뉴트로 브랜드 경험이 소비자 행복과 소비자 공감을 통해 브랜드 태도에 미치는 영향-MZ세대의 감각추구성향을 중심으로- = The Impact of Newtro Brand Experience on Brand Attitude through Consumer Happiness and Empathy -Focusing on Sensation-Seeking Tendencies of MZ Generation-

다국어 초록 (Multilingual Abstract)

[Purpose]Consumers increasingly seek diverse experiences beyond material goods, highlighting the growing importance of experiential factors in fostering relationships with brands. This shift has directed consumer attention toward brand experiences as a means of forming deeper connections with brands. In particular, brand experience serves as a potent emotional stimulant, playing a significant role in marketing by bridging the gap between consumers and brands.
The global cultural trend of “Newtro” has gained prominence, especially among the millennial and Z generations (MZ generation), who represent a key demographic in today’s consumption patterns. Newtro offers novel emotional and experiential elements to this audience, who place a high value on their emotions and beliefs in their relationship with brands. Through Newtro brands, they derive a sense of happiness and empathy. The novelty of Newtro functions as a powerful tool that influences emotions, enabling the rapid establishment of empathy between consumers and brands. Ultimately, the sense of happiness and empathy derived from such experiences act as robust links that foster strong and deeper relationships between consumers and brands.
[Methodology]Covariance structural analysis was performed to analyze the structural influence relationship between variables, and the moderating effect of sensory-seeking propensity was analyzed through the verification of the difference in path coefficients of the structural equation model.
[Findings]Therefore, this study empirically examines how brand experiences influence consumer happiness and empathy, focusing on the MZ generation who have engaged with Newtro brand experiences. The findings indicate that brand experience positively impacts both consumer empathy and happiness. However, the cognitive brand experience did not affect consumer empathy. In addition, happiness and empathy were found to have a positive impact on brand attitude, with the influence of happiness and empathy on attitude varying depending on sensation-seeking tendencies.
[Implications]In conclusion, this study holds significance as it analyzes the psychological and emotional elements of brand experience along with individual tendencies, offering a comprehensive understanding of the dynamics at play. The findings suggest that brands can transcend mere product consumption to foster profound relationships with consumers, providing a foundational framework for developing corporate marketing strategies. Furthermore, this research is expected to contribute to the fields of consumer behavior and social psychology.