선망(Envy)의 유형과 브랜드 인지도, 조절초점성향이 패션 명품 브랜드의 호의도에 미치는 영향 -SNS 사용자를 대상으로- = Influence of Envy Types, Brand Awareness, and Regulatory Focus Chronic on Favorability of Luxury Fashion Brand-Focused on Social Network Service Users-

다국어 초록 (Multilingual Abstract)

The influence of the emotion of envy as a variable in the brand attitude has increased. This study validates the influence of envy types, brand awareness, and regulatory focus chronic of consumers on favorability of luxury fashion brand. This study was designed with the mixed factorial design of 2 (envy types: benign vs malicious) × 2 (brand awareness types: high vs low) × 2 (regulatory focus chronic types: promotion focus vs prevention focus). The data for this research was collected from a questionnaire distributed to 302 subjects aged between 20 and 39 in the Seoul and Gyeonggi areas; consequently, a total of 275 data were analyzed. Data were analyzed with SPSS 23 program and three-way ANOVA, Simple interaction effects and simple main effects analysis were conducted. The results of this research were as follows. First, envy type and brand awareness showed significant interaction for the favorability of a luxury fashion brand. Second, envy type, brand awareness, and consumers' regulatory focus chronic showed significant interaction on the favorability of luxury fashion brand. Based on the findings, the characteristics of consumers' regulatory focus in brand attitude must be taken into consideration by luxury fashion brand marketers. The use of SNS strategies to induce emotions of benign envy through the comparisons to close acquaintances is recommended in order to raise brand preferability.

참고문헌 (Reference)

1 윤일기, "자아존중감 수준에 따른 시기심유발광고의 커뮤니케이션 효과" 한국디자인트렌드학회 (13) : 299-312, 2006

2 최자영, "소셜네트워크(SNS)에서 제품 추천의 사회적 거리에 따른 설득력과 제품평가 분석" 한국소비자·광고심리학회 13 (13): 513-539, 2012

3 이가은, "소셜 미디어를 활용한 패션 브랜드 마케팅에 관한 연구 : 핀터레스트, 인스타그램 적용사례 분석을 중심으로" 중앙대학교 대학원 2014

4 김경미, "소비자의 조절초점과 팽창가격 할인광고의 효과" 한국마케팅학회 23 (23): 197-218, 2008

5 서용한, "소비자 조절초점이 명품브랜드의 가치와 브랜드태도의 관계에 미치는 조절효과" 대한경영정보학회 30 (30): 73-92, 2011

6 구현진, "선망의 종류가 제품의 호감도와 구매의도에 미치는 영향: 자아존중감 수준에 따른 차이를 중심으로" 한국소비자·광고심리학회 14 (14): 427-444, 2013

7 장준수, "브랜드 개성-자아 이미지 일치성이 구매의도에 미치는 영향 : 자기 감시성과 제품유형의 조절효과" 한국광고학회 22 (22): 7-23, 2011

8 차운아, "부러움：한국의 “무해한 선망”" 한국사회및성격심리학회 23 (23): 171-189, 2009

9 차운아, "부러움: 연합과 접근의 동기를 알리는 전략적 커뮤니케이션" 한국사회및성격심리학회 24 (24): 51-72, 2010

10 Yoo, K., "When will "Envy" be the driving force of economic growth? The effect of envy on purchase intention in relation with moderating roles of self-monitoring, brand familiarity, and regulatory framing" Seoul National University 2012

11 Kim, J. Y., "Two faces of envy: Benign envy and malicious envy of employee" The Catholic University of Korea 2015

12 Yoon, I. K., "The relationship of self-esteem to the communication effect of envy-provoking ads" Chung-Ang University 2005

13 Ko, S. H., "The influence of the suitability of the chronic regulatory focus and the advertising message type on the evaluation of the extension product of a band in the beauty industry" Sungkyunkwan University 2010

14 Shin, C. S., "The influence of SNS addiction proneness on conspicuous consumption - The moderating role of persona and self-monitoring -" Hongik University 2015

15 Yang, S. H., "The impact of company's SNS marketing message types for consumer's brand concept according to their psychological type: Around the fan pages of facebook" Hongik University 2012

