테니스라켓 브랜드이미지-자아이미지일치성과 기능적일치성, 브랜드신뢰, 브랜드태도 및 재구매의도의 구조적 관계

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Purpose: The purpose of this study is to investigate the effect of tennis racket brand image and consumer self-image congruence on functional congruity, brand trust, attitude toward brand and repurchase intention.BR Method: In order to accomplish the purpose of the study, we selected a sample population of male and female subjects who were over 20 years old who were tennis club members living in C-city and A-city, South Chungcheong Province. Sampling was conducted from January 19th to February 24th, 2019 for a total of 300 people who had experienced purchasing tennis rackets. As a sampling method, convenience sampling method was used and a self-administration method was used, which is a method for respondents to read and answer questions themselves. A total of 280 copies of the collected data were used as final validity samples, except for 20 copies which were deemed inadequate to be appropriate for the purposes of the data. Data processing was done using SPSSWIN Ver. 23.0 and AMOS Ver. 18.0 and after verifying the fit of the model, individual hypotheses were verified. The results of the study are as follows.BR Results: First, actual self-image congruence, which is one of the subfactors of brand image and self-image congruence in tennis racket, had a positive effect on functional congruity. Second, actual self-image congruence, which is one of the subfactors of brand image and self-image congruence in tennis racket, had a positive effect on brand trust. Third, functional congruity had a positive effect on brand trust. Fourth, functional congruity had a positive effect on attitude toward brand. Fifth, functional congruity had a positive effect on repurchase intention. Sixth, brand trust had a positive effect on attitude toward brand. Seventh, brand trust had a positive effect on repurchase intention. Eighth, attitude toward brand had a positive effect on repurchase intention.BR Conclusion: The result shows that the brand image and consumer self-image congruence in the tennis racket affect the repurchase intention through the structural relationship with functional congruity, brand trust, and attitude toward brand.