사회집단 소유감에 의한 자아정의와 영역 내 소비

This research is aimed at exploring the antecedents of inducing the ownership for social group and the mediating roles of the social group-based self-definition in the effect of the ownership on within-domain consumption. Past research identified controllability over, self-invest to, and intimacy with, an object as the routes of extending self to the object, and found that consumers judge the products of their own in assimilation to their activated self and also judge their self in assimilation to the owned products. This study focuses on the ownership for the social group to review such the ownership-inducing antecedents as the controllability, self-invest, and intimacy, and explores whether the self-definition plays mediation roles in the effects of the ownership on the within-in-group domain consumption. At the empirical study, university students are set as population group, and 143 data collected in questionnaire survey are used to find the results as followings. First, all of the controllability, self-invest, and intimacy positively affect the ownership. Second, the ownership positively affects the self-definition. Third, the self-definition influences the within-domain product brand-purchasing intention positively. Forth, the self-definition plays mediation roles in the positive effect of the ownership on the intent to purchase the within-domain product brand.