16 Chi, H. K., "The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty" 4 (4): 135-144, 2009

17 Kim, Y. H., "The effects of valence of information of e-WOM on product evaluation and purchase intention-Moderating effects of regulatory focus and brand awareness-" Soongsil University 2011

18 Kim, M. H., "The effects of types of envy on product evaluation and willingness to purchase: Focus on brand reputation and materialism" Dong-A University 2013

19 Zhao, Y., "The effects of direction and type of e-WOM on purchase intention-Moderating effects of brand awareness and regulatory focus-" Gyeongsang National University 2015

20 Baik, J. E., "The effects of consumer buying attitude based on sports brand advertising model, brand recognition, and consumer subjectivity" Sungkyunkwan University 2012

21 Lee, Y. J., "The effect of advertising methods, brand reputation, and consumer's regulatory focus on attitudes of customers towards the products" Sungkyunkwan University 2011

22 Peter Salovey, "The differentiation of social-comparison jealousy and romantic jealousy." American Psychological Association (APA) 50 (50): 1100-1112, 1986

23 Kwon, T. Y., "The correlation of brand recognition and trust of cybermalls" Ewha Womans University 2006

24 Lee, J., "The amazing power of envy: An investigation of the relative effects of benign envy and malicious envy on brand evaluation across different product types and deservedness" Dongguk University 2012

25 Niels Van de Ven, "The Envy Premium in Product Evaluation" Oxford University Press (OUP) 37 (37): 984-998, 2011

26 Park, E. M., "Study on the influence of on-line word-of-mouth communication directionality following brand recognition on customers' purchases: Focusing on online cosmetic shopping malls" Sungkyunkwan University 2009

27 Abraham Tesser, "Some effects of task relevance and friendship on helping: You don't always help the one you like" Elsevier BV 16 (16): 582-590, 1980

28 Ackerman, D., "Social comparisons of possessions: When it feels good and when it feels bad" 27 (27): 173-178, 2000

29 Charles Steinfield, "Social capital, self-esteem, and use of online social network sites: A longitudinal analysis" Elsevier BV 29 (29): 434-445, 2008

30 오미현, "SNS 특성에 의한 패션제품 소비자태도가 구매의도 및 온라인구전에 미치는 영향" 국민대학교 디자인대학원 2014

31 윤서연, "SNS 마케팅이 브랜드 인지도, 브랜드 태도, 구매의도에 미치는 영향 : 코스메슈티컬 화장품을 중심으로" 홍익대학교 광고홍보대학원 2014

32 Ellen Crowe, "Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making" Elsevier BV 69 (69): 117-132, 1997

33 Bearden, W. O., "Reference group influence on product and brand purchase decisions" 9 (9): 183-194, 1982

34 Penelope Lockwood, "Motivation by positive or negative role models: Regulatory focus determines who will best inspire us." American Psychological Association (APA) 83 (83): 854-864, 2002

35 Malik, M. E., "Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer" 4 (4): 167-171, 2013

36 Milovic, A. J., "If You Have It, I Want It...Now!" the effect of envy and construal level on increased purchase intentions" University of Wisconsin-Milwaukee 2014

37 Rong Huang, "How brand awareness relates to market outcome, brand equity, and the marketing mix" Elsevier BV 65 (65): 92-99, 2012

38 Hellen, K., "European Advances in Consumer Research Volume 10" Association for Consumer Research 158-159, 2013

39 Belk, R. W., "Envy: Theory and research" Oxford University Press 211-226, 2008

40 Song, A. R., "Effects of jealousy on consumption propensity of luxury goods" Pusan National University 2014

41 W. Gerrod Parrott, "Distinguishing the experiences of envy and jealousy." American Psychological Association (APA) 64 (64): 906-920, 1993

42 Richard H. Smith, "Comprehending envy." American Psychological Association (APA) 133 (133): 46-64, 2007

43 Higgins, E. T., "Beyond pleasure and pain" 52 (52): 1280-1300, 1997

44 M. J. Sirgy, "Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence" Springer Science and Business Media LLC 25 (25): 229-241, 1997

45 Kim, J. A., "A study on fashion products purchase decision making of fashion products using mobile Social Network Service" Kookmin University 2012

46 이가나, "20-30대 여성 소비자들의 소비가치 유형에 따른 해외 패션명품 브랜드 가방 구매행동" 한국의류산업학회 14 (14): 554-566, 2012