산경연구논집 (IJIDB) Vol. 10 No. 9 (p.25-36)

Effects of Narrative Identity and Historical Nostalgia and Inducing Factors on Historical Contents Evaluation

역사콘텐츠의 긍정평가에 영향을 주는 내러티브 정체성과 역사적 노스탤지어 효과와 유도 요인 연구
키워드 :
historical contents,narrative identity,historical nostalgia

목차

Abstract
1. 서론
2. 이론적 배경과 연구가설
   2.1. 역사콘텐츠와 내러티브 정체성
   2.2. 역사콘텐츠와 노스탤지어
   2.3. 역사콘텐츠 소비에서 내러티브 정체성과 노스탤지어의 관계
   2.4. 역사콘텐츠에서 내러티브 정체성에 영향을 주는요인
   2.5. 역사콘텐츠에서 소비자의 노스탤지어에 영향을주는 요인
3. 실험설계
   3.1. 실험자극의 선정
   3.2. 변수의 조작적 정의와 측정
   3.3. 본 조사와 자료의 특성
4. 연구결과
   4.1. 신뢰성과 타당성 평가
   4.2. 연구모형의 적합도 평가
   4.3. 가설검증 결과
5. 결론
   5.1. 연구의 요약
   5.2. 연구의 시사점
   5.3. 연구의 한계와 미래 연구에 대한 제언
References

초록

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 As s result, historical content is seen as a hero, and through that, consumers can check their identity.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 This study was conducted to explain what the consumption effect of historical content is from a marketing perspective and what constitutes a component of historical content as a factor driving this effect.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.