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The Effect of Culture Tourism SNS Influencer Characteristics and Consumer Needs Satisfaction on Content Immersion and Product Purchase Intention
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문화관광SNS 인플루언서의 특성과 소비자 욕구충족성이 콘텐츠 몰입과 제품구매의도에 미치는 영향

논문 기본 정보

Type
Academic journal
Author
Park, Hye-Yoon (한서대학교) Kim, Min-Su (한서대학교)
Journal
Korean Society of Culture Industry Journal of Korea Culture Industry Vol.22 No.3 KCI Accredited Journals
Published
2022.9
Pages
173 - 182 (10page)
DOI
10.35174/JKCI.2022.09.22.3.173

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The Effect of Culture Tourism SNS Influencer Characteristics and Consumer Needs Satisfaction on Content Immersion and Product Purchase Intention
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Abstract· Keywords

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This study attempted to empirically analyze how the characteristics of influencers of cultural tourism SNS affect consumer desire satisfaction, content commitment, and product purchase intention, and verify the mediating effect of content commitment to present meaningful implications for marketing activities using cultural tourism SNS influencer. This empirical analysis was conducted to present practical implications for efficient management of SNS influencer and purchase intention on online platforms. The results of the study are as 4 follows. First, among the characteristics of cultural tourism SNS influencer, it was found that attractiveness and expertise had a significant positive (+) effect on content commitment. Second, it was found that consumer satisfaction had a significant positive (+) effect on content commitment and product purchase intention. Third, among the characteristics of cultural tourism SNS influencer, reliability and expertise were found to have a meaningful positive (+) effect on product purchase intention. Fourth, it was found that the characteristics of content immersion influencer had a mediating effect on the effect of satisfying consumer needs and product purchase intention.
#문화관광 SNS #인플루언서 #소비자욕구충족성 #콘텐츠몰입 #제품구매의도 #Culture Tourism SNS #Influencer #Consumer Satisfaction Needs #Content Commitment #Product Purchase Intention

Contents

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론
참고문헌

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