IP 공동브랜딩이 소비자 구매의도에 미치는 영향에 관한 연구 : 지각된 가치와 브랜드 선호도의 매개효과 및 문화적 정체성의 조절효과를 중심으로 = A Study on the Influence of IP Co-branding on Consumers' Purchase Intention - The Mediating Effects of Consumer Perceived Value and Brand Preference, and the Moderating Effect of Cultural Identity -

다국어 초록 (Multilingual Abstract)

With the rapid rise of the Intellectual Property(IP) economy, cross-brand
collaboration through IP co-branding has become a crucial strategy for
enterprises to achieve differentiation and cultural communication. IP co-branding
is not only a marketing activity but also a process of cultural symbol
co-creation. Through the cultural values, personality traits, and emotional
imagery embedded in IP characters, brands can influence consumers’ cognitive
evaluation and purchase decisions. However, existing studies have mainly
focused on brand extension and symbolic communication, lacking a systematic
examination of the psychological mechanisms underlying consumers’ responses to
IP co-branding. Therefore, drawing on the Stimulus-Organism-Response(S-O-R)
theoretical framework, this study constructs an integrated model to explore howIP co-branding product attributes, perceived value, and brand preference affect
consumers’ purchase intention, while incorporating cultural identity as a
moderating variable.
In this study, the attributes of IP co-branded products-namely brand
awareness, congruence, and scarcity-are defined as external stimuli. Consumers’
perceived value(perceived cost, emotional value, and social value) and brand
preference(cognitive and affective) are treated as organismic variables, while
purchase intention is defined as the behavioral response. Cultural identity is
introduced as a moderator to test its effect on the relationship between brand
preference and purchase intention. Data were collected through an online survey,
yielding 957 valid responses from Chinese consumers who had purchased or
experienced IP co-branded products within the past year, particularly those
belonging to Generation Z and Millennials. The data were analyzed using a
combined PLS-SEM(Partial Least Squares Structural Equation Modeling) and
SPSS 29.0 approach. Reliability and validity tests, structural model assessment,
and bootstrapping(5,000 resamples) were conducted to ensure model robustness
and explanatory power. In addition, interaction term and multi-group analyses
were performed to test the moderating effect of cultural identity.
The empirical results are as follows. First, IP co-branding product attributes
have a significant positive impact on both perceived value and brand preference.
Among them, brand awareness and congruence exert the strongest effects, while
scarcity enhances short-term purchase intention in specific contexts. Second,
perceived value plays a significant mediating role between IP co-branding
attributes and purchase intention, with emotional and social values serving as
the primary psychological drivers. Third, brand preference was confirmed to play
a partial mediating role in the relationship between IP co-branding product
attributes and purchase intention. A comparison of the relative magnitudes of
the mediating effects further indicated that affective preference exerted a
stronger influence than cognitive preference. Finally, cultural identity was found
to have a significant positive moderating effect on the relationship between IP
co-branding product attributes and brand preference, such that when consumers’
level of cultural identity with the IP was higher, the influence of IP co-branding
product attributes on brand preference was significantly strengthened. The
overall model demonstrates high explanatory power(R²) and predictive
relevance(Q²), consistent with the theoretical expectations of the S-O-Rframework.
Theoretically, this study contributes in three key ways.(1) It introduces the
S-O-R model into the context of IP co-branding, revealing the complete path
from stimulus to psychological response to behavioral intention.(2) It establishes
a dual-mediating mechanism of ‘perceived value-brand preference,’ enriching the
multi-level understanding of consumer psychological responses.(3) It verifies the
moderating role of cultural identity in cross-brand strategies, extending the
theoretical scope of brand culture research. Practically, the findings provide
actionable insights for enterprises to develop IP co-branding strategies: brands
should align on cultural congruence, value creation, and emotional communication
to strengthen consumer identification and enhance purchase intention through
emotional resonance and cultural connection.

국문 초록 (Abstract)

