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• 영문명: The Effect of Influencer Characteristics on Consumer Satisfaction and Continuous Use Intention
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 한수정(Su-Jung Han)
• 간행물 정보: 『아태비즈니스연구』제11권 제4호, 121~134쪽, 전체 14쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2020.12.30

영문 초록

Purpose - The purpose of this study is to investigate consumer s satisfaction with the attractiveness, reliability, and professionalism that are characteristics of social influencers, and to investigate the impact of influencer characteristics on consumers continuous use intention through satisfaction. Design/methodology/approach - A total of 293 questionnaires on independent samples were used for this study. Collected data were analyzed by SPSS 26.0 and AMOS 24.0 program and frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis and structural equation model analysis were performed. Findings - The findings demonstrated the followings: First, the attractiveness, reliability and professionalism of influencer had a positive effect on satisfaction. Second, the attractiveness and reliability of influencer had a positive effect on continuous use intention. However, professionalism did not have a significant impact. Third, user satisfaction with social media (channel of influence) had a positive effect on continuous use intention. Research implications or Originality - In doing so, this study was able to provide an in-depth understanding of the key characteristics of influencers and their roles, and contributed to ongoing research by providing suggestions for future studies.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Consumer Satisfaction Continuous Use Intention Influencers Characteristics