캐릭터 노스탤지어가 구매의도에 미치는 영향: 자부심의 매개효과와 외로움의 조절효과를 중심으로 = The Effect of Character Nostalgia on Purchase Intention: Focusing on the Mediating Role of Authentic Pride and the Moderating Role of Loneliness

다국어 초록 (Multilingual Abstract)

This paper adopted the nostalgia constructs which the past characters with the consumers and the past experience can be the determinant factor that increase the purchase intention. The consumers who are enthusiastic about the re-appearance of the past characters that they feel the desire to purchase through the nostalgia feeling of the characters. The purposes of this paper are as follows: First, we examined the effect of the level of nostalgia perceived by past characters on purchasing intention based on previous studies on the nostalgia of past characters. Second, we examined the differences in individual loneliness level based on previous research that nostalgia sentiment by the character can reduce the loneliness of the individual through the function of improving self-affirmation and social ties. Lastly, we examined the mediating role of authentic pride in the relationship between character nostalgia and purchase intention, and the mediating effect of loneliness in mediating effects of authentic pride.
The research results are as the following. First, we analysed the influence of the character nostalgia on purchase intention which showed positive effect as the literature. The higher nostalgic sentiment perceived by the characters in the past, the higher the purchase intention. Second, the moderating effect of loneliness on the relationship between character nostalgia and purchase intention was examined. As a result, the higher loneliness level, the higher the purchase intention of character nostalgia product. Third, as a result of analyzing the mediating effect of authentic pride on the relationship between character nostalgia and purchase intention, authentic pride has shown the partial effect of mediating the relationship between character nostalgia and purchase intention. Lastly, when there is authentic pride’s mediating effect, we analysed mediated moderating role of loneliness feeling. The result has shown that the mediated moderating role of loneliness feeling was not significant.

국문 초록 (Abstract)

본 연구는 소비자가 과거에 경험했던 캐릭터를 이용한 제품의 구매의도를 높이는 결정변수로 노스탤지어 개념을 도입하였다. 즉, 과거 캐릭터에 대해서 호감을 느끼는 노스탤지어 감성이해 구매하고 싶은 욕구를 느끼게 된다고 보았다. 따라서 본 연구는 첫째, 과거 캐릭터가 갖는 향수성과 그 노스탤지어의 기능에 대한 선행연구들을 살펴보고, 과거 캐릭터에 대해 느끼는 노스탤지어 수준이 구매의도에 미치는 영향에 대해서 알아보았다. 둘째, 캐릭터가 주는 노스탤지어 감성이 자기긍정감, 사회적 유대감 향상의 기능을 통해 개인의 외로움을 감소시켜 줄 수 있다는 선행연구들을 바탕으로 개인의 외로움 수준에 따른 차이를 알아보고, 마지막으로, 캐릭터 노스탤지어와 구매의도 간의 관계에 대한 자부심의 매개적 역할과 자부심의 매개효과에서 외로움의 매개된 조절효과를 알아보았다.
본 연구의 결과는 다음과 같다. 첫째, 과거 캐릭터가 주는 노스탤지어 감성을 높게 지각할수록 더 높은 구매의도를 나타냈다. 둘째, 캐릭터 노스탤지어와 구매의도의 관계에서 외로움의 조절효과를 알아본 결과에 의하면, 외로움 수준이 높은 사람일수록 캐릭터 노스탤지어 제품에 더 높은 구매의도를 가졌다. 셋째, 캐릭터 노스탤지어와 구매의도 사이의 관계에 대한 자부심의 매개효과를 분석한 결과에 의하면, 자부심은 캐릭터 노스탤지어와 구매의도 간에 관계를 부분매개 하는 것으로 나타났다. 끝으로, 자부심이 캐릭터 노스탤지어와 구매의도 사이의 관계를 매개하는 경우 외로움의 매개된 조절효과를 분석한 결과는 유의하지 않게 나타났다.

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