주도적 및 친화적 노스탤지어가 소비대안 선호에 미치는 영향 = The Effects of Agentic and Communal Nostalgia on the Preference of Consumption Types

다국어 초록 (Multilingual Abstract)

This study investigated the relationship between the contents types of nostalgia (agentic vs. communal) and the preference of consumption types (unique vs. conforming consumption). The level of consumer need for uniqueness was considered as a control variable that can be related to the preference of unique consumption. The results show that agentic nostalgia experience is positively associated with perceived self-positivity and the preference of unique consumption, while communal nostalgia experience is positively associated with perceived social-connectedness and the preference of conforming consumption. Perceived social connection had a mediating effect on the relationship between communal nostalgia and the preference of conforming consumption.

국문 초록 (Abstract)

본 연구는 주도적 및 친화적 노스탤지어가 대중적 소비 대안 대비 독특한 소비 대안 선호에 어떠한 영향을 미칠 수 있는지 살펴보고자 한다. 주도적 노스탤지어는 소비자의 자기긍정감을 향상시키는 역할을 하며 친화적 노스탤지어는 사회유대감을 형성하도록 하므로 소비자가 주도적 노스탤지어를 떠올리게 되는 경우에는 타인과 차별화되는 독특한 대안을, 친화적 노스탤지어를 떠올리는 경우에는 상대적으로 대중적인 대안을 선호하게 되는지 검증해보고자 하였다. 노스탤지어 경험과 소비 유형 선호 간의 관계에서 자기긍정감 및 사회유대감의 역할을 탐색하고 독특한 소비 선호에 영향을 미칠 수 있는 소비자의 독특성 추구성향을 통제변수로 고려하였다. 분석 결과주도적 노스탤지어와 자기긍정감 인식은 독특한 대안 선호를 높이고, 친화적 노스탤지어는 사회유대감을 매개로하여 동조적 소비 대안 선호에 연결되는 것으로 나타났다.

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