[논문]소셜 플랫폼 인플루언서 특성이 애착과 브랜드 충성도에 미치는 영향

김은혜

doi:10.17703/jcct.2023.9.3.557

소셜 플랫폼 인플루언서 특성이 애착과 브랜드 충성도에 미치는 영향
Effect of Social Platform Influencer Characteristics on Attachment and Brand Loyalty 원문보기

Journal of the convergence on culture technology : JCCT = 문화기술의 융합, v.9 no.3, 2023년, pp.557 - 567

김은혜 (부경학교 패션디자인학과)

초록
AI-Helper

최근 소셜 플랫폼 마케팅 환경은 빠르게 변화하고 있다. 이러한 환경에서 기업은 브랜드와 서비스를 홍보하기 위해 소셜 플랫폼 인플루언서에 대한 의존도가 높아지고 있다. 이처럼 소셜 인플루언서에 대한 관심이 높아지고 있음에도 불구하고 소셜 플랫폼 인플루언서 특성이 소비자 애착과 브랜드 충성도에 미치는 영향을 탐구하는 실증적 연구는 부족한 실정이다. 이에 본 연구에서는 소셜 플랫폼 인플루언서 특성, 소비자 애착 및 브랜드 충성도 간의 관계를 살펴보았다. 중국 소비자를 대상으로 온라인 설문조사를 진행하였으며, 총 360부의 데이터를 분석에 사용하였다. 분석에는 SPSS와 AMOS 프로그램을 사용하였다. 연구 결과 소셜 플랫폼 인플루언서 특성 중 애착에 유의한 영향을 미치는 요인은 신뢰성, 전문성과 친밀성으로 나타났으며, 소셜 플랫폼 인플루언서에 대한 애착도가 높을수록 브랜드 충성도가 높아짐을 확인하였다.

Abstract ▼ AI-Helper

The rapidly evolving social platform marketing landscape has led businesses to increasingly rely on social platform influencers for brand and service promotion. Despite growing interest in these influencers, there remains a dearth of empirical research examining the impact of their characteristics on consumer attachment and brand loyalty. This study, therefore, investigates the relationships between social platform influencer characteristics, consumer attachment, and brand loyalty. An online survey targeting Chinese consumers was conducted, and a total of 360 responses were analyzed using SPSS and AMOS software. The findings reveal that among the various social platform influencer characteristics, reliability, professionalism, and intimacy significantly influence consumer attachment. Furthermore, it was confirmed that higher attachment to a social platform influencer leads to increased brand loyalty.

주제어

표/그림 (9)

그림 그림 1. 연구 모형 Figure 1. Research Model
표 표 1. 측정문항 Table 1. Measurement Question
표 표 2. 인구통계학적 특성 Table 2. Demographic Characteristics (N=360)
표 표 3. 측정모형의 집중타당성 및 신뢰도 분석 Table 3. Convergent Validity and Reliability Analysis of Measurement Model
표 표 4. 측정모형의 판별타당성과 법칙타당성 검증 Table 4. Verification of Discriminant Validity and Nomological Validity of Measurement Model
그림 그림 2. 구조방정식(SEM) 모형 Figure 2. Structural Equation Model
그림 그림 3. 구조방정식(SEM) 모델 분석 결과 Figure 3. Analysis Results of Structural Equation Model
표 표 5. 구조방정식 모형 적합도 Table 5. Suitable Interpretation of Model Fit
표 표 6. 가설검증 결과 Table 6. Result of Hypothesis Verification

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표제어: PCR

동의어: Packet Collision Rate

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