3D 가상 인플루언서에 대한 20-30대 남녀 소비자 인식
Perceptions of male and female consumers in their 20s and 30s on the 3D virtual influencer
0
조회
0
다운로드
57
인용
0
참고문헌
키워드
초록
The objectives of this study are to explore the information source, assessment, and preferred styles of 3D virtual influencers(VI), to investigate the expected impact of advertisements with 3D VIs on brands, and to explore ways of expanding the use of 3D VIs. In-depth interviews with 40 males and females in their 20s and 30s were conducted and qualitative data were analyzed. The study results are summarized as follows. First, the information source of the 3D VI was SNS, acquaintances, and broadcasting. Second, 3D VIs were considered positively due to their attractive appearance, wide utilization, innovative use, freshness, separation from private identity, and time and cost savings, while considered negatively due to their unrealistic appearance and antipathy against replacing a person’s role. Third, the preferred appearance styles of the 3D VI differed according to the level of virtuality although the majority of interviewees preferred similar looks to real people with low virtuality. Fourth, diverse image qualities such as innovative, differentiated, trendy, high-value, professional, and future-oriented were considered as transferred to the brand advertised by 3D VIs. Fifth, advertisements with 3D VIs may help build positive perceptions of advertised brands that may lead to purchase behaviors for some consumers. Lastly, to expand the use of 3D VIs, the specific advantages of virtual models should be maximized with consideration of how to implement a variety of body types and images of models. Findings present an important foundation to generate strategies to better apply 3D VIs to the fashion market.
Abstract
The objectives of this study are to explore the information source, assessment, and preferred styles of 3D virtual influencers(VI), to investigate the expected impact of advertisements with 3D VIs on brands, and to explore ways of expanding the use of 3D VIs. In-depth interviews with 40 males and females in their 20s and 30s were conducted and qualitative data were analyzed. The study results are summarized as follows. First, the information source of the 3D VI was SNS, acquaintances, and broadcasting. Second, 3D VIs were considered positively due to their attractive appearance, wide utilization, innovative use, freshness, separation from private identity, and time and cost savings, while considered negatively due to their unrealistic appearance and antipathy against replacing a person’s role. Third, the preferred appearance styles of the 3D VI differed according to the level of virtuality although the majority of interviewees preferred similar looks to real people with low virtuality. Fourth, diverse image qualities such as innovative, differentiated, trendy, high-value, professional, and future-oriented were considered as transferred to the brand advertised by 3D VIs. Fifth, advertisements with 3D VIs may help build positive perceptions of advertised brands that may lead to purchase behaviors for some consumers. Lastly, to expand the use of 3D VIs, the specific advantages of virtual models should be maximized with consideration of how to implement a variety of body types and images of models. Findings present an important foundation to generate strategies to better apply 3D VIs to the fashion market.
참고문헌 (34)
- 차재열, "가상현실(Virtual Reality) 광고가 소비자 구매의도에 미치는 영향: 이성적인 반응과 감성적인 반응의 통합", Asia Pacific Journal of Information Systems, 19(4), pp.101~124 (2009), 한국경영정보학회
- Corbin, J., "Basics of qualitative research: Techniques and procedures for developing grounded theory" (2014), Sage Publications
- Ruby Roy Dholakia, "Highly Credible Sources: Persuasive Facilitators or Persuasive Liabilities?", Journal of Consumer Research, 3(4), pp.223~232 (1977), Oxford University Press (OUP)[DOI]
- "Content matters 2018" (2018)[URL]
- W. Benoy Joseph, "The Credibility of Physically Attractive Communicators: A Review", Journal of Advertising, 11(3), pp.15~24 (1982), Informa UK Limited[DOI]
- Kang, H. W., "Effect of characteristics of cosmetics advertisement model on brand awareness, preference, image and intention purchase among adult women: Based on the model, Hyun-Jung, Go", master, pp.2012
- Kang, M-Y., "Fashion consumers’ networking types and brand salience perception", master, pp.2018
- Kim, C. G., "The effects of entertainment star model on the advertising effectiveness in the food service industry", doctor, pp.2008
- Kim, H. J., "A study on the effect of celebrity endorser preference on ad and brand attitude, purchase intention", master, pp.2003
- 손동진, "소셜 인플루언서를 활용한 디지털 마케팅 전략 연구: 올레드TV 글로벌 디지털 캠페인 사례를 중심으로", 광고PR실학연구, 10(2), pp.64~95 (2017), 한국광고PR실학회[DOI]
- Kim, R., "The effects of influencer’ fashion product evaluation on its reliability & involvement", master, pp.2017
- 김우빈, "SNS 패션 인플루언서 진정성이 팔로워 행동의도에 미치는 영향-팬쉽의 매개효과를 중심으로-", 한국의류학회지, 43(1), pp.17~32 (2019), 한국의류학회[DOI]
- 소셜 인플루언서를 활용한 미국 시장진출 전략, "KOTRA", KOTRA, ~ (2017)
- Lee, H. D., "Vintage fashion value represented on South Korean fashion influencer’s activity", doctor, pp.2019
- Lee, H. J., "Study on advertising effects by advertising model types and appeal types in hospital advertising", master, pp.2009
- Lee, J. H., "The effect of YouTube usage motive on brand attitude : Centered on mediated effect of influencer attributes", master, pp.2019
- Moon, J. H., "Influencer characteristics and upward comparison emotion impact on consumer confidence and purchase intentions", master, pp.2020
- Ohanian, R., "The impact of celebrity spokespersons’perceived image on consumer intention to purchase", Journal of Advertising Research, 31(1), pp.46~54 (1991)
- Oh, Y. K., "The effects of preference for advertising endorser on advertising effect", master, pp.2017
- Park, J. H., "A study on fashion YouTube consumption of generation Z", master, pp.2019
- "Dagny"[URL]
- "Shudu"[URL]
- "In Naver Korean dictionary"[URL]
- Yang, D. Y., "The influence of SNS influencer’s characteristics as advertisement model on advertisement attitudes and purchase intention according to their involvement: Focusing on beauty influencers", master, pp.2019
- 양희순, "3차원 아바타 모델을 활용한 의류상품 제시가 소비자 접근행동에 미치는 영향", 한국의류산업학회지, 15(1), pp.65~72 (2013), 한국의류산업학회
- Yoo, S. Y., "Fashion social influencer and interaction effects with product attributes", master, pp.2018
- Yoon, J. Y., "A study on 3D virtual fitting system using avatar fashion", master, pp.2011
- "패션쇼도 모델도 사이버시대... 런웨이 사라지나" (2018)[URL]
- Zhou, M., "The impact of Korean celebrity endorser’s characteristics on advertising attitude with product involvement : Focusing on Chinese consumers", master, pp.2015