Labubu IP의 희소성 매력성 오프라인 경험이 소비자 구매결정에 미치는 영향 메커니즘 연구 -정서적 애착의 매개효과를 중심으로—

국문 초록 (Abstract)

블라인드 박스 경제와 IP 소비 문화가 급속히 확산됨에 따라, 트렌드 토이 소비는 단순한 제품 구매 행위를 넘어 정서적 만족, 상징적 표현, 그리고 경험적 참여가 결합된 복합적 소비 형태로 전환되고 있다. 본 연구는 팝 마트(Pop Mart)의 대표적 IP인 Labubu를 연구 대상으로 설정하고, 지각된 희소성, IP매력성, 그리고 오프라인 경험이 소비자의 구매 의사결정에 미치는 영향 메커니즘을 분석하며, 그 과정에서 정서적 애착의 매개 역할에 주목하고자 한다.
본 연구는 정량적 연구 방법을 적용하여, 팝 마트 및 Labubu 블라인드 박스 제품 구매 경험이 있는 소비자를 대상으로 온라인 설문조사를 실시하였으며, 최종적으로 312부의 유효 표본을 확보하였다. 설문 문항은 기존의 검증된 측정 척도를 기반으로 하되, 트렌드 토이 소비 맥락에 맞게 일부 수정·보완하였다. 수집된 자료는 SPSS와 AMOS를 활용하여 신뢰도 분석, 타당도 분석, 상관관계 분석 및 회귀 분석을 실시함으로써 연구 모형과 가설을 검증하였다.지각된 희소성, IP매력성, 그리고 오프라인 경험은 모두 소비자의 구매 의사결정에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 특히 지각된 희소성과 오프라인 경험은 Labubu IP에 대한 소비자의 정서적 애착을 유의하게 강화하였으며, 정서적 애착은 다시 구매 의사결정 형성을 유의하게 촉진하였다. 반면, IP매력성은 구매 행동에 직접적인 영향을 미쳤으나, 정서적 애착에는 유의한 영향을 미치지 못한 것으로 나타나다. 현재 IP의 시각적 매력과 트렌디한 속성이 아직 안정적이고 심층적인 정서적 유대 관계로 완전히 전환되지 않았음을 시사한다.
본 연구는 외부 자극 요인과 구매 의사결정 간의 관계에서 정서적 애착이 핵심적인 매개 역할을 수행함을 실증적으로 검증함으로써, 트렌드 토이 소비에서 ‘자극 인식’이 ‘정서적 연결’을 거쳐 ‘구매 행동’으로 이어지는 심리적 경로를 규명하였다. 연구 결과에 따르면, Labubu와 같은 트렌드 토이 IP의 소비는 전적으로 합리적 판단에 기반하기보다는, 희소성 메커니즘과 몰입적 경험의 상호작용을 통해 형성된 정서적 애착에 의해 지속적인 관심과 구매 행동이 유도되는 특성을 지닌다.
본 연구는 정서적 관점에서 트렌드 토이 소비 행동에 대한 이해를 심화시키고, IP 운영 전략, 희소성 전략 설계, 그리고 오프라인 경험 최적화를 위한 이론적 근거와 실무적 시사점을 제공한다.

키워드: 팝 마트; 블라인드 박스 소비; 지각된 희소성; IP매력성; 오프라인 경험; 정서적 애착; 소비자 구매결정

다국어 초록 (Multilingual Abstract)

As the blind box economy and IP consumption culture have rapidly expanded, trend toy consumption has shifted beyond mere product purchasing to a complex form of consumption that integrates emotional satisfaction, symbolic expression, and experiential engagement. This study focuses on Labubu, a representative IP of Pop Mart, and aims to analyze the mechanisms through which perceived scarcity, IP attractiveness, and offline experience influence consumers’ purchase decisions, with particular attention to the mediating role of emotional attachment.
A quantitative research approach was employed, with an online survey conducted among consumers who have purchased Pop Mart and Labubu blind box products. A total of 312 valid responses were collected. The survey items were based on previously validated measurement scales but were modified and adapted to fit the context of trend toy consumption. The collected data were analyzed using SPSS and AMOS to conduct reliability analysis, validity analysis, correlation analysis, and regression analysis, thereby testing the research model and hypotheses.
The results indicate that perceived scarcity, IP attractiveness, and offline experience all exerted significant positive effects on consumers’ purchase decisions. In particular, perceived scarcity and offline experience significantly enhanced consumers’ emotional attachment to the Labubu IP, which in turn significantly facilitated the formation of purchase decisions. Conversely, IP attractiveness had a direct effect on purchase behavior but did not significantly influence emotional attachment, suggesting that the current visual appeal and trendy characteristics of the IP have not yet fully translated into stable and deep emotional bonds.
This study empirically verifies that emotional attachment plays a key mediating role in the relationship between external stimulus factors and purchase decisions, thereby elucidating the psychological pathway in trend toy consumption where “stimulus perception” leads to “emotional connection,” which in turn drives “purchase behavior.” The findings suggest that consumption of trend toy IPs such as Labubu is not entirely based on rational judgment but is characterized by continuous interest and purchase behavior induced by emotional attachment formed through the interaction of scarcity mechanisms and immersive experiences.
This study deepens the understanding of trend toy consumption behavior from an emotional perspective and provides both theoretical foundations and practical implications for IP management strategies, scarcity strategy design, and optimization of offline experiences.

