인지부조화가 긍정적인 브랜드 이미지 변화에 미치는 영향 -MZ세대의 팝업스토어 고객경험을 중심으로-
How Cognitive Dissonance Influences Positive Brand Image Change -Focusing on the Gen MZ pop-up store customer experience-
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
연구배경 : 본 연구는 팝업스토어 경험에서 발생하는 인지적 부조화를 MZ세대의 특성으로 바라보고, 그에 따라 브랜드 이미지에 미치는 영향을 분석하고자 한다. 팝업스토어와 같이 새롭게 유행하는 소비 경험에 대하여 특정 세대에 해당하는 소비자들의 반응과 브랜드 관계에 대한 이해를 높이고, 인지부조화의 새로운 활용 방안을 모색하는데 목적이 있다. 연구방법: 문헌조사를 통해 선행 연구에서 제시된 인지부조화의 영향 요인을 도출하고, MZ세대 특성과 소비 행태를 파악하여 인지부조화와의 연관성을 파악하였다. 다음으로, 팝업스토어를 방문한 경험이 있는 MZ세대를 대상으로 진행한 설문 조사의 통계적 자료와 심층 인터뷰의 답변을 분석하여, 팝업스토어 경험 시 발생하는 인지부조화의 실질적 영향 요인을 정의하고 그에 따른 브랜드 이미지 변화에 대한 영향 정도를 파악하였다. 연구결과 : 팝업스토어에서의 인지부조화는 브랜드의 긍정적 변화에 영향을 끼치고 있었으며, ‘상대적 매력도’, ‘설득당할 가능성’, ‘불일치 정보노출’, ‘만족도’가 이에 해당된다. 제거된 영향 요인 중 ‘관여도’는 증가할수록 인지부조화의 정도가 낮아져 선행 연구의 결과와 다른 결과가 나타났다. 인지부조화 요인을 바탕으로 브랜드 이미지의 긍정적 변화 과정 모형을 제시하였다. 결론 : 개인마다 보유하고 있는 경험과 지각은 다르기에 인지부조화의 정도나 발생 과정을 모두 예측할 수는 없지만, 인지적 충돌을 해소시켜야한다는 원리에 따라 부정적인 개념으로 쓰이고 있던 인지부조화의 개념을 현대의 소비문화와 세대적 구분에 맞게 보다 긍정적 방향으로 활용할 수 있기를 기대한다.
Abstract
Background : This study examines cognitive dissonance in pop-up store experiences as a characteristic of Generation MZ and analyses its impact on brand image. The purpose of this study is to better understand how specific generations of consumers respond to emerging consumer experiences, such as pop-up stores, and how they relate to brands, and to explore new uses of cognitive dissonance. Methods : Through a literature review, we derived the influencing factors of cognitive dissonance suggested in previous studies, and identified the characteristics and consumption behaviour of Generation MZ to understand their association with cognitive dissonance. Next, we analysed statistical data from a survey of Gen MZ who had visited pop-up stores and answers from in-depth interviews to extract the final factors of cognitive dissonance during pop-up store experiences and to understand the extent of their impact on brand image change. Results : The cognitive dissonance in the pop-up store had a positive impact on the brand's positive change, which included 'relative attractiveness', 'persuasibility', 'exposure to discrepant information', and 'satisfaction'. Of the factors removed, increasing 'involvement' was associated with lower levels of cognitive dissonance, which is inconsistent with previous research. Based on the four factors of cognitive dissonance, a model of the positive change process of brand image is presented. Conclusion : Although it is impossible to predict the extent of cognitive dissonance or the process of its occurrence because each individual has different experiences and perceptions. Cognitive dissonance, which has been used as a negative concept according to the basic principle that cognitive conflicts are resolved, is expected to be used as a positive concept by modern consumer culture and generational division.
