노포 한식 전문점에서의 노스텔지어와 스토리텔링 - 긍정 정서와 애착을 통한 행동의도 형성 -
Nostalgia and Storytelling in a Long-established Korean Restaurant - Shaping Behavioral Intentions Through Positive Emotions and Attachment -
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The primary objective of this study was to analyze the impact of nostalgia and storytelling on positive emotions and attachment, and the impact of these emotions and attachment on behavioral intentions, targeting old Korean restaurants. This study focused on survey data collected from September 15 to September 29, 2025. After excluding insincere responses, 248 responses were used for empirical analysis. Statistical analysis was conducted using SPSS 29.0. Nostalgia and storytelling were found to have a positive impact on positive emotions and attachment, which in turn influenced behavioral intentions. This study differentiates itself from previous research by examining the relationships among the variables presented in this study, targeting old Korean restaurants. This study theoretically draws on academic research on consumer behavior in old Korean restaurants and offers practical implications.
Abstract
The primary objective of this study was to analyze the impact of nostalgia and storytelling on positive emotions and attachment, and the impact of these emotions and attachment on behavioral intentions, targeting old Korean restaurants. This study focused on survey data collected from September 15 to September 29, 2025. After excluding insincere responses, 248 responses were used for empirical analysis. Statistical analysis was conducted using SPSS 29.0. Nostalgia and storytelling were found to have a positive impact on positive emotions and attachment, which in turn influenced behavioral intentions. This study differentiates itself from previous research by examining the relationships among the variables presented in this study, targeting old Korean restaurants. This study theoretically draws on academic research on consumer behavior in old Korean restaurants and offers practical implications.