감정의 전이: 관계 감정이 장소와 브랜드점포 감정에 미치는 영향

국문 초록 (Abstract)

장소는 인간의 활동 무대로써 다양한 사회적 관계가 형성된다. 사회적 관계 속에서 관계 감정이 만들어지며 관계에 대한 의미가 부여되는 곳이기도 한다(Johnston, Gregory, and Smith 1994). 따라서 본 연구에서는 대인 관계가 형성되는 장소를 중심으로 대인관계 속의 감정이 장소에 대한 감정으로, 이어 장소에 위치한 브랜드 매장에 대한 감정으로 전이되는 과정을 검증하고자 하였다. 또한 장소에 대한 감정의 깊이가 깊어지는 경우 장소에 대한 감정이 장소에 대한 애착에 미치는 영향, 이어 브랜드 점포 애착에 미치는 영향에 대해서도 검증하고자 하였다. 관계 감정의 장소 감정, 점포 감정으로의 전이(affect transfer)는 일화 흔적 이론(episodic trace theory), 고전적조건화이론(classical conditioning theory), 감정전이가설(affect transfer hypothesis), 감정일치가설(affect congruence hypothesis)로 설명될 수 있다. 연구 결과, 대인 관계 감정은 관계가 형성된 장소의 감정형성에 긍정적인 영향을 미치며, 형성된 장소 감정은 브랜드점포의 감정형성에도 긍정적인 영향을 미쳤다. 여기서 장소 감정은 대인 관계 감정과 브랜드 점포 감정 간의 관계에서의 매개역할이 증명되었으며, 반복적인 대인 관계 감정으로 형성된 장소 감정은 그 관계 감정이 소거되더라도 지속되었다. 장소 감정은 장소 애착형성에 긍정적인 영향을 미쳤으며, 더 나아가 장소 애착은 그 장소에 위치하고 있는 브랜드 점포 애착 형성과 브랜드 태도형성에도 긍정적인 영향을 미치는 것으로 밝혀졌다. 따라서 본 연구는 긍정적인 브랜드 태도형성을 위해서는 브랜드애착 형성뿐만 아니라 브랜드가 위치하고 있는 장소 및 그 장소에서의 대인 관계 감정 또한 중요한 변수로 작용한다는 것과, 일정 기간 이상의 지속적인 반복을 통해 형성된 감정은 그 관계가 소거되어도 지속된다는 것을 밝힘으로써 감정전이의 기존 연구를 확장시켰다는데 연구의의를 갖는다. 또한 기업과 브랜드 관리자의 측면에서 브랜드에 대한 소비자의 태도 향상을 가져오기 위해서는 브랜드점포의 거점지역 선정 및 일방적인 브랜드 이미지 전달을 넘어, 브랜드점포 내·외부에서 소비자 간의 만남과 관계형성을 통한 긍정적인 감정 형성을 가져올 수 있는 다양한 전략을 고민해야 한다는 새로운 시각을 제시한다.

다국어 초록 (Multilingual Abstract)

Affect developed from the interpersonal relationships can transfer to the place where the interpersonal meeting is frequently made. When past experiences are recalled, individuals also draw feelings associated with the experiences and connected to the place. The emotional reminiscence can influence the affect of the retail store located in the place and ultimately, influence attitude toward the brand. When the interpersonal meetings are frequently held in the place, individuals may develop emotional and symbolic meanings to the place. Therefore, the purpose of this study was to examine the affect transfer from the interpersonal relationship through the place to the retail store. In addition, affect from the interpersonal relationship transfer to the place and the retail store attachment was examined. Episodic trace theory, classical conditional theory, affect transfer hypothesis, affect congruence hypothesis were used as theoretical framework. A total of 190 individuals responded to this study. Based on Ahn and Seo (2002), questionnaires were distributed to five major public places with well-known retail stores including Geodano at Gangnam Station, KFC at COEX, Lotte Department Store at Euljiro, Migliore at Myeong-dong, and Geodano at Euljiro 2Ga. Of the returned questionnaires, 172 questionnaires were usable. Respondents were first asked to recall the major interpersonal relationship formed in the place and write the story or episode about the selected relationship in details. Next, respondents responded to questions including relations affect (Larsen and Diener, 1992), place affect (Larsen and Diener, 1992), retail store affect (Larsen and Diener, 1992), place attachment (Thomson, Maclnnis, and Park, 2005), retail store attachment (Thompson et al., 2005), and brand attitude (Mitchell and Olson, 1981). The mean age of respondents (N=172) was about 25 years with a wide range of 24 to 32. Almost equal number of males (46%) and females(54%) participated. Analysis of the causal model was conducted by a maximum-likelihood estimation procedure using AMOS 4.0 (Analysis of Moment Structures). To assess model fit, a chi-square statistic, goodness-of-fit index (GFI), adjust goodness-of-fit index (AGFI), normed fit index (NFI), relative fit index (RFI) and root mean square error of approximation (RMSEA) were used. Results of relations affect-place affect transfer model testing revealed χ2 = .917 (df = 2; χ2/df=.459), GFI = .997, NFI= .999, CFI= 1.000, RMSEA = .000. The fit statistics suggest a reasonably good fit of the model to the data. Among five hypotheses in the model, four hypotheses including the relationship between relations affect and place affect, the relationship between place affect and retail store affect, and relationship between retail store affect and brand attitude were supported. Place affect mediated in the relationship between relations affect and retail store affect. However the effect of place affect on brand attitude was not found. Results of relations affect-place attachment transfer model testing revealed χ2= 29.839 (df = 2; χ 2/df=7.460), GFI = .888, NFI= .929, CFI= .939, RMSEA = .276. The fit statistics suggest a moderate fit of the model to the data. Among five hypotheses in the model, four hypotheses except the effect of retail store attachment on brand attitude were supported. Relations affect influenced place affect and in turn influences place attachment. Place attachment also influenced retail store attachment. Both place affect and place attachment influenced brand attitude. The interesting difference from the model 1 and model 2 was observed. In the affect transfer model, the effect of place affect on brand attitude was not found, whereas the effect was significant in the attachment transfer model. This implies that the direct effect of place affect developed from the interpersonal relationship on brand attitude is meaningful when the relationship was sustained longer. Some managerial implications for

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