Earticle

초록

영어

Unlike high possibility in the market of character goods, only a few studies have been carried out regarding the purchase intention of character goods, especially targeting adults. The purpose of this research is to investigate influence of character goods’ attributes on consumer attitude and purchase intention, particularly with kakao Friends. Thus, the survey was conducted with 243 respondents who bought kakao Friends before and collected date was analyzed through structural equation modeling. Research findings show that character goods’ attributes had positive influence on consumer attitude and then, consumer attitude formed with character goods’ attributes had significant influence on purchase intention. Therefore, it aim to promote importance of marketing for character goods, add familiarity and trustworthiness into existing company image, come up with differentiated strategy to attract new customers and provide empirical date to maximize business synergy. In addition, its’s required to make good use of new concept, the character goods for the marketing effectively and expand various age-specific character marketing and fan base. Also, it’s necessary to strengthen competitiveness in the goods business in the character goods market as well as enhance usefulness of goods at the same time in order to set the marketing strategy continuously.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 캐릭터 굿즈
2. 캐릭터 특성
3. 소비자 태도
4. 구매 의도
Ⅲ. 연구설계
1. 연구모형
2. 연구가설
3. 변수의 조작적 정의 및 측정
4. 자료의 수집 및 분석
5. 설문 구성
Ⅳ. 분석결과
1. 표본의 특성
2. 측정 개념의 신뢰성 및 타당성 검토
3. 가설 검증
Ⅴ. 결론
참고문헌

키워드

저자

• 황낙건 [ Rakgun Hwang | 경기대학교 서비스경영전문대학원 교수 ] 주저자
• 이민경 [ Minkyung Lee | 서강대학교 경영학과 마케팅 전공 박사과정 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338