$\require{mediawiki-texvc}$

연합인증

연합인증 가입 기관의 연구자들은 소속기관의 인증정보(ID와 암호)를 이용해 다른 대학, 연구기관, 서비스 공급자의 다양한 온라인 자원과 연구 데이터를 이용할 수 있습니다.

이는 여행자가 자국에서 발행 받은 여권으로 세계 각국을 자유롭게 여행할 수 있는 것과 같습니다.

연합인증으로 이용이 가능한 서비스는 NTIS, DataON, Edison, Kafe, Webinar 등이 있습니다.

한번의 인증절차만으로 연합인증 가입 서비스에 추가 로그인 없이 이용이 가능합니다.

다만, 연합인증을 위해서는 최초 1회만 인증 절차가 필요합니다. (회원이 아닐 경우 회원 가입이 필요합니다.)

연합인증 절차는 다음과 같습니다.

최초이용시에는
ScienceON에 로그인 → 연합인증 서비스 접속 → 로그인 (본인 확인 또는 회원가입) → 서비스 이용

그 이후에는
ScienceON 로그인 → 연합인증 서비스 접속 → 서비스 이용

연합인증을 활용하시면 KISTI가 제공하는 다양한 서비스를 편리하게 이용하실 수 있습니다.

K-beauty SNS 인플루언서가 중국 소비자의 신제품 수용의도에 미치는 영향 -정교화 가능성 모델(ELM)을 중심으로-
The Effect of K-beauty SNS Influencer on Chinese Consumers' Acceptance Intention of New Products: Focused on Elaboration Likelihood Model (ELM) 원문보기

Fashion & textile research journal = 한국의류산업학회지, v.21 no.5, 2019년, pp.574 - 585  

왕뢰 (부산대학교 의류학과) ,  이진화 (부산대학교 의류학과)

Abstract AI-Helper 아이콘AI-Helper

The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K...

주제어

질의응답

핵심어 질문 논문에서 추출한 답변
SNS 인플루언서 마케팅이란? DX(digital transformation/digital experience)시대가 가속화 되면서 SNS 이용자들이 늘어났으며, 이에 따라 ‘SNS 인플루언서 마케팅’이라는 마케팅 트렌드가 새로운 시장의 주류로 자리잡고 있다. ‘SNS 인플루언서 마케팅’이란 SNS상에서 소비자들에게 긍정적으로 영향을 주는 인플루언서를 적절하게 활용해 신제품 광고나 기존 제품의 이미지 제고 등의 목적을 이루는 마케팅을 의미한다(Kim, 2019a). 중국 소비자들은 한류의 영향을 많이 받으며 이와 더불어 한류 화장품에 대한 관심도 증가하고 있다.
SNS 인플루언서는 소비자들과 어떻게 관계를 형성하는가? SNS 인플루언서는 SNS 상에서 얼리 어댑터로서 역할하며 뷰티, 패션, 여행, 스포츠 등 인기 있는 아이템과 관련된 신제품을 홍보 및 판매한다. SNS 인플루언서는 팔로워들(Followers)에게 정보를 전달하고 제품을 추천하며, 소비자들과 지속적인 소통을 통해 관계를 형성한다. DX 시대에 들어서 정보 전달 매체가 다양해짐에 따라 인플루언서의 소비자 구매 행동에 대한 영향력은 증가하였고, 젊은 소비자 집단은 기업 브랜드 광고보다 인플루언서의 콘텐츠를 더 신뢰하게 되었다(Kim, 2018).
중국 소비자들은 K-beauty 콘텐츠를 어떠한 방식으로 소비하는가? 중국 소비자들은 한류의 영향을 많이 받으며 이와 더불어 한류 화장품에 대한 관심도 증가하고 있다. 이들은 온라인에서 한류 화장품에 대한 정보를 접하거나, 웨이보(Weibo) 등의 SNS를 통해 한류 뷰티 인플루언서의 메이크업을 따라하는 동영상 콘텐츠 등을 시청하는 방식으로 K-beauty 콘텐츠를 소비하고 있다.
질의응답 정보가 도움이 되었나요?

