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The Effect of Mimetic Purchase on the Product Satisfaction -Focused on the Moderating Role of Self Esteem-

모방구매가 제품만족에 미치는 영향 - 자존감의 조절효과를 중심으로 -

  • 김동태 (한국기술교육대학교 산업경영학부)
  • Received : 2015.01.07
  • Accepted : 2015.03.03
  • Published : 2015.04.28

Abstract

The purpose of this study is to investigate the effect of the degree of mimetic purchase on product satisfaction. In addition the present study aims to investigate the moderating role of the self esteem and public self in the relationship between mimetic purchase and product satisfaction. Taken together, hypothesis 1 is as in the following. H1 : As the degree of mimetic purchase increases, product satisfaction will increase. To reveal the moderating role of the self esteem and public self in this path, 2 research hypotheses are derived as follows: H2 : The effect of mimetic purchase on product satisfaction is moderated by self esteem. H3 : The effect of mimetic purchase on product satisfaction is moderated by public self. Results from an empirical study showed that as the degree of mimetic purchase increases, product satisfaction increase. Thus, H1 is fully supported. And the results showed that the first interaction effect(H2) between the mimetic purchase and the self esteem is significant. Thus, H2 is also supported. But the second interaction effect(H3) has been shown to be not significant.

Keywords

Mimetic Purchase;Product Satisfaction;Self-esteem;Public Self

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