본 연구는 복고를 주제로 한 드라마인 <응답하라 1988>을 대상으로 주인공들과 동 시대를 경험한 연령층인 40대 시청자들이 드라마 시청을 통해 경험한 노스탤지어 가 드라마 만족과 시즌제 드라마의 후속 시청의도에 미치는 영향을 알아본 것이다. 연구결 과 시청자들의 노스탤지어 인식은 자아존중에 영향을 미치는 것으로 나타났다. 하지만 자 아존중이 후속 개념에 미치는 영향은 발견하지 못하였다. 노스탤지어는 시청자 감성에도 긍정적인 영향을 미치고 있었다. 시청자 감성은 드라마 만족도에 영향을 미치고 있었다. 시 청자 감성은 또한 후속시즌 시청의도에도 긍정적인 영향을 미치는 것을 알 수 있었다. 마지 막으로 드라마 만족도는 후속시즌 시청의도를 높이는 것으로 나타났다. 이러한 결과는 복 고 드라마의 노스탤지어의 효과에 대한 학문적인 시사점을 제공하고 시청자의 드라마 소비 에 있어 감성의 중요성을 보여주고 있다. 본 연구에서 확인한 영향 관계를 통해 노스탤지어 의 역할에 대하여 학문적으로는 물론 드라마 제작에 있어서도 일정 부분 의미를 찾을 수 있 을 것이다.

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 As s result, historical content is seen as a hero, and through that, consumers can check their identity.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 This study was conducted to explain what the consumption effect of historical content is from a marketing perspective and what constitutes a component of historical content as a factor driving this effect.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