참고문헌 (54)

  1. Agarwal, R., & Karahanna, E. (2000). Time flies when you're having fun: Cognitive absorption and beliefs bout information technology usage. Management Information Systems Quarterly, 24(4), 665- 694. doi:10.2307/3250951 

  2. Ahn, D. H., & Han, G. J. (2011). Research articles: The effects of SNS(Social Networking Service) quality on brand reputation, quality satisfaction and purchase intention in the foodservice industry. Journal of Foodservice Management, 14(4), 169-188. 

  3. Bansal, H. S., & Voyer, P. A. (2000). Word-of mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177. doi:10.1177/109467050032005 

  4. Belch, G. E., & Belch, M. A. (1994). Introduction to advertising & promotion: An integrated marketing communications perspective, 3rd ed. Homewood, IL: Irwin. 

  5. Bhattacherjee, A., & Sanford, C. C. (2006). Influence processes for information technology acceptance. An Elaboration Likelihood Model. Management Information Systems Quarterly, 30(4), 805-825. doi:10.2307/25148755 

  6. Chae, H. S. (2018). A study of influencer marketing strategy in cosmetics industry. Unpublished master's thesis, Konyang University, Daejeon. 

  7. Cho, S. R. (2002). A research on the impact of foreign models toward the effectiveness of advertisement with respect to blue jeans. Unpublished master's thesis, Yonsei University, Seoul. 

  8. Choi, J. Y., & Jung, Y. J. (2017). The study on the strategies of beauty influencer marketing: Mass media vs. social media. The Korean Journal of Advertising, 28(4), 47-72. doi:10.14377/KJA.2017.5.31.3 

  9. Cui, S. L., & Kim, B. S. (2011). The effect of exhibition information attributes on usefulness and reliability of information: Focused on exhibitors. Journal of Mice & Tourism Research, 29(-), 163-183. 

  10. DeLone, W. H., & McLean, E. R. (1992). Information system success: The quest for the dependent variable. Information Systems Research, 3(1), 60-95. doi:10.1287/isre.3.1.60 

  11. Eagly, A. H., Wood, W., & Chaiken, S. (1978). Causal inferences about communicators and their effect on opinion change. Journal of Personality and Social Psychology, 36(4), 424-435. doi:10.1037/ 0022-3514.36.4.424 

  12. Gilpark. (2018, October 29). 2018 트렌드, 인플루언서 마케팅 대세 가 되다 [2018 Trend, Influencer marketing becomes the marketing trend]. Mobi Inside. Retrieved April 10, 2019, from http://www.mobiinside.com/kr/2018/10/29/ittrend-celebrity 

  13. Ha, D. H., & Lee, H. Y. (2018). A study on the effects of online tourism community characteristics on information usefulness, positive emotion and continuous use intention: Impact of Elaboration Likelihood Model. Korea Academic Society of Tourism Management, 33(1), 163-183. doi:10.21719/IJTMS.33.1.9 

  14. Jung, M. Y. (2015). The effects of the verbal and non-verbal communi- cation of doctors on the treatment satisfaction of their patients: With a focus on the Elaboration Likelihood Model. Unpublished doctoral dissertation, Kyung Hee University, Seoul. 

  15. Kim, E. H., Fan, L., Lee, S. C., & Suh, Y. H. (2012). Continuous usage intention of twitter’s informations focus on Elaboration Likelihood Model. Journal of Information Technology Services, 11(3), 49-65. doi:10.9716/KITS.2012.11.3.049 

  16. Kim, I. H. (2019a). The effect of digital fashion influencer content usage motive on brand attitude, purchase intention, and sharing intention: Focusing on the appealing factors of digital influencer and the moderating effects of media content characteristics. Unpublished master's thesis, Sogang University, Seoul. 

  17. Kim, J. B. (1992). 新製品의 成果에 影響을 미치는 要因에 대한 實證的 ?究 [An empirical study on the factors affecting the performance of new products]. Korea Marketing Association, 7(1), 121-145. 

  18. Kim, K. Y. (2017b). A study on the development direction of the beauty creator in the one-man-media. The Treatise on the Plastic Media, 20(4), 29-35. 

