팝마트 소비 경험의 지각적 요인이 충동 구매 행동에 미치는 영향 : 지각된 디자인 매력도, 음향 쾌감, 콘텐츠 설득력을 중심으로

다국어 초록 (Multilingual Abstract)

This study aims to empirically examine the effects of major perceptual factors in Pop Mart consumption experiences—perceived design attractiveness, acoustic pleasure, and content persuasiveness—on impulse buying behavior. Recently, the random box market, also known as probability-based merchandise, has shown explosive growth in the global consumer goods market, with Pop Mart of China leading this market by recording total sales of 13 billion yuan in 2024. This Pop Mart consumption phenomenon reflects fundamental changes in modern consumer society beyond mere product sales. Consumers no longer pursue only functionality and practicality, but have shifted to consumption patterns that emphasize emotional satisfaction and experiential value. The theoretical foundation of this study is based on the S-O-R (Stimulus-Organism- Response) theory proposed by Mehrabian and Russell (1974). This theory explains that external environmental stimuli trigger emotional and cognitive responses, which are internal states of individuals, and these ultimately manifest as behavioral responses. Pop Mart’s random boxes provide visual stimuli through design attractiveness, auditory stimuli through acoustic pleasure, and informational stimuli through content persuasiveness. These multilayered perceptual experiences form a mechanism that leads to impulse buying behavior through consumers’ emotional arousal and cognitive evaluation. Particularly, the sophisticated aesthetics and unique artistic style of Pop Mart characters provide consumers with intense visual pleasure, while the auditory stimuli occurring during the unboxing process induce ASMR effects that provide psychological stability and pleasure. Additionally, user-generated content encountered through social media and online communities significantly influences consumer attitude formation. The present study limits its participants to consumers who have actually purchased Pop Mart products in order to enhance the validity and practical effectiveness of the research findings. Survey items measured each variable using a 5-point Likert scale based on scales validated in prior research, including design attractiveness, acoustic pleasure, content persuasiveness, emotional and cognitive responses, and impulse buying behavior. The collected data were analyzed through various statistical techniques including descriptive statistics, reliability and validity analysis, correlation analysis, regression analysis, and mediation effect analysis using SPSS and SPSS PROCESS Macro Model 4. The research design focused on empirically identifying the mechanism by which external stimuli lead to impulse buying behavior through consumers’ internal responses based on S-O-R theory. The analysis results showed that perceived design attractiveness, acoustic pleasure, and content persuasiveness all had significant positive effects on consumers’ emotional and cognitive responses. Particularly, design attractiveness triggered immediate positive emotions prior to cognitive judgment according to Zajonc’s (1980) primacy of affect theory, while acoustic pleasure significantly influenced consumers’ perception of the purchasing environment according to Kotler’s (1973) atmospherics theory. Furthermore, content persuasiveness was confirmed to have a significant effect on consumer attitude formation according to Petty and Cacioppo’s (1986) Elaboration Likelihood Model. The emotional and cognitive responses thus formed both had significant positive effects on impulse buying behavior, with emotional arousal serving as a key factor triggering immediate and intense purchase desires consistent with Rook’s (1987) impulse buying theory. The academic implications of this study are as follows. First, it expanded the scope of theoretical application by applying S-O-R theory to the specific context of Pop Mart consumption experiences. Second, it strengthened the theoretical foundation of sensory marketing and experiential marketing, comprehensively identifying the effects of multilayered perceptual factors—design, acoustics, and content—on impulse buying behavior. Third, it presented a new perspective on consumer behavior research regarding probability-based products such as random boxes. Practical implications include: first, providing useful guidelines for establishing marketing strategies for IP-based businesses; second, presenting practical direction for developing sensory and experiential marketing strategies targeting the MZ generation; and third, confirming the importance of strategies that maximize consumers’ emotional and experiential value in the random box market. Keywords: Pop Mart, Random Box, S-O-R Theory, Perceived Design Attractiveness, Acoustic Pleasure, Content Persuasiveness, Impulse Buying Behavior, Emotional Response, Cognitive Response, Sensory Marketing

목차 (Table of Contents)

• I. 서론 1
• 1.연구 배경 1
• 2.연구 목적 4
• 3.연구 범위 및 방법 7
• II. 이론적 배경 10
• 1.랜덤 박스와 팝마트 10
• 1.1랜덤 박스 개념과 발전 10
• 1.2랜덤 박스의 핵심 메커니즘 12
• 1.3팝마트 개념과 발전 15
• 1.4팝마트의 비실용성 중심의 감성 가치 전환 17
• 2.팝마트 랜덤 박스의 특성 21
• 2.1팝마트 랜덤 박스 중심의 청년 심리 충족 21
• 2.2팝마트 랜덤 박스의 핵심 지각된 자극 요인 24
• 3.감정적 반응 31
• 4.인지적 반응 33
• 5.충동구매 35
• 5.1충동구매의 개념 36
• 5.2충동구매의 영향요인 36
• 5.3충동구매의 내재적 심리 메커니즘 40
• III. 연구 모형 및 가설설정 43
• 1.연구 모형의 정립 43
• 2.연구 가설 46
• 3.조사 설계 62
• 4.조사 대상 67
• IV. 실증분석 68
• 1.표본의 특성 68
• 2.신뢰성 및 타당성 분석 70
• 3.변수 상관관계 분석 74
• 4.연구모형 및 연구가설 분석 76
• V. 결론 93
• 1.연구결과 요약 93
• 2.연구의 시사점 95
• 3.연구의 한계 및 향후 연구방향 96