SNS사용자의 소비가치유형이 브랜드이미지에 미치는 영향: 외로움의 조절효과 = The Moderating Effect of Loneliness on the Relationship Between Consumption Value Types of SNS Users and Brand Image

다국어 초록 (Multilingual Abstract)

This study aimed to examine the effects of consumers’ value orientations on product image and to verify the moderating role of loneliness in these relationships. Based on previous studies, four types of consumption values—emotional, social, conditional, and epistemic—were defined and operationalized as multidimensional constructs influencing consumers’ perceptions and evaluations of products. Emotional value refers to the hedonic pleasure and satisfaction experienced through consumption; social value reflects the degree to which consumption enhances social identity or belonging; conditional value depends on specific external situations or contexts of consumption; and epistemic value denotes the desire for novelty and unique experiences. Loneliness was defined as a subjective and unpleasant emotional state resulting from perceived social disconnection or deficiency in interpersonal relationships. Product image was defined as the consumer’s overall positive or negative evaluation of a product or service formed through cognitive, affective, and symbolic associations.
To empirically verify the proposed hypotheses, an online survey was conducted with 301 participants aged between their 20s and 50s. The survey measured each construct using validated scales: consumption values were measured by the instrument of Sheth, Newman, and Gross (1991); loneliness was measured by the Korean-adapted UCLA Loneliness Scale (Kim, 1997); and product image was measured by the scale developed by Ahn, Cho, and Kim (2020). All items used a 5-point Likert scale. Data analysis was conducted using SPSS 25, Jamovi 2.7.5, and SmartPLS 4. Reliability and validity were verified through confirmatory factor analysis, Cronbach’s α, composite reliability, and average variance extracted (AVE). All indices satisfied recommended thresholds (factor loadings > .70, Cronbach’s α > .70, CR > .70, AVE > .50). Discriminant validity was also confirmed according to Fornell and Larcker (1981).
The structural model was tested using the partial least squares structural equation modeling (PLS-SEM) approach, which is suitable for predictive validity and non-normal sample distributions (Chin, 1998). The results revealed that emotional value (β = –.11, p < .05) and epistemic value (β = –.63, p < .001) had significant negative effects on product image, while social value (β = .41, p < .05) and conditional value (β = .22, p < .001) exerted significant positive effects. These findings indicate that consumption values play differentiated roles in shaping consumers’ perceptions of product image—while affective pleasure and novelty-seeking may not always enhance product favorability, social and situational relevance appear to strengthen positive evaluations.
Regarding the moderating effects of loneliness, significant interactions were found between emotional value and loneliness (β = .14, p < .05) and between conditional value and loneliness (β = –.12, p < .10). Specifically, among consumers with higher loneliness, the positive influence of emotional value on product image became stronger, suggesting that lonely individuals tend to perceive products as emotionally compensatory objects. However, loneliness did not significantly moderate the relationships between social or epistemic value and product image. These results highlight loneliness as an important psychological boundary condition that alters the impact of consumption motives on perceived product meaning.
In conclusion, this study extends prior research by integrating emotional and social psychological perspectives into the analysis of product image formation. Theoretically, it contributes to consumer psychology by revealing that loneliness—a core social emotion—interacts with intrinsic and situational consumption values to shape evaluative perceptions of products. Practically, the findings suggest that marketers should consider consumers’ emotional and social states when designing product communication strategies, especially for target segments experiencing social disconnection or emotional deprivation. By appealing to the emotional and situational contexts of consumption, brands can foster more favorable product images and stronger psychological engagement among consumers.

목차 (Table of Contents)

• Ⅰ. 서 론 01
• 1. 연구의 배경 및 필요성 01
• 2. 연구의 목적 03
• 3. 본 연구의 차별점 및 기대효과 06
• 4. 논문의 구성 06
• Ⅱ. 이론적 배경 08
• 1. 소비가치 10
• 1) 가치의 기초 개념과 소비 맥락에서의 확장 10
• 2) 소비가치이론의 등장 및 구성 11
• 3) 소비가치의 주요 유형과 특성 11
• 4) 소비가치의 선행변수에 관한 연구 13
• 5) 소비가치와 결과변수에 관한 연구 28
• 2. 외로움 41
• 1) 외로움의 개념 41
• 2) 외로움의 선행변수에 관한 연구 42
• 3) 외로움의 결과변수에 관한 연구 46
• 4) 외로움과 브랜드이미지의 관계 49
• 3. 브랜드이미지 53
• 1) 브랜드이미지의 개념 53
• 2) 브랜드이미지의 구성차원 55
• 3) 브랜드이미지의 형성과정 57
• 4) 브랜드이미지의 선행변수에 관한 선행연구 59
• Ⅲ. 연구 방법 62
• 1. 각 변수의 조작적 정의 62
• 1) 소비가치 62
• 2) 외로움 65
• 3) 브랜드이미지 65
• 2. 가설 설정 및 연구모형 제시 67
• 1) 소비가치유형이 브랜드이미지에 미치는 영향 67
• 2) 외로움이 브랜드이미지에 미치는 영향 69
• 3) 브랜드이미지에 대한 소비가치유형 및 외로움의 조절효과 71
• 4) 연구모형 제시 72
• 3. 측정 도구 73
• 1) 소비가치 73
• 2) 외로움 74
• 3) 브랜드이미지 75
• 4. 조사 대상, 기간, 방법 및 절차 77
• Ⅳ. 연구 결과 78
• 1. 응답자(표본) 특성 78
• 2. 타당도 및 신뢰도 81
• 1) 구성 타당도 및 신뢰도 81
• 2) 판별타당도 83
• 3. 가설 검증 84
• 1) 직접 효과 85
• 2) 소비가치유형별 외로움의 조절 효과 86
• 4. 가설 검증 종합 및 연구모형 91
• Ⅴ. 결 론 93
• 1. 연구 요약 93
• 2. 이론적 시사점 93
• 3. 실무적 시사점 99
• 4. 연구의 한계 및 향후 연구 방향 103
• 참 고 문 헌 105
• 영 문 초 록 122
• 설 문 지 125