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인플루언서 특성이 신뢰, 자아일치성, 구매의도에 미치는 영향
장소우 ( Xiao Yu Zhang ),김문홍 ( Moon Hong Kim ) 한국유통경영학회 2023 유통경영학회지 Vol.26 No.1
Purpose: The purpose of this study was to examine relationships among S NS influencer' characteristics, trust in influencer, self-congruence with influencer and purchase intention. Moreover, this study attempted to examine the mediating effects of trust in influencer and self-congruence with influencer. Research design, data, and methodology: A online survey was conducted in Korea and 432 sample was collected. First, a confirmatory factor analysis was performed to test validity of the measures. Second, descriptive statistics and correlation analysis and reliability test was conducted. Finally, it tested hypotheses suggested by research model in this study, applying structural equation model. Results: First, it was found that professionalism, interactivity, and intimacy of influencer was positively related to trust in influencer. Second, it was also found that attractiveness and interactivity of influencer was positively related to self-congruence with influencer. Third, trust in influencer and self-congruence with influencer was positively related to purchase intention. Finally, trust in influencer and self-congruence with influencer mediated the effect of influencer characteristics and purchase intention. More specifically, trust in influencer mediated the effect of professionalism, interactivity, and intimacy on purchase intention, and self-congruence with influencer mediated the effect of attractiveness and interactivity on purchase intention. Implications: This study expanded the findings of previous studies, by examining the relationship among influencer's characteristics, trust in influencer, self-congruence with influencer, and purchase intention. In particular, this study contribute to previous studies, since it found that there were different influential processes of influencer's characteristics on purchase intention. Based on the findings of this study, companies which attempt to use influencer marketing need to consider the characteristics of influencer.
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국제경영 : 중국소비자의 한국드라마 시청이 한국제품 이미지에 미치는 경로에 대한 연구
전종근 ( Jong Kun Jun ),장소우 ( Xiao Yu Zhang ) 국제지역학회 2012 국제지역연구 Vol.16 No.2
본 연구는 중국 시청자들을 대상으로 한국TV드라마 시청이 휴대폰, 냉장고, 에어컨, 자동차 등 네 가지 한국 제품에 대한 이미지에 어떤 영향을 미치는지 경로를 분석하였다. 구체적으로 한국TV 드라마 시청에 따른 노출정도와 드라마 만족도가 국가이미지상승을 통한 한국제품이미지 상승이라는 후광효과경로 그리고 드라마 노출에 따른 제품친숙도 상승을 통한 한국제품이미지 상승이라는 단순노출효과 경로 등 이원화된 경로를 설정하고 설문조사를 통해 분석하였다. 분석 결과 노출효과는 유의하지 않았고 후광효과는 유의한 것으로 나타났으며 한국 드라마만족도는 국가이미지 상승을 통해 제품이미지에 간접적인 영향을 미칠 뿐만 아니라 직접적으로도 제품이미지에 긍정적인 영향을 미치는 것으로 나타났다. 또한 드라마 만족도는 제품 친숙도에도 긍정적인 영향을 미쳐서 결과적으로 제품이미지를 강화하였다. 한국드라마 시청에 따른 후광효과와 노출효과는 제품별로도 차이가 있는 것으로 나타났다. 휴대폰과 자동차 등 드라마에서 노출빈도와 연기 관련성이 높은 제품에서 냉장고, 에어컨 등 그렇지 않은 제품보다 후광효과가 더 크게 나타났고 노출효과는 더 낮게 나타났다. 이러한 결과를 바탕으로 시사점을 도출 및 제시하였다. This study examines the impact processes of watching Korean TV dramas on the images of four Korean products including cell phones, refrigerators, air-conditioners, and automobiles among Chinese consumers. The research model describes one impact process as halo effects, in which consumer satisfactions on the drama improves the country image of Korea and then the good product image follows. Anther impact process is described as mere exposure effects, in which the exposure to the drama itself increases the familiarity on Korean products featured in the dramas as product placement and in turn, the familarity improves the product image. The results report that only halo effects were significant and the satisfactions on the TV dramas have both direct and indirect positive impact on the product images. The halo effects and the mere exposure effects varied among the four products.
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