[논문]인플루언서의 특성이 구매자의 공존성을 통해 소비자 행동에 미치는 영향

김도의; 구영애; 이신복

doi:10.17703/jcct.2023.9.3.193

인플루언서의 특성이 구매자의 공존성을 통해 소비자 행동에 미치는 영향
The impact of influencer characteristics on consumer behavior through coexistence of buyers 원문보기

Journal of the convergence on culture technology : JCCT = 문화기술의 융합, v.9 no.3, 2023년, pp.193 - 204

김도의 (서강대학교 경영학과) , 구영애 (수원여자대학교 세무회계과) , 이신복 (나사렛대학교 경영학과)

초록
AI-Helper

최근 인플루언서 마케팅의 개념은 학계와 산업계 모두에서 급격히 성장하였으며, 인플루언서 시장의 성장세로 인플루언서 마케팅은 많은 기업의 마케팅 전략에서 중요한 고려요인이 되었다. 그러나 인플루언서 시장의 성장세와 그 연구의 중요성에 비해 관련 연구가 충분하게 진행되지 않아 본 연구는 인플루언서의 특성이 구매자의 공존성을 통해 소비자 행동에 미치는 영향을 실증 분석하여 관련 문헌을 확장하고 실증적인 기여점을 제시하고자 하였다. 이에 인플루언서를 통해 한 번이라도 제품을 구매한 경험이 있는 사람들 400명을 대상으로 설문을 수행하여 최종 384부를 분석에 활용하였다. 연구 결과, 인플루언서의 특성 중 매력성과 공감성은 구매자의 공존성 중 만족에 긍정적 영향을 주는 것으로 나타났으며, 불만족에는 부정적인 영향을 주는 것으로 나타났으며, 전문성은 구매자의 공존성에서의 만족과는 아무런 영향을 주지 않는 반면, 불만족에 긍정적인 영향을 주는 것으로 나타났다. 그리고 구매자의 공존성 중 만족은 브랜드 이미지와 추천 의도에 긍정적인 영향을 주며, 구매자의 공존성 중 불만족은 브랜드 이미지와 추천 의도에 부정적인 영향을 주는 것으로 나타났다.

Abstract ▼ AI-Helper

In recent years, the concept of influencer marketing has experienced rapid growth in both academia and industry, leading to its emergence as a crucial consideration in the marketing strategies of many businesses. Despite the significance and expansion of the influencer market, however, research on the topic has not kept pace with its growth. Thus, this study seeks to address this gap by empirically analyzing the impact of influencer characteristics on consumer behavior through the coexistence of buyers and providing an empirical contribution to expand the relevant literature. To accomplish this, a survey was conducted with a sample of 400 individuals who had purchased a product through an influencer, and 384 responses were ultimately utilized in the analysis. The results revealed that the attractiveness and empathy of influencers had a positive impact on satisfaction among coexisting buyers, while also having a negative impact on dissatisfaction. In contrast, expertise had no impact on satisfaction, but a positive impact on dissatisfaction. Moreover, satisfaction was found to have a positive impact on brand image and recommendation intention, whereas dissatisfaction had a negative impact on both. Overall, this study adds to the growing body of literature on influencer marketing by providing empirical evidence of the impact of influencer characteristics on consumer behavior, specifically through the lens of coexistence with buyers. These findings hold important implications for businesses looking to develop effective influencer marketing strategies that can enhance their brand image and recommendation intention among consumers.

주제어

표/그림 (4)

표 표 1. 측정항목 Table 1. List of Measurement
표 표 2. 측정항목의 신뢰성과 타당성 Table 2. Reliability and Validity of Measurement Items
표 표 3. 구성개념의 상관관계, 평균, 표준편차 Table 3. Correlations among Constructs
표 표 4. 가설검증 결과 Table 4. Result of Hypothesis verification

참고문헌 (34)

TAGby, "Influencer Marketing, Good to Read？Before You Start", open.ads, 2022. https://www.openads.co.kr/content/contentDetail?contsId7529
Y.R. Hwang, S.H. Jeong, "This is a sponsored？blog post, but all opinions are my own': The？effects of sponsorship disclosure on responses to？sponsored blog posts," Computers in human？behavior, Vol. 62, pp. 528-535, 2016.http://dx.doi.org/10.1016/j.chb.2016.04.026

상세보기
M. Kim, D. Song, "When brand-related UGC？induces effectiveness on social media: the role of？content sponsorship and content type,"？International Journal of Advertising, Vol. 37, No.？1, pp. 105-124, 2018. http://dx.doi.org/10.1080/02650487.2017.1349031

