호텔기업의 소비가치, 브랜드 이미지, 소비자의 사회적 가치 및 구매의도 간의 구조적관계

The purpose of this study is to test the structural relationships of consumption value, brand image, customers’ status value and purchase intention in the hotel industry. To accomplish the goals, a field survey was conducted with customers of deluxe hotels in the Seoul Metropolitan area. The statistical tools to be undertaken in this research were frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and covariance analysis using the statistical package of SPSS (12.0) and AMOS (6.0). The results of this study could be summarized as follows; First, the consumption value (emotional value, social value, functional value, conditional value, epistemic value) positively affects the level of hotel brand image. Second, the consumption value (emotional value, social value, functional value, conditional value, epistemic value) positively affects the level of hotel customer’s’ social status value. Third, the consumption value (emotional value, social value, functional value, conditional value, epistemic value) positively affects the level of hotel customers purchase intention. Fourth, the brand image has a positive effect on social status value. Fifth, the brand image has a positive effect on purchase intention. In the last chapter, the paper concludes with discussions and the managerial implications for effective customer policies.