소셜 인플루언서 신뢰도가 지각된 위험, 브랜드 신뢰도 그리고 구매의도에 미치는 영향 : 호텔 이용객을 중심으로

다국어 초록 (Multilingual Abstract)

Since the functions of social media become more diverse, the purposes
of using social media have changed from social contact into recreation and
information search. In line with these changes, social influencer, who
delivers content that is full of interests and information at respective social
media platforms has become a hot topic in many industries, including
beauty, fashion, traveling games, and so on.
Different from celebrities or stars that are already well-known in
traditional media, social influencer produces contents that contains their
daily life, share and communicate with followers based on their own
experiences, knowledge, and others. It’s easy for social influencer to form
‘Fandom’ with consumers in this way. On the other hand, the marketing
effect that social influencer drives consumers purchasing can’t be ignored.
Despite the fact that social influencer is being used as a more and
more powerful marketing tool, research on social influencer in the hotel
field has been very insufficient and incomplete. In this study, the social
influencer is an informant that shares the contents of introducing and
evaluating in social media. And the purpose of this study is to explore the
effect of social influencer credibility on perceived risk, brand credibility,
and purchase intention of hotel guests. Especially, the detailed purpose of
this study is as follows.
First, the study intends to identify the factors of social influencer
credibility based on previous studies. Second, the study aims to analyze the effect of social influencer credibility(expertise, trustworthiness, homophily,
and interactivity)on perceived risk, brand credibility, and purchase
intention. Third, the study investigates how hotel guests’ purchase intention
affected by brand credibility and perceived risk.
The analysis results showed that, first of all, the factors of social
influencer credibility that expertise, trustworthiness, and homophily except
for interactivity were found to affect significantly on perceived risk, and all
the factors of that are also shown to influence brand credibility. However,
in the relationship between social influencer credibility and purchase
intention, it’s found that only trustworthiness has a positive effect. Lastly,
perceived risk and brand credibility were derived, respectively, to affect
purchase intention.
Based on the results, social influencer credibility was found to have
affect purchase intention through perceived risk and brand credibility, and
trustworthiness is also found to have a direct impact on hotel guests’
purchase intention. Thus it’s necessary to consider social influencer as a
marketing strategy to improve the hotels’ sales. Furthermore, if social
influencer offers more trustworthy information to consumers, their
purchase intent will become more intensive.
This study focused on the social influencers who introduce and assess
hotels and showed the importance and direction for the social influencer to
promote sales of travel products such as hotels based on the relationship
between social influencer credibility, perceived risk, brand credibility, and
purchase intention. In order to achieve a thriving in the hotel industry in
the future, research should be conducted to secure a sample with more
different age groups and to compare the distinctions between each social
media platform.

국문 초록 (Abstract)

소셜 미디어 기능이 다양해지면서 그 사용 목적이 최초의 사교적 목적이 오락과 정 보 검색으로 전환해진다. 이런 변화의 흐름에 발맞춰, 소비자에게 흥미와 정보를 제공 하는 소셜 인플루언서는 뷰티, 패션, 여행, 게임 등 여러 분야에서 화제가 되고 있다.
기존의 전통 미디어에서 이미 잘 알려진 유명인(Celebrities)이나 스타와 달리, 소셜 미디어에서 활동한 인플루언서는 자신의 경험, 지식 등내용을 바탕으로 일상생활을 담는 콘텐츠를 제작하고 팔로워와 함께 공유하면서, 소통하며, 소비자와 ‘팬덤 (Fandom)’을 형성하게 됐다. 한편, 소셜 인플루언서는 소비자의 구매 의사결정을 주 도하는 마케팅 효과도 무시할 수 없는 것이다.
소셜 인플루언서가 유력한 마케팅 수단으로 투입되고 있음에도 불구하고 호텔 분야 에서 소셜 인플루언서에 대한 연구가 매우 부족하게 진행되어 왔다. 따라서 본 연구 는 소셜 인플루언서는 소셜 미디어에서 호텔을 소개나 평가하는 콘텐츠를 공유하는 정보원으로서, 그의 신뢰도(Credibility)가 호텔 이용객의 지각된 위험(Pe rceived Risk)과 브랜드 신뢰도(Brand Credibility) 그리고 구매의도(Purchase Intention)에 미치는 영향을 연구하고자 한다. 구체적인 본 연구의 목적은 다음과 같이 나열된다.
첫째, 선행연구를 바탕으로 소셜 인플루언서 신뢰도의 하위요인을 밝히자 한다. 둘 째, 소셜 인플루언서 신뢰도(전문성, 진실성, 상호작용, 동질성)가 지각된 위험, 브랜 드 신뢰도, 구매의도에 미치는 영향을 파악하고자 한다. 셋째, 소셜 인플루언서 신뢰 도에 영향을 받은 호텔 이용객의 지각된 위험, 브랜드 신뢰도 그리고 구매의도에 미 치는 영향을 규명하고자 한다.
분석 결과를 살펴보면, 우선 소셜 인플루언서 신뢰도의 구성 요인 중 상호작용을 제외하고 전문성, 진실성, 동질성이 호텔 이용객의 지각된 위험에 영향을 주는 것으로 나타나며, 소셜 인플루언서 신뢰도의 모든 구성 요인이 호텔 브랜드 신뢰도에 영향을 주는 것으로 나타났다. 하지만 구매의도와 사이의 영향 관계에서 소셜 인플루언서 신 뢰도 구성 요인 중 진실성만 긍정적인 영향을 주는 것으로 나타났다. 마지막으로 호 텔 브랜드 신뢰도와 지각된 위험은 호텔 이용객의 구매의도 사이에 유의한 영향 관계 가 있는 것이 확인됐다.
도출된 결과를 정리해보면 소셜 인플루언서의 신뢰도는 브랜드 신뢰도와 지각된 위 험을 통해서 구매의도에 영향을 미치는 동시에 신뢰도 중 진실성이 호텔 이용객의 구 매의도에 직접적인 영향을 미치는 것으로 나타나 호텔 산업에서는 소셜 인플루언서를 호텔의 판매촉진으로써 활용할 필요성이 있다고 생각한다. 또한 향후에 소셜 인플루 언서가 진실성이 있는 정보를 소비자에게 제공한다면 그들의 구매의도를 더욱더 강력 하게 일으킬 것이라 예산된다.
본 연구는 호텔 분야에서 활동하는 소셜 인플루언서를 중심으로 그의 신뢰도, 지각 된 위험, 브랜드 신뢰도와 구매의도 간의 영향 관계를 분석하고 이를 바탕으로 소셜 인플루언서가 호텔과 같은 여행 제품을 판매촉진에 대한 중요성과 나아갈 방향성을 도출하였다는 점에서 의의가 있다고 보였으며, 그러나 향후 호텔 산업의 더 나은 발 전을 촉진하도록 본 연구보다 더 다양한 연령층이 있는 표본의 확보, 각각 소셜 미디 어 플랫폼에 대한 비교 등의 추가적인 연구를 이루어져야 한다고 주장한다.

