노스탤지어와 지각된 새로움을 기준으로 분류한 제품유형이 제품태도와 구매의도에 미치는 영향: 과거의 시간적 거리감을 조절변인으로
Effect of Product Types Based on Nostalgia and Perceived Newness on Attitude and Purchase Intention: Controlling Effect of Temporal Distance from Past
0
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
본연구는최근드라마, 영화, 패션, 음식, 제품등다양한분야에서많은관심을끌고있는레트로현상의효과 를 검증하고자 진행되었다. 제품으로부터 지각된 노스탤지어와 지각된 새로움을 중심으로 제품유형을 과거지향 제 품, 레트로 제품, 그리고 현대지향제품으로 구분하였고 3가지 제품유형이 소비자가 경험하는 과거의 시간적 거리감 과 상호작용하여 소비자의 제품에 대한 태도와 구매의도에 어떠한 영향을 미치는지를 알아보았다. 주요 연구결과를 살펴보면 우선, 제품유형별로는 레트로 제품이 과거지향 제품이나 현대지향 제품과 비교하여 제 품에 대한 태도와 구매의도에서 더 호의적인 반응이 나타났고 과거지향 제품과 현대지향 제품의 비교에서는 차이를 보이지 않았다. 그리고 제품유형과 과거의 시간적 거리감을 동시에 고려한 상호작용 효과는 유의미한 결과를 보여 주었다. 제품을 먼 과거의 사건이라고 해석한 조건에서는 레트로 제품 또는 과거지향 제품이 현대지향 제품보다 제 품에 대한 태도와 구매의도에서 더 긍정적인 것으로 나타났고, 제품을 가까운 과거의 사건이라 해석한 조건에서는 레트로 제품 또는 현대지향 제품이 과거지향 제품보다 더 긍정적인 것으로 나타났다. 그러나 과거의 시간적 거리감 에 대한 제품태도와 구매의도에서의 주효과는 유의하지 않았다. 본 연구는 시대적 변화에 따른 불확실한 상황에서 레트로 제품이 갖는 특징이 과거의 심리적 거리감과 어떠한 관 련성을 갖고 소비자 반응에 영향을 주는지를 검토하고, 새로운 제품 사용에 따른 소비자의 불안한 심리를 줄이는데 기여할수있다는점을실험연구를통해실증적으로확인하였다는데에서그의미를찾을수있다. 본연구가갖는 시사점은 레트로 제품이 소비자에게 긍정적인 반응을 불러일으키기 위해서는 과거의 향수를 자극하는 것만으로는 충분하지 않고 제품의 효용성이 동반되어야 함을 보여준다는 사실을 도출한 점이며, 이는 선행연구(Laurence & Ackermann 2013)와 일치하는 결과이다. 따라서 레트로 제품에 대한 소비자 반응은 과거의 향수를 자극하는 시간 적 거리감에 따라서 달라짐으로 이를 고려한 레트로 마케팅 또는 레트로 광고가 요구된다.
Abstract
Recently, there is much interest about ‘Retro’ in various fields such as drama, movie, fashion, food, and product. So, in this study, we tried to verify the effects of retro phenomena. For this purpose, the product types were divided into past oriented product, retro product, and modern oriented product by manipulating the perceived novelty with nostalgia and we examined how the three types of products affect the attitude to the product and purchase intention by interacting with consumer’s temporal distance from past. Results stated that retro product showed a more favorable response to its attitude and purchase intention compared to past oriented or modern oriented product and there was no difference between past oriented and modern oriented product. The interaction effect of product types and temporal distance have also been shown to be significant. It has been shown that retro product or past oriented product are more positive in its attitude and purchase intention than modern oriented product under the condition of distant past event otherwise retro product or modern oriented product are more positive in its attitude and purchase intention than past oriented product under the condition of near past event. But, the main effect of temporal distance from past was not shown. Two implications can be mentioned from this study. First, in order to retro product to generate a positive response from consumer, stimulation of past nostalgia should be accompanied with the utility of the product. Second, the reaction of consumer to retro product depends on the temporal distance from past, therefore the temporal distance of consumer should be taken into account in retro marketing and retro advertising.
