외로움이 구매의도에 미치는 영향: 선망과 조절초점의 조절효과와 나르시시즘의 매개효과를 중심으로 = The Effect of Loneliness on Purchase Intention: Focusing on the Moderating Role of Envy and Regulatory Focus and the Mediating Role of Narcissism

다국어 초록 (Multilingual Abstract)

Loneliness is a general feeling that anyone can experience while living. Ironically, with the advancement of online social networking services, we are neglected in practical social relationships, people who feel lonelliness are on the rise. Although loneliness is emerging as a social issue, research on marketing strategies targeting loneliness consumers is still insufficient. Therefore, this study examined the effect of loneliness of consumers on the purchase intention of product based on previous researches on psychological and behavioral characteristics of loneliness. Next, we examined the moderate effect of the envy type and examined the dual moderate effect of the regulatory focus. Furthermore, we examined the mediating effects of narcissism on the relationship between consumer loneliness and purchase intention.
The research results are as the following: First, consumers’s loneliness affects purchase intention. Second, based on this, it was confirmed that the situation of benign envy of the envy types in the relationship between consumer loneliness and purchase intention showed a moderating effect by positive relationship. Third, when the situation of benign envy in the relationship between consumer loneliness and purchase intention is moderated to positive relationship, It was confirmed that the promotion focus of the regulatory focus showed a dual moderating effect in the positive relationship. Lastly, we analyzed the mediating effect of narcissism on the relationship between consumer loneliness and purchase intention, and confirmed the partial mediation of narcissism.

국문 초록 (Abstract)

SNS가 보편화됨에 따라 직접 대면을 통한 사회적 관계는 더욱 소홀해지면서 사람들은 오히려 외로움을 느낀다. 이런 현상들이 사회적 이슈로 대두되고 있지만, 외로움을 느끼는 소비자를 대상으로 한 마케팅 연구는 아직 미흡하다. 이에 본 연구는 외로움에 대한 심리적 및 행동적 특성에 관한 선행연구들을 살펴보고, 이런 외로움이 제품에 대한 구매욕구에 미치는 영향을 알아보았다. 소비자의 외로움이 구매의도에 영향을 미치는 과정에 대해서, 선망 유형에 따라서 다른지에 대한 조절효과를 알아보고, 이러한 선망유형에 대해서 조절 초점에 따라서 다른 지에 대한 조절효과도 알아보았다. 또한 소비자의 외로움과 구매의도의 관계에 대한 나르시시즘의 매개효과에 대해 알아보았다.
본 연구의 결과는 다음과 같다.
첫째, 소비자의 외로움은 구매의도에 영향을 미치는 것으로 나타났다. 둘째, 이를 바탕으로 소비자의 외로움과 구매의도의 관계에서 선망의 유형 중 선의적 선망의 상황이 정(+)의 관계로 조절효과를 나타내는 것을 확인하였다. 셋째, 소비자의 외로움과 구매의도의 관계에서 선의적 선망의 상황이 정(+)의 관계로 조절할 때, 조절초점 중 향상초점이 정(+)의 관계로 이중조절효과를 나타내는 것을 확인하였다. 끝으로, 소비자의 외로움과 구매의도의 관계에 나르시시즘의 매개효과를 분석한 결과, 나르시시즘의 부분매개를 확인하였다.

참고문헌 (Reference)