상세보기
J.Y. Park, J. Lim, J.S. Hwang, "Communication？Strategies of YouTube Brand Channel Contents,"？The Korean Journal of Advertising and Public？Relations, Vol. 20, No. 2, pp. 95-151, 2018.？http://dx.doi.org/10.16914/kjapr.2018.20.2.95

상세보기
S.W. Choi, B.R. Park, "A Study of？Advertisement Avoidance by the Type of Digital？Video In-stream Ad: Focused on the Youtube？Users," JOURNAL OF THE KOREAN？SOCIETY DESIGN CULTURE, Vol. 21, No. 3,？pp. 665-673, 2015.
J.Y. Shang, B.H. Chang, "Effect of YouTube？Influencer Reputation and Parasocial Relationship？on Marketing Effectiveness Moderated by Types？of Economic Interest," JOURNAL OF THE？KOREA CONTENTS ASSOCIATION, Vol. 21,？No. 12, pp. 238-249, 2021. https://doi.org/10.5392/JKCA.2021.21.12.238

원문보기 상세보기
H.J. Shin, "Utilizing short form video content？Brand marketing of independent artists case？analysis and future direction study," Master？Thesis, Sangmyung University, Seoul, Korea,？2021.
M.J. Kim, "A Study on the Effect of Perceived？Attractiveness and Social Distance of Virtual？influencer on Information Acceptance Intention,"？The Journal of the Convergence on Culture？Technology (JCCT), Vol. 8, No. 2, pp. 309-314,？2022. http://dx.doi.org/10.17703/JCCT.2022.8.2.309

원문보기 상세보기
S.B. Kim, E.S. Lee, "Analysis of the？Characteristics of Fashion Design in Instagram's？Fashion Influencer," Fashion & Textile Research？Journal, Vol. 21, No. 1, pp. 27-35, 2019.？https://doi.org/10.5805/SFTI.2019.21.1.27

원문보기 상세보기
Ohanian, R., "The impact of celebrity？spokespersons' perceived image on consumers'？intention to purchase," Journal of advertising？Research, Vol. 31, No. 1, pp. 46-54, 1991.
Shimp, T. A., Advertising, Promotion, & Other？Aspects of Integrated Marketing Communications,？8e. Cengage Learning. South- Western, 2010.
B.R. Seok, H.B. Kim, "Effects of motivation to？use YouTube beauty channels as one-person？media on channel evaluation, product attitude,？and purchasing intention," The Korean Journal？of Advertising and Public Relations, Vol. 21, No.？4, pp. 168-198, 2019.

상세보기
M.K. Kim, T.Y. Kim, "Reliability and Validity？Evaluation of Source Characteristics Scales with？a Proposal of a New Composite Scale," Journal？of Social Science, Vol. 40, No. 3, pp. 309-336,？2014.
S.S. Kim, J.M. Seo, M.J. Kim, "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 Hospitality &？Tourism, Vol. 18, No. 4, pp. 217-243, 2009.
McCracken, G. "Who is the celebrity endorser?？Cultural foundations of the endorsement？process," Journal of consumer research, Vol. 16,？No. 3, pp. 310-321, 1989. https://doi.org/10.1086/209217

상세보기
McCroskey, J.C., McCain, T.A., "The？measurement of interpersonal attraction", Speech？Monographs, Vol. 41, No. 3, pp. 261-266, 1974.？https://doi.org/10.1080/03637757409375845

상세보기
Itani, O.S., Inyang, A.E., "The effects of？empathy and listening of salespeople on？relationship quality in the retail banking？industry: The moderating role of felt stress,"？International Journal of Bank Marketing, Vol.？33, No. 6, pp. 692-716, 2015.https://doi.org/10.1108/IJBM-06-2014-0076

상세보기
E.J. Lee, S.B. Yang, "The impact of travel？product selection attributes and influencer？characteristics on consumer satisfaction and？responses related to travel with influencers :？Based on the S-O-R framework," International？Journal of Tourism and Hospitality Research,？Vol. 35, No. 3, pp. 23-41, 2021.？https://doi.org/10.21298/IJTHR.2021.3.35.3.23

상세보기
Djafarova, E., Rushworth, C., "Exploring the？credibility of online celebrities' Instagram profiles？in influencing the purchase decisions of young？female users," Computers in human behavior,？Vol. 68, pp. 1-7, 2017. https://doi.org/10.1016/j.chb.2016.11.009

