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버추얼 인플루언서의 특성이 패션제품 구매의도에 미치는 영향: 모방욕구의 매개효과를 중심으로
The Impact of Virtual Influencers' Characteristics on Purchase Intentions Toward Fashion Products: Focusing on the Mediating Effect of Mimetic Desire 원문보기

Fashion & textile research journal = 한국의류산업학회지, v.26 no.1, 2024년, pp.1 - 14  

신하람 (성신여자대학교 의류학과) ,  염미선 (성신여자대학교 의류산업학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

Virtual influencers, who are emerging as new players in digital marketing, impact consumers' purchase intentions. They promote positive perceptions and mimetic consumption of specific brands or products through interactions with followers. Therefore, this study aims to examine the effect of the char...

주제어

#버추얼 인플루언서의 특성   #디지털 마케팅   #모방욕구   #구매의도   #버추얼 인플루언서  

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