• 1 구현진, "소비자의 기질적 욕심이 무행동 관성에 미치는 영향: 예상되는 무행동 후회와 극대화 성향의 조절된 매개효과" 한국소비자학회 27 (27): 305-321, 2016
• 2 이병관, "부정적 선망 상황에서소비자의 자기자비(Self-Compassion) 수준이 선망제품에 대한 반응에 미치는 효과" 한국소비자·광고심리학회 17 (17): 569-589, 2016
• 3 차운아, "부러움：한국의 “무해한 선망”" 한국사회및성격심리학회 23 (23): 171-189, 2009
• 4 Van de Ven, N, "Why Envy Outperforms Admiration" 37 (37): 784-795, 2011
• 5 Muller, "When Moderation is Mediated and Mediation is Moderated" 89 (89): 852-, 2005
• 6 Kirmani, A, "Vigilant Against Manipulation : The Effect of Regulatory Focus on the Use of Persuasion Knowledge" 44 (44): 688-701, 2007
• 7 Morf, C, "Unraveling the Paradoxes of Narcissism : A Dynamic Self-regulatory Processing Model" 12 (12): 177-196, 2001
• 8 Campbell, K., "Understanding the Social Costs of Narcissism: The Case of the Tragedy of the Commons" 31 (31): 1358-1368, 2005
• 9 Kohut, H., "Thoughts on Narcissism and Narcissistic Rage" 1972
• 10 Rindfleisch, A, "The Safety of Objects : Materialism, Existential Insecurity, and Brand Connection" 36 (36): 1-16, 2009
• 11 Park, Y, "The Role of Regulatory Focus, Social Distance, and Involvement in Anti-high-risk Drinking Advertising: A Construal-level Theory Perspective" 44 (44): 338-348, 2015
• 12 Wang, J, "The Role of Regulatory Focus in Preference Construction" 43 (43): 28-38, 2006
• 13 Kohut, H, "The Psychology of the Self: A Casebook" Int 1978
• 14 Lee, Y, "The Pleasures and Pains of Distinct Self-construals : the Role of Interdependence in Regulatory Focus" 78 (78): 11-22, 2000
• 15 Silver, M, "The Perception of Envy" 105-117, 1978
• 16 Raskin, N, "The Narcissistic Personality Inventory : Alternative Form Reliability and Further Evidence of Construct Validity" 45 (45): 159-162, 1981
• 17 Wang, J, "The Lonely Consumer: Loner or Conformer?" 38 (38): 1116-1128, 2012
• 18 Sedikides, "The I That Buys : Narcissists as Consumers" 17 (17): 254-257, 2007
• 19 Rose, P., "The Happy and Unhappy Faces of Narcissism" 33 (33): 379-391, 2002
• 20 Van de Ven, N, "The Envy Premium in Product Evaluation" 37 (37): 984-998, 2011
• 21 Miceli, M, "The Envious Mind" 21 (21): 449-479, 2007
• 22 Salovey, P, "The Differentiation of Social-comparison Jealousy and Romantic Jealousy" 50 (50): 1100-, 1986
• 23 Lasch, C., "The Culture of Narcissism: American Life in an Age of Diminishing Expectations" Norton and Company 1991
• 24 Russell, D, "Social and Emotional Loneliness : an Examination of Weiss's Typology of Loneliness" 46 (46): 1313-, 1984
• 25 DiTommaso, E, "Social and Emotional Loneliness : A Re-examination of Weiss' Typology of Loneliness" 22 (22): 417-427, 1997
• 26 McPherson, M, "Social Isolation in America : Changes in Core Discussion Networks over Two Decades" 71 (71): 353-375, 2006
• 27 Gardner, L, "Social Exclusion and Selective Memory : How the Need to Belong Influences Memory for Social Events" 26 (26): 486-496, 2000
• 28 Mead, L, "Social Exclusion Causes People to Spend and Consume Strategically in the Service of Affiliation" 37 (37): 902-919, 2011
• 29 Higgins, E, "Self-discrepancies and Biographical Memory : Personality and Cognition at the Level of Psychological Situation" 18 (18): 527-535, 1992
• 30 Ryan, M, "Self-determination Theory and the Facilitation of Intrinsic Motivation, Social Development, and Well-being" 55 (55): 68-, 2000
• 31 Pollay, W., "Quality of Life in the Padded Sell: Common Criticisms of Advertising's Cultural Character and International Public Policies" 9 (9): 173-250, 1986
• 32 Shah, J, "Performance Incentives and Means : How Regulatory Focus Influences Goal Attainment" 74 (74): 285-, 1998
• 33 Salmanakhtar, D, "Overview: Narcissistic Personality Disorder" 139 (139): 1982
• 34 Freud, S., "On Narcissism: An Introduction" Read Books Ltd 1953
• 35 Krueger, W., "On Compulsive Shopping and Spending: a Psychodynamic Inquiry" 42 (42): 574-584, 1988
