A Study on Follower Relationship Immersion and Purchase Intention based on Influencer Characteristics*

• 발행기관: 한국무역연구원
• 저자명: Hwa-Yeol Choi Hye-Jin Chung Yeon-Jeong Song
• 간행물 정보: 『무역연구』제18권 제2호, 35~47쪽, 전체 13쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2022.04.30

영문 초록

Purpose The characteristics of an influencer perceived through SNS in the relationship between influencer and followers will be different, and this affects the purchase decision process through relationship immersion. Design/Methodology/Approach The study established a research model to clarify the sub-dimensions of influencer characteristics on SNS and to understand the effect of influencer characteristics on relationship commitment and purchase intention between followers and influencer. Findings Influencer’s perception of the self as a professional and reliable person through SNS content plays an important role in inducing purchasing behavior through relationship commitment. Research Implications This study provides theoretical data and practical guidelines for the effective use of influencer to companies and officials in question to help establish marketing strategies.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Research Method

Ⅳ. Results Analysis and Conclusion

Ⅴ. Conclusion

Ⅵ. Implications

Ⅶ. Limitations

키워드

Follower Immersed in the Relationship Purchase Intention Social-Marketing