인스타그램 뷰티 인플루언서의 속성이 제품태도와 구매의도에 미치는 영향 = The effect of Instagram beauty influencers’ attributes on product attitude and purchase intention

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify beauty influencer attributes on Instagram and their impact on product attitude and purchase intention and on influential difference between micro and mega influencers. The survey was conducted using a consumer survey method with a questionnaire, and the subjects of the survey were 506 women in their 20s and 30s using Instagram. The results of the study are as follows: First, a range of influencer attribute sub-factors were derived in relation to expertise, attractiveness, similarity, reliability, and intimacy. Second, the attributes highly impacted product attitude in the increasing order of attractiveness, similarity, reliability, and familiarity, with expertise having no statistically significant influence. Third, the consumer’s attitude toward the product introduced by the beauty influencer had a significant impact on their purchase intention. Fourth, it was shown that there is no difference in attributes according to the influencer’s number of followers. Fifth, the number of followers of the beauty influencer had a partial impact on attitude and purchase intention. A limitation of this study is that age and gender samples are narrow, but it is nevertheless meaningful to explore this topic in the absence of research on beauty influencers. It is believed that these findings will serve as a foundation for the development of beauty influencer marketing strategies on Instagram.

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