짧은 동영상 플랫폼의 인플루언서 정보원천 특성이 소비자 감정반응과 구매 의도에 미치는 영향: 중국 소비자들을 대상으로

• 영문명: The Impact of Influencer Information Source Characteristics on Consumer Emotional Responses and Purchase Intentions on Short Video Platforms: Focusing on Chinese Consumers
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 진방명(Fang-Ming Qin) 김동엽(Dongyoup Kim)
• 간행물 정보: 『아태비즈니스연구』제15권 제4호, 159~178쪽, 전체 20쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2024.12.31

국문 초록

Purpose - This study examines how short-form video influence marketing on social media affects consumers' purchase intentions. It analyzes the impact of influencers' characteristics (expertise, trustworthiness, similarity, attractiveness, famousness) on consumers' emotional responses (pleasure, arousal) and purchase intentions. Design/methodology/approach - We collected data from 204 Chinese users who had an experience watching short videos. To test the hypotheses, SPSS 27.0 and AMOS 26.0 statistical packages were used based on the collected data. Findings - Results show that expertise, trustworthiness, similarity, and attractiveness positively influence emotional responses and purchase intentions, while famousness does not. In addition, through the analysis of the moderating effects of gender and generation, it was confirmed that there were differences in the relationship between information source characteristics and consumer responses by gender and generation. Research implications or Originality - The results of this research suggest that when brands establish marketing strategies utilizing influencers to increase consumers' purchase intention, they need to consider the influencer's information source characteristics and take a customized approach tailored to the gender and generation characteristics of target consumers.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 실증분석

V. 결론

References

키워드

Short-form Video Influencer Marketing PAD mode