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점포노스탤지어와 점포이용의도

Store Nostalgia and Intent to Use the Store

최낙환|이정희
한국산업경영학회 (Korean Association Of Industrial Business Administrarion)|2015.08|경영연구 (Journal of Business Research)|제30권 제3호|pp. 345-375|DOI 10.22903/jbr.2015.30.3.345

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참고문헌

키워드

점포동일시점포노스탤지어점포이용의도store identificationstore nostalgiaintent to use the store
주제분류경영학

초록

본 연구는 점포의 노스탤지어에서 위신가치와 자기주도성의 자아긍정성 효과와 사회적 공헌성과 친화성의 사회적 연결성 효과를 탐색하고, 자아긍정성과 사회적 연결성이 점포브랜드와의 동일시를 매개로 점포이용의도에 영향을 미치는 정도를 식별하였다. 첫째, 점포의 노스탤지어에서 자신이 과거에 이용하였던 점포에서 느껴지는 위신가치와 자기주도성이 자아의 긍정성을 유발하는 요인으로는 입증되었으며, 특히 위신가치는 점포의 이용의도와 직접적인 관련이 있음이 탐색되었다. 둘째, 과거에 점포의 이용에서 경험한 타인과의 친화성과 과거에 이용한 점포의 사회공헌활동은 사회적 연결성을 느끼게 함을 입증하였다. 그리고 타인과의 친화성을 느꼈던 소비경험들은 점포의 재이용의도를 직접적으로 촉진하는 역할을 함을 실증하였다. 셋째, 점포노스탤지어에서 유도되는 자기긍정성과 사회적 연결성이 점포와 동일시되게 하여 점포의 이용의도에 긍정적인 영향을 미침을 실증하였다.

Abstract

Present study took the stand to view nostalgia as source of store information. In store nostalgia, prestige value and self agency were set forth as factors of nostalgia that could touch off consumers' self-positivity, while social contribution and communion were looked on as factors evoking consumers' social connectivity. This research attempted to examine the extent to which self-positivity and social connectivity affect the intent for store usage through the medium of the store brand identification, and also investigated how much direct influence the prestige value and the communion could have upon the intent. Since there may be diverse numbers and kinds of past events and stores that have connection with the participators, they were requested to pick up only one restaurant, bakery, clothing store, coffee shop, etc. respectively, with which they had been regular customer in the past and which they would like to visit again now. From the questionnaires distributed to and collected from the participators, following empirical results were drawn. First, prestige value and self agency derived from the stores consumers regularly visited in the past were proven to be factors causing self-positivity. Second, this study found it true that the communion acquired from the past usage of a store could evoke social connectivity. Third, it was found that the nostalgia of a store one had used in the past, involving a type of social contribution made by the store, could help one feel that he/she too is connected with the society. Fourth, identification effects of self-positivity and social connectivity on the store as target object exercised extremely positive impact upon the intent for store usage. Fifth, consumers' experiences and feelings of prestige value and communion with others in the store they once used turned out to directly promote the intent for re-usage of the store.

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