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외로움이 구매의도에 미치는 영향: 선망과 조절초점의 조절효과와 나르시시즘의 매개효과를 중심으로

The Effect of Loneliness on Purchase Intention: Focusing on the Moderating Role of Envy and Regulatory Focus and the Mediating Role of Narcissism

이호배|김선혁
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2018.02|상품학연구 (Journal of Product Research)|제36권 제1호|pp. 87-99|DOI 10.36345/kacst.2018.36.1.012

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lonelinessnarcissism외로움조절초점envypurchase intention예방 초점선의적 선망 악의적 선망향성 초점나르시시즘 구매의도benign envyn regulatory focus
주제분류경영학

초록

SNS가 보편화됨에 따라 직접 대면을 통한 사회적 관계는 더욱 소홀해지면서 사람들은 오히려 외로움을 느낀다. 이런 현상들이 사회적 이슈로 대두되고 있지만, 외로움을 느끼는 소비자를 대상으로 한 마케팅 연구는 아직 미흡하다. 이에 본 연구는 외로움에 대한 심리적 및 행동적 특성에 관한 선행연구들을 살펴보고, 이런 외로움이 제품에 대한 구매욕구에 미치는 영향을 알아보았다. 소비자의 외로움이 구매의도에 영향을 미치는 과정에 대해서, 선망 유형에 따라서 다른지에 대한 조절효과를 알아보고, 이러한 선망유형에 대해서 조절 초점에 따라서 다른 지에 대한 조절효과도 알아보았다. 또한 소비자의 외로움과 구매의도의 관계에 대한 나르시시즘의 매개효과에 대해 알아보았다. 본 연구의 결과는 다음과 같다. 첫째, 소비자의 외로움은 구매의도에 영향을 미치는 것으로 나타났다. 둘째, 이를 바탕으로 소비자의 외로움과 구매의도의 관계에서 선망의 유형 중 선의적 선망의 상황이 정(+)의 관계로 조절효과를 나타내는 것을 확인하였다. 셋째, 소비자의 외로움과 구매의도의 관계에서 선의적 선망의 상황이 정(+)의 관계로 조절할 때, 조절초점 중 향상초점이 정(+)의 관계로 이중조절효과를 나타내는 것을 확인하였다. 끝으로, 소비자의 외로움과 구매의도의 관계에 나르시시즘의 매개효과를 분석한 결과, 나르시시즘의 부분매개를 확인하였다.

Abstract

Loneliness is a general feeling that anyone can experience while living. Ironically, with the advancement of online social networking services, we are neglected in practical social relationships, people who feel lonelliness are on the rise. Although loneliness is emerging as a social issue, research on marketing strategies targeting loneliness consumers is still insufficient. Therefore, this study examined the effect of loneliness of consumers on the purchase intention of product based on previous researches on psychological and behavioral characteristics of loneliness. Next, we examined the moderate effect of the envy type and examined the dual moderate effect of the regulatory focus. Furthermore, we examined the mediating effects of narcissism on the relationship between consumer loneliness and purchase intention. The research results are as the following: First, consumers’s loneliness affects purchase intention. Second, based on this, it was confirmed that the situation of benign envy of the envy types in the relationship between consumer loneliness and purchase intention showed a moderating effect by positive relationship. Third, when the situation of benign envy in the relationship between consumer loneliness and purchase intention is moderated to positive relationship, It was confirmed that the promotion focus of the regulatory focus showed a dual moderating effect in the positive relationship. Lastly, we analyzed the mediating effect of narcissism on the relationship between consumer loneliness and purchase intention, and confirmed the partial mediation of narcissism.

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