인플루언서의 패션 제품 사용 영상이 브랜드 태도와 구매의도에 미치는 영향

• 영문명: Effect of Influencers’ Product-Usage Videos upon Brand Attitude and Purchase Intention
• 발행기관: 한국IT서비스학회
• 저자명: 윤해룡(Haeryong Yoon) 김태하(Taeha Kim) 남승현(Seunghyeon Nam)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제18권 제5호, 1~16쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.12.30

영문 초록

This work tries to empirically validate the effect of influencers’ product-usage videos upon brand attitude and purchase intention of consumers. More specifically, we choose 3 attributes of product-usage videos of influencers such as expertise, trustworthiness, and attractiveness from our literature review. We collect 200 survey questionnaires in 2019 using Google survey forms from subjects who have watched influencers’ usage videos of fashion items. Our results suggest that expertise and trustworthiness of influencers’ videos positively affect brand attitude of consumers, which in turn positively influence their purchase intention. However, we have not found significant effect of attractiveness of the videos upon brand attitude. We also confirm that brand attitude positively affect purchase intention as proposed in the literature. The practical implications of this work is that firms should focus and strengthen expertise and trustworthiness of videos rather than attractiveness in order to enhance purchase intention of consumers and eventually lead to their purchase behavior.

목차

1. 서 론

2. 이론적 배경

3. 연구 방법

4. 연구 결과

5. 연구 결과

키워드

Influencer Video Attributes Brand Attitude Purchase Intention