著者

松村 浩貴 土肥 隆 Kouki Matsumura Takashi Tohi 兵庫県立大学経営学部 兵庫県立大学経営学部 School of Business Administration University of Hyogo School of Business Administration University of Hyogo

出版者

兵庫県立大学神戸学園都市キャンパス学術研究会

雑誌

人文論集 (ISSN:04541081)

巻号頁・発行日

vol.46, pp.1-13, 2011-03

著者

松村 浩貴

出版者

兵庫県立大学

雑誌

人文論集 (ISSN:04541081)

巻号頁・発行日

vol.45, pp.25-37, 2010-03-29

著者

松村 浩貴 原田 将

出版者

Japan Society of Sports Industry

雑誌

スポーツ産業学研究 (ISSN:13430688)

巻号頁・発行日

vol.26, no.1, pp.1_93-1_105, 2016 (Released:2016-04-26)

参考文献数

37

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The purpose of this study was to clarify how product satisfaction, brand trust, and brand loyalty are related to each other in regard to the purchasing of running shoes. The authors divided participants into two groups according to the quantity of training (running distance per month). The group which had lesser running distance was classified as the low product involvement group, and the group which had more running distance was classified as the high product involvement group. Then we examined the differences in the levels of product involvement.     The data was collected from runners who participated in the 2014 Kobe Marathon held in Kobe, Hyogo, Japan. The total number of participants whose data was collected was 695. Product satisfaction was measured by 3 items, brand trust was measured by 4 items, and brand loyalty was measured by 2 items. The data analysis was first conducted by a confirmatory factor analysis. This study also checked the reliability and validity of the three-factor measurement. Structural equation modeling was conducted to test the hypotheses.    Reliability and validity satisfied the criteria. Analysis of structural equation modeling yielded a good fit of statistics (low product involvement group: GFI=.943, AGFI=.893, CFI=.971, RMSEA=.080, high product involvement group: GFI=.955, AGFI=.915, CFI=.968, RMSEA=.083).     The results of this study revealed the following facts: 1. In the low product involvement group, product satisfaction mediated brand trust and gave a positive impact to brand loyalty. In addition, product satisfaction did not affect brand loyalty.2. In the high product involvement group, correlation were confirmed in all three hypotheses. Product satisfaction influenced brand trust,and brand trust also affected brand loyalty. In addition, product satisfaction affected brand loyalty.

著者

原田 将 松村 浩貴 古川 裕康

出版者

日本マーケティング学会

雑誌

マーケティングジャーナル (ISSN:03897265)

巻号頁・発行日

vol.41, no.1, pp.98-108, 2021-06-30 (Released:2021-06-30)

参考文献数

33

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本研究の目的は,ブランド・コミットメントに及ぼす消費価値の交互作用効果を明らかにすることである。先行研究は,消費価値を構成する各価値と購買態度・行動との関係について検討してきたが,各価値間の交互作用効果を考慮していなかった。そこで,本研究は,消費価値における機能的価値,感情的価値,社会的価値の交互作用を考慮し,それらがランニングシューズのブランド・コミットメントに与える影響について検証した。研究の結果,ブランド・コミットメントに対する各価値間の交互作用効果が明らかになった。

著者

松村 浩貴

出版者

兵庫県立大学

雑誌

人文論集 (ISSN:04541081)

巻号頁・発行日

vol.41, no.2, pp.105-115, 2006-03-31