Title Page
Abstract
Contents
I. Introduction 10
1.1. Background 10
1.2. Purpose 11
1.3. Importance and contribution 12
1.3.1. Academic contribution 13
1.3.2. Practical Contribution 15
II. Theoretical Background 16
2.1. Attachment Theory 16
2.2. Brand Attachment 25
2.3. Self-Efficacy 45
2.4. Psychological Well-Being 54
2.5. Escapism 58
III. Methodology 65
3.1. Children's Research Methodology 65
3.2. Selecting the research methods 70
3.3. Study Model and Hypothesis 70
IV. Study 71
4.1. Study 1 71
4.1.1. Survey Design and Progress 71
4.1.2. Measurement 72
4.1.3. Results 77
4.1.4. Basic Statistical Analysis 77
4.1.5. Results of structural equation model 79
4.2. Study 2 (direct observation in the toy store.) 82
4.2.1. Design of the Laboratory 82
4.2.2. Observation Process 84
4.2.3. Situation in Toy Shop 86
4.2.4. Observation results 90
4.2.5. New Results 94
4.3. Study 3 96
4.3.1. Method 96
4.3.2. Structural equation modeling results 97
4.3.3. Study 3 Analysis 98
V. Conclusion 100
5.1. Discussion 101
5.2. Limitations and Future Research 102
VI. Reference 104
국문초록 114
Appendix 118
〈Appendix 1〉 Measure of child 118
〈Appendix 2〉 Study 3 Model Fit 119
〈Table 1〉 Measures of Child Social-Emotional, Behavioral, and Developmental Well-being, Exposure to Violence, and Environment 67
〈Table 2〉 Measures of Child Social-Emotional, Behavioral, and Developmental Well-being, Exposure to Violence, and Environment 68
〈Table 3〉 Question on Toy Attachment, Brand supporting behavior, Escapism 116
〈Table 4〉 study1 Reliability analysis table 78
〈Table 5〉 Study 1 correlation coefficient 79
〈Table 6〉 Study 1 Discriminant validity 79
〈Table 7〉 Study 1 path analysis 80
〈Table 8〉 Study 3path analysis 97
(Figure 1) Percentage of parents experiencing a purchase-related conflict with their child in a store 44
(Figure 2) Study 1 Hypothesis Model 70
(Figure 3) SEM-Study1 Result 80
(Figure 4) Study 1 model output 81
(Figure 5) Toys shop Photo before test 82
(Figure 6) Model contest Photo 6 month ago with 1 child 83
(Figure 7) Model contest Photo with 3 children 85
(Figure 8) four participants photo 85
(Figure 9) Situation1 in toy shop 86
(Figure 10) Situation 2 in toy shop 87
(Figure 11) Situation 3 in toy shop 88
(Figure 12a) Situation 4 in toy shop 88
(Figure 12b) Situation 4 in toy shop 89
(Figure 13) Situation 5 in toy shop 89
(Figure 14) Study 3 Hypothesis Model 96
(Figure 15) SEM-Study3 Result 97
(Figure 16) SEM-Study3 Result using the situation photos 99