참고문헌 (23)
- Bae, S. H., "Analysis of Lifestyle Shop Space Representation Characteristics for Generation MZ-Focusing on Interior Select Shop Strategies", Journal of the Korean Institute of Interior Design, 30(2), pp.85~93 (2021)
- Bell, G. D., "The Automobile Buyer After the Purchase", Journal of Marketing, 31(3), pp.12~16 (1967)
- DICKERSON, C. A., "Using Cognitive Dissonance to Encourage Water Conservation1", Journal of Applied Social Psychology, 22(11), pp.841~854 (1992)
- "① "Shopping Space? No, Timed Playground"... Pop-up Stores Evolve into 'Retail Media'" (2023)[URL]
- Festinger, L, "A theory of cognitive dissonance" (1957), Stanford University Press
- George, B. P., "Cognitive Dissonance and Purchase Involvement in the Consumer Behavior Context", IUP Journal of Marketing Management, 8(3-4), pp.7~24 (2009)
- Harari, Y. N, "Sapiens : a brief history of humankind" (2015), Harper
- Hwang, Y. C., "Structural Relations Among Self-Determination, Cognitive Dissonance and Attitude in The Service Brand Choice", Journal of Marketing Studies, 22(4), pp.175~197 (2014)
- Park, J. H, "Korea's Generation Problem: Beyond Difference and Conflict" (2005), Nanam Publishing
- Kim, J. H., "Effect of Cognitive Dissonance on Postpurchase Information Search Behavior", THE KOREAN JOURNAL OF ADVERTISING, 17(5), pp.7~18 (2006)
- Han, J. H., "The Relationship among Influencer Interpersonal Trust, Brand Image and Purchase Intention for SNS(Social Network Service)Users", JOURNAL OF THE KOREA CONTENTS ASSOCIATION, 20(1), pp.31~44 (2020)
- Johnson, R. B., "Toward a Definition of Mixed Methods Research", Journal of Mixed Methods Research, 1(2), pp.112~133 (2007)
- Ju, H. J., "A Study on the Complex Cultural Space of Cosmetics Brand with the Consumption Trend of MZ Generation", Journal of the Korean Institute of Interior Design, 24(3), pp.319~324 (2022)
- Kim, G. W., "A Study on the Hip-place from the Moe Theory", JOURNAL OF THE KOREAN SOCIETY DESIGN CULTURE, 25(4), pp.37~52 (2019)
- Korgaonkar, P. k., "An experimental study of cognitive dissonance, product involvement, expectations, performance and consumer judgement of product performance", Journal of Advertising, 11, pp.32~ (1982)
- "MZ Generation's Lifestyle Demands Innovation in Space" (2020)[URL]
- Min Jung, N., "Cognitive Dissonance in Post Decision Making and Behavioral Intention for Eating Out", Korean Journal of Hospitality & Tourism, 21(1), pp.129~144 (2012)
- Oshikawa, S., "Can Cognitive Dissonance Theory Explain Consumer Behavior?", Journal of Marketing, 33(4), pp.44~49 (1969)
- Park, J. M., "A Study on the Revisit Effect of Museum Visitor’s Cognitive Dissonance", Journal of Arts Management and Policy, 41, pp.103~130 (2017)
- Park, Y. M., "The Study on Cognitive Dissonance of Festival Visitors : Based on visitor survey at Yangyang Song-i Mushroom Festival", Northeast Asia tourism research(NATR), 12(2), pp.91~110 (2016)
- Stone, J., "When exemplification fails : Hypocrisy and the motive for self-integrity", Journal of Personality and Social Psychology, 72(1), pp.54~65 (1997)
- Kim, W. I., "Differences in Experiencing Cognitive Dissonance After Purchasing Package Tour", Journal of Tourism Sciences, 24(3), pp.267~283 (2001)
- Ko. Y. J., "A study on the influence of brand image on the MZ generation through cognitive dissonance - Focusing on the Simmons pop-up store case study –", KSDS Conference Proceeding, (2), pp.138~139 (2023)