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인플루언서 특성과 소비자 욕구충족성이 인플루언서 애착, 콘텐츠 몰입 및 구매의도에 미치는 영향
Effect of Influencers' Characteristics and Consumer Need Satisfaction on Attachment to Influencer, Content Flow and Purchase Intention 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.45 no.1, 2021년, pp.56 - 72  

곽지혜 (계명문화대학교 패션학부) ,  여은아 (계명대학교 패션마케팅학과)

Abstract AI-Helper 아이콘AI-Helper

This study examines the effect of influencer characteristics (attractiveness, reliability, expertise, and intimacy) and consumer need satisfaction (autonomy, relatedness, and competence) on attachment to influencer, content flow, and purchase intention. The moderating effect of gender was also inves...

주제어

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