목차 (Table of Contents)

• <목차>
• I. 서 론································································································································1
• 제1절 연구 배경 및 문제제기·························································································1
• 제2절 연구목적 및 필요성·······························································································4
• 제3절 연구방법 ················································································································· 5
• 제4절 연구의 구성 ··········································································································· 5
• II. 이론적 배경······················································································································8
• 제1절 소셜 인플루언서(Social Influencer) ·································································8 1. 소셜 인플루언서(Social Influencer)의 정의 ······················································8
• 2. 소셜 인플루언서 마케팅(Social Influencer Marketing)의 정의 ·················13
• 3. 소셜 인플루언서 마케팅의 선행연구··································································15
• 1) 소셜 인플루언서의 유형 ·······················································································15
• 2) 소셜 인플루언서의 속성 ·······················································································16
• 3) 소셜 인플루언서와 정보 신뢰도·········································································17
• 4. 소셜 인플루언서 신뢰도(Social Influencer Credibility) ····························21
• 1) 전문성(Expertise) ··································································································23
• 2) 진실성(Trustworthiness)····················································································24
• 3) 상호작용성(Interactivity)····················································································24
• 4) 동질성(Homophily) ·······························································································25
• 제2절 지각된 위험(Perceived Risk) ···········································································26
• 1. 지각된 위험의 정의 ······························································································ 26
• 2. 지각된 위험의 선행연구 ······················································································ 30
• 제3절 브랜드 신뢰도(Brand Credibility) ···································································35
• 1. 브랜드 신뢰도의 정의 ·························································································· 35
• 2. 브랜드 신뢰도의 선행연구 ·················································································· 36
• 제4절 구매의도(Purchase Intention) ·········································································40
• 1. 구매의도의 정의 ···································································································40
• 2. 구매의도의 선행연구 ···························································································· 40
• III. 연구 설계 ·······················································································································44
• 제1절 연구모형 및 연구가설 ·························································································44
• 1. 연구모형 ················································································································· 44
• 2. 연구가설···················································································································45
• 1) 소셜 인플루언서 신뢰도와 자각된 위험의 관계··············································45
• 2) 소셜 인플루언서 신뢰도와 브랜드 신뢰도의 관계 ··········································45
• 3) 소셜 인플루언서 신뢰도와 구매의도의 관계····················································46
• 4) 지각된 위험과 구매의도의 관계·········································································47
• 5) 브랜드 신뢰도와 구매의도의 관계 ·····································································48
• 제2절 설문지의 구성·······································································································49
• 1. 조작적 정의 및 측정 ······························································································49
• 1) 변수의 조작적 정의······························································································49
• 2) 소셜 인플루언서의 신뢰도···················································································50
• 3) 지각된 위험 ············································································································51
• 4) 브랜드 신뢰도········································································································53
• 5) 구매의도··················································································································54
• 2. 설문지 구성 ·············································································································55
• 제3절 표본설정 및 분석 방법·······················································································56
• 1. 표본설정 ················································································································· 56
• 2. 분석 방법 ··············································································································· 56
• IV. 연구 결과 ·······················································································································57
• 제1절 인구통계학적 특성 ·······························································································57
• 제2절 측정변수의 요인분석 및 신뢰도 검증 ······························································60
• 1. 연구모형의 확인적 요인분석················································································60
• 2. 구조모형 분석·········································································································64
• 3. 구성개념 간 상관관계분석····················································································64
• 제3절 연구가설 검증·······································································································66
• 1. 가설검증결과···········································································································66
• 1) 소셜 인플루언서 신뢰도와 자각된 위험 ···························································66
• 2) 소셜 인플루언서 신뢰도와 브랜드 신뢰도························································67
• 3) 소셜 인플루언서 신뢰도와 구매의도·································································67
• 4) 지각된 위험과 구매의도 ·······················································································68
• 5) 브랜드 신뢰도와 구매의도···················································································68
• 2. 검증결과요약···········································································································68
• V. 결론··································································································································71
• 제1절 연구의 요약···········································································································71
• 제2절 연구의 시사점 및 한계점 ··················································································· 73
• 1. 학문적 시사점·········································································································74
• 2. 실무적 시사점·········································································································75
• 3. 연구의 한계점 및 후속 연구 전망······································································76
• 참고문헌 ································································································································· 78
• ABSTRACT ···························································································································87
• 설문지 ···································································································································· 89