인플루언서 및 콘텐츠 특성이 소비자 구매의도에 미치는 영향

• 영문명: The Effect of Influencer and Contents Characteristics on Purchase Intention: Focusing on Mongolian Consumers
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 노민 엥흐바트(Enkhbat Nomin) 박상문(Sang-Moon Park) 김명수(Myoung-Soo Kim)
• 간행물 정보: 『아태비즈니스연구』제14권 제4호, 115~128쪽, 전체 14쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

Purpose - Due to the spread of COVID-19, non-face-to-face transactions are widely growing. In particular, the development of streaming and network technology has rapidly grown the one-person broadcasting market, an influencer market using YouTube and Instagram. However, prior research on the influencer in Mogolian market is very scarce. Therefore, this study aims to identify the factors influencing consumer purchasing behavior in Mongolian market. Design/methodology/approach - We tested a research model of our study through the analysis using survey data of experienced users in Mongolian influencer market. In this study, reliability test and factor analysis, multiple regression were conducted using SPSS. Findings - We found that the characteristics of an influencer and contents in Mogolian market are positively related with brand reliability and contents authenticity, respectively. In addition, the brand reliability and contents authenticity are positively associated with the customer’s purchase intention. Research implications or Originality - Since it is the first study of the influencer market in Mongolia, it is expected that it will serve as a guide study for the follow-up studies in the future and serve as a reference for the strategic direction of related companies.

목차

Ⅰ. 서론

Ⅱ. 문헌 연구

Ⅲ. 연구 모형 및 가설

Ⅳ. 자료 수집

Ⅴ. 가설 검정

Ⅵ. 결론 및 시사점

References

키워드

Mogolian Influencer Market Influencer’s Characteristics Contents Characteristics Repurchase Intention