참고문헌 (36)
- 곽예경, "노스탤지어가 구매의도에 미치는 영향 : 자기긍정감과 사회유대감의 매개효과를 중심으로", 마케팅연구, 27(3), pp.1~33 (2012), 한국마케팅학회
- 박태용, "레트로 문화의 향유 패턴에 대한 탐색적연구: 아날로그 LP의 소비문화를 중심으로", 한국문화융합학회 전국학술대회, 2017(10), pp.121~129 (2017)
- 박혜원, "레트로(Retro) 패션의 특성과 문화산업적 의미 연구", 복식, 52(3), pp.171~187 (2002), 한국복식학회
- "위키백과", 레트로[URL]
- Baker, Stacey Menzel, "Death by Nostalgia : A Diagnosis of Context-Specific Cases", Advances in Consumer Research, 21, pp.169~174 (1994)
- Baregheh, Anahita, "Towards a Multidisciplinary Definition of Innovation", Management Decision, 47, pp.1323~1339 (2009)
- Brown, Stephen, "Marketing for Muggles : Harry Potter and the Retro-Evolution", Journal of Marketing Management, 17, pp.463~479 (2001)
- Brown, Stephen, "Teaching Old Brands New Tricks : Retro-Branding and The Revival of Brand Meaning", Journal of Marketing, 67, pp.19~33 (2003)
- Chou, Hsuan-Yi, "Old Songs Never Die : Advertising Effects of Evoking Nostalgia with Popular Songs", Journal of Current Issues and Research in Advertising, 35, pp.29~49 (2014)
- Crain, Rance, "If Consumers Crave Familiar, Bring Back the Golden Oldies", Advertising Age, 74, pp.20~ (2003)
- Davis, Fred, "Yearning for Yesterday : A Sociology of Nostalgia", Social Forces, 60(2), pp.636~637 (1981)
- Eyal, Tal, "The Pros and Cons of Temporally Near and Distant Action", Journal of Personality and Social Psychology, 86, pp.781~795 (2004)
- Fort-Rioche, Laurence, "Consumer Innovativeness, Perceived Innovation and Attitude Towards Neo-Retro Product Design", European Journal of Innovation Management, 16, pp.495~516 (2013)
- Garcia, Rosanna, "A Critical Look at Tchnological Innovation Typology and Innovativeness Terminology : A Literature Review", The Journal of Product Innovation Management, 19, pp.110~132 (2002)
- Morris Holbrook B., "Nostalgia and Consumption Preferences : Some Emerging Patterns of Consumer Tastes", Journal of Consumer Research, 20, pp.245~256 (1993)
- Hyman, Ira E., "The Role of Mental Imagery in The Creation of False Children Memories", Journal of Memory and Language, 35, pp.101~117 (1996)
- Kim, Hakkyun, "It's Time to Vote : The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion", Journal of Consumer Research, 35, pp.877~889 (2009)
- Laurence, Ranz F., "Consumer Innovativeness, Perceived Innovation and Attitude Towards Neo-Retro Product Design", European Journal of Innovation Management, 16, pp.495~516 (2013)
- Liberman, Nira, "The Effect of Temporal Distance on Level of Mental Construal", Journal of Experimental Social Psychology, 38, pp.523~534 (2002)
- Liberman, Nira, "The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions : A Test of Temporal Construal Theory", Journal of Personality and Social Psychology, 75, pp.5~18 (1998)
- Liljander, Veronica, "Technology Readiness and The Evaluation and Adoption of Self-Service Technologies", Journal of Retailing and Consumer Services, 13, pp.177~191 (2006)
- Mackenzie, Scott B., "The Role of Attitude Toward The Ad as a Mediator of Advertising Effectiveness : A Test of Competing Explanations", Journal of Marketing Research, 23, pp.130~143 (1986)
- Mantonakis, Antonia, "False Beliefs Can Shape Current Consumption", Psychology, 4, pp.302~308 (2013)
- McNally, Regina C., "Product Innovativeness Dimensions and Their Relationships with Product Advantage, Product Financial Performance, and Project Protocol", Journal of Product Innovation Management, 27, pp.991~1006 (2010)
- Muehling, Darrel D., "The Power of Reflection : An Empirical Examination of Nostalgia Advertising Effects", Journal of Advertising, 33, pp.25~35 (2004)
- Naughton, Keith, "The Nostalgia Boom: Why the Old is New Again", Business Week, 58~64 (1998)
- Pascal, Vincent J., "The Influence of Evoked Nostalgia on Consumers’ Responses to Advertising : An Exploratory Study", Journal of Current Issues and Research in Advertising, 24, pp.39~47 (2002)
- Pennington, Ginger L., "Regulatory Focus and Temporal Distance", Journal of Experimental Social Psychology, 39, pp.563~576 (2003)
- Radford, Scott K., "Linking Innovation to Design : Consumer Responses to Visual Product Newness", Journal of Product Innovation Management, 28, pp.208~220 (2011)
- Reber, Rolf, "Processing Fluency and Aesthetic Pleasure : Is Beauty in the Perceiver's Processing Experience?", Personality and Social Psychology Review, 8, pp.364~382 (2004)
- Schindler, Robert. M., "Nostalgia for Early Experience as a Determinant of Consumer Preferences", Psychology and Marketing, 20, pp.275~302 (2003)
- Sobel, Michael E., "Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models", Sociological Methodology, 13, pp.290~312 (1982)
- Stern, Barbara B., "Historical and Personal Nostalgia in Advertising Text : The Fin de Siecle Effect", Journal of Advertising, 31, pp.11~22 (1992)
- Trope, Yaacov, "Construal-Level Theory of Psychological Distance", Psychological Review, 117, pp.440~463 (2010)
- Whissen, Thomas R., "The Devil’s Advocates:Decadence in Modern Literature" (1989), Greenwood Press
- Wyer, Robert S., "Human Cognition in Its Social Context", Psychological Review, 93, pp.322~359 (1986)