자아일치성과 기능적 일치성이 브랜드애착 및 관계지속의도에 미치는 영향 - 프랜차이즈 디저트카페에서 호혜성 지각의 조절효과를 중심으로 -

Purpose: As in the recent market increases the position of a dessert cafe is nestled in one culture to consumers. Companies needs to find ways to differentiate their company in a competitive market. We study the behavior of consumers of attachment and relationship continuance intention for the brand on dessert cafe franchise system. Research design, data, and methodology: This study attempts to 1) examine the effects of self congruity and functional congruity on brand attachment and 2) examine the effects of brand attachment on relationship continuance intention and 3) examine the moderating role of perceived reciprocity between self/functional congruity and brand attachment, brand attachment and relationship continuance intention. To achieve the purpose, precedent studies were examined by theoretical background to establish hypotheses for a solution to study problems. And the hypotheses were empirically analyzed. For a statistical analysis, the SPSS was used to carried out. Results: First, self/functional congruity had significantly positive effect on brand attachment. Second, brand attachment had significantly positive effect on relationship continuance intention. Third, perceived reciprocity had significantly positive moderating role between brand attachment and relationship continuance intention. Conclusions: The research results showed that there is causal relation between the influence factors. And We found that the moderating effect of perceived reciprocity. Based on this result, the service provider in franchise dessert cafe would prepare the measures that can make the customer recognize the positive value, and make more detailed efforts.