전통문화 콜라보레이션의 브랜드 경험이 잘파（Zalpha）세대 소비자의 구매의도에 미치는 영향 = The Impact of Brand Experience in Traditional Culture Collaboration on Zalpha Consumers’ Purchase Intention

다국어 초록 (Multilingual Abstract)

This study aims to examine the structural relationship between brand experience in traditional culture collaboration and the purchase intention of Zalpha generation consumers. In contemporary consumer culture, traditional cultural heritage is no longer limited to preservation, exhibition, or educational contexts. Instead, it is increasingly being reinterpreted as a cultural and commercial resource that can be owned, used, shared, and experienced in everyday life. Traditional culture collaboration products, such as museum goods, heritage-based design products, and brand collaboration items, combine cultural symbolism, historical narratives, visual forms, and contemporary design language. In this context, traditional cultural heritage can function as an important source of brand differentiation and consumer experience.
The Zalpha generation, which overlaps the later part of Generation Z and the early part of Generation Alpha, has grown up in a digital environment and tends to value experience, self-expression, cultural meaning, and shareable content in consumption. For this generation, traditional culture collaboration products may not be perceived merely as old or conventional objects, but as meaningful cultural goods that express taste, identity, and cultural sensibility. Based on this perspective, this study investigates how brand experience created through traditional culture collaboration influences purchase intention through perceived value, brand trust, and brand attitude.
To achieve this purpose, this study established a research model in which brand experience was set as an independent variable, purchase intention as a dependent variable, and perceived value, brand trust, and brand attitude as mediating variables. Brand experience was composed of sensory, affective, intellectual, and behavioral experience. Perceived value was composed of functional value, emotional value, social value, and cost value. Brand trust was composed of brand competence trust, brand benevolence trust, and brand quality trust. Brand attitude was composed of cognitive, affective, and behavioral attitude.
An online survey was conducted among Korean Zalpha generation consumers born between 1997 and 2010 who had recognized or experienced traditional culture collaboration products or cultural heritage-based design products within the past three years. A total of 332 responses were collected, and 319 valid responses were used for the final analysis after excluding incomplete or unreliable responses. The collected data were analyzed using SPSS 26.0 and AMOS 26.0. Frequency analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis, correlation analysis, structural equation modeling, and bootstrapping analysis were conducted.
The results of the study are as follows. First, brand experience had a significant positive effect on perceived value, brand trust, and brand attitude. This indicates that sensory, affective, intellectual, and behavioral experiences formed through traditional culture collaboration products can enhance consumers’ value perception, trust in the brand, and positive attitude toward the brand. Second, brand experience did not have a significant direct effect on purchase intention. This suggests that positive experience alone does not immediately lead to purchase intention among Zalpha generation consumers. Instead, consumers appear to form purchase intention after evaluating whether the product is valuable, meaningful, attractive, and suitable for their taste and identity.
Third, perceived value and brand attitude had significant positive effects on purchase intention. This means that consumers are more likely to consider purchasing traditional culture collaboration products when they perceive them as functionally useful, emotionally satisfying, socially expressive, and worth the cost, and when they form a favorable attitude toward the brand. Fourth, brand trust did not have a significant direct effect on purchase intention. Although brand experience enhanced brand trust, trust itself was not sufficient to directly increase purchase intention. This result implies that, in the context of traditional culture collaboration products, brand trust may function as a supportive condition rather than a decisive factor in purchase decisions.
The mediation analysis further showed that perceived value and brand attitude significantly mediated the relationship between brand experience and purchase intention, whereas brand trust did not show a significant mediating effect. Therefore, the purchase intention of Zalpha generation consumers is more strongly influenced by the process through which brand experience is transformed into perceived value and positive brand attitude than by brand trust alone.
This study has theoretical significance in that it expands the discussion of traditional culture collaboration from case analysis and visual expression to a consumer experience-based structural model. It also provides empirical evidence that traditional cultural heritage can become an effective brand experience resource when it is reinterpreted in a way that resonates with contemporary consumer values. In practical terms, the findings suggest that brands and cultural institutions should not simply apply traditional images or symbols to products. Rather, they should design experiences that allow consumers to perceive cultural meaning, emotional satisfaction, self-expression value, and ownership value. For Zalpha generation consumers, traditional culture collaboration should be developed not only as a trustworthy cultural product, but also as a desirable and meaningful object that can be integrated into their lifestyle and identity.