IP(Intellectual Property) 경제의 급속한 부상과 함께, 브랜드 간의 IP 공동브랜딩(IP Co-branding)은 기업이 차별화된 경쟁력 확보와 문화적 확산을 실현하기 위한핵심 전략으로 부상하고 있다. IP 공동브랜딩은 단순한 마케팅 활동을 넘어 문화적상징을 공동 창출하는 과정으로, IP 이미지가 지닌 문화적 가치, 인격적 특성 및감정적 의미를 통해 소비자의 인지적 평가와 구매결정에 영향을 미친다. 그러나 기존연구들은 주로 브랜드 확장이나 상징적 커뮤니케이션의 관점에 집중되어 있으며,소비자 심리기제에서 IP 공동브랜딩의 작용 경로에 대한 체계적 검증은 부족한실정이다. 이에 본 연구는 자극-유기체-반응(Stimulus-Organism-Response, S-O-R)이론을 토대로 연구모형을 구축하고, 소비자 심리반응의 관점에서 IP 공동브랜딩제품 속성, 지각된 가치, 브랜드 선호가 구매의도에 미치는 영향을 분석하였으며,문화적 정체성을 조절변수로 도입하여 종합적으로 검증하였다.
본 연구에서는 IP 공동브랜딩 제품의 인지도, 적합도, 희소성을 외부 자극변수로설정하고, 소비자의 지각된 가치(지각된 비용, 감정적 가치, 사회적 가치) 및 브랜드선호(인지적 선호, 감정적 선호)를 유기체 변수로, 소비자 구매의도를 반응변수로설정하였다. 또한 문화적 정체성을 모형에 포함하여 브랜드 선호와 구매의도 간관계에서의 조절효과를 검증하였다. 연구는 온라인 설문조사를 통해 최근 1년 내IP 공동브랜딩 제품을 구매한 경험이 있는 중국 소비자 957명의 유효 표본을 수집하였으며, 특히 Z세대와 밀레니얼 세대를 중심으로 조사하였다. 데이터 분석은PLS-SEM(Partial Least Squares Structural Equation Modeling)과 SPSS 29.0을병행하여 수행하였으며, 신뢰도 및 타당도 검증, 구조모형 분석, Bootstrapping(재표본 5,000회)을 통해 모형의 안정성과 설명력을 검증하였다. 아울러 상호작용항 분석과 다집단 분석을 통해 문화적 정체성의 조절효과를 추가적으로 탐색하였다.
연구 결과는 다음과 같다. 첫째, IP 공동브랜딩 제품 속성은 지각된 가치와 브랜드 선호 모두에 유의한 긍정적인 영향을 미쳤으며, 그중 인지도와 적합도의 효과가 가장 두드러졌다. 또한 희소성은 특정 상황에서 단기적 구매의도를 촉진하는 작용을 보였다. 둘째, 지각된 가치는 IP 공동브랜딩 제품 속성과 구매의도 간에 유의한매개효과를 가지며, 특히 감정적 가치와 사회적 가치가 구매의도를 유발하는 주요한 심리적 메커니즘으로 나타났다. 셋째, 브랜드 선호도는 IP 공동브랜딩 제품 속성과 구매의도 간의 관계에서 부분 매개 역할을 수행하는 것으로 확인되었으며, 매개효과의 상대적 크기를 비교한 결과 감정적 선호의 영향력이 인지적 선호보다더크게 나타났다. 마지막으로, 문화적 정체성은 IP 공동브랜딩 제품 속성과 브랜드선호도 간의 관계에서 유의한 정의 조절 효과를 가지는 것으로 분석되었으며, 소비자의 IP 문화에 대한 문화적 정체성 수준이 높을수록 IP 공동브랜딩 제품 속성이브랜드 선호도에 미치는 영향은 더욱 강화되는 것으로 나타났다. 모형의 전체 설명력(R²)과 예측관련성(Q²) 모두 높은 수준을 보였으며, 이는 S-O-R 모형의 이론적예측과 일치한다.
이론적 기여로는, 첫째, S-O-R 모형을 IP 공동브랜딩 연구 맥락에 적용함으로써‘자극-심리반응-행동의도’의 완전한 경로를 규명하였다. 둘째, ‘지각된 가치-브랜드선호’의 이중 매개구조를 제시하여 소비자 심리반응 모형의 층위를 한층 풍부하게하였다. 셋째, 문화적 정체성이 교차 브랜드 전략에서 핵심적인 조절요인임을 검증함으로써 브랜드 문화 연구의 새로운 방향을 제시하였다. 실무적 시사점으로, 본연구 결과는 기업이 IP 공동브랜딩 전략을 개발하는 데 중요한 통찰력을 제공한다.브랜드는 문화적 적합성, 가치 창출, 감성적 소통 전반에 걸쳐 시너지 효과를 창출하는 접근 방식을 취해야 하며, 감성적 경험과 문화적 공감을 강화함으로써 소비자의 심리적 동일시와 구매의도를 향상시켜야 한다.

