가상 패션 인플루언서의 실재감이 평가속성과 관계유지행동에 미치는 영향 = The Effect of Virtual Fashion Influencers' Presence on Evaluation Attributes and Relationship Maintenance Behavior

다국어 초록 (Multilingual Abstract)

The current virtual fashion influencers are a hyper-real prototype in that it has a higher presence than the vir- tual humans in the past. Also, they are leading fashion trend with more than tens of thousands of followers on social media. This study investigated the physical and social presence of virtual fashion influencer perceived by consumer and verified effects on evaluation attributes of influencers and the relationship maintenance behavior. A total of 321 Korean women in their 20s and 30s who have Instagram account participated in the online survey. The data was analyzed using AMOS 23.0. The results revealed that the physical presence had a significant im- pact on attractiveness of virtual fashion influencers. In case of social presence had a positive effect on friend- liness and reliability of virtual fashion influencers. In addition, evaluation attributes of virtual fashion influ- encers’ friendliness, attractiveness and reliability in the order of influence on relationship maintenance behavior. This study suggested that the development of social presence of virtual fashion influencers with friendliness and attractiveness is more important than the physical presence that has already reached a high level.