| abstract |
| Background Tablet PCs have become essential tools for daily life and work. In addition to functionality, this study focused on the influence of brand attitude, such as perceived quality and trust, and emotional factors, including pleasure and arousal, on purchase decisions in the tablet PC market.
Methods A survey targeted 113 consumers in their 20s who used iPads and Galaxy Tabs. Statistical analysis used t-tests to analyze the differences between the two tablet PCs and regression analysis to analyze the influence on purchase intentions.
Result The significant differences in brand attitudes, cognitive and emotional factors, and purchase intentions between iPad and Galaxy Tab users suggest that these factors play a crucial role in shaping consumer behavior. The higher perception of these factors among iPad users indicates a stronger brand loyalty and emotional attachment, which in turn influences their purchase intentions.
Conclusion iPad users perceived brand attitude and emotional value more highly than Galaxy Tab users, and in particular, brand attitude and complex emotions had the greatest impact on purchase intention. This suggests that emotional and symbolic values are key to consumers’ purchasing behavior. It shows that companies should increase their market competitiveness through differentiated marketing strategies and strengthening emotional experiences. |
|
|
| Key Words |
| 브랜드 태도, 인지 감성 요소, 구매의도, Brand Attitude, Cognitive-Emotional Elements, Purchase Intention |
|
|
|
 |
|
Full Text