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- 주제어 : new product acceptance intention(신제품 수용의도) (검색결과 3 건)
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K-beauty SNS 인플루언서가 중국 소비자의 신제품 수용의도에 미치는 영향-정교화 가능성 모델(ELM)을 중심으로-
왕뢰,이진화 한국의류산업학회 2019 한국의류산업학회지 Vol.21 No.5
The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.
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뷰티 인플루언서 특성과 제품 특성이 신제품 수용의도에 미치는 영향 _중국 소비자를 대상으로
쉬루이치,김은혜,이진화 한국의류산업학회 2022 한국의류산업학회지 Vol.24 No.6
This study explored the impact of beauty influencers’ characteristics and product characteristics on newproduct acceptance intentions and studied the mediating effects of consumer trust in this process. A survey was conductedfrom February 22, 2021, to February 28, 2021, with Gen Y and Gen Z women in China, and 379 questionnaireswere analyzed. The conclusions are as follows: First, the characteristics of beauty influencers are authenticity andexpertise, similarity, attractiveness, interactivity, familiarity, and trustworthiness; product characteristics are cost,image, product quality, product perception, sales promotion, and sustainability. Second, partial beauty influencers’ characteristicsand partial product characteristics have a positive impact on consumer confidence and acceptance intentionof the new product. Third, the mediating effect of consumer trust in the process by which beauty influencers’ characteristicsand product characteristics influence the intention of new product acceptance was determined. Therefore,when beauty companies use influencers in marketing, it is necessary to understand their characteristics, consider theirprofessionality and authenticity, examine their reliability, and assess their ability to form connections with images andviewers that match their products. Additionally, to increase the acceptance intention of new products, companies shouldpresent the price of high-quality products, product sensibilities, and corporate images of products and establish measuresthat can positively affect consumers' acceptance intention of new products by combining them with the characteristicsof beauty influencers.
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