자료요약
본 연구는 귀인이론을 바탕으로 지상파 채널 브랜드의 진정성 지각에 관련된 선행변수 및 결과 변수를 제시하고, 그 관계를 검증하였다. 연구 결과 지상파 채널 브랜드의 차별성 지각은 SBS의 경우에만 진정성 지각에 유의한 영향을 미치는 것으로 나타났다. 반면, 지상파 채널 브랜드의 지속성 지각은 모든 채널에서 진정성 지각에 유의한 영향을 미쳤다. 다음으로, 차별성 지각이 브랜드 태도에 미치는 영향은 SBS의 경우에만 진정성 지각에 의해 부분매개 되는 것으로 나타났다. 그리고 지속성 지각이 브랜드 태도에 미치는 영향은 KBS와 SBS의 경우에는 진정성 지각에 의해 완전매개 되고, MBC의 경우에는 진정성 지각에 의해 부분매개 되었다. 지속성 지각이 브랜드 충성도에 미치는 영향은 MBC의 경우에만 진정성 지각에 의해 완전매개 되었다. 끝으로, 진정성 지각은 모든 채널에서 브랜드 태도에 유의한 영향을 미쳤다. 브랜드 충성도에 대한 진정성 지각의 직접적인 효과는 MBC의 경우에만 유의한 것으로 나타났으나, 간접효과는 모든 채널에서 유의했다. 연구결과를 바탕으로 이론적, 실무적 함의와 향후 연구방향을 제시하였다.
This study identified antecedents and consequences of the terrestrial broadcasting channel brands’ authenticity perception based on the attribution theory, and investigated their relationships. The results are as follows. First, perceived differentiation significantly affected perceived brand authenticity only in SBS. On the other hand, the terrestrial broadcasting channel brands’ perceived continuity affected perceived brand authenticity in all channels. Second, the effect of perceived differentiation on brand attitude was mediated partially by perceived brand authenticity only in SBS. And, perceived brand authenticity mediated the effect of perceived continuity on brand attitude fully in KBS and SBS, and partially in MBC. The effect of perceived continuity on brand loyalty was mediated fully by perceived brand authenticity only in MBC. Finally, perceived brand authenticity significantly affected brand attitude in all channels. While the direct effect of perceived brand authenticity on brand loyalty was significant only in MBC, indirect effects were significant in all channels. Based on the results, theoretical and practical implications are discussed as well as future research directions.
This study identified antecedents and consequences of the terrestrial broadcasting channel brands’ authenticity perception based on the attribution theory, and investigated their relationships. The results are as follows. First, perceived differentiation significantly affected perceived brand authenticity only in SBS. On the other hand, the terrestrial broadcasting channel brands’ perceived continuity affected perceived brand authenticity in all channels. Second, the effect of perceived differentiation on brand attitude was mediated partially by perceived brand authenticity only in SBS. And, perceived brand authenticity mediated the effect of perceived continuity on brand attitude fully in KBS and SBS, and partially in MBC. The effect of perceived continuity on brand loyalty was mediated fully by perceived brand authenticity only in MBC. Finally, perceived brand authenticity significantly affected brand attitude in all channels. While the direct effect of perceived brand authenticity on brand loyalty was significant only in MBC, indirect effects were significant in all channels. Based on the results, theoretical and practical implications are discussed as well as future research directions.
목차
1. 서론
2. 이론적 배경과 연구모형
3. 연구방법
4. 연구결과
5. 결론 및 논의
참고문헌
Abstract
2. 이론적 배경과 연구모형
3. 연구방법
4. 연구결과
5. 결론 및 논의
참고문헌
Abstract
진정성
채널 브랜드
지상파 채널
귀인이론
브랜드 충성도
Authenticity
Channel Brand
Terrestrial Broadcasting Channel
Attribution Theory
Brand Loyalty