상세정보

본 연구에서는 자아개념 명료성이 가상아이템에 대한 구매의도에 미치는 영향
을 살펴보았으며 사회적 압력과 자기 일치성의 조절효과 또한 살펴보았다. 자
아개념 명료성이 낮은 소비자는 자아개념 명료성이 높은 소비자들에 비해 가
상아이템에 대한 구매의도가 높음 발견하였다. 이 관계는 자신의 불명확한 자
아개념 명료성을 분명히 하기위해 추구하는 개성에 의해 매개되어 짐을 발견
할 수 있다. 또한, 자아개념 명료성이 낮은 소비자의 경우 실제의 자신, 이상적
인 자신, 자신들의 아바타 사이의 차이가 클수록 가상아이템에 대한 구매의도
가 낮아짐을 보여주었으며, 반면 자아개념 명료성이 높은 소비자의 경우 반대
의 패턴이 발견되었다.





The current research examined the effect of self-concept clarity (SCC) on the 
purchase intention toward virtual items, and moderating roles of social pressure in the 
first study and self-discrepancy in the second study. Consumers who were unclear about 
who they are tended to have a greater purchase intention toward free and luxury items 
compared to those who were clear about it. The effect of SCC on their greater purchase 
intentions toward luxury items was fully mediated, while the effect of it on the purchase 
intention toward free items was partially mediated. Moreover, the purchase intention 
toward free and luxury items among consumers with low SCC was attenuated when 
they perceived a large discrepancy among their actual self, ideal self, and avatars than 
when they perceived the small discrepancy among them, while consumers with high 
SCC had a greater purchase intention when they perceived the large discrepancy than 
when they perceived the small discrepancy.

ABSTRACT   i
국문초록   ii
Chapter 1: INTRODUCTION   1
Chapter 2: THEORETICAL BACKGROUND   2
 2.1. Self-concept clarity   2
 2.2. The mediating role of a need for uniqueness   6
 2.3. The effect of social pressure on the purchase intention toward virtual items   9
Study 1   12
 Overview   12
 Method   13
 Results   15
 Mediation analysis   16
 Discussion   17
Study 2   18
 The effect of SCC on the purchase intention toward a type of virtual items   19
 The moderating effect of self-discrepancy on the relationship between SCC and the purchase intention toward a type of virtual items   22
 Method   26
 Result   28
 Results of ANOVA   28
 Mediation analysis   31
 Discussion   32
General Discussion   34
 Summary of Results   34
 Theoretical and practical implications   34
 Limitation   36
Reference   38