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중국 소비자의 소외감이 추억상품 구매의도에 미치는 영향에 대한 연구 -노스탤지어의 매개효과를 중심으로-
박상수 ( Sang Soo Park ),김동환 ( Dong Huan Jin ),장유운소 ( Yuyun Xiao Zhang ) 한국외국어대학교 중국연구소 2015 中國硏究 Vol.65 No.-
Rapid social and economic transformation, uncertainty of the future, competition in the market, acceleration of the life tempo, pressures on work and other aspects of life would lead to consumers`` Alienation, such as threats, pressure and trauma. Therefore, people will generate strong emotion and high purchase intention to nostalgic products which can wake up their memory of past experience in order to relieve the sense of Alienation.Based on the literature in marketing area, psychology area and sociology area, this paper researched the relationship between consumers`` Alienation which is consisted of social Alienation, interpersonal Alienation, natural environmental Alienation and purchase intention of nostalgic product with personal nostalgia and social nostalgia as mediating variables. The results show that consumers`` Alienation and nostalgia have a significant effect on purchase intention of nostalgic products. In addition, social Alienation and natural environmental Alienation are positively associated with nostalgia which includes personal nostalgia and social nostalgia. On the contrary, interpersonal Alienation is negatively associated with nostalgia. And furthermore, nostalgia has mediating effect on independent variables excluding interpersonal Alienation and dependent variable consisting of purchase intention of nostalgic products.
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