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논문 상세정보

인플루언서의 신뢰성과 매력성이 관계유지에 미치는 영향 연구 - Z/Y세대를 중심으로

A Study on the Influence of Reliability and Attraction, Aattributes of Influence on the Continuing Relationship: Focusing on Z/Y Generation

상품문화디자인학연구 no.57 , 2019년, pp.261 - 270   http://dx.doi.org/10.18555/kicpd.2019.57.25
오지연, 성열홍

This study examines the nature of Influsion and its impact on the retention of social network service Instagram users. The purpose of the research is to empirically study the differences between the attributes (reliability and attractiveness) of the Influorology according to the type of generation. This is a detailed study required for mobile marketing strategies, which will help facilitate communication between informants and recipients. The difference between Z and Y generations, which are important to consumption culture, was verified for reliability and attractiveness among the attributes of Influence that provide information to Instagram users. The survey method presented Instagram accounts and posts of four Influence Books in the fashion and beauty fields as examples through online Survey. The research method analyzed causality among variables through Amos structural equation. Studies show that the influence on maintaining relationships is more attractive than the reliability of Influsion. Verifying the differences between Z/Y generation between the attributes of Influence and the maintenance of relationships showed differences in attractiveness and no difference in reliability. However, the analysis of impact values shows that Generation Z has a higher impact on attractiveness than on reliability, and Generation Y has a higher impact on reliability. These results show that credibility based on authenticity is critical to the relationship between Influence and consumers as a consumer. If the experience of products and services desired by consumers through this study provides an opportunity to cooperate with the advantages of Influsion Books, it is likely that a sustained relationship will be established with natural communication.

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