SPA 브랜드의 지속가능경영 활동 적합성이 구매의도에 미치는 영향 The influence of sustainability management fit of SPA brand on consumer purchase intention
pp.161-175
The purpose of this study is to examine the impact of perceived sustainability management fit of SPA brands on consumer purchase intention. A survey was conducted targeting women in their 20s and 30s from April 27th to May 6th 2013, and a total of 350 questionnaires were used in the final analysis. Frequency analysis, reliability analysis, factor analysis, ANOVA, simple regression analysis and multiple regression analysis were carried out using SPSS ver 21.0. The results of this study are as follows. First, fit of all three areas- economic, ecological and socialof sustainability management activities have a significant impact on consumer perception on sustainability activities. Second, perceived sustainability activities by SPA brands are found to have a positive effect on brand attitude, brand trust and consumer satisfaction. Third, brand attitude and consumer satisfaction forged by perceived sustainability activities by SPA brands have a positive impact on consumers' purchase intention. Based on the result of this study, the following marketing implications can be suggested. First, SPA brands need to be more active in all three area of sustainability activities while coming up with measures for differentiated social sustainability activities. Second, SPA brands need to meet their primary obligation by providing consumers with quality products at a reasonable price. Third, SPA brands need to recognize the potential value of sustainability activities as a driver of a longstanding relationship with consumers as well as long-term profit and value creation, leading to a great financial performance.
II. Theoretical Background
1. Concept and factors of sustainability management
2. Sustainability management fit and consumerperception, brand attitude, brand trust and satisfaction
3. Sustainability management fit of SPA brand
III. Methods
1. Research subjects and conceptual model
2. Measurements and data collection, andanalysis
IV. Results and Discussion
1. Factor analysis of sustainability managementfit
2. Fit of sustainability management activities
3. Effect of fit of sustainability managementactivities on consumer perception
4. Effect of consumer perception on brandattitude, brand trust, and satisfaction
5. Effect of brand attitude, brand trust, andsatisfaction on purchase intention
V. Conclusion
References