고향사랑기부제 답례품에 대한 브랜드 이미지가 구매의도 및 구전의도에 미치는 영향에 관한 연구

Abstract

This study examines the relationship between the brand image, purchase intention, and Word-of-Mouth intention of the return gift of the Hometown donation system in Jeollabuk-do, the most active place in the agricultural economy. As a result, among the brand images in the return of the Hometown donation system, the image of the donation area, the quality of the return gift, and the image of the product had a statistically significant and positive effect on the purchase intention and Word-of-Mouth intention. However, the effect of brand recognition was not significant. Thus, even if community donations are meaningful, it can be concluded that the quality of the product is the most crucial factor in increasing the purchase intention of the return gift, and the image of the donation area is the most critical factor in increasing the word-of-mouth intention. The implication for this is that, first, the quality of return gifts for the Hometown donation system is the most stimulating factor, so companies that manufacture return gifts should consider improving product quality. Second, the image of the donation area affects the donor's Word-of-Mouth intention. In addition, special legal restrictions are needed to prevent overheated competition among local governments for return gifts, and a method of setting the limit on it as a certain percentage of the donation amount can be used. Finally, both tangible and intangible products such as local tourism facilities or festivals and various cultural experience products can also return gifts.