목차 (Table of Contents)

• 1. 서론 1
• 1.1. 연구 배경 및 목적 1
• 1.2. 연구 범위 및 방법 3
• 1.2.1. 연구 범위 3
• 1.2.2. 연구 방법 5
• 1.3. 논문의 구성 6
• 2. 이론적 배경 9
• 2.1. 전통문화 유산과 브랜드 콜라보레이션 9
• 2.1.1. 전통문화 유산의 개념 및 현대적 재해석 9
• 2.1.2. 브랜드 콜라보레이션의 유형 및 특성 10
• 2.2. 잘파(Zalpha) 세대의 소비 특성 11
• 2.3. 국내외 전통문화 콜라보레이션 사례 분석 13
• 2.3.1. 한국 사례 13
• 2.3.2. 국외 사례 22
• 2.3.3. 사례 종합 29
• 2.4. 주요 연구 개념 및 구성요소 30
• 2.4.1. 브랜드 경험 30
• 2.4.2. 지각된 가치 34
• 2.4.3. 브랜드 신뢰 38
• 2.4.4. 브랜드 태도 42
• 2.4.5. 구매의도 45
• 2.5. 주요 연구 개념 간 이론적 관계 48
• 2.5.1. 브랜드 경험과 지각된 가치 48
• 2.5.2. 브랜드 경험과 브랜드 신뢰 49
• 2.5.3. 브랜드 경험과 브랜드 태도 50
• 2.5.4. 브랜드 경험과 구매의도 51
• 2.5.5. 지각된 가치와 구매의도 52
• 2.5.6. 브랜드 신뢰와 구매의도 53
• 2.5.7. 브랜드 태도와 구매의도 54
• 3. 연구 모형 설계 및 분석 방법론 55
• 3.1. 연구 모형 및 연구 가설 55
• 3.1.1. 연구 모형 55
• 3.1.2. 연구 가설 56
• 3.2. 연구 대상 및 데이터 수집 58
• 3.2.1. 연구 대상 58
• 3.2.2. 데이터 수집 방법 59
• 3.2.3. 설문 구성 60
• 3.3. 조사 도구의 조작적 정의 및 측정 도구 60
• 3.3.1. 측정 도구의 구성 방향 60
• 3.3.2. 브랜드 경험의 조작적 정의 및 측정 도구 61
• 3.3.3. 지각된 가치의 조작적 정의 및 측정 도구 62
• 3.3.4. 브랜드 신뢰의 조작적 정의 및 측정 도구 64
• 3.3.5. 브랜드 태도의 조작적 정의 및 측정 도구 65
• 3.3.6. 구매의도의 조작적 정의 및 측정 도구 67
• 3.4. 예비조사 68
• 3.4.1. 예비조사의 목적 68
• 3.4.2. 예비조사 대상 및 절차 68
• 3.4.3. 예비조사 분석 방법 69
• 3.4.4. 예비조사 결과 69
• 3.5. 본조사 데이터 분석 방법 78
• 4. 연구 모형 검증 및 분석 결과 81
• 4.1. 연구 대상자의 일반적 특성 81
• 4.2. 측정 도구의 신뢰도 및 타당성 검증 84
• 4.2.1. 신뢰도 분석 84
• 4.2.2. 탐색적 요인분석 85
• 4.2.3. 확인적 요인분석 90
• 4.2.4. 상관관계 및 판별타당도 검증 93
• 4.3. 가설검증 결과 95
• 4.3.1. 연구모형의 적합도 검증 95
• 4.3.2. 경로계수 분석 및 가설 검증 96
• 4.3.3. 매개효과 검증 99
• 4.3.4. 가설검증 결과 요약 101
• 5. 논의 및 결론 103
• 5.1. 연구결과 요약 및 논의 103
• 5.1.1. 연구결과의 종합 103
• 5.1.2. 주요 결과에 대한 논의 104
• 5.2. 연구의 시사점 및 제언 105
• 5.2.1. 이론적 시사점 105
• 5.2.2. 실무적 시사점 106
• 5.2.3. 연구의 한계 및 향후 연구 108
• 참고문헌 110
• 부록(설문지) 113
• Abstracts 120