CAJ | 학술논문

自我-品牌联结是指消费者使用品牌构建、强化和表达自我的程度。本文通过对未来时间下自我品牌价值偏好的研究,探讨了大学生消费价值观的变化。实验1通过操纵时间距离揭示了大学生消费价值观的变化,结果表明：在近期时间距离下,大学生功能性价值的自我-品牌联结强于象征性价值,在未来时间距离下,象征性价值则强于功能性价值。实验2通过操纵成败反馈情景启动自我认知探讨了其发生机制,结果表明：在积极反馈情境下,随着时间距离延伸,大学生象征性价值的自我品牌联结逐渐强于功能性价值;而在消极反馈情景下无论近期还是远期,功能性价值一直强于象征性价值。结论：随着时间距离延伸,大学生消费价值观从实用主义过渡到理想主义,其机制是积极自我认知偏向的启动。
자아-품패련결시지소비자사용품패구건、강화화표체자아적정도。본문통과대미래시간하자아품패개치편호적연구,탐토료대학생소비개치관적변화。실험1통과조종시간거리게시료대학생소비개치관적변화,결과표명：재근기시간거리하,대학생공능성개치적자아-품패련결강우상정성개치,재미래시간거리하,상정성개치칙강우공능성개치。실험2통과조종성패반궤정경계동자아인지탐토료기발생궤제,결과표명：재적겁반궤정경하,수착시간거리연신,대학생상정성개치적자아품패련결축점강우공능성개치;이재소겁반궤정경하무론근기환시원기,공능성개치일직강우상정성개치。결론：수착시간거리연신,대학생소비개치관종실용주의과도도이상주의,기궤제시적겁자아인지편향적계동。
Self-brand connections （SBC） measure the extent to which consumers have incorporated brands into their self-concept. Construal levels influence individual＇s judgment and decision making by a preference for information that match the individual＇s abstract or concrete mindset. Recently,researchers have linked construal levels to important aspects of consumer behavior; this research adds to this line of inquiry by examining the role of construal level in consumer response to Self-brand Connections. In Experiment One,2 （temporal distance： now,the coming month,the next five year） × 2（brand value： mass-market brand, luxury brands） was conducted. The results of analysis of variance showed that the main effect of brand value was not significant,F（1, 89） =1. 934,p . 05. The main effect of temporal distance was also not significant,F （1,89） = . 540,p . 05. The interaction between brand value and temporal distance was significant,F （1,89） = 3. 987,p . 05. At the ＂now＂level,Value Orientation of mass-market brand was better than luxury brands,t （28） = 2. 095,p . 05. At ＂the coming month＂level,there was no significant difference,t （32） =1. 727,p . 05. At ＂the next five years＂level,Value Orientation of luxury brands was better than mass-market brand,t （29） = 2. 971,p . 01. In Experiment Two,2 （temporal distance： now,in the coming month,in the next five year） × 2 （brand value： mass-market brand,luxury brands） × 2（feedback situation： the positive feedback situation,the negative feedback situation） was conducted. The study through the manipulation of a success or failure situation explored the mechanism. The triple interaction of brand value,temporal distance and feedback situation was significant,F （1,175） = 5. 265,p . 05. We made further analysis,and the results were as follows： in the positive feedback situation,Value Orientation of mass-market brand was better than luxury brands at the ＂now＂level,t （28） = 2. 556,p . 05. At ＂the coming month＂level,there was no significant difference,t （30） =1. 458,p . 05. At ＂the next five years＂level,Value Orientation of luxury brands was better than mass-market brand,t （29） = 3. 914,p . 01. In Negative feedback situation,a 2 （Brand value） × 2 （temporal distance） analysis of variance was made. The main effect of brand value was significant,F （1,89） = 53. 561,p . 01; the main effect of temporal distance was not significant,F （1, 89） = . 351,p . 05; the interaction of brand value and temporal distance was not significant,F （1,89） = . 356,p . 05. The results indicated that temporal distance influenced the value orientation of college students＇ self-brand connections; with the extension of temporal distance,their Value Orientation of luxury brands was better than that of mass-market brand gradually via a mechanism of self-enhancement.