The Right Match, The Right Connection: Understanding Consumer Preferences in Influencer Collaboration Products

• 발행기관: 한국상품학회
• 저자명: Song Yi Suh Kyounghee Chu
• 간행물 정보: 『상품학연구』제43권 제3호, 47~58쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

Influencer marketing has rapidly evolved, making brand-influencer collaboration products a crucial marketing strategy. This study investigated how consumers form preferences for these products, specifically examining the direct effects of perceived functional and emotional value on product preference. These values are particularly pertinent for Mukbang influencer collaboration products due to their unique ability to integrate both practical product showcasing and emotional connection. It also explored the moderating roles of 'influencer-product fit' and 'consumer intimacy with the influencer' in these relationships. The research found that both perceived functional and emotional value positively impacted preference for collaboration products. Furthermore, influencer-product fit strengthened the positive effect of perceived functional value on product preference. Similarly, consumer intimacy with the influencer reinforced the positive influence of perceived emotional value on product preference. These findings offer strategic implications for enhancing the success of influencer collaboration products. By revealing that different influencer-related factors (fit or intimacy) maximize effects depending on the type of perceived value (functional or emotional), this study helps companies and influencers establish more sophisticated and effective collaboration strategies. This indicates a need for a differentiated approach: emphasizing cognitive congruence (fit) when highlighting functional aspects, and strengthening emotional connection (intimacy) when appealing to emotional experience. Ultimately, these insights can guide marketers in developing more effective strategies for successful influencer collaborations.

목차

I. Introduction

II. Theoretical Background and Hypothesis Development

III. Research Methodology

IV. Analysis

V. Conclusion

VI. Implications and Limitations

Reference

키워드

influencer influencer collaboration collaboration product product preference consumption value functional value emotional value influencer-product fit intimacy