[논문]역사콘텐츠의 긍정평가에 영향을 주는 내러티브 정체성과 역사적 노스탤지어 효과와 유도 요인 연구

임아영

doi:10.13106/ijidb.2019.vol10.no9.25

역사콘텐츠의 긍정평가에 영향을 주는 내러티브 정체성과 역사적 노스탤지어 효과와 유도 요인 연구
Effects of Narrative Identity and Historical Nostalgia and Inducing Factors on Historical Contents Evaluation 원문보기

International journal of industrial distribution & business = 산경연구논집, v.10 no.9, 2019년, pp.25 - 36

임아영 (Department of Business Administration, Chonbuk National University)

Abstract ▼ AI-Helper

Purpose - Consumers have memories of their past time that they have not experienced. So consumers want to experience the past time and get pleasure through historical contents such as movies or dramas. This is because the re-created the past time sets the identity of the consumers who live today, and in the process, it give consumers emotional comfort. Consumers do not remember and sympathize with all of their historical time. In general, consumers remember the time that their communities are proud of. As s result, historical content is seen as a hero, and through that, consumers can check their identity. Also consumers experience positive emotions such as self-esteem, gratitude and pride through identification with heroes. That is, through historical contents, consumers can identify themselves and replace the current negative emotions with positive ones. Therefore, this study presents narrative identity and historical nostalgia that can affect positive evaluation of historical contents and suggest the factors the can induce such effects. This study was conducted to explain what the consumption effect of historical content is from a marketing perspective and what constitutes a component of historical content as a factor driving this effect. Research design, data, and methodology - This study has developed a questionnaire with 8 Hypotheses. The Films ('Masquerade(2012)', 'Roaring Current(2014)', 'Assassination(2015)', 'The Age of Shadow(2016)') and dramas('Six Flying Dragon(2015-2016)', 'Mr. Sunshine(2018-2019)') were used as experimental contents. 268 college students participated in this empirical study, and structural equation model was used to verify hypotheses. Results - Frist, narrative identity affects positive evaluation of historical contents. Nostalgia affect positive evaluation of historical contents. and narrative identity affects positive response of historical nostalgia. Second, character act relevance, circumstance similarity, and character attractiveness have positive influence upon response of narrative identity. Lastly, empathy for story and vividness of representation have also positive influence upon response of historical nostalgia. Conclusion - This study contributes to the theoretical and managemental development of historical contents. This study shows that narrative identity and historical nostalgia are important for success of historical contents. In order for historical content to be successful, it must manage elements of character act relevance, circumstance similarity, and character attractiveness, empathy for story and vividness of representation.

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핵심어	질문	논문에서 추출한 답변
	진지한 레저는 무엇인가?	실제로 현대 소비자에게 재창조된 시간의 소비는 삶의 의미를 탐구할 수 있는 주요한 원천 중에 하나로(Firat & Venkatesh, 1995), 이것은 유형적 제품소비가 주는 기쁨을 대체할 수 있다. 따라서 재창조된 과거의 시간을 즐기는 소비가 레저 활동으로도 등장하였고(Clifford, 1985; Dannerfer, 1981), Holt(1995)는 이러한 시간 소비활동을 ‘진지한 레저(serious leisure)’로 명명하고 연구를 수행하기 시작했다. 그리고 특정시간을 재현한 진지한 레저가 주는 소비효과는 영화나 드라마와 같은 영상콘텐츠를 통해 더 많이 나타나고 있다.
	역사적 시간의 특징은 무엇인가?	그리고 최근에는 게임은 물론 관광마케팅 소재로도 활용되고 있다. 이는 역사적 시간이 소비자의 상상력과 감성을 자극하면서 소비자의 욕구를 충족시키기 때문이다(Belk & Costa, 1998).
	내러티브 정체성이 소비자에게 어떻게 작용하는가?	McAdams(1995, 2001)는 심리학적 측면에서 내러티브 정체성을 스토리과정을 통해 자신의 과거와 현재를 통합하고 미래 삶에 대한 목표와 방향성을 내면화하면서 자신의 정체성을 형성하는 것이라고 정의했다. 그리고 소비자는 지나간 시간 경험을 이야기함으로써 자신이 누군지에 대해 설명할 수 있으며(Clark & Rossiter, 2008), 자신이 경험하지 않은 과거 경험도 재구성하여 자신의 경험으로 연결시킬 수 있다(Riessman, 1993). McAdams and McLean(2013)에 따르면, 이것은 소비자가 자신의 내러티브 정체성을 확립하는 과정으로, 소비자는 스토리 소비를 통해 자신을 성찰하고 자신의 존재와 가치를 확인하는 것이다.

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