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논문 기본 정보

자료유형
학술저널
저자정보
Juhyun KIM (Kyung Hee University) Nae-Eun Kim (Kyung Hee University) Mi-Sook Kim (Kyung Hee University)
저널정보
한국유통과학회 산경연구논집 산경연구논집 제12권 제4호
발행연도
2021.1
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35 - 51 (17page)

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Purpose: As the digital environment has expanded opportunity for consumers to acquire information from social media and social network services(SNS), With this environment, influencer has not only promoted products, but also participated in distribution and influencing on their followers. Despite the increasing interest in influencers, there has not been enough research on the structure of fashion influencer, relationship of immersion and purchase intention. This study examined the effects of fashion influencers’ characteristics to the immersion of relationship with followers and purchase intention. Research design, data and methodology: For data collection, a pilot survey and the final survey were conducted. The pilot survey data was conducted to 50 female SNS users following fashion influencers. Based on the pilot tests, questionnaire was revised and the final survey was conducted online from august 22 to September 1, 2019 to female SNS users who have followed fashion influencer. A total of 408 data were collected, and exploratory factor analysis, correlation analysis, and structural equational modeling techniques were employed for the data analyses using AMOS 26.0 and SPSS 26.0. Results: First, five factors were extracted for the fashion influencers’ characteristics: interactivity, similarity, reliability, expertise and attractiveness. Second, fashion influences’ reliability, expertise, similarity, interactivity have a positive (+) effects on relationship immersion; however, attractiveness has no effect on relationship immersion with followers and fashion influencer. It was also determined that relationship immersion had positive (+) influences on purchase intention. The relationship immersion has been found to have a partially mediated effect and similarity has complete mediated effects between interactivity, reliability, and expertise of fashion influencers and purchasing intentions. In terms of fashion opinion leadership, it was found to have a significant influence on purchase intention only for low fashion leadership groups. Conclusions: The present study found the structural relationships among the influencer characteristics, relationship immersion and purchase intentions to provide framework for succeeding research. This research revealed academic association of intention of purchasing through use of fashion social media and fashion influencer marketing. The results also showed the practical implications that fashion influencers’ expertise and reliability perceived by their followers are key determinants to success in influencer marketing.
#Fashion Influencers' Characteristics #Relationship Immersion #Purchase Intention

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Aaker, D. A. / 1992 / Advertising Management / Prentice Hall google schola Ann, G. S. / 1997 / The effects of celebrity's attributes on attitude toward an advertisement / Review of Industry and Management 10(2):85~108 google schola Batool, S. / 2010 / Role of attitude similarity and proximity in interpersonal attraction among friends (C 310) / International Journal of Innovation, Management and Technology 1(2):142~146 google schola Blackwell, R. D. / 2006 / Consumer Behavior / Thomson/South-Western google schola Boyd, D. M. / 2007 / Social network sites:definition, history, and scholarship / Journal of ComputerMediated Communication 13(1):210~230 Crossref

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