This paper conducted an empirical study to identify the causal relationship of factors affecting the purchase intention of automobiles from the customer’s point of view. This study sets the purchase intention as a result variable and constructs a causal model with brand image, product attributes (exdogenous variable), and customer value (endogenous variable) as a cause that affects purchase intention. The results of this study are summarized as follows. First, the symbolic image of the brand was found to have a very significant effect on customer value (p=0.01), and the external attribute of the product also had a significant effect on customer value (p=0.1). Second, customer value was found to have a very significant effect on purchase intention (p=0.01), and the functional image of the brand also had a significant effect on purchase intention (p=0.1). Third, there is a strong positive (+) correlation between the functional image of the brand and the symbolic image of the brand, the intrinsic attribute of the product, and the external attribute of the product, and also between the symbolic image of the brand and the intrinsic attribute of the product and There was also a positive (+) correlation between extrinsic attributes. Therefore, in order to increase customer value, automobile manufacturing companies have a functional value of products from a customer-oriented perspective. It is judged that every effort should be made to maintain a lasting relationship by grasping the values of customers, which are social values, emotional values, situational values, and cognitive values.

Abstract
1. 서 론
2. 이론적 배경
    2.1 브랜드이미지
    2.2 제품 속성
    2.3 고객가치
    2.4 구매 의도
3. 연구모형 및 연구가설 설정
    3.1 연구모형의 설정
    3.2 연구가설의 설정
4. 실증분석
    4.1 자료수집 및 분석 방법
    4.2 측정변수의 요인분석 및 신뢰도 분석
    4.3 구조방정식모형 검증 및 가설 검증
5. 결 론
6. References

• 배영주(한국교통대학교 산업경영공학과) | Young-Ju Bae (Dept. of Industrial and Management Engineering, Korea national University of Transportation) Corresponding Author