인플루언서 특성이 중국 소비자의 구매의도에 미치는 영향에 관한 연구:

• 영문명: The Influence of Influencer Characteristics on Purchase Intention of Chinese Consumers: Focused on the Mediating Effect of Perceived Value
• 발행기관: 호서대학교 인문사회과학연구소
• 저자명: 조명월 한재용 강재열
• 간행물 정보: 『AI와 인간사회』제4권 제1호, 79~106쪽, 전체 28쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2023.01.30

영문 초록

This paper is a study to analyze the effects of influencer characteristics on purchase intention, focusing on the mediating effect of perceived value of Chinese consumers, an emerging market. The survey data of 175 Chinese consumers who have surfed live commerce were collected. According to the analysis results, first, each of entertainment and interactivity of the influencer characteristics has a positive effect on the functional value of the perceived values, and each of the entertainment and professionalism of the influencer characteristics has a positive effect on the emotional value of the perceived values. Then, both functional and emotional values of perceived value were tested for positive(+) effect on consumer purchase intention. Lastly, the partial mediating effect between the influencer characteristics and the purchase intention was confirmed for the perceived value. The results of this study will be useful in the academic aspect of influencer marketing. From an economic point of view, it can also provide useful implications for multinational companies trying to enter the emerging markets such as China.

목차

Ⅰ. 서론

Ⅱ. 선행연구 및 가설

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

인플루언서 특성 구매의도 지각된 가치