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가상 인플루언서에 대한 소비자의 유사성 지각이 정서적 유대감을 통해 구매의도에 미치는 영향
The Effect of Consumers' Perception of Similarity Toward Virtual Influencer on Purchase Intention Through Emotional Bond

정보시스템연구 = The Journal of information systems, v.31 no.2, 2022년, pp.89 - 110  

이지현 (경북대학교 경영학부) ,  김한구 (경북대학교 경영학부)

Abstract ▼ AI-Helper 아이콘AI-Helper

Purpose To verify the factors that encourage consumers' favorable reaction toward virtual influencer, we proposed consumers' perception of subjective and objective similarity. The purpose of this study is to comprehensively investigate the impacts of consumers' perception toward virtual influencer o...

주제어

#Virtual Influencer   #Similarity-Attraction Theory   #Controllability   #Animacy   #Psychological Distance   #Parasocial Relationship   #Purchase Intention  

표/그림 (5)

참고문헌 (52)

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