Keywords: Pop Mart; blind box consumption; perceived scarcity; IP attractiveness; offline experience; emotional attachment; consumer purchase decision

목차 (Table of Contents)

• I.서 론 ······················································································································· 1
• 1.1 연구 배경 및 의의 ··························································································· 1
• 1.1.1 연구 배경 ······································································································· 1
• 1.1.2 연구의 문제와 내용 ····················································································· 5
• (1）연구 문제 ············································································································· 5
• (2) 연구 내용 ············································································································· 6
• 1.1.3 연구의 의의 ··································································································· 6
• (1) 이론적 의의 ······································································································· 6
• (2) 실무적 의의 ······································································································· 8
• II. 이론적 배경 ······································································································ 10
• 2.1 이론적 기초 ···································································································· 10
• 2.1.1 지각된 희소성과 희소성 이론 ·································································· 10
• 2.1.2 IP 매력성과 기호소비 이론 ······································································ 13
• 2.1.3 오프라인 체험과 경험경제 이론 ······························································ 16
• 2.1.4 정서적 애착과 브랜드 애착 이론 ···························································· 20
• 2.1.5 구매결정과 계획행동이론 ········································································· 22
• 2.1.5.1 EKB 모형과 소비자 구매결정 ······························································ 22
• 2.1.5.2 (TPB) 계획행동이론 과 구매결정 ···························································· 25
• (1) 태도의 역할 ····································································································· 26
• (2) 주관적 규범의 역할 ······················································································· 26
• (3) 지각된 행동통제의 역할 ················································································ 26
• III.연구방법 ············································································································· 27
• 3.1 연구 모형 ········································································································ 27
• 3.2 연구 방법 ········································································································ 28
• 3.2.1 연구 설계 ····································································································· 28
• 3.2.2 자료 수집 ····································································································· 29
• 3.3 연구가설과 문제 ···························································································· 30
• 3.3.1 지각된 희소성과 정서적 애착의 관련 관계 ·········································· 30
• 3.3.2 IP 매력과 정서적 애착의 관련 관계 ······················································ 31
• 3.3.3 오프라인 경험과 정서적 애착의 관련 관계 ·········································· 33
• 3.3.4 정서적 애착과 구매 결정의 관련 관계 ·················································· 34
• 3.3.5 지각된 희소성과 구매 결정 간의 관계에서 정서적 애착의 역할 ································ 36
• 3.3.6 IP 매력성과 구매 결정 간의 관계에서 정서적 애착의 역할 ············· 37
• 3.3.7 오프라인 경험과 구매 결정 간의 관계에서 정서적 애착의 역할 ····· 38
• 3.4 변수의 조작적 정의와 측정항목 ································································· 40
• 3.4.1 변수의 조작적 정의 ··················································································· 40
• 3.4.2 측정항목 ······································································································· 40
• 3.4.2.1 지각된 희소성의 측정항목 ···································································· 41
• 3.4.2.2 IP 매력의 측정항목 ················································································ 41
• 3.4.2.3 오프라인 경험의 측정항목 ···································································· 42
• 3.4.2.4 정서적 애착의 측정항목 ········································································ 42
• 3.4.2.5 구매결정의 측정항목 ·············································································· 43
• IV 연구 결과 ·········································································································· 44
• 4.1 인구통계학적 특성에 대한 빈도분석 ························································· 44
• 4.2 신뢰도 분석 ···································································································· 46
• 4.3 타당도 분석 ···································································································· 48
• 4.4 차이 분석 ········································································································ 50
• 4.4.1 차이분석 성별 요인 ·················································································· 50
• 4.4.2 차이분석 연령 요인 ·················································································· 51
• 4.4.3 차이분석 직업 요인 ·················································································· 52
• 4.4.4 차이분석 소득 요인 ···················································································· 53
• 4.5 상관관계 분석 ································································································ 54
• 4.6 (SEM) 구조방정식모형 분석 ·········································································· 55
• 4.7 매개효과 검증 ································································································ 56
• 4.8 가설 결론 ········································································································ 57
• V 결론 ····················································································································· 59
• 5.1 연구 개요 및 주요 발견 ··············································································· 59
• 5.2 이론적 시사점 ································································································ 60
• 5.3 연구의 실무적 시사점 ··················································································· 61
• (1) 희소 전략 최적화 리듬과 밀도 균형 유지 ·················································· 61
• (2) IP 내러티브 강화 캐릭터 개인화 심화 ························································ 61
• (3) 오프라인 경험 설계 향상 정서적 이벤트 창출 ······································· 61
• (4) 정서적 애착 기반 장기 사용자 관계 구축 ·················································· 61
• (5) , 경험 부담 관리 대기 관리 최적화 ······························································· 61
• 5.4 연구의 한계 ···································································································· 62
• 5.4.1 표본 범위와 대표성의 한계 ····································································· 62
• 5.4.2 연구의 향후 발전 방향 ············································································· 62
• Ⅵ. 참고 문헌 ········································································································· 64