2030 여성 소비자의 종이 잡지 구매의도 분석

초록

The purpose of this study is to find out the intention of purchasing magazines from young women by focusing on the effect of value-based acceptance models and nostalgia on the intention of purchasing magazines through empirical analysis. Specifically, we looked at the effects of the magazine’s components and consumer psychological factors on the magazine’s intention to purchase the magazine, and analyzed the link between the psychological factors of consumers and the effects of the Nostalgia. To conduct the study, the survey was conducted on 243 women in their 20s and 30s who had purchased even a single magazine for six months before participating in the survey. The results of this research are as follows. the content direction and design direction, which are the elements of the magazine’s composition, have a significant impact on the magazine’s perceived value. It was also confirmed that online insecurity, a psychological factor for consumers, has a significant effect on nostalgia. On the contrary, social insecurity does not have significant effect on nostalgia. Also, the affect of adjusting the magazine’s purchase route, people who purchased magazine directly from bookstores feels more about nostalgia than those who buy it online. This study’s results are expected to provide practical guidance in establishing strategies to increase magazine purchase. Also, identifying what components of magazines are to effectively increase consumers’ willingness to buy magazines, and ensuring that consumer’s Nostalgia stimulus can help increase magazine purchases.

키워드