CAJ | 학술논문

文章以智能手机市场为背景，从消费者的角度将品牌体验划分为5个维度。将自我概念与计划行为理论相结合，构建了以品牌涉入度为调节变量的品牌体验影响消费者购买意愿的调节模型，并对该模型进行了实证分析与检验，探讨了内部影响差异与影响路径。结果表明，品牌涉入度越高，品牌体验对中间变量（自我概念、品牌态度、主观规范和感知行为控制）的影响越显著，且自我概念、品牌态度和感知行为控制对购买意愿的影响也越显著。但是，主观规范对购买意愿的影响随着涉入度的降低而增强。
문장이지능수궤시장위배경，종소비자적각도장품패체험화분위5개유도。장자아개념여계화행위이론상결합，구건료이품패섭입도위조절변량적품패체험영향소비자구매의원적조절모형，병대해모형진행료실증분석여검험，탐토료내부영향차이여영향로경。결과표명，품패섭입도월고，품패체험대중간변량（자아개념、품패태도、주관규범화감지행위공제）적영향월현저，차자아개념、품패태도화감지행위공제대구매의원적영향야월현저。단시，주관규범대구매의원적영향수착섭입도적강저이증강。
This study reviews the related literature about brand experience and divides brand experience into five dimensions from the perspective of consumers in smart-phone market .Combining self-concept and the theory of planned behavior ,a moderating model is developed which reveals the relationship between brand experience and purchasing intention with the involvement as moderating variable .It makes an empirical research and discusses the significance of difference and influence path .The results show that the higher the brand involvement is ,the more significant the relationship is between brand experience and intermediate variables (self-concept ,brand at-titude ,subjective norm and perceive behavior control ) ,and between intermediate variables and purchasing in-tention .However ,the relationship between subjective norm and purchasing intention became more significant w hile brand involvement became low er .