상세보기
Limbu, Y.B., Jayachandran, C., Babin, B.J.,？Peterson, R.T., "Empathy, nonverbal immediacy,？and salesperson performance: the mediating role？of adaptive selling behavior," Journal of？Business & Industrial Marketing, Vol. 31, No.？5, pp, 654-667, 2016. https://doi.org/10.1108/JBIM-03-2015-0048

상세보기
Herzberg, F., Mausner, B., Snyderman, B. B.,？The Motivation to Work, 2nd Edn New York.？NY: John Wiley & Sons, 1959.
Herzberg, F., "The motivation to work among？Finnish supervisors," Personnel Psychology, Vol.？18, No. 4, pp. 393-402, 1965. https://doi.org/10.1111/j.1744-6570.1965.tb00294.x

상세보기
J.B. Lee, S.B. Lee, C. Park, "A Study on？Satisfaction and Dissatisfaction Coexistence of？Social Network Service," The Journal of The？Institute of Internet, Broadcasting and？Communication, Vol. 15, No. 5, pp. 225-236,？2015. http://dx.doi.org/10.7236/JIIBC.2015.15.5.225

원문보기 상세보기
E.Y. Lee, C.S. Park, "Two Dimensions of？Customer Satisfaction: The Effects of？Satisfaction and Dissatisfaction on Repurchase？Intentions with Moderating Role of Regulatory？Focus," The Academy of Customer Satisfaction？Management, Vol. 19, No. 3, pp. 1-21, 2017.
Oliver, R.L., "A cognitive model of the？antecedents and consequences of satisfaction？decisions," Journal of marketing research, Vol.？17, No. 4, pp. 460-469, November 1980. https://doi.org/10.1177/002224378001700405

상세보기
Bitner, M.J., "Evaluating Service Encounters:？The Effects of Physical Surroundings and？Employee Responses," Journal of marketing, Vol.？54, No. 2, pp. 69-82, November 2018. https://doi.org/10.1177/002224299005400206

상세보기
Bearden, W.B., Teel, J.E., "Selected Determinants？of Consumer Satisfaction and Complaint？Reports," Journal of marketing Research, Vol.？20, No. 1, pp. 21-28, December 2018. https://doi.org/10.1177/00222437830200010
Fornell, C., "A national customer satisfaction？barometer: The Swedish experience," Journal of？marketing, Vol. 56, No. 1, pp. 6-21, 1992. https://doi.org/10.1177/002224299205600103

상세보기
Fornell, C., Johnson, M.D., Anderson, E.W., Cha,？J., Bryant, B.E., "The American customer？satisfaction index: nature, purpose, and findings,"？Journal of marketing, Vol. 60, No. 4, pp. 7-18,？1996. https://doi.org/10.1177/00222429960600040

상세보기
Droge, C., Halstead, D., "Postpurchase？hierarchies of effects: The antecedents and？consequences of satisfaction for complainers？versus non-complainers," International Journal of？Research in Marketing, Vol. 8, No. 4, pp.？315-328, 1991.https://doi.org/10.1016/0167-8116(91)90029-7

상세보기
Franke, G.R., Park, J.E., "Salesperson adaptive？selling behavior and customer orientation: A？meta-analysis," Journal of marketing Research,？Vol. 43, No. 4, pp. 693-702, 2006. https://doi.org/10.1509/jmkr.43.4.69

상세보기
J.T. Kim, S.Y. Kim, "Effects of Hotel Marketing？Communications and the Factors that Affect？Advertising and Sales Promotion Regarding？Customer Satisfaction and Intentions of Re？？commendation," Northeast Asia Tourism？Research (NATR), Vol. 6, No. 1, pp. 143-164,？May 2011.
S.B. Jeon, "Research Paper : The Relationship？among Beauty Shop's Service Quality and？Emotional Responses, Recommendation Intention,？and Defection Intention of Customers," Journal？of Korean Beauty Society, Vol. 21, No. 4, pp.？603-613, August 2015.
S.H. Im, T.H. Kim, "The Influence of？Customers' On/Off-Line Word of Mouth？Activities on their Evaluation of Brand Equity？and Revisit Intention: A Focus on Family？Restaurants," Journal of Tourism Sciences？(JTS), Vol. 34, No. 7, pp. 61-83, October 2010.

표제어: PCR

동의어: Packet Collision Rate

용어 설명 출처 목록 (6)

용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증