여행소비자의 경험적 가치에 따른 감정이 소비자-브랜드관계, 브랜드충성도에 미치는 영향

The effect of Emotion, Consumer-Brand Relationship and Brand Loyalty on Travel Consumer's Experiential Value

Purpose of this study is to verify that the effect of Emotion, Consumer- Brand Relationship and Brand Loyalty on Travel Consumer's Experiential Value. The Travel Consumer's Experiential Value comprise pleasure value, economic value and functional value. The Emotion is consist items of a factor. Consumer -Brand Relationship comprise satisfaction and immersion and Brand Loyalty is consist items of a factor. A concent validity and a convergent validity of variables confirmed, also their reliabilities confirmed. It is summarized as follows that the result of hypothesis examined about influence relationship between the Travel Consumer's Experiential Value and the Emotion. Three factors of the Travel Consumer's Experiential Value have a positive effect on Emotion(H1,2,3). Emotion have a positive Consumer-Brand Relationship(H4,5). The Consumer-Brand Relationship have a positive effect on satisfaction(H6), but have a negative effect immersionl(H7). Accordingly, Travel Consumer can be influenced by psychological factors such as the Travel Consumer's Experiential Value in travel service encounter. Therefore, travel agency want to improve travel service quality need to provide the choice rights of travel experience.