  19. Kim, K. Y., Kim, M. K., & Sim, J. E. (2016). A study on the effects of the characteristics of SNS providing foodservice information on perceived value and behavioral intention. International Journal of Tourism and Hospitality Research, 30(12), 179-193. doi:10.21298/ IJTHR.2016.12.30.12.179 

  20. Kim, R. (2017a). Effect of the influencer's fashion product evaluation contents: Focusing on the moderating effects of evaluation trust and involvement. Unpublished master's thesis, Kookmin University, Seoul. 

  21. Kim, S. S., Seo, J. M., & Kim, M. J. (2009). A study of hayllu celebrity marketing through investigating the effects of hallyu celebrities' advertising attributes on creating company's image, reliance, and customer loyalty: Focused on Japanese tourists who visit lotte hotel & resort. Korean Journal of Hotel Administration, 18(4), 217-243. 

  22. Kim, W. B. (2018). The effects of SNS fashion influencer's authenticity and fanship. Unpublished master's thesis, Seoul National University, Seoul. 

  23. Kim, Y. H. (2007). The study on predictors of advertising avoidance in DMB advertising. The Korean Journal of Advertising and Public Relations, 9(3), 46-79. 

  24. Kim, Y. S. (2005). Persuasion communication. Paju: Nanam. 

  25. Kim, Y. S. (2019b). The impact of beauty influencer information on cosmetic brand switching and continual usage. Unpublished doctoral dissertation, Konkuk University, Seoul. 

  26. Korea Trade-Investment Promotion Agency [KOTRA]. (2019). 2019 중국 진출 전략 [2019 Strategy to advance into China]. Seoul: Lee Narae. 

  27. Lee, H. B., & Jung, I. Q. (1997). 유명인 광고모델속성이 광고태 도와 상표태도에 미치는 영향 [The effect of attributes of celebrity advertising model on advertising attitude and brand attitude]. The Korea Journal of Advertising, 8(2), 167-181. 

  28. Lee, S. H. (2013). Study on the effects of E-Wom information characteristics and community characteristics on consumer's purchasing intentions. Unpublished master's thesis, Chungnam National University, Daejeon. 

  29. Lee, S. J. (2018). Online promotion strategies for diffusion of K-beauty as a hallyu contents: Focused on the social network analysis of youtube. Unpublished master's thesis, Incheon National University, Incheon. 

  30. Lee, S. J., & Lee, S. B. (2018). Diffusion strategies for K-beauty hallyu contents on youtube. GRI Research Journal, 20(3), 231-259. 

  31. Lee, W. M. (2015). A study on the effect of characteristics of corporate SNS on acceptance of new-product: Focusing a moderating effect of brand attitude. The E-business Studies, 16(6), 335-357. doi: 10.15719/geba.16.6.201512.335 

  32. Oh, J. Y., & Sung, Y. H. (2018). Types of influencer and the attention of media engagement impact on consumer evaluation. Journal of Cultural Product & Design, 54(-), 165-176. doi:10.18555/kicpd. 2018.54.16 

  33. Park, H. J. (2011). The effect of online information characteristics on the intention to use restaurant information: Focused on the mediating effect of perceived ease of use, perceived usefulness, trust. Unpublished master's thesis, Sejong University, Seoul. 

  34. Park, H. S., Lee, Y. H., & Son, Y. H. (2014). Research of social networks' influencer for long tail marketing: Focusing on Korean film industry. The Korea Society of Management Information Systems, Spring Joint Conference, Korea, pp.774-787. 

  35. Park, J. K. (2018). The effect of influencer's quality on consumer behavioral intention: Focused on theory of planned behavior (TPB). Unpublished master's thesis, Korea University, Seoul. 

  36. Park, J. S., & Byun, J. W. (2011). The effect of blog usefulness and trust on visit intention and satisfaction of restaurant. Journal of Tourism and Leisure, 23(3), 377-391. 

  37. Park, S. H. (2012). A study on ad attitude and purchase intention of contents and celebrities' advertising attributes in foodservice industry. The Korea Academic Society of Tourism and Leisure, 24(8), 219-238. 

