MZ세대 뉴트로 카페 방문객의 독특성 욕구 및 고유성이 대리적 노스탤지어와 충성도에 미치는 영향

초록

The effects of MZ generation new-tro cafe visitors’ need for uniqueness and authenticity on vicarious nostalgia and loyalty are investigated in this study. To accomplish the study goals, online survey was conducted with consumers who had visited new-tro cafe. Unusable data were excluded, 189 responses were utilized for empirical analysis. For the purpose of this study, empirical analysis using SPSS 26.0 and Amos 26.0 was performed. The following are the study's findings: H2 authenticity positively influenced vicarious nostalgia; H3 vicarious nostalgia positively influenced loyalty. However, H1 need for uniqueness did not significantly affect vicarious nostalgia. Therefore, authenticity and vicarious nostalgia play a pivotal role in inducing loyalty. According to the findings, managing customer loyalty by utilizing authenticity and vicarious nostalgia is competitive marketing strategy for industry. In addition, research limitation and future research direction were suggested based on findings in this study.

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