ScholarWorks@숙명여자대학교

초록

We attempt to investigate how brand attachment influence to consumer's product modification behavior in this study. For this purpose, we explore their effects by structural equation modeling (SEM). The results show that consumers attached to brand tend to show internal and external modification behavior, product usability expanding behavior and product upgrading behavior. This result indicates that consumers showing behaviors modifying internal appearance of their own product, as well as external appearance of the product, are likely to be consumers attached to brand. In addition, consumers trying to expand usability of product or upgrade it are likely to be consumers attached to brand as well. Particularly, the consumers trying to modify external appearance of the product are most likely to be consumers attached to brand. This result is consistent with those of studies on self-presentation. © 2016 International Information Institute.

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