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The Effect of Hotel Influencer Characteristics on Purchase Intention: Focusing on the Mediating Effect of Parasocial Relationship
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호텔 인플루언서 특성이 구매의도에 미치는 영향: 준사회적 관계의 매개효과를 중심으로

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Type
Academic journal
Author
Jin Jiahui (경희대학교) Han, Jin-Soo (경희대학교)
Journal
Korean Hospitality and Tourism Academe Korean Journal of Hospitality & Tourism Vol.32 No.4(Wn.148) KCI Accredited Journals
Published
2023.8
Pages
1 - 17 (17page)
DOI
10.24992/KJHT.2023.8.32.04.1

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The Effect of Hotel Influencer Characteristics on Purchase Intention: Focusing on the Mediating Effect of Parasocial Relationship
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Abstract· Keywords

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The purpose of this study is to investigate the mediating effect of parasocial relationships in the process by examining the effect of hotel influencers" characteristics, which include trustworthiness, expertise, and attractiveness, on hotel purchase intention for potential Chinese hotel customers. In total, 281 copies of valid data were obtained through an online questionnaire for Chinese who had encountered content about hotel introduction or evaluation through social media platforms within the latest 12 months. Data analysis was conducted through the SPSS 26.0 statistical program. The results of the study are as follows. First, trustworthiness and attractiveness both had a significant positive effect on purchase intention, expertise did not have a significant effect. Second, trustworthiness, expertise and attractiveness, all had a significant positive effect on parasocial relationship, and parasocial relationship had a significant positive effect on purchase intention. Finally, parasocial relationships were found to have a significant positive partial mediating effect between trustworthiness and purchase intention, and also between attractiveness and purchase intention. This study has academic implications in that it demonstrated a positive influence relationship between the characteristics of hotel influencers and parasocial relations on the premise of a lack of academic vacuum in the hotel industry. Also provide practical value in terms of influencer marketing and influencer selection of hotel companies.
#Hotel Influencer #Purchase Intention #Parasocial Relationship #Social Influencer Marketing #호텔 인플루언서 #구매의도 #준사회적 관계 #소셜 인플루언서 마케팅

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 분석결과
Ⅴ. 논의 및 결론
참고문헌
국문초록

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