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캐릭터 노스텔지어 광고 태도와 제품구매의도에 관한 통합적 연구: 몽골 소비자를 중심으로

An Integrated Study on Character Nostalgia Advertising Attitudes and Product Purchase Intention: Focusing on Mongolian Consumers

이준섭|장승욱
경영경제연구소 (management & economic research institute)|2024.12|아태비즈니스연구 ((APJB) Asia Pacific Journal of Business)|제15권 제4호|pp. 283-299|DOI https://doi.org/10.32599/apjb.15.4.202412.283

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참고문헌

키워드

Utilitarian productHedonic productAttitude for advertisingCharacter nostelgia

초록

Purpose - This study examined the relationship between Mongolian consumers’ perception of nostalgia, attitude toward advertising, and purchase intention when exposed to character nostalgia online advertising. In addition, it aimed to confirm the moderating role of product type (utilitarian product vs. hedonic product) in this relationship. Design/methodology/approach - For empirical analysis, an experiment was conducted with 189 Mongolian consumers who recognized character nostalgia, and the experiment was conducted through an online survey. The hypothesis of this study was verified through regression analysis. Findings - Findings of this study are 1) Mongolian consumers' perception of character nostalgia was found to have a significant effect on both their attitude toward nostalgia advertising and their purchase intention; 2) nostalgia advertising attitude has a significant effect on product purchase intention; 3) the influence of the character nostalgia perception of consumers on nostalgia advertising attitudes and product purchase intentions was higher for hedonic products than for utilitarian products. Research implications or Originality - The theoretical and managerial implications were discussed through the above empirical research results, and the limitations of the study and the direction of follow-up studies were presented.

Abstract

Purpose - This study examined the relationship between Mongolian consumers’ perception of nostalgia, attitude toward advertising, and purchase intention when exposed to character nostalgia online advertising. In addition, it aimed to confirm the moderating role of product type (utilitarian product vs. hedonic product) in this relationship. Design/methodology/approach - For empirical analysis, an experiment was conducted with 189 Mongolian consumers who recognized character nostalgia, and the experiment was conducted through an online survey. The hypothesis of this study was verified through regression analysis. Findings - Findings of this study are 1) Mongolian consumers' perception of character nostalgia was found to have a significant effect on both their attitude toward nostalgia advertising and their purchase intention; 2) nostalgia advertising attitude has a significant effect on product purchase intention; 3) the influence of the character nostalgia perception of consumers on nostalgia advertising attitudes and product purchase intentions was higher for hedonic products than for utilitarian products. Research implications or Originality - The theoretical and managerial implications were discussed through the above empirical research results, and the limitations of the study and the direction of follow-up studies were presented.

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