Sang-Youl You ¹, Yen-Yoo You ¹

Affiliations
1 Department of Knowledge Service and Consulting, Hansung University, Seoul, KR

Abstract

Background/Objectives: The purpose of this study is to identify how the product and service individuality affects brand image and consumer behavior for domestic companies that do production, sales or service for industrial product. Methods/Statistical Analysis: We selected domestic producers of multifunction office products as our subjects for study. Additionally, from December 2014 to February 2015, we collected 356 cases of self-administrated survey via various methods including visiting, fax, email and etc. Finally, we selected 330 cases after removing those with significant missing or insincere responses and utilized SPSS22.0 and AMOS 22.0 to conduct exploratory factor analysis and measurement model analysis. Findings: This research was conducted to identity effects of perceived quality individuality (product individuality, service individuality) on brand image and customer buying behavior for domestic companies that do production, sales or service for industrial product. After fully understanding the concept and dimension of each variable from past studies, we utilized the results of validity and reliability testing of all measurements in our final analysis. According to structural equation modeling analysis, we came up with following conclusion on our hypotheses. Firstly, product individuality was found to have positive effect on brand image. Secondly, service individuality was found to have positive effect on brand image. Thirdly, brand image was found to have positive effect on customer buying behavior. Fourthly, product individuality was found to have positive effect on customer buying behavior. Fifthly, service individuality was found to have positive effect on customer buying behavior. Finally, brand image was found to have mediation effect on the relationship between perceived quality individuality and customer buying behavior. Improvements/Applications: These results emphasize the importance of brand image enhancement activities for domestic production and sales of industrial products and are meaningful in the sense that we were able to gain practical business intuitions via empirical study on products of particular brands.

Keywords

Brand Image, Customer Buying Behavior, Industrial Product, Perceived Quality Individuality, Product Individuality, Service Individuality.

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