캐릭터가 부착된 제품의 구매의도에 대한 캐릭터 동일시와 긍정감정반응의 역할

• 영문명: Roles of Character Identification and Positive Emotion Response on Intent to Purchase Character-Attached Product
• 발행기관: 한국유통과학회
• 저자명: 최낙환(Nak-Hwan Choi) 왕초욱(Chao-Xu Wang) 임아영(Ah-Young Lim)
• 간행물 정보: 『산경연구논집(JIDB)』Volume.8 No.7, 51~63쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.12.30

영문 초록

Purpose - Present study investigates character identification and emotional response to character that may affect consumers intention to purchase the character-attached products. And this study explores whether symbolic relevance and object relevance affect the character identification, and whether character attractiveness and character salience affect the emotional response to characters. Research design, data, and methodology - SNS characters, animated characters, game characters, and traditional characters were used as experimental characters. And stationery as experimental product was used. 250 college students participated in the empirical study, and structural equation model was used to verify hypotheses. Results - First, the character identification and emotional response to characters affected the intention to purchase the products positively, and the emotional response to characters also positively affected character identification; second, symbolic relevance had no positive impact upon character identification, while object relevance had positive influence on character identification; and third, character attractiveness and salience had a positive effect on the emotional response. Conclusions - Present study contributes to the progress of character theories. Marketers should find ways to increase consumers’ object relevance to characters and the level of characters attractiveness and salience in order to promote the intent to purchase the products.

목차

1. 서론

2. 이론적 배경

3. 실험설계

4. 가설검증

5. 결론

키워드

Character Identification Emotion Response Intent to Purchase Product