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

• 영문명: An Integrated Study on Character Nostalgia Advertising Attitudes and Product Purchase Intention: Focusing on Mongolian Consumers
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 장승욱(Seung-Wook Jang) 이준섭(Jun-Seop Lee)
• 간행물 정보: 『아태비즈니스연구』제15권 제4호, 283~299쪽, 전체 17쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2024.12.31

국문 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.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 연구가설

Ⅲ. 연구가설 및 연구모형

Ⅳ. 실증분석 결과

Ⅴ. 연구의 결론 및 한계점

References

키워드

Attitude for advertising Character nostelgia Hedonic product Utilitarian product