소비자의 스포츠의류브랜드에 대한 정서적 유대감과 소비자행복 및 구매의도의 관계

Abstract

In this study, the following conclusions were obtained through a series of statistical data processing and analysis of 225 consumers in order to examine the relationship between emotional bonds, consumer happiness, and purchase intention for sportswear brands. First, it was found that consumer’s emotional bond with sportswear brand had a positive effect on consumer happiness. Second, it was found that consumer’s emotional bond with sportswear brand had a positive effect on purchase intention. Third, it was found that consumer happiness had a positive effect on purchase intention. Therefore, in order to increase the purchase intention of sports apparel brands, it is necessary to establish a marketing strategy that can strengthen emotional bonds and increase consumer happiness.