• 36 Farwell, L, "Narcissistic Processes : Optimistic Expectations, Favorable Self‐Evaluations, and Self‐Enhancing Attributions" 66 (66): 65-83, 1998
• 37 Campbell, K., "Narcissism, Self-esteem, and the Positivity of Self-views : Two Portraits of Self-love" 28 (28): 358-368, 2002
• 38 Campbell, K., "Narcissism and Romantic Attraction" 77 (77): 1254-, 1999
• 39 Emmons, R., "Narcissism : Theory and Measurement" 52 : 11-17, 1987
• 40 Leona S. Aiken, "Multiple Regressing: Testing and Interpreting" Sage 1991
• 41 Iacobucci, D., "Mediation Analysis (No. 156)" Sage 2008
• 42 Belk, W., "Materialism : Trait Aaspects of Living in the Material World" 12 (12): 265-280, 1985
• 43 Cacioppo, T, "Loneliness: Human Nature and the Need for Social Connection" WW Norton and Company 2008
• 44 Peplau, A, "Loneliness: A Sourcebook of Current Theory, Research and Therapy" Wiley 1982
• 45 Moustakas, E., "Loneliness and love" Prentice Hall 1972
• 46 Hawkley, C, "Loneliness Matters : a Theoretical and Empirical Review of Consequences and Mechanisms" 40 (40): 218-227, 2010
• 47 Applebaum, F., "Loneliness : a Taxonomy and Psychodynamic View" 6 (6): 13-20, 1978
• 48 Lopata, Z., "Loneliness : Forms and Components" 17 (17): 248-262, 1969
• 49 Van de Ven, N, "Leveling Up and Down : the Experiences of Benign and Malicious Envy" 9 (9): 419-, 2009
• 50 Desteno, A, "Jealousy and the Characteristics of One's Rival : A Self-evaluation Maintenance Perspective" 22 (22): 920-932, 1996
• 51 Lapsley, K, "Invulnerability and Risk Behavior in Early Adolescence" 8 : 2005
• 52 Hayes, F., "Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-based Approach" Guilford Press 2013
• 53 Gibbons, X, "Individual Differences in Social Comparison : Development of a Scale of Social Comparison Orientation" 76 (76): 129-, 1999
• 54 Sinha, J, "How Time Horizon Perceptions and Relationship Deficits Affect Impulsive Consumption" 50 (50): 590-605, 2013
• 55 Mikulincer, M, "Handbook of attachment: Theory, research, and clinical applications" Guilford Press 503-531, 2008
• 56 Zhu, R, "Exploring the Cognitive Mechanism that Underlies Regulatory Focus Effects" 34 (34): 89-96, 2007
• 57 Schoeck, H., "Envy" Liberty Press 1969
• 58 Higgins, E, "Emotional Responses to Goal Attainment : Strength of Regulatory Focus as Moderator" 72 (72): 515-, 1997
• 59 Yoon, Y, "Effect of Regulatory Focus on Selective Information Processing" 39 (39): 93-110, 2011
• 60 Parrott, G, "Distinguishing the Experiences of Envy and Jealousy" 64 (64): 906-, 1993
• 61 Russell, D, "Developing a Measure of Loneliness" 42 (42): 290-294, 1978
• 62 Smith, H, "Comprehending Envy" 133 (133): 46-, 2007
• 63 Kerenberg, O., "Borderline Conditions and Pathological Narcissism" Jason Aronson 1975
• 64 Pieters, R., "Bidirectional Dynamics of Materialism and Loneliness : Not Just a Vicious Cycle" 40 (40): 615-631, 2013
• 65 Higgins, E,, "Beyond Pleasure and Pain" 52 (52): 1280-, 1997
• 66 Belk, W., "Benign Envy" 1 (1): 117-134, 2011
• 67 Cacioppo, T., "Autonomic, Neuroendocrine, and Immune Responses to Psychological Stress: The Reactivity Hypothesisa" 840 (840): 664-673, 1998
• 68 Foster, D, "Are There Such Things as"Narcissists"in Social Psychology? A Taxometric Analysis of the Narcissistic Personality Inventory" 43 (43): 1321-1332, 2007
• 69 Van de Ven, N, "Appraisal Patterns of Envy and Related Emotions" 36 (36): 195-204, 2012
• 70 Tanskanen, J, "A Prospective Study of Social Isolation, Loneliness, and Mortality in Finland" 106 (106): 2042-2048, 2016
• 71 Raskin, N, "A Principal-Components Analysis of the Narcissistic Personality Inventory and Further Evidence of Its Construct Validity" 54 (54): 890-, 1988
• 72 Raskin, N, "A Narcissistic Personality Inventory" 1979
• 73 Copel, L. C., "A Conceptual Model" 26 (26): 14-19, 1988