  38. Park, S. Y. (2016). A study on the effect of consumer innovativeness, trust, playfulness and TAM on recommendation intention of TV cooking show. Unpublished doctoral dissertation, Gyeongsang National University, Jinju. 

  39. Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of persuasion. Advance in Experimental Social Psychology, 19(-), 123-205. doi:10.1016/S0065-2601(08)60214-2 

  40. Rhee, E. Y., & Chung, I. H. (2010). Research methodology of apparel studies. Seoul: Kyomoonsa. 

  41. Seo, H. G., & Yoo, T. S. (2017). Structural relationship among infor- mativeness, usefulness, consumer attitude, and purchase intention of cosmetics Instagram. Korea Society of Design Trend, 55(-), 183-194. doi:10.21326/ksdt.2017.55.016 

  42. Shin, B. (2019). The attitude and purchase intention toward advertising contents of social media influencer: Empirical analysis of Elaboration Likelihood Model and persuasion knowledge. Unpublished master's thesis, Chosun University, Gwangju. 

  43. Shin, Y. W., & Cho, C. H. (2014). A study on advertising effectiveness of source expertness and social distance in facebook: Applying persuasion knowledge model. The Korean Journal of Advertising, 25(1), 343-366. doi:10.14377/KJA2014.1.15.343 

  44. Son, D. J. (2018). A study on reliability factors of commercial content by digital influencer: Focused on branded content by youtube creator. Unpublished doctoral dissertation, Kyung Hee University, Seoul. 

  45. Son, D. J., & Kim, H. K. (2017). A study on the government PR using social media: Focused on the differences in perception between government PR practitioners and SNS professionals. The Korean Advertising and PR Practitioners Society, 10(2), 64-95. doi:10.21331/ jprapr.2017.10.2.003 

  46. Song, D. K., Min, G. H., & Jin, B. S. (2016). The effects of information accuracy and adequacy on trust in and satisfaction with the government during the crisis of public health: An application of the MERS outbreak. Journal of Public Relations, 20(2), 61-90. doi:10.15814/jpr.2016.20.2.61 

  47. Song, J. S., & Lee, P. S. (2011). A study on information visualization design of cosmetics brand label for enhancing brand communication: Focusing on Korea's med-sized companys cosmetic brand. The Journal of Korean Society of Design Culture, 17(3), 342-355. 

  48. Sparkman, R. M., & William, B. L. (1980). Attribution theory and advertising effectiveness. Journal of Consumer Research, 7(3), 219-224. doi:10.1086/208810 

  49. Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47-65. doi:10.1287/isre.14.1.47.14767 

  50. Van der Heijden, H. (2004). User acceptance of hedonic information systems. Management Information Systems Quarterly, 28(4), 695-704. doi:10.2307/25148660 

  51. Wang, L., & Lee, J. H. (2018). The effect of advertising models' characteristics of hallyu cosmetics on brand personality and brand attitude: Focused on Chinese consumers. Fashion & Textile Research Journal, 20(5), 495-508. doi:10.5805/SFTI.2018.20.5.495 

  52. Yang, S. C., Hung, W. C., Sung, K., & Farn, C. K. (2006). Investigating initial trust toward e-tailers from the Elaboration Likelihood Model perspective. Psychology & Marketing, 23(5), 429-445. doi:10.1002/mar.20120 

  53. Yoo, S. A. (2018b). A study on the effect of how the image of social influencers at beauty products on the corporate image and the intention of purchasing products: Based on instagram. Unpublished master's thesis, Chung-Ang University, Seoul. 

  54. Yoo, S. Y. (2018a). Fashion social influencer and interaction effects with product attributes. Unpublished master's thesis, Hanyang University, Seoul. 

저자의 다른 논문 :

섹션별 컨텐츠 바로가기

AI-Helper ※ AI-Helper는 오픈소스 모델을 사용합니다.

AI-Helper 아이콘
AI-Helper
안녕하세요, AI-Helper입니다. 좌측 "선택된 텍스트"에서 텍스트를 선택하여 요약, 번역, 용어설명을 실행하세요.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.

선택된 텍스트

맨위로