목차 (Table of Contents)

• ◆ 목 차 ◆
• 목 차 ············································································································ⅰ
• 표 목 차 ············································································································ⅵ
• 그림목차 ···········································································································ⅷ
• 국문요약 ···········································································································ⅸⅠ.
• 서론 ··············································································································1
• 1.1. 연구의 의의와 목적 ···············································································1
• 1.1.1. 연구의 의의 ·······················································································1
• 1.1.2. 연구의 목적 ·······················································································3
• 1.2. 연구 방법과 절차 ···················································································5
• 1.2.1. 연구 방법 ···························································································5
• 1.2.2. 연구 절차 ···························································································6
• Ⅱ. 이론적 배경 및 선행연구 ·······································································9
• 2.1. SOR 모형 ·································································································9
• 2.1.1. SOR 모형의 개념 ·············································································9
• 2.1.2. SOR 모형의 구성요소 ···································································13
• 2.2. IP 공동브랜딩과 IP 공동브랜딩 제품 속성 ···································· 15
• 2.2.1. IP 공동브랜딩과 제품 속성의 개념 정의 ·································15
• 2.2.2. IP 공동브랜딩 제품 속성의 개념 정의 ·····································20
• 2.2.3. IP 공동브랜딩 제품 속성에 관한 선행연구 ·····························22
• 2.3. 지각된 가치 ···························································································26
• 2.3.1. 지각된 가치의 개념 ·······································································26
• 2.3.2. 지각된 가치의 선행연구 ·······························································28
• 2.4. 브랜드 선호 ···························································································32
• 2.4.1. 브랜드 선호의 개념 ·······································································32
• 2.4.2. 브랜드 선호의 선행연구 ·······························································34
• 2.5. 소비자 구매의도 ···················································································40
• 2.5.1. 소비자 구매의도의 개념 ·······························································40
• 2.5.2. 구매 의도의 선행 연구 ·································································42
• 2.6. 문화적 정체성 ·······················································································45
• 2.6.1. 문화적 정체성의 개념 ···································································45
• 2.6.2. 문화적 정체성의 선행 연구 ·························································47
• Ⅲ. 연구 설계 ··································································································49
• 3.1. 연구 모형 및 연구 가설 ·····································································49
• 3.1.1. 연구 모형 ·························································································49
• 3.1.2. 가설 설정 ·························································································51
• 3.1.3. 변수의 조작적 정의 ·······································································65
• 3.2. 조사 설계 ·······························································································69
• 3.2.1. 조사 목적 및 조사 대상 ·······························································69
• 3.2.2. 조사 방법 및 조사 기간 ·······························································70
• 3.3. 설문 구성 및 분석 방법 ·····································································71
• 3.3.1. 설문 구성 ·························································································71
• 3.3.2. 분석 방법 ·························································································73
• Ⅳ. 실증분석 ····································································································77
• 4.1. 기술통계 분석 ·······················································································77
• 4.2. 탐색적 요인분석(Exploratory Factor Analysis, EFA) ················79
• 4.3 측정 모형 평가 ······················································································83
• 4.3.1. 신뢰도 검증（Reliability Assessment） ···································83
• 4.3.2. 수렴타당성 검증（Convergent Validity Assessment） ········ 90
• 4.3.3. 판별타당성 검증（Discriminant Validity Assessment） ······ 92
• 4.4. 구조모형 평가(Structural Model Evaluation) ································ 95
• 4.4.1. 결정계수R² ·······················································································96
• 4.4.2. 예측관련성(Q²) 검증 ······································································96
• 4.4.3 구조모형 경로 효과량(f²) 검증 ····················································98
• 4.4.4. 모형 적합도 검증 ···········································································99
• 4.4.5. 다중공선성 검증 ···········································································100
• 4.5. 가설 검증 ·····························································································102
• 4.5.1. IP 공동브랜딩 제품 속성과 소비자 구매의도 ·······················103
• 4.5.2. IP 공동브랜딩과 지각된 가치 ···················································105
• 4.5.3. IP 공동브랜딩과 브랜드 선호도 ···············································107
• 4.5.4. 지각된 가치와 소비자 구매의도 ···············································109
• 4.5.5. 브랜드 선호도와 소비자 구매의도 ···········································111
• 4.5.6. 지각된 가치의 매개효과 ·····························································112
• 4.5.7. 브랜드 선호도의 매개효과 ·························································114
• 4.5.8. 문화적 정체성의 조절효과 ·························································116
• 4.6. 분석 결과 요약 ···················································································121
• 4.6.1. 측정 도구의 신뢰도 및 타당도 검증 결과 ·····························121
• 4.6.2. 가설 검증 결과 ·············································································122
• Ⅴ. 결론 ··········································································································126
• 5.1. 연구 결과 요약 ···················································································126
• 5.2. 연구의 시사점 ·····················································································128
• 5.2.1. 이론적 시사점 ···············································································129
• 5.2.2. 실무적 시사점 ···············································································130
• 5.3. 연구의 한계와 향후 연구 방향 ·······················································131
• 참고문헌 ·········································································································135
• Abstract ········································································································154
• 부록 1-설문지(한국어) IP 공동브랜딩 제품의 소비자 구매의도영향요인 연구 설문지 ·····································································157
• 부록 2-설문지(중국어) IP联名产品消费者购买意愿影响因素研究调研问卷 ··································································································161
• 부록 3-각 변수의 P-P 도표 ····································································165