럭셔리 호텔 브랜드의 자아일치성과 정서적 애착, 감정적 만족 및 행동의도와의 관계에 대한 연구

Abstract

This study is to verify the dependent variable to predict the behavioral intention of hotel users by applying the self-congruence theory and the cognitive-affective-conative model. The sequential mediation effect of emotional attachment and affective satisfaction was verified in the relationship between brand self-congruence and behavioral intention. The survey was conducted on customers who visited luxury brand hotels in Korea more than once or twice a year. As for the survey period, a survey was conducted for a month of 25 June 2022 to 15 July 2022. Of the total 330, 302 were used for the final analysis, excluding 28 unfaithful surveys. And, demographic, EFA, CFA, correlation analysis, structural equation modeling, and sequential mediation effect analysis were verified using SPSS and AMOS. H1a, H1c, H2a, H2c, H3a, H3c: actual/social congruence has significantly effect on behavioral intention, emotional attachment, and affective satisfaction as supported. But, H1b, H2b, H3b: ideal has not significantly effect on behavioral intention, emotional attachment, and affective satisfaction as rejected. H4: emotional attachment has significantly effect on affective satisfaction as supported. H5: emotional attachment has significantly effect on behavioral intention as supported. H6: affective satisfaction has significantly effect on behavioral intention as supported. Based on the analysis results of this study, this study is to present basic evidence so that luxury brand hotel companies can effectively approach customers' emotions and satisfaction.