ⅲ. Results The Kano-model result of classifying quality of SPA brand strategy factors is following. Fist, attractive quality was classifying high-quality product, design diversity, and providing information. Second, one-dimensional quality was classifying High-product rotation and store display. Third, must-be quality was classifying. Finally, indifferent quality was classifying excellent location.The proposed research model and research hypotheses were tested by using structural equation model and the following table and figure showing the results of the hypotheses testing and model estimation. The resulting goodness-of-fit statistics were a GFI=0.882, AGFI=0.77, NFI= 0.82, and CFI= 0.87. Also the reliability was 0.70∼0.90. Some items wre deleted. This study was verified that H1(Attractive quality is positively related with SPA brand's personality-self image match) is partly supported. H2 (One-dimensional quality is positively related with SPA brand's personality-self image match) is also partly supported. H3(Must-be quality positively related with SPA brand's personality-self image match) is fully supported. H4 (Indifferent quality is not related with SPA brand's personality-self image match) is supported, and H5(SPA brand's personality-self image match is positively related with brand attitude.) is support. Also, we can find differential effect relationship that especially attractive quality is most positively related with SPA brand's personality - self image match in the four dimensional qualities.

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